State of Alabama Issues Public Relations RFP

The purpose of this procurement is to establish a contract for public relations and marketing services to be provided in conjunction with, and under the direction of, the ADOC Public Information Office (“PIO”).


The Alabama Department of Corrections (“ADOC”) announces this Request for Proposal (“RFP”) to all eligible and interested parties for the opportunity to submit a proposal, in accordance with the requirements herein. The ADOC is soliciting proposals to acquire a third-party contractor to provide and deliver public information and public relations services and communications assistance and consultation; for public involvement and community relations on selected projects and other thematic campaigns; marketing plans; and on statewide/regional campaigns and issues. You are invited to submit a response in accordance with the requirements specified in this RFP. Proposals to provide these services must be received in the ADOC Commissioner’s Office by 4:00 p.m., Central Standard Time, on February 13, 2020. Packages must be clearly marked as “ADOC RFP 2020-01: Marketing Services.”


The ADOC reserves the following rights: (1) to reject all proposals; (2) to reject individual proposals for failure to meet any requirement; and (3) to waive minor defects. The ADOC may seek clarification of the proposal from Vendor at any time, and failure of the Vendor to respond is cause for rejection. Clarification is not an opportunity to change the proposal. The submission of a proposal confers on Vendor no right of selection or to a subsequent contract. This process is for the benefit of the ADOC only and is to provide the ADOC with competitive information to assist in the selection process. All decisions on compliance, evaluation, terms, and conditions will be made solely at the discretion of the ADOC and made to favor the State.

Cost of Preparation

The ADOC is not responsible for, and will not pay any costs associated with, the preparation and submission of Vendor’s proposal regardless of whether or not Vendor is selected for negotiations. Any costs associated with this procurement will be the responsibility of Vendor and will in no way be charged to the ADOC.


By the time of the signing of a contract, Selected Vendor must provide a Performance Guarantee in the amount of fifty thousand dollars ($50,000) in the form of a bond or other form acceptable to the ADOC. This guarantee will be in force for the life of the contract. A breach of the contract by Selected Vendor will cause the performance guarantee to become payable to the State of Alabama. The ADOC will be the named recipient of the Performance Guarantee.

Vendor Contact 

The ADOC will consider the person who signs Vendor’s proposal the contact person for all matters pertaining to the proposal unless Vendor designates another person in writing.

Scope of Work:

By responding to this solicitation, Vendor will be held to have read and thoroughly examined the RFP. Failure to read and thoroughly examine the RFP will not excuse any failure to comply with the requirements of the RFP or any Contract, nor will such failure be a basis for claiming additional compensation. If Vendor suspects an error, omission, or discrepancy in this solicitation, or if Vendor has questions regarding the RFP, Vendor must notify Ms. Katherine Jessip, ADOC’s Single Point of Contact, by 4:00 p.m. CST on January 24, 2020 , as provided in Sections 5.1(c) and 5.7 of this RFP. The ADOC will issue written instructions, if appropriate, by January 31, 2020. The written responses will be posted to the ADOC website, RequestForProposals.

Selected Vendor must be available to the ADOC on an as needed basis to perform marketing and communications services, in conjunction and under the direction, of the ADOC’s PIO. As it relates to litigation, Selected Vendor will also be required to work with litigation experts, including other public relations and marketing firms. In responding to this Section of the RFP, Selected Vendor must describe its methodology for providing the services as further described in this Section III. 2.1 Public Information Campaign The Selected Vendor must provide, develop, and implement, in close coordination with ADOC personnel, public information, and community relations campaigns using earned news media, paid media, print, outdoor, digital/online, and other communication strategies for the following projects: 

a) Communications Strategy; 

b) As deemed appropriate by the ADOC, pending litigation and/or material threatened litigation ; and,

c) Other special projects, programs, and initiatives identified as relevant and essential to ADOC’s mission.

2.2 News Media and Community Relations 

The Selected Vendor must: 

a) Advise and assist in the development of earned news media services through strategic planning, key message development, and support for specific projects or overall ADOC activities including, but not limited to:

1) Advise in the development of communications strategy and talking points on projects or issues; and,

2) Develop news releases for ADOC approval and distribution; and,

3) Assist and advise on daily media inquiries.

b) Provide communications and media training to ADOC personnel when needed;

c) Develop a media response protocol; 

d) Advise on crisis communication including, but not limited to:

1) Develop, maintain, and exercise proper crisis communications plans as may be needed;

2) Work with the ADOC during a crisis situation, to include issues analysis and development of key messages and communication strategies relating to internal and external messaging;

3) Provide expert advice and support when working with the legislature or reviewing legislation;

4) Advise on engagement with stakeholders to maintain credibility, transparency, and strengthen relationships; and,

5) Conduct post-crisis analysis to assess the ADOC’s performance during and after a crisis.

e) Help plan, support, and/or conduct: 

1) News conferences or informal briefings;

2) Awareness tracking; 

3) Editorial tours; and, 

4) Community advisory meetings. 

f) Provide support, planning, and on-site assistance for special events including, but not limited to:

1) Event planning, coordination, and management support;

2) Coordination of local logistics to include invitations, guest lists, and site selection;

3) Speech writing and other messaging, as requested;

4) Production of event-related collateral materials; and,

5) News media relations to include , spokesperson services.

g) Plan, manage, and assist with community outreach efforts for selected projects. This includes, at a minimum:

2) Assisting with start-up and maintaining community outreach efforts, to include community outreach groups.

h) Assist with Social Media Efforts. This includes, but is not limited to:

1) Development of weekly and monthly content calendar for posting;

2) Monitoring and auditing social media accounts;

3) Development of social media response strategy protocol;

4) Development of social media strategy including, but not limited to,

i. Provide social media content development and posting;

ii. Provide social media content management and planning;

5) Host a monthly conference call discussing trends, analytics, and future post ideas; and

6) As needed, running social media reports on specific topics.

2.3 Branding 

Selected Vendor must assist in branding efforts through the following methods:

a) Maintain brand consistency through all publications and website development;

b) Develop graphics for marketing material items including, but not limited to:

1) Video development; 

2) Social graphic development; 

3) Pamphlets; 

4) Posters; 

5) Flyers;

6) Post Cards; 

7) Promotional Items; 

8) Job fair equipment; and 

9) Vehicle Wraps. 

c) Develop, conduct, and evaluate Annual ADOC staff surveys;

d) Establish target audience guide s by region based on departmental needs.

2.4 Other Services 

Selected Vendor must have the ability to provide the following services. In responding to this Section, Vendor must either provide examples of previous work or a description of the services rendered to previous clients as indicated below.

a) Provide an example of the following: 

1) Photography; 

2) Videography; 

3) TV/radio production; 

4) Graphic design including, but not limited to, info graphics;

5) Web site development; 

6) Targeted e-mail campaigns; and, 

7) Internal and external publications.

b) Provide a brief, detailed description of prior services and supporting documentation – by way of example – demonstrating Vendor’s ability to provide the following services:

1) Public opinion research to assist with the development (and assessment) of communication strategies and messaging through polling, focus groups, and other means;

2) Monitor and manage the use of social media to support projects and initiatives. Documentation may include, but not be limited to, monitoring reports and calendars;

4) Assist in any litigation or material threatened litigation and pre-litigation negotiations, including acting as an expert witness; and,

5) Provide consulting, creative, communications and/or public relations services in support of projects, programs, or initiatives.

Due Date:

February 13, 2020.



NIKETTA JEANS / 334-353-5515



Edelman PR and Zeno Group are relevant agencies.

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