Media RFP Issued By Franklin County Public Health
Franklin County Public Health (FCPH) requests proposals from qualified companies to conduct media buys for an existing campaign to amplify COVID-19 messaging to increase awareness about practicing healthy behaviors to help slow the spread of COVID-19 while voting this election season. Responsibilities include all steps to plan, negotiate, and place campaign materials on cross-platform capabilities to reach voters in ways that deliver return on investment. Platforms include, but are not limited to, over-the-top and out of home advertising such as print ads, billboards, social and digital ads, radio spots, etc. All submissions and attachments are due by 12:00 p.m. on Monday, September 28, 2020. Proposals received after the due date and time will not be considered. If you have questions, please submit them in writing to Mitzi Kline at mitzikline@franklincountyohio.gov. Questions by 5:00 p.m. on September 23, 2020.
Background:
FCPH will be hiring a company or companies to conduct media buys for an existing campaign to amplify COVID-19 messaging to increase awareness about practicing healthy behaviors to help slow the spread of COVID-19 while voting this election season
Scope of Work:
B. Eligibility The following criteria must be met for proposals to be eligible for review:
• Offeror has properly executed the attached Corporate Affidavit and Non-collusion Affidavit.
• Offeror has submitted proposal by 12:00 p.m. on Monday, September 28, 2020.
Part 2. Project Budget, Award Period and Due Date
A. Project Budget
The total budget for the media buy is approximately $230,000. Offerors should provide a budget breakdown based on the proposed activities and outcomes listed below.
B. Award Period
The anticipated project start date is October 1, 2020 and will end on November 3, 2020.
C. Due Date
Proposal, including any required attachments must be completed and received by FCPH by 12:00 p.m. on Monday, September 28, 2020. Proposals and required attachments received after this deadline will not be considered for review.
Part 3. Proposed Activities and Outcomes, Project Narrative and Compensation
A. Proposed Activities and Performance Outcomes
The purpose of this contract will be to conduct media buys using existing campaign materials to amplify messaging to increase awareness about practicing healthy behaviors to help slow the spread of COVID-19 while voting this election season. All campaign artwork and assets will be provided by FCPH. Scripts for radio will be written but will need to be recorded as part of this contract. Due to the limited timeframe of the campaign, television (if determined to be an avenue to take) should only be static type ads. There are no dollars for commercial video development and production. If changes are needed to the 3 artwork or assets for production purposes, those must be approved by FCPH before considered final. The media buyer(s) will develop a comprehensive proposal for approval by FCPH. The proposal will include all steps to plan, negotiate, and place campaign materials on cross-platform capabilities to reach voters in ways that deliver return on investment. Platforms include, but are not limited to, over-the-top and out of home advertising such as print ads, billboards, social and digital ads, radio spots, etc. Once approved, the media buyer(s) will work with FCPH on all creative/artwork deadlines and make sure deadlines are met. Strategy and planning of the media buying campaign should include all avenues for the most extensive reach to individuals of voting age in Franklin County, Ohio. The media buyer(s) will provide a reconciliation of all media placements and will provide advertising performance analytics and tracking at the mid-campaign point in order to evaluate needed changes to the strategy based on performance. Based on that performance evaluation, the media buyer(s) must have the ability to make changes to media buying plans within 48 hours. The media buyer(s) must meet virtually with the FCPH team for pre-campaign planning and post-campaign analysis of media buying activities. This is in addition to ongoing communication throughout the runtime of the campaign assets. The media buyer(s) must provide a comprehensive post campaign performance report.
B. Project Narrative
Offeror shall provide, in an outlined format, its resources, expertise, and experience to fulfill the needs of this RFP.
Capabilities of the Offeror shall include, but are not limited, to the following:
1. Project descriptions with references of at least three (3) media buying experiences for similar clients completed within the last five (5) years.
2. Demonstrated ability to work with public agencies.
3. Demonstrated relationships and experience with local and national companies on media buying of radio, outdoor, television/cable, digital/internet/mobile, print, and specialty media.
4. Offerors must detail the strategies they will use to achieve the proposed activities and performance outcomes described above. 5. Proposals shall not exceed six (6) pages in length using a minimum 11-point font size type. Resumes and project descriptions should be included as attachments and will not be counted within the 6-page proposal limit. Offerors are encouraged to include any additional initiatives and creative ideas that support the experience and project narrative and provide examples that showcase Offeror’s capabilities.
4 The firm(s) selected to provide these services shall have a team with a designated account service lead.
Due Date:
12:00 p.m. on Monday, September 28, 2020
Address:
Franklin County Public Health 8 280 East Broad Street Columbus, Ohio 43215-4562 (614) 525-3160 www.myfcph.org
Hunter PR and MWWPR are agencies to consider.
