Due date: April 1, 2024 12:00 P.M. HST
Web link: https://acrobat.adobe.com/id/urn:aaid:sc:VA6C2:8f410266-8669-4118-ab38-637a9fba32e6
I. Background (Overview)
The City and County of Honolulu, Office of the City Clerk, Honolulu Elections Division (“‘City” or
·’Honolulu Elections Division”) issues this Request for Proposals (“RFP”) to procure a media
campaign that will assist the Honolulu Elections Division in packaging and disseminating key
information regarding voting in the 2024 elections utilizing mass media. The City is seeking a
turnkey service whereby the selected Offerer will be responsible for the planning, managing, buying
and ad trafficking the media campaign.
Key Objectives:
The goals and objectives of this RFP are to enter into a contract that:
• Meets the scope of work and associated specifications and requirements of this RFP.
• Ensures compliance with all federal and state laws relating to elections.
Develop and launch a media campaign – utilizing print, radio, TV broadcast and digital/social media – that will facilitate participation in the vote-by-mail voting process in theCity and County of Honolulu.
Costs no more than $200,000 including taxes to develop and finalize campaign materials and management of the media campaign,
Media buys totaling up to $250,000, including taxes.
Develop and launch a media campaign plan for the 2024 Election Cycle
a. Includes strategies to implement the messaging themes as outlined in this Scope of Work.
b. Provide a plan for turnkey services – Offerer will be responsible for planning, buying, and
managing a media campaign plan including ad trafficking, with media buys purchased at net plus tax.
c. Provide all elements required including locations, equipment, talent, and post production for
all media included in the campaign plan.
d. Meets the procurement laws of the State of Hawaii and City and County of Honolulu.
This Section, in addition to providing the scope of work, provides information about the conduct
and administration of elections in the State of Hawaii and City and County of Honolulu to assist
the Offerer in developing its proposal.
Any proposed media campaign plan shall be in accordance with this RFP, including its appendices,
attachments, and any addenda. To meet the specifications and requirements of this RFP, the proposed
media campaign plan by the Offerer must be capable of serving the residents of the City and County
of Honolulu.
The Offerer is responsible for developing, branding, and managing an integrated media campaign
program.
The Offerer will play an integral role in providing its subject matter expertise in marketing,
advertising, production, and media buying.
As part of these services, the Offerer is expected to make recommendations regarding the
development and execution of an overall media campaign plan to package and disseminate the
messaging themes into a voter education program for the voters of the City and County of Honolulu.
The Offerer will meet with the City to provide strategic and planning services to address the Honolulu Elections Division’s needs.
At the option of the Honolulu Elections Division, the Offerer shall be responsible for the actual execution of any materials (e.g., radio, television, social media, digital media, or print materials).
For example, the Offerer, in regard to commercials, may be expected to be responsible for concept/theme, video production, and post-production including equipment and talent.
Likewise, at the option of the Honolulu Elections Division, the Offeror shall be responsible for
the actual distribution of the commercials, media products, or similar messaging that has been
developed.
However, nothing will prevent the City from obtaining goods or services separately from other
vendors in connection with this media campaign.
The City will be sole decision maker of the messages, products and materials to be distributed and
disseminated.
The City shall own the rights to the use of all assets and materials, including marketing,
advertising, and production, developed for the media campaign on an unlimited basis.
Messaging and Theme Development
The Offerer’s overall campaign should address, but not be limited to the following messages:
•Voting by Mail and Ballot Arrival – Inform voters about voting by mail and provide general reminders including how to properly mark, sign, and return their ballot. Alert registered voters to expect the arrival of their mail ballots. Highlight the convenience of voting by mail. Instruct voters to take action if they did not receive their ballot or need a replacement ballot.
•Voter Service Centers and Places of Deposit Opening- Alert voters of the opening of the Voter Service Centers and availability of drop boxes at Places of Deposit. Inform voters of same-day registration services and accessible voting at Voter Service Centers.
•Return BallotNote Early – Alert voters of the ballot return and in-person voting deadline. Encourage voters wishing to vote at a Voter Service Center to vote early and not wait until the last day. Encourage voters to have a plan to return their mail ballots before the 7:00 p.m. deadline.
•Safety of Voting by Mail – Educate voters about how it is safe to return their mail ballot by United States Postal Service (USPS) or drop box at a Place of Deposit. Share how mail ballots are received daily by official staff and are secured while being transported for processing.
Advertisement
The Offerer is responsible for the planning and production of television and radio advertising
campaigns. This would include, among other things, the following:
· develop the creative concepts and scripts for a series of television and radio commercials in consultation with the City.
· Scout, select, and coordinate filming locations, in consultation with the City.
· Secure on-screen or voice-over talent, in consultation with the City.
· Provide a professional crew to produce commercials/advertisements.
· Provide all necessary equipment (e.g., film video cameras, professional lighting equipment,
· professional audio equipment, professional quality makeup/wardrobe, and set logistics).
· Furnish file footage as necessary.
· Edit, finalize, and deliver final products to TV and/or radio stations.
The Offerer may be expected to be the agent of the Honolulu Elections Division for purchases from
television, radio, digital, and print entities. The Offerer may recommend additional avenues of
advertising (e.g., sponsorships, guerilla marketing, digital or print advertising).
Voting in Hawaii
For election purposes, there are four counties within the State: (1) County of Hawaii is the island
of Hawaii; (2) County of Maui includes the islands of Maui, Molokar, Lanai, and Kahoolawe; (3)
County of Kauai includes the islands of Kauai and Niihau; and (4) City and County of Honolulu is
the island of Oahu. The general population for each county in 2020 was reported as follows:
· County of Hawaii ………………….203,340
· County of Mauj ……………………. 167, 989
· County of Kauai ……………………. 71,851
· City and County of Honolulu ….. 963,826
· City and County of Honolulu ….. 963,826
In 2019, Hawaii transitioned to elections by mail. Now, registered voters receive their ballot
packet in the mail, complete the ballot in the privacy of their own home, and return it.
The Honolulu Elections Division is responsible for voter registration; mailing, receipt, and
validation of mail ballot envelopes; administering Places of Deposit and Voter Service Centers; and
providing voter education to the voters of the City and County of Honolulu. The Honolulu Elections
Division also works collaboratively with the other County Elections Divisions and the State of
Hawaii Office of Elections, which is responsible for the initial ballot mailing, vote counting, and
tabulation of elections results.