Scope: At a minimum a vendor awarded a SOW will be required to complete the following activities:
a. Message Development. In collaboration with OBHPP, a vendor must develop targeted messaging for one or more of the agreed upon topics described above. The Messaging will be used in the development of campaign materials (e.g., social media content; flyers, posters, radio-spots, online ads, clothing, etc.). All formats must meet state accessibility requirements for the sight and hearing impaired, including closed captioning, alternate file formats accessible by screen readers, content transcripts, and other requirements as provided by OBHHP. The messaging must be available in multiple languages and vetted for cultural appropriateness. In addition to covering mainstream markets, vendors must target underserved and marginalized communities throughout the Commonwealth as specified by OBHPP and the Advancing Health Equity in Massachusetts (AHEM) Initiative https://www.mass.gov/info-details/place-based-investments.
b. Digital Marketing. A vendor must develop and execute a statewide social media and digital marketing plan that incorporates a variety of social media platforms. The plan must include the development of infographics; the creation and dissemination of video testimonials that could be launched in OBHPP website, promotional materials, and ensure language and disability access. A preliminary digital marketing plan must be submitted by the vendor to the Assistant Commissioner of OBHPP by April 15, 2025. A final digital marketing plan including strategy for implementation must be completed and submitted by the vendor for approval no later than May 1, 2025.
c. Traditional Media. A Vendor must develop and execute a traditional marketing plan that includes the use of newspapers, radio, television, transportation, and billboard advertising, etc. A preliminary traditional marketing plan must be submitted to the Assistant Commissioner of OBHPP by April 15, 2025. A final media marketing plan, including strategy for implementation must be submitted for approval by May 1, 2025.
d. Strategic Partnerships. A Vendor must collaborate with Massachusetts sports teams, musicians, entertainers, municipalities, libraries, schools, business, and other organizations to amplify the reach of the Campaign. These partnerships shall include the following:
· Ambassadors: A vendor must identify, and recruit ambassadors as specified in the approved marketing plan. Ambassadors will be required in every campaign. Ambassadors will share examples of their personal mental and behavioral health journey. Ambassadors may also include community leaders, local advocates, or individuals who have overcome mental health challenges, providing a relatable and impactful perspective. To further broaden community engagement, a vendor must l aims to recruit ambassadors(s) from diverse backgrounds.
· Co-sponsored Events: A vendor shall engage partners to co-sponsor events (e.g., host panel discussions, art exhibits, other behavioral and mental health wellness centered community events) or to aid in promoting and disseminating of campaign materials. A vendor must propose a list of entities they intend to target for partnership to the Assistant Commissioner of OBHPP by April 15, 2025. Examples of potential ambassadors may include Boston-based professional athletes, coaches, politicians, actors, musicians, etc.
e. Accessibility. Campaign deliverables must be broadly accessible via various media to diverse audiences- geographically, linguistically, culturally and across the age spectrum. OBHPP encourages respondents with experience and expertise in outreaching to marginalized or underserved populations or who have relationships with subcontractors capable of such.
f. Evaluation. The vendor will be responsible for assisting OBHHP in measuring the success of a campaign and shall be responsible for tracking and regularly reporting on the following information and/or similar information as determined by OBHHP:
· Website analytics (visits, time browsed, downloads, etc.)
· Traditional marketing analytics (radio, television, bus)
· Social media engagements
· Total # of Commonwealth residents who viewed campaign material
· Total # and quality of strategic partners
· Total # and quality of community influences/Advocates.
The vendor shall assist OBHHP in evaluating the effectiveness of the campaign.
All materials, content, and deliverables produced under the SOW, including but not limited to PDFs, design files, digital assets, and any other creative materials developed for campaigns, shall be the sole property of OBHPP. The awarded vendor(s) shall provide all final and editable files in industry-standard formats to ensure OBHPP has the ability to reproduce, modify, and distribute materials as needed, including for printing promotional items and campaign materials. Any intellectual property pre-existing or independently developed by a vendor prior to or outside the scope of the SOW shall remain the property of the vendor. All deliverables must be provided to OBHPP upon completion of the SOW term or upon request, ensuring full access and usability without ongoing reliance on the vendor.
Contact: OSDHelpDesk@mass.gov 1-888-627-8283 or 617-720-3197
Due Date: March 21, 2025, by 3pm
