Marketing RFP Issued By Hobart and William Smith Colleges

Marketing RFP Issued By Hobart and William Smith Colleges
Marketing RFP Issued By Hobart and William Smith Colleges

Hydrilla (Hydrilla verticillata) is a highly prolific invasive species that is invading waterbodies in select locations of the Finger Lakes and Great Lakes region. It spreads quickly and causes adverse impacts to water quality, aquatic communities, recreation, and navigation. Hydrilla is difficult to control due to the need for multiple treatments across multiple years.  

In late August 2019, Hydrilla was detected within Finger Lakes Marine Service’s marina, on Cayuga Lake in Lansing, NY. Cayuga Lake is hydrologically connected to Lake Ontario via the Seneca River and Oswego River. Hydrilla is a relatively new invader to New York, with known populations on Long Island (8-10 sites), in a small pond in Orange County, a small pond in Monroe County, 2 ponds in Erie County, and several small private ponds in Broome County. Infestations have been documented in Cayuga Lake (Tompkins and Cayuga County), the Erie Canal/Tonawanda Creek (Tonawanda, Erie, and Niagara Counties), and the Croton River (Westchester County).

Hobart and William Smith Colleges (HWS) intends to subcontract with a marketing/advertising agency to develop and execute a public awareness campaign to alert residents and visitors in the Finger Lakes region to the harm and impact of Hydrilla and provide strategies for prevention and reporting. The focus of the campaign will be to reach stakeholders in the Finger Lakes including boaters, recreationists, marina owners and other lakeside businesses about the presence of Hydrilla, how to report possible sightings, and ways to prevent its spread. It is expected that majority of the campaign will occur during the late June to October timeframe when Hydrilla is most likely to be found in the Finger Lakes.

Scope of Work:

Hydrilla Marketing Campaign Objectives The Finger Lakes Institute at Hobart and William Smith Colleges and the Finger Lakes PRISM are requesting proposals to design, develop, and execute a strategic advertising campaign to educate those who live, work, and recreate in the watershed of the Finger Lakes, particularly in areas with known Hydrilla infestations, about the harm and impact of Hydrilla, ways to prevent the spread and impact of this plant and how to report a possible sighting.  

Working in collaboration with the Finger Lakes Institute/ Finger Lakes PRISM, the campaign will include: • Identification of key target audiences and tactics for each

• Campaign design

• Agreed-to implementations (e.g. video, print, digital)

• Placements (e.g. Facebook, Instagram, YouTube, print, web)

 Core messages of this campaign will be:

Hydrilla is a threat to our region Here is how to identify Hydrilla Here is what to do when you find it Help prevent it from entering or spreading by taking these actions

 Deliverables Deliverables should include the following:  1. An executed advertising campaign that engages those living, working, and recreating in the Finger Lakes region of New York State  2. A final report including number and type of audience reached, type of campaign(s) utilized, and other metrics for reporting

 Evaluation Criteria Proposals will be selected based on the following: 1. Background and Qualifications/Relevant Experience (35%) 2. Creative Development (35%) 3. Expected Reach (20%) 4. Cost Structure (10%)

 Eligibility Recipient of funding must present the results of the project at a Finger Lakes PRISM event such as a working group meeting or full partner meeting. All applicants must be willing and able to accept the insurance requirements and have the organizational capacity to successfully manage the project and properly administer the subcontract funds. Organizational capacity will be evaluated prior to issuance of subcontracts. Exceptions cannot be made to this requirement. Service-Disabled-Veteran-OwnedBusinesses and Minority-Women-Business-Enterprises are encouraged to apply

 Term This project will should begin 06/15/20 and be completed no later than 02/15/21.

 Proposal Submission Proposals should be submitted electronically as a single PDF file attachment to by 5pm on or before May 29, 2020. Award recipients are expected to be notified by June 2020. 

 Successful proposals will directly address elements listed in the evaluation criteria and include key metrics (number of people reached, etc.). Proposals should include a narrative description of the budget.

Due Date:

May 29, 2020 by 5:00 P.M.


Finger Lakes Institute at  Hobart and William Smith Colleges 300 Pulteney St., Geneva, NY 14456  Attention: Hilary Mosher 

Ruder Finn and Finn Partners are agencies worth considering.

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