MARKETING RFP FOR WESTCHESTER – PUTNAM WORKFORCE DEVELOPMENT BOARD
DUE DATE: Tuesday, December 5, 2023 at 3:00 PM EST
The WPWDB provides opportunities for job seekers in Westchester and Putnam to improve job and career options through an integrated, job-driven public workforce system that links diverse talent to businesses. It supports the development of strong, vibrant regional economies where businesses thrive and people want to live and work.
The WPWDB and its Career Centers’ delivery system include these core programs:
- Workforce innovation and Opportunity Act (WIOA) Title I (Adult, Dislocated Worker and Youth formula programs) administered by the New York State Department of Labor (NYSDOL);
- Adult Education and Literacy Act programs administered by the New York State Department of Education (NYSDOED);
- Wagner-Peyser Act employment services administered by the NYSDOL; and Rehabilitation Act Title I programs administered by the NYSDOED.
The WPWDB administers Career Centers in White Plains, Mt. Vernon, and Peekskill in Westchester County and Carmel in Putnam County, and, in partnership with various local entities, provides an array of employment services which connects job seekers to work related training and education. The WPWDB/Career Centers aligns investments in workforce, education, and economic development to regional in-demand jobs.
The WPWDB/Career Centers reinforce the partnerships and strategies necessary to provide job seekers and workers with the high-quality education and training, and supportive services they need to get good jobs and stay employed. It also helps businesses find skilled workers and access other supportive services, including education and training for their current and future workforce.
D. Procurement Timetable:
1. Date of Issuance: Monday, November 6, 2023
2. Informational Session: (non-mandatory but strongly recommended): from 2:00 PM
to 3:00 PM, via WebEx on Wednesday, November 15, 2023 at:
3. Proposals Due: Tuesday, December 5, 2023 by 3:00p.m. EST.
4. Questions and Inquiries: It is the policy of Westchester County to accept
written requests for clarification from prospective proposers. Proposers should submit specific questions regarding the services requested in this RFP, via e-mail with subject title “Outreach and Marketing RFP” by Friday, November 10, 2023 by close of business to westchesterCCN@westchestercountyny.gov. Verbal questions will not be permitted.
5. Formal written responses will be posted under “Doing Business with the County” on the Westchester County RFP web site at www.westchestergov.com/rfp by close of business, Tuesday, November 21, 2023.
6. Proposal Presentation: Applicants should be prepared to participate in a mandatory proposal presentation on Thursday, December 7, 2023. Proposals will first be reviewed to determine if they meet the minimum eligibility and qualification requirements of this RFP. Those that meet these requirements will be deemed “responsive” and will subsequently receive an invitation to confirm the date and time of their presentation. Review Evaluation Criteria section in these documents.
No communications of any kind will be binding against the county, except for the formal written responses to any request for clarification.
E. Overview of the Outreach and Promotional services and its objectives:
The Outreach and Marketing services are designed to inform the public about the services and benefits available through the resources of the WPWDB/career centers, thereby increasing awareness and understanding of those services and encouraging eligible individuals and employers to access them.
Firm(s) are expected to submit proposals for an Outreach and Marketing plan that places paramount importance on diversity and equity inclusion, with a specific focus on serving the following target populations: low-income individuals, the unemployed, the formerly incarcerated, youth, older workers, and those returning to work. The successful proposal will clearly outline a strategy that:
1. Embraces Diversity: The plan should actively incorporate diverse perspectives, voices, and representation from the target populations in all marketing materials and campaigns.
2. Ensures Equitable Access: Firm(s) are required to outline how the plan will guarantee that the target populations have equitable access to the products and services being promoted.
3. Universal Resonance: The proposed plan should explain its approach to creating outreach and promotional materials that resonate universally, ensuring that everyone in the target populations feels recognized and valued in promotional efforts.
4. Strengthens the Brand: Firm(s) are encouraged to articulate how an inclusive outreach and promotional strategy will reinforce the WPWDB/Career Centers’ brand and enhance its appeal, particularly among the target populations.
5. Caters to Diverse Audiences: The plan should describe its strategies to better serve and connect with low-income individuals, the unemployed, the formerly incarcerated, youth, older workers, and those returning to work.
6. Contributes to an Equitable Business Environment: Firm(s) should convey how their proposed plan contributes to fostering a more equitable business environment, aligned with legal and ethical standards, especially for the benefit of these target populations.
PART 2: SCOPE OF WORK
The selected respondent will be expected to service the Outreach and Marketing needs of the WPWDB/Career Centers by designing, developing and implementing strategic outreach and promotional campaigns that, in collaboration with the WPWDB/Career Centers, will inform the public about the services and benefits available through the resources of the WPWDB/career centers, thereby increasing awareness and understanding of those services and encouraging eligible individuals and employers to access them.
