RIHousing Issues RFP For Communications Services

by EPR Staff · Published 2018-07-30 · Updated 2018-07-09

Through this Request for Proposals, Rhode Island Housing and Mortgage Finance Corporation (“RIHousing”) seeks to create a list of qualified vendors that can be retained to provide one or more of the below services:

Public and Stakeholder Engagement
Focus Groups, Surveys, In-depth Interviews, & Facilitated Meetings
Industry/Market Analyses/Business Planning
Marketing/Advertising
Graphic Design
Video/Audio Recording and Production
Strategic Communications Advice and Counsel

RIHousing is a self-supporting public corporation created in 1973 to address the housing needs of low- and moderate-income Rhode Islanders. Its statutory purpose is to encourage the investment of private capital, to stimulate the construction and rehabilitation of housing for low and moderate-income Rhode Islanders, to provide construction and mortgage loans, and to make provision for the purchase of mortgage loans and otherwise as is necessary to accomplish its purposes.

Scope of Work:

Public and Stakeholder Engagement

RIHousing believes it will have need to conduct a variety of public engagement activities over the next few years. These activities will likely vary in purpose and scope.

Some typical examples of audiences and purposes are:

Soliciting input from residents, community members, and other stakeholders around development/redevelopment of specific housing projects or programs;
Soliciting input from stakeholders as part of the state’s requirements for federal Fair Housing and Consolidated Plans; and
Soliciting input from the general public around a broad set of housing issues.

Firms should demonstrate experience in the following areas:

Community outreach, consensus building, strategic planning, visioning and visualizing;
Involving a diverse set of audiences in interesting, creative ways that foster dialogue and meaningful input;
Meeting facilitation and logistics;
Using cutting-edge engagement strategies;
Engaging difficult to reach and underrepresented populations; and
Successfully conducting effective public engagement around controversial issues.

Respondents should assume that they will be responsible for all meeting logistics (scheduling, meeting preparation including any audio-visual equipment and copying of handouts, and other details), meeting facilitation, and that they will work with RIHousing staff and consultants on developing meeting agendas.

Selected vendor(s) will be responsible for identification of proposed approaches and methods used, as well as post engagement reporting, preparation of written summaries, and analysis/reporting.

Firms should provide project approach and average project cost examples for:

Scheduling, coordinating and conducting three (3) public visioning meetings to solicit feedback from stakeholders;
Conducting approximately ten (10) targeted interviews with key stakeholders;
Drafting a report summarizing all meeting minutes, interview notes, responses, and recommendations. The report should summarize a feasible plan for action.

Focus Groups, Surveys, In-depth Interviews, Facilitated Meetings

RIHousing has several distinct lines of business including Loan Origination, Loan Servicing, Multifamily Development, Rental Assistance, Asset Management, and more. Occasionally, RIHousing uses focus groups, surveys, a series of in-depth interviews, and/or facilitated meetings to gather data on different aspects of its business.

Some typical examples of audience and purpose are:

Realtors/Lenders—understanding how our mortgage lending processes are viewed and what can be done to improve them;
Developers—understanding how our design and construction processes are viewed and how the process could be improved;
Landlords—understanding what obstacles exist for landlords to rent to tenants who use a Section 8 Voucher.

A variety of services may be provided by the Vendor related to the provision of focus groups, including recruitment; development of screening tools, moderator’s guides, and exit tools; facilitation; logistics; report writing; and results analysis.Potential survey techniques may include intercept and telephone surveys, newspaper polls, and others. In addition, the Vendor may be expected to conduct “effectiveness measurement” to establish a baseline and benchmarks to gauge message effectiveness through a variety of metrics and tracking.

Provide project approach and average project cost examples for:

Telephone survey of 400 with a +/- 5 margin of error wherein the Vendor generates the sample;
Web-based survey of 200 wherein the Vendor generates the sample;
Twenty (20), one-hour long in-depth interviews;
Report summarizing responses from all surveys/interviews noted above.

