Lexington-Fayette Urban County Government Issues Marketing RFP

Lexington-Fayette Urban County Government Issues Marketing RFP

The Lexington-Fayette Urban County Government (LFUCG) Department of Social Services is soliciting competitive proposals from qualified professionals with marketing and advertising experience to produce materials for an overdose prevention awareness campaign to encourage individuals to call 911 if they witness a suspected overdose. Additionally, in cooperation with LFUCG Department of Social Services, the selected contractor will develop marketing materials designed to increase awareness of KRS 218A.133, also known as the “Good Samaritan Law”. This law exempts from prosecution for possession of controlled substance or drug paraphernalia if seeking assistance with drug overdose and to encourage those who witness an overdose to call 911.

The primary goals and objectives of the overdose prevention awareness campaign are to:

  1. Encourage the use of 911 by those who witness an overdose.
  2. Increase awareness of the Good Samaritan Law (218A.133).
  3. Reduce the number of fatal overdoses.


Like many cities across the United States, there has been an increase in the number of overdose fatalities in Lexington over the past several years. In 2013, there were 81 overdose fatalities in Fayette County. In 2017, that number increased to 187.

Scope of Work:

The selected contractor shall perform the following tasks:

  1. Project Management
  2. The selected contractor shall provide project management services to manage and ensure completion of the project on schedule and within budget. A program manager from the city will be identified and will serve as the single point of contact for all aspects the contract.
  3. The total budget for the campaign is $35,000, and includes all advertising costs. The bidder shall propose how the budget may be allocated to various marketing efforts to achieve the greatest level of effectiveness.
  4. All work activities on the campaign must be completed and invoices dated on or before June 15, 2019 and submitted for payment no later than June 15, 2019.
  5. Message Development
  6. The Department of Social Services will set priorities (message topic and audience) and the contractor shall develop messaging based on those priorities to create behavior change for targeted audiences.
  7. The messaging shall be refined through feedback from the Department of Social Services provided to the contractor through the city’s single point of contact.
  8. Mass Marketing Plan Development
  9. The contractor shall create a mass marketing plan and recommend collateral material for development. The plan shall include creative services, art direction, copy, design, production and placement.
  10. The plan shall be comprehensive and incorporate an integrated approach driven by the project goals and objectives for target audiences and key messages. These performance measures shall include knowledge, attitude, and behavioral outcomes, not simply reach and impression numbers. Conducting related surveys is not included in this scope of work, though the contractor should provide reach and impression numbers for ads purchased.
  11. At a minimum, the plan shall include activities and a proposed timeline for development and distribution of materials with specifics about message, target audience and media outlets.
  12. The plan shall include proposed media outlets and the percentage of resources devoted to each, for example: radio, television, website banner advertisements, promoted social media posts, in-app advertisements and any other media outlets.
  13. The plan should include the use of existing communications capabilities within the Lexington Fayette Urban County Government.
  14. The plan should include a toolkit of deliverables that includes images, videos and other materials related to the messages developed that the Department of Social Services can independently modify and distribute. The Department of Social Services will specify the format(s).
  15. The plan shall incorporate the use of the city logo that shall be provided by the Department of Social Services. They city fonts shall be the default fonts unless the contractor proposes alternate fonts with justification to the city’s single point of contact and received subsequent approval.
  16. The Department of Social Services reserves the right to make the final decision regarding the message topics, the creative concepts selected for production, the mix of marketing materials produced and the distribution mix.

Due Date:

October 3rd


Todd Slatin – Purchasing Director

Lexington-Fayette Urban County Government

Room 338, Government Center

200 East Main Street

Lexington, KY 40507

W2O Group is a leading healthcare PR agency.

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