Media RFP Issued By The Missouri Children’s Trust Fund

The Missouri Children’s Trust Fund (CTF) is seeking a Missouri-based, full-service advertising agency to provide services to develop and implement strategic media/social media campaigns using the Positive Community Norms (PCN) approach. The campaigns shall promote social norms that encourage child well-being in Missouri. The selected agency shall work with CTF and The Montana Institute (TMI) to develop campaign messaging.


Children’s Trust Fund The Children’s Trust Fund (CTF) is Missouri’s foundation for child abuse prevention. CTF was created by the Missouri General Assembly in 1983 as a 501c(3) non-profit organization with the sole purpose to prevent the abuse and neglect of children. Located within the Missouri Office of Administration, CTF is governed by a 17- member Board of Directors. Positive Community Norms (PCN) – The Montana Institute (TMI) The Children’s Trust Fund of Missouri contracted with The Montana Institute (TMI) for a Positive Community Norms (PCN) research study designed to measure perceived and actual norms related to the prevention of child abuse and neglect, with particular attention to norms surrounding safe sleep, corporal punishment and child sexual abuse. A survey was created and administered by telephone to Missouri adults in eight regions around the state. The purpose of this study was to inform child maltreatment prevention efforts in Missouri and to promote positive parenting behaviors using the PCN approach. The PCN approach to improving community health is founded upon The Science of the Positive. Dr. Jeff Linkenbach of The Montana Institute developed PCN to positively impact population-level norms. A core element of the PCN change model is to identify and close misperception gaps to increase healthy behaviors and attitudes. Decades of research demonstrate that misperceptions of norms are pervasive, and that people consistently underestimate the protective behaviors and attitudes of their peers and other groups in their communities. When these misperceptions are corrected, healthier attitudes and behaviors result. One of the key strategies for strategically correcting misperceptions of norms is the Seven Step Montana Model of PCN Communications (Linkenbach, 1999). The Montana Institute worked with CTF leadership to identify key norms derived from the data. The next step in the process is to create and disseminate a statewide messaging campaign that uses these norms to correct misperceptions and grow protective behaviors among Missouri adults. The Montana Institute is contracted to assist CTF’s selected media firm in creating materials that adhere to the principles of PCN, which state that, among other things, that messages must be positive, inclusive, and never rely on fear or shame to motivate behavior.

Scope of Work:

1. CTF seeks an advertising/media services agency that will work with CTF and TMI to create, pilot test and implement a statewide strategic messaging campaign that uses identified social norms to correct misperceptions and grow protective behaviors among Missouri adults. 

2. The activity plan may include, but is not limited to, the following efforts:

a. Media Planning and Placement/Purchase

b. Creative Services 

c. Media Production, including social media, radio and print

d. Non-Traditional Media and High-Tech Marketing

e. Promotional/Collateral Material Development and Fulfillment

f. Public Relations, Image Building Activities, Editorials, Internet Marketing and Publicity

g. Research and Market Analysis 

3. CTF requests that bids implement a media mix to execute this work and offer recommendations on how to best maximize effort/reach, explore creative ideas/trends, be culturally responsive, use effective channels and allocate the budget most effectively. 

4. The selected media company shall determine the most effective media mix to reach the target audiences for maximum reach to create awareness, increase knowledge and affect change.

5. Pilot Test definition for this IFB’s purposes: PCN Pilot Testing (link)

6. Social Norms Focus Areas/Topics: Child Maltreatment Prevention, Infant Safe Sleep, Child Sexual Abuse Prevention, Corporal Punishment: TMI PCN Recommendations for Missouri (link) *CTF and TMI will advise selected media agency regarding priority topics and related audiences 7. Selected media agency shall work closely with CTF and TMI to develop messaging that adheres to the PCN principles: TMI Principles of PCN Messages (link)


Phase 1: Pilot Test assets/materials prior to inform statewide implementation

Phase 2: Statewide implementation of activity plan/media campaign with targeted efforts in certain communities representing a mixture of rural and urban communities


The emphasis of the campaign is on parents and caregivers of children, grandparents, pediatricians and disproportionately impacted communities of color.


For purposes of this document, media shall be deemed to include advertising media, broadcast media, digital media, electronic media, hypermedia, multimedia, new media, news media, print media, published media, social media, etc., which may include, but not necessarily be limited to, the following: 

• Television, film, video, radio, movies, CDs, DVDs, etc. 

• Newspaper, magazines, brochures, direct mail, newsletters, books, pamphlets, photography etc.

• Email, text messages, websites, blogging, social media platforms, etc.

• Billboards, transit signs, placards placed inside/outside buildings or vehicles, flying billboards, blimps, etc.

• Other as necessary

Expected Results 

· Implement a pilot/statewide media campaign to maximize budget and reach in a strategic way

· Increase awareness of PCN to promote child well-being

· Increase knowledge and effect change

· Prevent child abuse and neglect; create a culture of protection for children

· Disseminate social norms messaging through appropriate media platforms

· Measurement of campaign reach, dosage Campaign Elements/Deliverables

1. Communications/Media Plan – Vendor shall develop an overall, comprehensive communications/media plan (using paid, earned and owned media) to meet objectives and for distributing and promoting all relevant materials and information; this will include the development of tactical media campaigns and timelines for both the Pilot Test and Statewide plans.

2. Creative Brief – Vendor will prepare a written brief outlining the strategic approach to determine all creative, including but not limited to various assets, copy, taglines, graphics, images, etc.

3. Campaign Themes – Vendor will prepare at least three different campaign themes

4. Campaign Plan – Vendor will develop a campaign plan that outlines messaging to reach target audiences to include at a minimum three tactical executions such as:

a. Print 

b. Radio 

c. Digital media/Social media management/Online landing pages/webpages

d. Video 

e. Consistent branding

f. Other

5. Paid Media Planning/Placement – Vendor shall develop a media plan to include mediums such as: >contractor shall consider the integration of non-traditional media, social/new-age media, and hightech marketing activities in the media plan >include your agency fee for media buys: percentage of actual media cost 

a. Print

b. Radio 

c. Detail media/placements 

d. Digital media/Social media management

e. Other 

6. In-kind Placements and Editorial Coverage – Vendor shall negotiate media opportunities where applicable

7. Campaign Timeline – Vendor shall develop a written timeline

8. Campaign Assets – Vendor shall develop campaign assets 

9. Final Evaluation Report – Vendor shall provide a final written report to evaluate the reach and effectiveness of the media campaign to include, at a minimum:

a. Ad engagement 

b. Impressions 

c. Gross rating points (TV and radio)

d. Click-through rate 

e. Cost per click 

f. Video completion rate 

g. Cost per impression 

h. Site traffic

i. Metric timelines 

j. Other

Due Date:

March 2, 2021


Agencies worth considering include Zeno Group and Finn Partners.

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