Industry/Market Analyses/Business Planning

RIHousing has several distinct lines of business including Loan Origination, Loan Servicing, Multifamily Development, Rental Assistance, Asset Management, and more. RIHousing believes it will have need to conduct various analyses regarding several of its lines of business. Industry/Market Analysis efforts will assist the agency to gain a better understanding of the state and region’s economy, customers, and business development opportunities. We seek data and analyses that can help us strategically expand business lines as well as to help us assist our existing businesses in reaching more customers.

Typical examples of expected research are:

Examine the market, its size, growth and identify any market opportunities;
Examine competition in the market, including any competitive advantages;
Analysis of the industry, the marketplace, and potential clientele/customers;
SWOT analysis (strengths, weaknesses, opportunities and threats);
Recommend the most appropriate forms of promotion and sales channels;
Evaluate the current and future demand for products and services through a range of efforts and methodologies, including but not limited to conversations with private stakeholders; homebuyers; existing customers; business/industry groups and professional organizations; interest groups and local businesses.

Selected vendors should have the capacity and experience to:

Provide a snapshot of the state’s economy, identifying areas for growth, untapped customers/business partners, and strategies for reaching them;
Identify opportunities to pursue a broader statewide approach to program development;
Using the results of the above analysis, develop a comprehensive written report that presents opportunities and strategies for expansion and growth of various business lines. The analysis must consider a wide continuum of business models and highlight associated costs for expansion, maintenance, and operations. It must propose an action plan which includes best management practices and procedures to protect assets.
Develop proposed models, strategies and action plans that are financially sustainable, providing for long-term solvency and security.

Past relevant experience in working with similar clients and demonstrated success in advancing organizational and business goals are required.

Provide project approach and average project cost examples for:

Research and evaluation to estimate the size of the Rhode Island homebuying market and determine if the industry is stable, growing, or volatile in the current economic climate.
Report detailing the view of the market, its size, and segmentation.

Marketing/Advertising

Typical examples of Marketing and Advertising services include:

Execution of creative marketing/advertising campaigns, including the promotion of programs through:

o Websites and social media platforms

o Traditional marketing platforms (i.e. TV, radio, trade publications, traditional media, direct marketing, etc.)

o Other emerging and commonly deployed media

Develop a three-year promotional and marketing strategy, particularly in support of our Homeownership program;
Guidance and assistance in the creation of a visual brand identity for the agency, consistent across its various departments and functions;
Provide guidance and expertise to staff on creating and maintaining brand standards;
Assure that marketing/advertising promotes equal opportunity, fairness and fair housing goals by reaching the many diverse populations within our state including those that may be hard to reach but could most benefit from our programs;
Share and/or conduct market research and expertise to ensure effective outreach to target audiences.

Selected vendors will be expected to:

Develop and propose a system of measurable results and outcomes:

o Provide regular reports to determine if efforts are achieving agency goals

o Monitor and provide analytic data to ensure the effectiveness of advertising and media expenditures

Recommend advertising channels across print, digital, social, broadcast and radio, based on research and agency goals:

o Negotiate fees with selected publications and media outlets;

o Place ads with media outlets as needed

Respondents should have working knowledge, or experience with the following traditional and non-traditional media platforms: television, radio, outdoor advertising, Google AdWords, Pandora radio, print publications, YouTube video advertising, and social media advertising.

Provide project approach and average project cost examples for:

Spring home buying ad campaign – including discovery, interviews, copy writing, and design; assuming media buys/placement and photography are extra.

Graphic Design

Typical examples of Graphic Design services include:

Develop visual themes and branding that can be applied to a wide variety of media;
Work with agency staff and other contractors to collaboratively develop creative approaches to publications and other outreach efforts;
Develop graphic elements that support a cohesive visual theme for the agency and that can be integrated into the website, social media and other non-print uses;
Design and layout various print publications, including the agency’s Annual Report and other reports, publications, and printed materials identified by RIHousing;
Promotional and marketing materials for RIHousing in general and for specific divisions and programs within the agency;
Coordinate printing by setting specifications, soliciting bids from print firms, and when appropriate, act as the point of contact with print vendors;
Develop timelines for preparation and production of the above pieces;
Update the agency’s graphic and brand standards;
Design and execute assigned graphic production processes on time, and at or below budget;
Submit original files of all graphic design elements to RIHousing upon completion.

