Media RFP Issued By Maryland Department of Labor

Purpose:

To make employers aware that there is assistance available as an alternative to layoffs for employers faced with a temporary, non-cyclical decline in business due to COVID-19 and lower economic activity, the MD Department of Labor, Division of Unemployment Insurance is issuing this Request for Proposals (RFP) in order to obtain the services of a Media and Advertising Consultant for the STC program. The Firm must be responsive to advertising effectiveness, tracking studies, guide social media efforts, develop strategic plans, and consult on website best practices. This RFP requests proposals for Media and Advertising services for a period of Five (5) Months. An Offeror, either directly or through its subcontractor(s), must be able to develop an advertising media plan and messaging strategy for the STC Program to educate Maryland employers on the layoff aversion and reopening opportunity through Unemployment Insurance’s Work Sharing program by increasing businesses, the workforce, and the consuming public awareness of the STC Program.

The Maryland Department of Labor (the Department), Division of Unemployment Insurance is issuing this Request for Proposals (RFP) to obtain the services of a Media and Advertising Consultant in order to consult for the Work Share program to develop an advertising media plan and massaging strategy that would educate Maryland Employers on Layoff aversion and reopening opportunity through Unemployment Insurance’s Work Sharing program.

5 It is the State’s intention to obtain goods and services, as specified in this RFP, from a Contract between the selected Offeror and the State whose combination of experience and expertise will provide timely, cost‐effective services to the Work Share program. 

6 The Maryland Department of Labor intends to make a single award because of this RFP. See RFP Section 43.1 Award Basis for more Contract award information.

7 An Offeror, either directly or through its subcontractor(s), must be able to provide all goods and services and meet all of the requirements requested in this solicitation and the successful Offeror (the Contractor) shall remain responsible for Contract performance regardless of subcontractor participation in the work. 

8 Maryland State and local entities as defined in Finance and Procurement 13-110(a)(5)(i) and not-forprofit entities within the State of Maryland may purchase from the Contractor goods or services covered by the Contract at the same prices chargeable to the State. All such purchases by nonexecutive branch entities, non-State governments, government agencies or not-for-profit entities:

A. Shall constitute Contracts between the Contractor and that government, agency or not-forprofit entity;

B. Shall not constitute purchases by the State or State agencies under the Contract;

C. Shall not be binding or enforceable against the State; and

D. May be subject to other terms and conditions agreed to by the Contractor and the purchaser.

9 All Contract prices, terms, and conditions must be provided to any Maryland local government or not-for-profit entity requesting services under the Contract. The Contractor bears the risk of determining whether or not a government, agency or organization with which the Contractor is dealing is a State entity.

Background:

The Maryland Department of Labor’s Division of Unemployment is a program that provides temporary income to individuals who are unemployed through no fault of their own and who are able and available to work. The division is responsible for the smooth operation of the STC Program. The STC program (also known as “Working Sharing Program” or “shared work”) is a lay-off aversion program committed to safeguarding and protecting Marylanders in which an employer, under a stateapproved plan, reduces the hours for a group of workers and these workers in turn receive a reduced unemployment benefit payment. This program preserves employees’ jobs and employers’ trained workforces during a disruption to firms’ regular business activity by reducing hours of work for an entire group of affected employees, rather than by laying off some employees while others continue to work full time.

In the context of re-opening businesses closed temporarily by a pandemic and to support the economic stability of the state, STC can also serve as a means of bringing most or all of a temporarily laid-off workforce back to the job, even if social-distancing measures, a decline in business, or other factors prevent operating at full staffing levels full time. The STC benefit payment cushions the adverse effect of the reduction in business activity on employees and employers, by maintaining the connection between employees and employers, ensures that these workers will be available to resume prior employment when business demand increases, and allows businesses to gradually ramp up operations and re-open.

Scope of Work:

9.1.1 Project Goals 

A. Promote the Work Sharing Program to Maryland employers

B. Educate employers and increase public awareness

E. Preserves employees’ jobs and employers’ trained workforces during a disruption to firms’ regular business activity.

F. Maintain the connection between employees and employers

G. Increase reporting and the likelihood of maximum participation.

H. To ensure that workers will be available to resume prior employment when business demand increases and allows businesses to gradually ramp up operations and re-open.

9.1.2 Other State Responsibilities 

A. The State will provide normal office working facilities and equipment reasonably necessary for Contractor performance under the Contract. Any special requirements (e.g., reprographic services, computer time, key data entry) shall be identified. 

B. The State is responsible for providing required information, data, documentation, and test data to facilitate the Contractor’s performance of the work and will provide such additional assistance and services as is specifically set forth.

9.2 Responsibilities and Tasks

9.2.1 Offeror must register on eMMA and as an SBR to be considered for award.

9.2.2 Qualifications, Relevant Experience and Availability of Key Team Members

9.2.3 Advertising media and messaging plan to include all or a selection of the following:

A. Ad budget recommendation & evaluation 

B. Media evaluation and analysis 

C. Communication with all advertising media representatives and vendors

D. Creation of advertising plan 

E. Selecting appropriate media vehicles 

F. Creating media mix 

G. Determining flighting/timing/dayparts/days of week 

H. Evaluate audience delivery volume and message frequency 

I. Media flowchart development 

J. Media planning- including but not limited to: 

1) Broadcast Television 

2) Broadcast Radio 

3) Outdoor/Billboards 

4) Print/Magazines/Newspapers/Direct Mail

5) Digital/Web/Google/Social Media/Email Marketing/Podcasts

6) Streaming Radio 

7) Streaming Television 

K. Page and location monitoring 

L. Rate/cost negotiation 

M. Use of market research planning tools 

N. Qualitative and quantitative research 

O. Market analysis and Media procurement

P. Media insertions/placement/execution of the media plan 

Q. Media invoice reconciliation 

R. Regular meetings/calls with media vendors 

S. Total budget management 

T. Management of client approval system and Deadline management

U. Post-buy analysis and Execution of client/vendor documentation

V. Graphic Design for print, web, outdoor, signage, collateral materials

W. Production coordination for television and radio 

X. Copywriting.

Due Date:

August 27 

Address:

Anthonia Chuku 1100 N. Eutaw St Baltimore, MD 21201 e-mail: Office Phone: Anthonia.chuku1@maryland.gov410-767-2092

Relevant agencies to consider include Kaplow PR and Hunter PR.

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