South of Dakota Department of Health Issues Marketing RFP

South of Dakota Department of Health Issues Marketing RFP

The South Dakota Diabetes Prevention and Control Program (DPCP) and Heart Disease & Stroke Prevention Program (HDSPP) are seeking proposals from qualified advertising agencies to assist the Department of Health in developing statewide health communication and marketing services to decrease the incidence of heart disease and diabetes and increase successful self- management through evidence-based interventions. The successful contractor will be able to demonstrate an ability to work with staff on the current priorities from Centers for Disease Control (CDC), including the National Diabetes Prevention Program (NDPP), Diabetes Self-Management Education and Support program (DSMES), and assisting healthcare facilities to utilize their Electronic Health Record (EHR) to improve the quality of care and implementing team-based care. The contractor selected will be expected to help develop evidence-based, innovative, and creative ideas for programs in both heart disease and diabetes and will need to have the ability to reach healthcare professionals, businesses, and individuals. These efforts should build upon the strengths and strategies of the current DPCP and HDSPP brand identities.


The mission of the South Dakota Department of Health is to promote, protect and improve the health and well-being of all South Dakotans. The department provides and funds direct health care services such as community health nursing, maternal and child health programs, nutrition programs, children’s special health services, communicable disease control, and disease prevention activities. It licenses restaurants and lodging establishments and surveys and licenses/certifies health care facilities such as hospitals, nursing homes, home health agencies and others. It works to improve health services in rural areas through physician recruitment, community assessment, technical assistance and other services. It maintains the state’s vital records and its public health laboratory provides medical, environmental and forensics testing.

Scope of Work:

The scope of work is intended to describe specific expectations and services that the successful Vendor will be responsible for completing once awarded.

OVERALL EXPECTATIONS: The successful Vendor will provide a full range of advertising, marketing, and communication services under the direction of South Dakota Department of Health (SD DOH) Diabetes and Heart Disease & Stroke staff. The Vendor will assist program staff in the creation and/or procurement, production, and dissemination of public health communication and marketing components aimed at populations specified by the State. The Vendor will be required to build on and use existing campaign resources and materials from the SD DOH and other national and state resources when possible. The Vendor must understand messaging and materials need to be consistent with and enhance the existing Diabetes and Heart Disease & Stroke brand identities and help drive users to website(s) and Facebook page.

Specific components for year 1 (one) include:

  • Develop a 12-month comprehensive media plan in collaboration with Diabetes and Heart  Disease & Stroke program staff.
  • Continue to develop social media strategies and messaging to promote the program’s existing Facebook page
  • Deliver education to providers and the public about heart disease, stroke and diabetes risk factors and prevention and self-management strategies
  • Format and design heart disease, stroke and diabetes educational and promotional materials/resources as needed
  • Assist the Cardiovascular Collaborative with implementing and promoting activities within the statewide strategic plan
  • Brand and creative development for Cardiac Ready Community designation
  • Assist the Diabetes Prevention and Control Program with implementing and promoting strategies within the upcoming South Dakota Diabetes State Plan
  • Develop a campaign around American Diabetes Month in November to increase awareness
  • Develop a campaign around American Hearth Month in February and American Stroke Month in May

The Vendor will possess the experience and capabilities necessary to implement a statewide effort. The campaign may include advertising, promotion, public relations, research, social, digital, and interactive components. The Vendor will be responsible for delivering messaging statewide on a schedule jointly determined with program staff.

  • Develop and produce effective campaign elements that help meet our communications goals.
  • Plan, negotiate, and buy statewide media to effectively reach our target audiences and maximize budgets. This may include television, radio, print, outdoor, online, digital, social, and nontraditional media and outreach to diverse communities, including but not limited to populations at increased risk for diabetes, heart disease, and stroke, those affected disproportionately by high blood pressure, high cholesterol, diabetes, or prediabetes, certain racial/ethnic groups, and persons with limited physical activity.
  • Provide strong management and outstanding client service, including, but not limited to, detailed billings, creative briefs, regular status reports, production timelines and calendars, and service reports to record decisions and next steps.
  • Participate in campaign evaluations as directed by the State.
  • Provide access to senior talent.

CREATIVE SERVICES: The Vendor will work collaboratively with State staff on creative development including but not limited to the following: advertising concepts, messages, themes, slogans, design of advertising and publication layouts, production of videos from concept through storyboard to final production, copywriting for print, video, radio, television, social and digital media, digital photo collection (South Dakota specific), design of promotional items, and web development. The Vendor will consider all materials, evaluations, reports, recommendations, documents, drawings, plans, specifications, technical data and information, copyrights, patents, licenses or other products produced as a result of the services rendered under this Agreement the sole property of the State, except for photography with previous copyrights.

MEDIA PURCHASE/PLACEMENT SERVICES: The Vendor will be required to evaluate media and provide schedules that deliver advertising in appropriate media environments to the specified audiences efficiently and at satisfactory levels. The Vendor will be asked to execute, purchase and process invoices for media plans which may include, but are not limited to, television, radio, print, social, digital, and out-of-home media outlets.

DIGITAL/SOCIAL MEDIA SERVICES: The Vendor will develop content, maintain, track, monitor, provide reports and implement strategies to increase reach and engagement of appropriate websites and social media accounts. The Vendor will provide expertise in use of appropriate digital communication strategies and Internet-based communication tools which may include elements like longer-form videos and native advertising.

DEVELOPMENT, PRINTING, AND PROMOTION PROCUREMENT: The Vendor will be responsible for developing and designing documents in formats suitable for print and web, for printing of advertising, public relations, and promotional materials, and for providing specifications for the production of printed materials and promotional items as agreed upon with the State for purchase through the State procurement system.

PUBLIC RELATIONS SERVICES: The Vendor will work collaboratively with State staff on public relations efforts including but not limited to the following: talking points, press releases, op-eds, media kits, and event planning and coordination.

RESEARCH SERVICES: The Vendor will execute and produce research-driven and evidence- based advertising and marketing campaign strategies through analysis of national, regional, and state research. The Vendor will refine strategies with qualitative or quantitative research methods, including but not limited to focus groups, surveys, online testing, etc. to pre-test strategies, concepts, slogans, or messages.

VIDEO, DVD, TV, MOTION PICTURE AND OTHER ADVERTISING SERVICES: The Vendor may be required to produce messages in video appropriate for digital and social media platforms (i.e. Facebook), DVD, TV and or motion picture quality formats satisfactory to the State.

PLANNING AND PROGRESS REPORTING: Within one month of award, the Vendor must provide a detailed campaign plan satisfactory to the State that outlines the overall campaign strategy; campaign budget; and development and placement timelines. The Vendor will be required to provide monthly written progress reports by the 10th of the month in a format agreed upon with the State. The Vendor may be asked to provide periodic written reports related to specific projects throughout the contract period.

SPECIAL PROJECTS: The Vendor may be asked to provide services on a per-project basis in support of the collaborative efforts of the South Dakota Department of Health.

Due Date:

May 25th, 2018







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