Lake County Marketing Campaign for the Digital Growth Initiative
Request for Proposal (RFP) is for the purpose of establishing a contract with a qualified firm to develop and execute a comprehensive social media marketing and grassroots campaign aimed at promoting digital equity and inclusion within the County as outlined in the Lake County Broadband and Digital Equity Action Plan.
GENERAL REQUIREMENTS: Proposers are to submit electronic proposals, to be opened and evaluated in private. Submit one (1) complete electronic unprotected copy via the Lake County Purchasing Portal and one (1) redacted copy that can be used to comply with the Illinois Freedom of Information Act (FOIA). Please refer to the FOIA statute, 5 ILCS 140/1 et seq., and specifically Section 7 therein, for an explanation of the information that may be redacted.
SUBMISSION DATE & TIME: September 13, 2024, by no later than 11:00am. local time. Proposals received after the time specified will not be opened.
CONTACT / QUESTIONS: All contact and questions regarding the Request for Proposal shall be with the Purchasing Division. Should the proposer require additional information about this RFP, please submit questions on our website at http://lakecountypurchasingportal.com by selecting the RFP number and addendum link. Questions may also be submitted via email to purchasing@lakecountyil.gov . All questions shall be submitted no less than seven (7) days prior to the RFP opening date.
CONTENTS: The following sections, including this cover sheet, shall be considered integral of thissolicitation:
*General Terms and Conditions
*Insurance and Bonding Requirements
*Special Terms and Conditions
*General Information
*Scope of Work
*Submittal Requirements
*Evaluation Criteria
*Proposal Price Sheet
*Addendum Acknowledgement
*General Information Sheet
*References
*Sustainability Statement
*Vendor Disclosure Statement
*Vendor Certification
*Attachments/Exhibits
If your RFP includes any exceptions, proposers must insert an “X” in the following box indicating a submission with exceptions and provide separately a submission with noted exceptions.
NOTE TO PROPOSERS.: Any and all exceptions to these specifications MUST be clearly and completely indicated in the Proposer’s response to the RFP. Failure to do so may lead the County to declare any such term non-negotiable. Proposer’s desire to take exception to a non-negotiable term will not disqualify it from consideration for award.
GENERAL INFORMATION August 2024
1. INTENT
This Request for Proposal (RFP) is for the purpose of establishing a contract with a qualified firm to develop and execute a comprehensive social media marketing and grassroots campaign aimed at promoting digital equity and inclusion within the county as outlined in the Lake County Broadband and Digital Equity Action Plan. Services will be paid for by Lake County using American Rescue Plan Act (ARPA) funds allocated to carry out strategies outlined in the Lake County Broadband and Digital Equity Action Plan.
2. LAKE COUNTY, ILLINOIS
Lake County is located in northeast Illinois, between the Chicago and Milwaukee metropolitan areas. Lake County is home to about 703,000 residents. Lake County is committed to open government and transparency, and the County board’s conservative fiscal policies have allowed the County to maintain fiscal stability and achieve AAA bond rating from Standard & Poor’s and Moody’s. Lake County is governed by a 19-member board and managed by a County Administrator.
3. BACKGROUND
In December 2023, Lake County’s Board approved Lake County’s Broadband and Digital Equity Plan created under the direction of Lake County Board’s Special Committee on Broadband with support from Lake County Administration and consultants. Lake County aims to build-on existing programming to improve equitable access to affordable high-speed internet and connected devices, while delivering important digital literacy support. Strategy 5 of the plan is to “Improve digital literacy and training opportunities.” The Digital Navigator Program is encompassed under project 5-1 of the plan to expand Digital Navigators to facilitate a larger network of local Digital Navigators in Lake County to provide a range of support services to Lake County residents, particularly in areas with low broadband adoption and other equity challenges. The awarded organizations will work with Digital Equity staff of the Lake County Administrator’s Office at the direction of the Lake County Board’s Special Committee on Broadband.
The County Administrator’s Office strives to provide the best possible, most fiscally responsible services to Lake County residents and taxpayers.
4. CURRENT STATE – PROJECT
The Digital Growth Initiative is in the early stages of implementation, with significant progress made in researching and launching several key initiatives aimed at bridging the digital divide in the County. These initiatives, which include digital device distributions, digital literacy programs, public Wi-Fi expansion, and the Digital Navigator Program, are designed to support covered populations as defined by the Digital Equity Act. While these programs have been thoughtfully developed and are now operational, they have not been active long enough to produce measurable results.
