Request for Quotes Executive Office of Elder Affairs Multilingual Marketing of the Online Massachusetts

Address: 1 Ashburton Pl, Ste 517, Boston, MA 02108

Telephone #: 617-222-7586

Engagement Team Leader/ Contact Person: Christina Martinez, Director of

Contracts and Accounting: Christina.H.Martinez2@mass.gov

DEADLINE FOR RESPONSES AND RESPONSE INFORMATION Deadline Date: April 5, 2024 Deadline Time: 5:00 PM EST

Scope of Work

The Vendor will work with EOEA’s Director of Communications and Home Care team, as well as agency leadership, to promote PHCAST to Brazilian Portuguese, Mandarin, Cantonese, and Russian-speaking communities. Throughout the contract, the Vendor will meet with EOEA and relevant stakeholders, including EOEA’s contracted home care agencies, as needed on the creative concept development, marketing campaign implementation, and other key items. EOEA must approve all marketing and promotional materials before distribution.

The project is budgeted for a total of $500,000 with work to be completed by December 31, 2024.

A. Phase 1 – Paid Ad Campaign

a. Campaign Concepts

i. Using existing designs from previous PHCAST marketing campaigns, the Vendor will develop a marketing and advertisement plan with a similar look and feel within the allocated budget.

 The marketing plan should focus on increasing PHCAST enrollment and awareness of the training and home care aide profession.

ii. The Vendor’s marketing strategy will focus on reaching potential learners in Brazilian Portuguese, Mandarin, Cantonese, and Russian-speaking communities.

iii. The Vendor will propose a minimum of three campaign concepts for EOEA agency Leadership and Communications Unit to review. Campaign proposals should include messaging that will vary based on target audience.

b. Content Creation

Develop marketing materials in Brazilian Portuguese, Mandarin, Cantonese, and Russian. The materials should include but not be limited to fliers, brochures, posters, postcards, commercials, and digital advertisements.

c. Media Buy Strategy and Ad Placement

i. The Vendor will develop a media buy plan that outlines timeline and budget for the ad-campaign.

ii. The media buy will focus on reaching in Brazilian Portuguese, Mandarin, Cantonese, and Russian-speaking communities. The Vendor will provide an audience segmentation strategy.

iii. The media buy should be in the above-mentioned languages and include print, digital, and traditional ad placements, including but not be limited to billboards, MBTA stations, bus stops, as well as ads placed in high-trafficked community settings such as grocery stores, libraries, community center, childcare centers, health care centers, vocational-technical schools, YMCAs, and municipal buildings.

iv. Once a media buy plan is approved by EOEA, the Vendor will implement the plan.

d. Enrollment Events

i. In conjunction with the media buy, the vendor will organize and implement community engagement enrollment events. The goal of these events is to provide information on PHCAST, the home care aide profession/potential career path, and gain enrollees in the course.

i. The engagement plan should include but is not limited to tabling events, canvassing, business walks, and literature drops.

ii. The Vendor must have the ability to subcontract and may do so as needed to execute enrollment events in targeted communities.

iii. The Vendor must have contacts/relationships with community leaders in Brazilian Portuguese, Cantonese, Mandarin and Russian communities. Preference will be given to applicants who can demonstrate a wide range of partnerships with target communities.

iv. The Vendor must have a proven record of multipronged, community-focused outreach approach, with an ability to switch strategies if need arises.

v. The Vendor should consider engaging academic partners such as vocational-technical schools, adult education programs, and community colleges to host “Get to Know PHCAST” events.

vi. General enrollment events may include the following:

i. An outreach team member (to be contracted and trained by vendor) who is available to explain home care profession and the value of PHCAST;

ii. PHCAST graduates discussing their work;

iii. Older adult consumers discussing the importance of home care aides in their lives;

iv. EOEA-contracted agencies discussing home care aide job opportunities;

v. Onsite enrollment opportunity and assistance;

vi. Community leaders on-site to promote PHCAST (e.g.,

elected officials, faith leaders, health leaders, business owners, community activists);

vii. Events banners, signs, and tablecloths;

viii. Uniforms, such as t-shirts, for community ambassadors

and EOEA-approved PHCAST promotional products to be distributed at events.

vii. The Vendor will support event participation through advanced planning and on-site participation, including coordinating day-of event coverage. The Vendor will draft an event calendar and engage the EOEA team to approve before finalizing event locations, dates, etc.

e. Reporting

i. The Vendor will develop a weekly report with metrics approved by EOEA in addition to presentations (both via email and in meetings, either in person or via an online platform) on metrics and data analytics (e.g., engagements, click-thru rate, website engagement, and hits). These presentations will initially be weekly or as needed as the marketing component of the project is developed and launched, and then will shift to an as needed basis as determined by EOEA. The Vendor will also provide a defined process to adjust and amend placement strategies based on weekly analysis; and

ii. Draft a final summary report of recommendations and next steps for ongoing media outreach.

iii. The Vendor will report on engagement events by providing turnout statistics and present a final report. As events are planned, EOEA will establish baseline goals for event turnout and engagement; this baseline will be used when Vendor presents turnout statistics.

f. Summary of Deliverables

i. Develop a marketing and advertisement plan.

i. Develop marketing materials that should include, but not be limited to, fliers, brochures, posters, postcards, commercials, and digital advertisements.

ii. Develop and present a weekly report on metrics and data analytics (e.g., engagements, click-thru rate, website engagement, and hits).

iii. Deliver a final summary report of recommendations and next steps for ongoing media outreach.

ii. Develop and implement a community engagement event plan that targets communities that speak Brazilian Portuguese, Mandarin, Cantonese, and Russian.