Marketing RFP Issued By Washington State Department of Social & Health Services

This competitive solicitation is issued in order to assist the Aging and Long-Term Support Administration, Home and Community Services Division of the Washington State Department of Social and Health Services (DSHS) in seeking qualified contractor(s) to develop marketing, outreach and media strategies and distribution-ready materials for the state of Washington’s new WA Cares Fund program, previously known as the Long-Term Services and Supports (LTSS) Trust Act.


The WA State Long-Term Services and Supports (LTSS) Trust Act (RCW 50B.04), now known as the WA Cares Fund, is a contributory long-term services and supports insurance program, enacted in 2019. Eligible beneficiaries receive a lifetime maximum benefit of $36,500. The program will be financed by employees contributing a premium equal to 0.58% of their wages. Individuals who work and contribute for the required number of years become vested, and when they need assistance with activities of daily living they can claim their benefits and receive services and supports from approved providers. WA Cares Fund is a cross-agency project administered collaboratively by the Department of Social and Health Services (DSHS), the Employment Security Department (ESD), the Health Care Authority (HCA), and the Office of the State Actuary (OSA). On January 1, 2022 ESD will begin collecting premiums from workers, and self-employed individuals can begin opting in to the program. On January 1, 2025 DSHS will start accepting benefit applications from individuals who are vested in the WA Cares Fund, and have long-term care needs. Once DSHS performs an assessment and finds them eligible, beneficiaries will be able to contract with the provider(s) they need and start receiving services and supports. Once services have been provided, providers will be able to submit claims through HCA’s provider payment system and get paid. In the summer of 2021 a large-scale public awareness and outreach campaign will begin in order to inform the public about the purpose of the WA Cares Fund program and how it meets their needs. A statewide marketing and outreach strategy and media materials are needed to reach the range of customers the WA Cares Fund will serve, each with a distinct life context from which they will engage the program. Beginning October 1, 2021 a fifteen month window opens for workers to permanently opt out of the WA Cares Fund if they’ve purchased private long-term care insurance. If the number of people opting out of the program is widespread, the long-term financial viability of the program could be undermined. In addition, the self-employed will only opt in to the program if they understand its value.

Scope of Work:

(1) Create an animated explainer video, 1-2 minutes in length, to describe the Long-Term Services and Supports Trust program.

(2) Build off Department-funded research (to be available in mid-May) on target audiences, branding, and messaging to develop a statewide marketing and outreach strategy recommendation.

(3) Develop and produce distribution-ready media, in alignment with the approved strategy recommendations,

(4) Leveraging data on target audiences, capture video and still photographs of real Washingtonians who may be beneficiaries of the Trust, to be used in outreach materials and as stock imagery/video for use by the Department in its own outreach efforts. The images should represent the diversity of Washingtonians who may benefit from the Trust and should be aesthetically congruent.

(5) Facilitate initial purchases of paid media space/time for summer/fall 2021 and develop measurement tools for capturing the return on investment of media buys, and produce a written report summarizing purchases and instructions on how to access and use ROI tools or methods. DSHS reserves the right to alter and/or refine all materials for distribution if needed to meet the needs of specific aspects of the WA Cares Fund roll-out. The Bidder shall identify the key personnel it shall utilize in performing this Contract, and their experience and qualifications, as part of its Response in Attachment D. If awarded a Contract, Bidder shall not make changes to such key personnel during the term of the Contract except as requested or approved by DSHS.

Period of Contract Performance DSHS intends to award one Contract for the Services described in this Competitive Solicitation. The estimated period of performance under the Contract shall be 5/3/2021 through 6/30/2021. The term of the contract may be extended by amendment up to one (4) times for up to one (1) year per amendment, in the sole discretion of DSHS. Additional services that are appropriate to the scope of this Solicitation, as determined by DSHS, may be added to the Contract in a mutually agreeable amendment. The contract may be extended to include: 

· Expanding upon the work outlined in the above project scope.

· Facilitating the ongoing distribution of messages through media purchases, paid and unpaid social media, Department/program website and other means.

· Developing measurement tools for capturing the ROI of media buys and, in consultation with the Department, adjust monthly media buy plans based on available data.

· Producing monthly reports including detailed executed media buy plans with recap summaries, and list bonus ads with detail equal to the paid ads. Recaps will include frequency, ROI and reach of paid and bonus ads.

Due Date:

2:00 p.m. Pacific Daylight Savings (PDT) Time on 3/29/2021


James O’Brien, Solicitation Coordinator Department of Social and Health Services Facilities, Finance and Analytics Admin. Central Contracts and Legal Services Email:james.obrien2@dshs.wa.g

Agencies to consider includes Alison Brod and Porter Noveli.

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