Help Eliminate Auto Theft (H.E.A.T.) Issues Advertising RFP

Yje Help Eliminate Auto Theft (H.E.A.T.) Program and the Insurance Fraud Program (IFP) throughout the Commonwealth of Virginia for the Department of State Police Otherwise known here out as (VSP) is seeking an ad agency.


H.E.A.T.: The H.E.A.T. Program was established March 1, 1992, pursuant to Virginia Code § 38.2-414, as a statewide program to receive information leading to the arrest of persons who commit motor vehicle theft-related crimes in Virginia. The Program operates under the administrative supervision of the Superintendent of the VSP. The H.E.A.T. Program offers rewards up to $25,000 for vehicle theft-related information leading to arrests. Tips can be submitted online at or by calling the toll-free hotline (1-800-947-HEAT). Tipsters always remain anonymous. In return, citizens with valuable information are eligible for Cash Rewards up to $25,000 if their information leads to the arrest of individual(s). In addition, the Program maintains YouTube and Facebook social networking sites. H.E.A.T. provides Virginia with a comprehensive approach to reduce the financial losses caused by vehicle theft-related crimes and increased vehicle insurance premiums. The Program’s initiative is to enhance enforcement, recoveries, prevention and knowledge. Public awareness of Virginia’s vehicle theft problem, prevention strategies and devices, and the H.E.A.T Hotline and Rewards is essential to Virginia’s success in reducing vehicle theft crimes and in controlling the costs of vehicle insurance premiums.

IFP: The Insurance Fraud Program (IFP) of VSP was established January 1, 1999, through legislation approved by the General Assembly (Virginia Code Section 52-37). The IFP’s mission is to address the growing crime in Virginia through reports of alleged insurance fraud. This program helps by providing training opportunities for insurance fraud special agents, local law enforcement, the insurance industry and local citizens and by raising awareness about the impact the crime of insurance fraud has on the Commonwealth. To accomplish this, the IFP operates a toll–free hotline, 1-877-62FRAUD; a website,, which was established in 2003; along with YouTube and Facebook social networking sites. In addition, the IFP offers a cash reward up to $25,000 for information leading to the arrest of individual(s) who commit insurance fraud.

COMBINED: Advertising and public relations promotions for the H.E.A.T. and Insurance Fraud Program including the H.E.A.T. hotline, Stamp Out Fraud hotline, and a website and reward program are essential for their continued success. Therefore, Advertising Agency Services have been in place since the inception of the two programs. Currently the contracted advertising and promotional services funding amount for each program is up to $400,000 and not exceeding the amount of allowable funds, with a minimum of 15% allocated for informational and promotional give-away items for each program. The H.E.A.T and IFP personnel attend public events throughout the Commonwealth distributing learning material such as brochures and other pamphlet information about the programs along with promotional gifts. This visibility ensures the continued success of each program.

Scope of Work:

The Contractor Shall:

                1. Provide expertise to create, produce, and market the H.E.A.T. and IFP Programs throughout the Commonwealth of Virginia through advertising, special events and promotional means.

                2. Propose marketing strategies.

                3. Produce high-quality advertising materials designed to meet specific agreed upon objectives and provide the marketing research to support the contractor’s recommended strategies.

                4. Propose advertising plans and schedules for newspapers, magazines, television, radio, and any other media deemed appropriate.

                5. Employ qualified staff and subcontractors only with special emphasis on the use of Micro, Small, Women and Minority (SWaM) owned business suppliers.

                6. Develop an approach to position both the H.E.A.T. and IFP’s promotions and advertising as unique, different and eye catching for the public. All promotional items (such as pens, cups, key   chains, etc.) shall be provided at actual cost with no mark up.

                7. Propose marketing and media strategy to expand promotional efforts over the entire state.

                8. Provide all the benefits and services of a full-service advertising agency.

                9. It is preferred that the Contractor be within a 2 Hour driving time or 120 radius of VSP’s location at 7700 Midlothian Turnpike, North Chesterfield, VA 23235. The selected Offeror is         encouraged to establish an office within Virginia if not already located within the state to reduce                the expenses associated with traveling to and from the VSP headquarters to attend meetings            and other contract related functions. The Contractor shall not bill VSP for hourly rates, travel        times or expenses incurred for these meetings. The Contractor shall bear all costs for their          attendance at these meetings.

                10. Assign account management personnel to routinely work with H.E.A.T. and IFP personnel    assigned to manage this contract. Meetings between the Contractor and Program Personnel              shall take place no less than once monthly, with a majority of meetings being required weekly.        Meetings shall take place at Virginia State Police administrative offices in Chesterfield County or               at a location convenient and acceptable to both the H.E.A.T. and IFP personnel.

                11. Provide continued advertising updates on VSP’s Social Media Sites and Websites exclusively               for H.E.A.T. and IFP Programs.

Due Date:

January 17th, 2019





Agencies with relevant experience includes Zeno Group and Alison Brod PR.

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