Health Agency Seeks Marketing Firm
The Macon-Bibb County Health Department (MBCHD) is seeking a marketing firm. The success of MBCHD’s new Teen Center Health Centers is contingent on local adolescents utilizing the services. They seek an agency to market the Teen Centers to local high school students, particularly in the African American community.
BACKGROUND:
Our local teen pregnancy rate is unacceptable. In Macon-Bibb County, there were 45.2 babies born in 2013 to girls ages 15-19 per 1,000 girls in the same age group, compared to 30.3 in Georgia and 26.5 in the U.S. It’s even more interesting to rank this to other countries. We have twice the teen pregnancy rate as Canada. Germany and France have a teen pregnancy rate four times lower than ours; while Japan’s is eight times lower.
Only a third of teen moms complete high school. By age 30, only 1.5% of women who had pregnancies as a teen have a college degree. 80% of unmarried teen moms end up on welfare. Sons of teen moms have a 13% greater chance of ending up in prison as compared to their peers. Daughters of teen moms are 22% more likely than their peers to become teen moms.
Reducing our Macon-Bibb teen pregnancy rate is something we all must actively support. Teen pregnancy is an exacerbating issue that sabotages our literacy rates; and contributes to other social problems like poverty, child abuse and neglect, father absence, low birth weight, poor work force preparedness, and poor health outcomes. These negatives have a greater chance of being perpetuated in the future lives of babies born to teens.
The Macon-Bibb County Health Department (MBCHD) is pleased to announce it has taken its existing services to teens and now provides them in dedicated, teen-friendly spaces. The purpose for this new focus is to enhance accessibility and expand reach to this target population.
The services offered to teens at these locations are free of charge and confidential. They will include health information on nutrition, exercise, stress, depression, tobacco cessation, dating, relationships and risks, abstinence education, birth control, pregnancy testing, testing and treatment for STD’s, HIV/AIDS testing, immunizations (including HPV vaccine).
MARKETING GOALS & OBJECTIVES:
Our goal is to increase the number of teens seeking family planning services through the MBCHD, resulting in a decrease of our local teen pregnancy rates. We believe this is achievable, as it is a model that has been successful elsewhere including Athens-Clarke County.
PROPOSAL COMPONENTS:
Proposals will address the following:
- Possible initial research via focus groups and surveys to determine our target audience, where this audience is located, what they think of our current services, what we would like them to think about our services, how we will attract them to our services, who else is competing for their attention, etc.
- Strategic plan for reaching our goals and objectives, based upon research results. This will include the array of communication channels to be used (i.e., events, contests, news, advertising, digital and social media, interactive media, in-person communication, local ambassador or spokesperson, etc.). It will also include key deadlines and milestones.
- Evaluation at the end of the marketing campaign to measure success, identify areas of improvement, make adjustments for future marketing efforts, and provide insight into future programming efforts for teens.
- Pricing for the campaign. We understand unforeseen activities and circumstances will occur. However, we want to know costs for labor, costs for production, costs for media, and as many other costs as you can itemize. Your proposal will include timeframe for campaign development and execution and completion.
Proposal due by Friday, January 27, 2017 to:
Teen Health Educator Macon Bibb County Health Department
171 Emery Highway
|Macon, GA 31217
Atlanta PR firms include Cohn & Wolfe, Edelman PR, M Booth PR & Porter Novelli.