Scope of services to be provided: The scope of services provided by the outreach and promotional plan includes the development and dissemination of Outreach and Marketing materials, community outreach events and referral to other services. Firm(s) will develop brochures, flyers, posters, and digital media to promote the services and benefits of the services offered by the WPWDB/Career Centers. Firm(s) will also participate in job fairs, career expos, and informational sessions to connect with potential participants, particularly those in key targeted audiences. Goals also include a strategy to increase business outreach and involvement. More specifically, duties shall include:
i. Strategic research and plan development for various programs/services
ii. Create coordinated advertising campaigns (print, broadcast, digital, online, email, etc.) to include written plan, including objectives, audience description, strategies, tactics and budgets
iii. Creative strategy and design (collaterals, reports, advertising and visual display, broadcast or social media materials)
iv. Concept development, including quality graphic design
v. Develop original copy (text), copywriting and editing. This may also include Spanish outreach.
vi. Media planning & buying: media negotiations, client meetings, phone calls and correspondence related to specific media plans/buys
b. Public Relations:
i. Strategic planning
ii. Build messaging that can be used in various channels including earned media, social media and paid traditional media to target key audiences through timely/relevant channels to drive awareness, and drive traffic to the website
iii. Create messaging to drive interaction and build excitement through sharing relevant content and providing opportunities to interact with the programs/services
iv. Develop a concrete social media strategy using tools, i.e., Facebook, Twitter, LinkedIn and Instagram
v. Develop and pitch storylines and press releases, fact sheets and accomplishments to the media; coordinate media interviews & press conferences
vi. Support communication efforts (i.e. blog posts, monthly e-Newsletters, etc.) as needed
vii. Develop and maintain targeted media lists
viii. Maintain database of stakeholders
Strengthen relationships with community partners
Share the WPWDB/Career Center goals, aspirations and available programs
Propose and develop database of users and providers for the outreach and promotional plan.
c. Website Content Development:
Work with required Westchester County departments to develop content for the for the WPWDB website (https://www.westchesterputnamonestop.com/).
Confirm audiences, objectives, graphic look and feel, navigation, site marketing, technology issues and assumptions, required functionality, phasing, and budgetary constraints, resulting in a creative brief
Fully integrate the content, collection, service, education and needs of our various stakeholders including industry/business partners, education sector, jobseekers and the community at-large
d. Account Management & Reporting:
i. Meet with WPWDB/Career Center staff as needed for the purposes of carrying out initiatives
ii. Maintain internal procedures that ensure budget control, prompt billing and quality control, including but not limited to auditing invoices for space, time, preparation and services
iii. Prepare cost schedules and project sheets for outreach and promotional expenditures and other related costs and secure the WPWDB’ s approval of all expenditures with regard to authorized advertising by submitting preproduction estimates.
iv. Provide monthly status reports, or as otherwise requested, on the progress of all projects
e. Expected outcomes and performance measures: The expected outcomes of the Outreach and Marketing program are increased awareness and understanding of the services provided by the WPWDB/Career Centers and increased enrollment of eligible individuals and increased engagement of employers with the WPWDB/Career Center services. Performance measures will be used to track progress toward these outcomes, including the number of individuals reached through Outreach and Marketing materials and the number of individuals participating in community outreach events. Additionally, the firm(s) will work with WPWDB/Career Center staff to develop new strategies to track the number of participants who are able to obtain and retain employment, and the number of employers who access the services provided by the WPWDB/Career Centers.
f. Target Population and Geographic Area: The target population of the Outreach and Marketing activities includes individuals who are eligible for WIOA services and may benefit from the WPWDB/Career Centers’ offerings. Eligible individuals may include those who are unemployed, underemployed, low-income, and/or have barriers to employment, such as those with disabilities or limited English proficiency. The plan may also target individuals who are transitioning from military service or have recently been laid off. The demographics of the target population may vary based on the specific geographic area and community being served, but may include individuals of diverse ages, races, ethnicities, genders, and education levels. There is likely to be particular effort to Increase the WPWDB/Career Centers’ profile/brand awareness among businesses and jobseekers, and micro targeting of communities of need, including those between 18-24 years of age.
The geographic area covered by the Outreach and Marketing services may include a defined geographic region or community and may target specific areas or neighborhoods within the larger geographic region if there are higher rates of unemployment or other indicators of need. The firm(s) may also collaborate with other organizations or service providers in the area to ensure that outreach efforts are coordinated and reach the greatest number of eligible individuals.
g. Strategic plans: Strategic plans, creative strategies and other strategic input will be developed in collaboration with the WPWDB/Career Centers. The selected firm(s) must provide creative briefs before each campaign or individual project outlining the goals(s), objectives, audience, strategies, budget and measurement. The selected firm(s) must demonstrate an ability to strategically plan, integrate, manage and execute an assortment of marketing projects. New and emerging technological opportunities should be consistently introduced and selected.
h. Additional information: The WPWDB reserves the right to perform, manage and/or administer any function referenced within the Scope of Work at any time during the resultant contract period. This may alter the amount of overall funds and projects administered by the contract and will be determined on a year-to-year basis. The primary objective is to effectively partner with a firm to provide professional marketing, public relations, media planning and placement, and website Content Development, and overall communications strategy for the WPWDB/Career Centers.
Firm(s) must be responsive to advertising effectiveness, tracking studies, driving social media efforts, and developing strategic plans.