As the Initiative continues to roll out, the need for a comprehensive marketing and grassroots campaign has become apparent. To ensure that these programs reach their intended audiences and achieve maximum impact, the County Digital Equity Team is seeking a consultant to lead a targeted marketing campaign. This campaign will raise awareness, engage the community, and promote the various resources and services offered through the Digital Growth Initiative. With this strategic outreach, the Initiative aims to connect more residents with the digital tools and skills they need to fully participate in today’s digital economy.
5. PROJECT TIMELINE
To ensure that Lake County is able to implement the proposed solution, the proposers should indicate their ability to meet the deadlines indicated below:
Event Date
Release RFP August 22, 2024
Deadline for RFP Inquiries for Clarification and Posting of Responses
September 6, 2024, by 11:00am CST
Deadline for Proposal Submissions September 13, 2024, by 11:00am
Finalist Interviews (if necessary) Week of September Oct 1- Oct 4, 2024
Contract Negotiations Oct 7th, 2024 – October 11th, 2024
Awarded Entity Begins Contract October 2024
*This timeline may be subject to change.
6. PROJECT STATUS
Personnel from the Proposer, Lake County, and other interested Lake County organizations will, as scheduled at a mutually agreed upon frequency, meet to discuss the scope of this project and the progress made by the Proposer in the performance of their obligations hereunder. When ad hoc meetings need to occur, Proposer and Lake County will make every effort to accommodate same.
7. PERFORMANCE LEVELS/MONITORING
Lake County staff will monitor performance levels based on progress reviews and milestone reports, as specified in the project plan created by the Proposer.
8. ACCOUNT REPRESENTATIVE
The Proposer shall assign an Account Representative who has a minimum of 5 years, successful experience in providing these services. The Account Representative, and his or her qualifications, shall be identified in the submittal of the RFP documents. The Account Representative shall be present for presentation of the proposal and must be assigned to Lake County throughout the Contract period.
9. WORK PRODUCT
All work product prepared by Proposer pursuant to a resulting Agreement, including, but not limited to, policies, reports, analysis, plans, designs, calculations, work drawings, studies, photographs, models, and recommendations shall be the property of Lake County. Proposer shall deliver the work product to Lake County upon completion of Proposer’s work, or termination of the Agreement, whichever comes first. Proposer may retain copies of such work product for its records; however, Proposer may not use, print, share, disseminate, or publish any work product related to this Agreement without the consent of Lake County.
SCOPE OF WORK August 2024
Lake County is seeking proposals from qualified vendors to develop and execute a comprehensive social media marketing and grassroots campaign aimed at promoting digital equity and inclusion within the county through the Digital Growth Initiative. This campaign will target covered populations as defined in the Digital Equity Act, including individuals from low-income households, aging individuals, incarcerated individuals (other than those in federal correctional facilities), veterans, individuals with disabilities, those with language barriers, racial or ethnic minorities, and those residing in rural areas. The campaign will focus on raising awareness, promoting events, engaging communities,
and highlighting partnerships. All funds for the campaign must be allocated by December 31, 2024, with execution extending through December 2026.
The primary objectives of the Lake County Social Media Marketing and Grassroots Campaign for Digital Growth Initiative are as follows:
1. Increase Awareness: Raise awareness about local digital equity issues and the resources available to address them.
2. Promote Events: Publicize and support special events, such as digital device distributions and digital skills educational workshops.
3. Engage Communities: Foster community engagement and participation in digital equity initiatives.
4. Highlight Partnerships: Showcase Digital Growth Initiative collaborations with local organizations, including schools, nonprofit organizations, and community groups.
Vendor Responsibilities
The selected vendor will be responsible for the following. If the vendor cannot provide a specific type of service), they must inform the County and either work with an approved third-party vendor within the budget or ensure the County is aware that this service is not provided:
1. Social Media Marketing Campaign
– Develop and Implement Strategy: The vendor will develop and implement a comprehensive social media marketing strategy to promote digital equity initiatives.
– Content Creation: The vendor will create engaging content for platforms such as Facebook, X (formerly Twitter), Instagram, and LinkedIn.
– Advising on Content Placement: The vendor will advise the County on the best times and platforms for publishing the content to maximize reach and engagement.
– Targeted Advertising: The vendor will manage targeted advertising campaigns to ensure content reaches the desired audiences.
– Timeline Development: Collaborate with County staff to develop timelines for content publication and key campaign milestones.
– Data Collection and Analysis: The vendor will be responsible for collecting and analyzing data on campaign performance, including engagement metrics and audience reach, and will provide regular reports to the County.
