Purpose:
The Florida Department of Health (the Department) is seeking to develop a statewide public awareness campaign to encourage vaccinations to prevent disease and keep all of Floridians protected from vaccine preventable health threats. Childhood vaccines are a top goal included in the Department’s Florida Health Performs Strategic Plan and the upcoming State Health Improvement Plan (SHIP).
Scope of Work:
The Department is seeking a Respondent who will provide three separate vaccination campaigns to target new immunization messages, over three years and provide project management of the contract. Each year will entail a new campaign including research, design, marketing plan, creative campaign, as well as campaign development, and campaign website.
Task List:
Conduct campaign research as follows:
- Conduct a campaign research meeting with the Department within 10 days of contract execution each contract year to begin research and drafting an immunizations marketing plan.
- Research used to develop the marketing plan should include, but is not limited to:
- A comparative study of successful statewide immunization marketing campaign and analysis of effective public health marketing tactics.
- Emphasis on using immunizations marketing research, trends, and data provided by the Department, Centers for Disease Control and Prevention, and the National Institute of Health.
iii. Surveys, focus groups, and consumer research to aid in identifying consumer preferences and best communications strategies, messaging, and marketing tactics for the campaign.
Provide an immunization marketing plan and campaign overview to the Department within 60 days of contract execution. Update the marketing plan and campaign overview each contract year within 60 days. The marketing plan and campaign overview should include, but is not limited to, an overview of campaign goals, creative concepts, messaging, timelines, target audiences and markets, marketing strategies, and budget plan.
Develop a comprehensive brand and style guide to establish a cohesive identity and creative design for the marketing campaign within 90 days of contract execution each contract year. The brand and style guide should include, logos, typography, color palettes, fonts, taglines, brand strategy, brand imagery, brand positioning, and brand messaging.
Design branded campaign collateral within 90 days of contract execution. Update the collateral annually each remaining contract year. Provide all design files, fonts, and collateral created in the brand and style guide to Department staff in the form of a brand toolkit. Branded Campaign Collateral should include, but is not limited to, brochures, flyers, posters, and additional materials needed for ad placements and media buys. Collaborate with the Department to identify target audiences and match creative designs to fit their characteristics.
Create a campaign website as follows:
- Use campaign research and the brand and style guide to create the campaign website within 110 days of contract execution.
- Update the website annually for the remaining contract years.
- The campus website should include, but is not limited to:
- Immunization information and resources;
- Accessibility to the content management system for Department staff;
Develop and implement an advertising plan and media buying services for the immunizations campaign within110 days of contract execution each year. The plan will establish the initial launch of the campaign. Revise the advertising plan to target new audiences with new content messaging annually in each remaining contract year.
Ensure that the advertising plan contains all ad production and placements using varied media tactics (Indoor, outdoor, digital, and print) to reach target audiences. including but not limited to:
- Television
- Radio
- Social Media
Respondents will work with the Department’s creative team to produce creative proofs and materials that align with the campaign’s brand and style guide.
Upon the Department’s approval of the advertising plan, Respondent will manage the ad buying process and maintain analytics reports on all ad placements.
The advertising plan will target audiences through digital and social media promotion including blogs, influencer marketing is preferred.
Perform Project Management functions including, but not limited to, the following:
Provide the department with campaign status overviews, updates, and campaign analytics.
Provide a project manager to act as the point person for the campaign.
Ensure the project manager works with the Department to assign tasks, set meetings, and report campaign performance to the Department’s Marketing Manager as needed.
Provide a monthly comprehensive campaign report with an overview of campaign status, updated task list, and marketing analytics to the Department’s Marketing Manager.
Ensure that Respondent’s employees, subcontractors, and agents comply with all cyber security procedures establish by the Department in performance of the contract resulting from this solicitation, as specified in Attachment C.
Due Date:
April 17th, 2018
Address:
Florida Department of Health
Attention: Diana K. Trahan
4052 Bald Cypress Way, Bin B07
Tallahassee, FL 32399-1749
Agencies with healthcare experience includes Edelman PR and Makovsky PR.