State of Delaware Marketing, Public Relation Services, Advertising, and Media Buying
Deadline to Respond – Wednesday, October 2, 2024 3:00 PM (Local Time)
For more information, please send an email to OSD:
OSD@Delaware.gov or call 302-577-8477
Appendix A – SCOPE OF WORK AND TECHNICAL SPECIFICATIONS
I. OVERVIEW
A. PURPOSE AND INTENT
Establish a vendor pool that Agencies may draw upon for the development and execution of new marketing and public relations campaigns, enhance established marketing and public relations campaigns, implement intricate web design, develop social and digital media, video and film, and/or plan the execution of advertising services. Use of this contract will be with the intent to promote and /or sell Agency programs and goals to existing core markets, and to expand the message domestically and internationally.
Additionally, the contract will provide Agencies the ability to acquire Media Buying for Advertising on an asneeded basis for promotion of the Agency goals and programs.
The requirements identified in the scope of work and pricing appendix capture the products and services most typically procured for marketing, public relation services, advertising, and media buying. In those instances where completion of an Agency’s needs necessitates the inclusion of an additional product or service not specifically identified in the scope of work; and where such an additional product or service is a
natural extension of the scope of the contract, the Agency and vendor, through the Contract Officer, may negotiate a mutually agreeable price for the additional product or service.
In such instances the vendor shall clearly identify the product or service on the required monthly usage reporting.
Both the Agency and vendor are encouraged to engage the contracting officer managing this contract in seeking assistance or guidance on the need for products or services representing a natural extension of the scope of the contract.
B. OBJECTIVES
The following objectives should be achieved through every public relations and advertising campaign:
• Provide a measurable advertising and public relations campaign(s) that meet Agency goals;
• Campaigns should address Agency goals including return on investment;
• Campaigns should utilize the latest technology for achieving Agency goals;
• Optimize outreach to target audiences;
• Maximize cost effectiveness with strategic campaign goals and media buying opportunities;
• Provide data to show the effectiveness of campaign.
C. CONTRACT PRECEDENCE
1. Statewide Central Contract Precedence
Government Support Services shall provide graphics and printing services, including but not limited to printing, duplicating, photography and photocopying, to all state agencies (Ref. 29 Delaware Code § 6308A(i)). Simple design services applicable to contract GSS23483-DESIGN_LAY for Design and Layout Services and all state-wide printing encompassed under contract GSS20811A-RPINT_SVC for Outsource Printing Services will require a Work Order number from the State of Delaware Printing and Publishing Office and are not included in the scope of this RFP.
2. Pre-Existing Contracts Specific to an Agency
Pre-Existing marketing, public relations, advertising, and media buying contracts are valid through the current term expiration. Prior to extension or re-bid, this contract takes precedence as the Statewide Central contract and waiver from this contract will be considered on a case-by-case basis.
3. Director’s Right to Approve Bid
Where applicable and warranted, the Director reserves the right to approve an Agency’s bid for individual requirements separate from any contract(s) resulting from this bid if deemed to be in the State’s best interest.
D. DEFINITIONS
1. Social Media: Social Media describes Internet-based technology communication tools with a focus on immediacy, interactivity, user participation and information sharing in multiple ways. For purposes of this RFP, Social Media helps users interact with their government in the individual’s preferred method and time schedule and fosters a culture of greater transparency. Social Media refers to the
following:
o Forums
o Weblogs (blogs, vlogs, microblogs, presence applications)
o Wikis
o Social Bookmarking
o Social Communication Sites
o Podcasts
o Photos
o Videos (video, vlogs, live casting)
o Real-Time Web Communications (chat, chat rooms, video chat)
2. Digital Media: term that describes technology-based communication tools with a focus on immediacy, interactivity, user participation and information sharing in multiple ways. Digital Media refers to the following:
a. Forums
b. Weblogs (blogs, vlogs, microblogs, presence applications)
c. Wikis
d. Social Bookmarking
e. Social Communication Sites
f. Podcasts
g. Photos
h. Videos (video, vlogs, live casting)
i. Real-Time Web Communications (chat, chat rooms, video chat)
j. Email communications
k. Websites
3. Media Buying: The purchase of advertising from a media company such as a television station, newspaper, magazine, blog or website.
4. Advertising Services: The service utilized to call the public’s attention to the State, through the use of various forms of media, such as print or broadcast notices.
5. Marketing and Public Relation Services: Marketing aims to reach current and potential customers, whereas public relations is about maintaining positive relationships with anyone who has an interest in the State.
II. GENERAL SPECIFICATIONS
A. CUSTOMER SERVICE
The Vendor(s) should provide each of the State and the Contract Users a single, local point of contact (and a backup) to handle service requests, questions and/or problems that may arise. At least one Customer Service Representative must be available during vendor’s operating hours. All representatives must have on-line access to information to provide immediate response to inquiries concerning the status of campaign project and general information. Representatives should be available by phone, fax, or email (local or 800 number preferred).
If it becomes necessary for the Contractor to substitute any management, supervisory or key personnel, the Contractor will identify the substitute personnel and the work to be performed. The Contractor must provide detailed justification documenting the necessity for the substitution. Resumes must be submitted evidencing that the individual(s) proposed as substitution(s) have qualifications and experience equal to or better than the individual(s) originally proposed or currently assigned.
Vendor is responsible to provide immediate notification of any changes in Customer Service contact information to the Government Support Services Contract Officer overseeing the contract. The Contractor shall forward a request to substitute key staff to the State Contract Procurement Officer for consideration and approval. No substitute personnel are authorized to begin work until the Contractor has received written approval to proceed from the State Contract Procurement Officer.
The vendor(s) shall provide an escalation tree for problem resolution.
B. COVERED SERVICES
Vendors may choose to bid on all or some service categories. For each service category proposal
submitted, vendors’ proposal must respond to each and every requirement outlined in the RFP in order to be considered responsive. Proposals must be clear and concise.
Awarded vendors will potentially work on multiple campaigns in the course of a calendar/fiscal year, often several at one time.
1. Social & Digital Media – Technical requirements related to Social Media can be found in Section III.
2. Media Buying – Technical requirements related to Media Buying can be found in Section IV.
3. Advertising Services – Technical requirements related to Advertising Services can be found in Section V.
4. Marketing and Public Relations Services – Technical requirements related to marketing and public relations services can be found in section iv.