2. Adaptive Grassroots Outreach
– Develop and Implement Strategy: The vendor will develop and implement a grassroots outreach strategy that is adaptive to the diverse communities within the County.
– Content Creation for Outreach Materials: The vendor will create content for various outreach materials.
– Advising on Outreach Efforts: The vendor will advise the County on the optimal placement and distribution of outreach materials.
– Data Collection and Analysis: The vendor will collect and analyze data on the effectiveness of grassroots outreach efforts and provide regular reports to the County.
Outreach Efforts May Include:
– Create posters, flyers, and other printed materials for placement and distribution at strategic high traffic locations and local community organizations.
– Create audio and visual materials that reach diverse audiences, including those with language barriers.
– Develop materials and strategies for engaging local organizations, including libraries, community centers, religious organizations, and other community hubs.
– Create content for booths and materials for distribution at local events and fairs, ensuring outreach to diverse community gatherings.
3. Event Promotion and Coverage
– Content Creation for Events: The vendor will create promotional materials for key events such as digital device distributions at community events.
– Advising on Event Promotion: The vendor will advise the County on the best channels and times for promoting these events.
– Coordination with Event Hosts: The vendor will coordinate with event hosts and county staff to ensure that promotional efforts are aligned and effectively communicated to the public.
– Data Collection and Analysis: The vendor will collect and analyze data on event promotion effectiveness and provide regular reports to the County.
4. Program Promotion
– Content Creation for Program Promotion: The vendor will create promotional content for all digital equity initiatives, including the Digital Navigator Program, digital device distribution, and public Wi-Fi network engagement.
– Advising on Promotion Strategy: The vendor will advise the County on the most effective strategies for promoting these programs across various channels.
– Highlighting Initiative Benefits: The vendor will develop content that highlights the roles and benefits of these initiatives in supporting individuals and families to access and use technology effectively.
– Data Collection and Analysis: The vendor will collect and analyze data on the reach and effectiveness of program promotions and provide regular reports to the County.
5. Reports
– Monthly Performance Reports: The vendor will provide monthly reports on campaign performance, including social media metrics, outreach activities, and audience engagement from the campaign’s inception until the end of the county fiscal year 2026 (November 30).
– Final Campaign Report: The vendor will deliver a final report summarizing outcomes, lessons learned, and recommendations for future efforts upon the end of the contract.
Key Performance Indicators (KPIs)
1. Program Awareness and Participation
– Overall Program Reach: Track the number of unique individuals reached through the campaign across various initiatives.
-Overall Program Engagement: Track the number of unique individuals engaged through the campaign across various initiatives.
2. Audience Growth
– Follower/Subscriber Growth: Track the increase in the number of followers/subscribers on social media channels during the campaign period.
– Content Shares: Track the number of times campaign content is shared by users on social media platforms.
– Video Views: Track the number of views for video content across platforms like Facebook, Instagram, and YouTube.
3. Website Traffic
– Referral Traffic: Track the number of visitors to the Digital Growth Initiative website referred from social media platforms.
– Page Views: Track the number of pages viewed per session by visitors who land on the website through campaign links.
4. Budget Utilization
– Budget Adherence: Track the campaign’s financial performance against the proposed budget.
– Cost per Engagement: Calculate the cost-effectiveness of the campaign by measuring the cost per user engagement and reach.
5. Media Coverage
– Press Mentions: Track the number of mentions in local media (newspapers, radio, TV) about the Digital Growth Initiative and associated events.
6. Overall Impact
– Reduction in Digital Divide Metrics: Measure the reduction in the digital divide through surveys and data collection on access to digital resources before and after the campaign.
– Community Feedback: Collect qualitative feedback from community members regarding the perceived impact of the campaign on digital equity and inclusion.
Phased Campaign Management
The campaign will be executed in five distinct phases. This structured approach ensures efficient resource allocation and maximizes impact.
1. Phase 1: Research and Planning
– Timeframe: 1 month
– Key Activities: Rapid demographic research and strategic planning.
2. Phase 2: Creative Development
– Timeframe: 1 month
– Key Activities: Concept development, community testing, and finalizing creative assets.
3. Phase 3: Media Planning and Buying
– Timeframe: 1 month
– Key Activities: Media buy planning and execution
4. Phase 4: Campaign Execution
– Timeframe: 24 months
– Key Activities: Campaign launch, experiential marketing, and ongoing community engagement.
5. Phase 5: Monitoring and Optimization
– Timeframe: 24 months (Ongoing)
– Key Activities: Performance monitoring, real-time optimizations, and final reporting.
