The mission of the FRWDB is to serve as a catalyst to mobilize and integrate all private and public partners to effectively educate, train, and place individuals with the necessary resources and skills to fulfill employer needs. The vision of the FRWDB is to create a dynamic and comprehensive workforce investment system that embraces all segments of the county of Fresno, is proactive, customer-oriented and user-friendly, and produces positive results for job seekers and employers. To effectively reach specifically targeted groups, increase public awareness and business interest in and support of a system that prepares individuals for economic self-sufficiency, the FRWDB invests in multi-lingual, multi-media public awareness and educational campaigns on an ongoing basis.
Marketing strategies must include awareness, sensitivity, and knowledge of the diversity and uniqueness of the population of the county of Fresno. This includes differing needs and approaches based upon economics, ethnicity, education, and language. Special attention must be noted to the differing needs of each urban and rural community of the county.
Scope of Work:
B. Scope of Work
This solicitation is seeking contractors that will allow the FRWDB to maintain an AVL for marketing, advertising and graphic design consulting services. An award of this nature will be on a fee-for-service basis. Bidders should provide hourly rates for the marketing, advertising and graphic design consulting services listed in items number through 4 below that they are proposing to provide. Recognizing that advertising agencies and graphic design firms may specialize and prefer to work in one (1) language over another, and to reach the Spanish-language market effectively, the FRWDB will consider quotes from firms that can offer exceptional representation in:
1) English language only; 2) Spanish language only; and 3) both English and Spanish languages.
1. Implement an Effective Marketing Plan The contractor shall perform activities to support the FRWDB to effectively educate the business community and job seekers. These activities will include, but are not limited to:
a. Developing and recommending program identifier and/or slogan;
b. Demographic and needs assessment; FRWDB Marketing Services AVL RFQ Page 13 of 26, September 23, 2019
c. Campaign concept development;
d. Identifying appropriate and effective media avenues;
e. Recommending and developing a mechanism for measuring campaign effectiveness; and
f. Identifying other appropriate avenues, such as community-related events, job fairs, conferences and partnerships.
2. Design, Write and Produce Appropriate Marketing Materials The contractor shall perform activities to support the FRWDB in the development and production of marketing materials specific to each target audience. These activities will include, but are not limited to, the development of culturally sensitive marketing materials such as brochures, direct mail pieces, broadcast and print, billboards, radio spots, online and social media presence.
3. Media Placement and Purchase
The contractor shall perform activities to support the FRWDB in seeking cost effective and appropriate media placements, including, but not limited to:
a. Identifying appropriate media avenues; and
b. Negotiating and purchasing cost effective media buys.
4. Graphic Design
The contractor shall perform activities to support the FRWDB to maintain a professional image in all marketing materials. These activities will include, but are not limited to, providing guidance in the design, layout, and production of specific projects.
Please provide a timeline indicating the amount of prior notice needed to perform any of the activity(ies) listed above in items B 1 through 4 in which you are proposing to provide.
C. Cost of Services
Provide a detailed listing of cost structure to include, but not be limited to, the hourly rate by staff classification and the resulting all-inclusive maximum fee for which the proposed work will be done. All costs should be included in this hourly rate.
Identify rates for out-of-pocket expenses (e.g., travel expenses, booklets, copies, and faxes) that your agency will charge for providing the services described in this RFQ. No work can be performed as a result of this RFQ until the FRWDB approves a qualified marketing consultant. All contracts must comply with the FRWDB’s contracting procedures and requirements of the WIOA as amended from time to time.