Firms should demonstrate experience in the following areas:

Graphic Design/Layout: experience managing and coordinating graphic design projects from concept through completion; working closely with clients to create vision, conceive designs, and consistently meet deadlines and requirements; coordinate freelance designers, consultants and vendors to meet all project requirements; extensive experience in multimedia, marketing and print design.
Production: managing all operational, strategic, financial, quote/bid, staffing, and administrative functions relating to design services; coordination with vendors, printers and others.

Provide project approach and average project cost examples for:

One, four-panel, four-color brochure – including discovery, interviews, copy writing and design; exclusive of printing and photography;
Annual report comparable to RIHousing’s 2017 annual report – including discovery, interviews, copy writing and design; exclusive of printing and photography.

Video/Audio Recording and Production

The vendor must have the necessary expertise to provide the following services:

Pre-production planning: Scriptwriting/content development; Storyboard creation; Location scouting; Casting/Sourcing talent; Production management; Creative direction.
Production: Creative direction of video crews, actors and non-professional talent; Set design and art direction; HD shooting; Voiceover and ADR recording.
Post-production: Music selection, sound editing and mixing; Closed captioning- capability; Video editing, including graphics and music; Utilize .mp4 and .mov video formats and 1080 p high definition resolution; Upload unedited raw footage with metadata tags to a designated storage area; Work with staff to review rough cuts, develop the sequence of video clips, and identify gaps in footage for additional filming; Edit to final production professional grade copy with attention to detail on all video, graphic, and sound elements; Upload final edited version to the video hosting site that RIHousing specifies; and Provide unedited raw footage and rough cuts of all filming sessions for RIHousing to save, review and otherwise use without limitation

Firms should have expertise and knowledge of video/audio production and ensure fidelity to the established branding and design throughout the entire video production.

Provide project approach and average project cost examples for:

Full-Day video shoot with raw footage
Half-day video shoot with raw footage
Cost for three (3), two (2)-minute videos, edited

If bidding on audio services, please provide cost examples for the following:

10-episode podcast (each episode 20-30 minutes); includes content development, recording, editing; not including cost of media buys/placement to push engagement

Note: RIHousing will retain proprietary interest in all customized materials, graphics, as well as the look and feel of the videos/audio recordings created by selected vendor(s). In developing the videos, the vendor will not infringe or violate the copyright and other intellectual property rights of third parties. The vendor is responsible for securing various rights, licenses, clearances and other permissions related to works, graphics or other copyrighted materials to be used or otherwise incorporated in the website.

Strategic Communications Advice and Counsel

RIHousing has several distinct lines of business including Loan Origination, Loan Servicing, Multifamily Development, Rental Assistance, Asset Management, and more. To meet the changing landscape and needs of Rhode Islanders, RIHousing believes it will have need for Strategic Communications Services.

Typical examples of services include:

Develop communications content and general guidance on message strategies and external communications;
Identify market opportunities, messaging, voice, thought leadership strategy or overall communications approach;
Conduct a communications Audit/Assessment of current and proposed communications efforts;
Create strategic communications plan tied directly to business goals, and develop strategies and tactics to most effectively and efficiently reach those goals;
Provide insight, analytics and strategic thinking to help streamline outreach efforts toward tactics and approaches that produce direct business impact;
Identify areas for improvement and opportunity;
Assist in one-on-one meetings with stakeholders, stakeholder relations, public relations, and complex crisis management.

Firms should have experience in:

Strategic communications work;
Familiarity with effective models and practices for branding, strategic communications and publicity activities.

Provide project approach and both hourly rate(s) and proposed number of hours per month.

Due Date:

August 10th

Address:

chunsinger@rihousing.com

Firms with relevant experience includes APCO Worldwide and Dukas Linden.

RIHousing Issues RFP For Communications Services