STATE OF MAINE Department of Health and Human Services Office of Aging and Disability Services REQUEST FOR PROPOSALS Home and Community Based Services (HCBS) Workforce Marketing Campaign

Proposals must be received by the Division of Procurement Services by: Submission Deadline: July 28, 2023, no later than 11:59 p.m., local time.

A. Purpose and Background

The Department of Health and Human Services (Department) is seeking the creation and

implementation of a multimedia public service campaign as defined in this Request for Proposal

(RFP) document. This document provides instructions for submitting proposals, the procedure

and criteria by which the awarded Bidder will be selected, and the contractual terms which will

govern the relationship between the State of Maine (State) and the awarded Bidder.

The Department is dedicated to promoting health, safety, resiliency, and opportunity to all Maine

Residents. The Department’s Office of Aging and Disability Services (OADS) is responsible for

the provision of services that promote the highest level of independence, health and safety of

older citizens, vulnerable adults, and adults with disabilities.

Currently, there is a shortage of people to work with older adults and adults with an Intellectual

Disability (ID) and/or Autism Spectrum Disorder (ASD), and/or a Brain Injury (BI) in Home and

Community-Based Services (HCBS). The Department has taken multiple approaches to improve

compensation for the workforce and reward those who worked in the field through the pandemic.

The Department has also created and/or supplied additional resources for job seekers looking to

join the HCBS workforce. The Department is looking to build on these achievements and expand

efforts to both recruit workers into the HCBS field and elevate the status of Long-Term Services

and Supports (LTSS) positions throughout the State.

The campaign resulting from this RFP process shall include:

  • Development of a branding, strategic marketing communications and outreach plan to
  • reach individuals eligible to join the HCBS workforce;
  • Design and implementation of a logo for digital and social media outreach; and
  • Creative development of printed materials, videos, and a website.

B. General Provisions

1. From the time the RFP is issued until award notification is made, all contact with the State

regarding the RFP must be made through the RFP Coordinator. No other person/ State

employee is empowered to make binding statements regarding the RFP. Violation of this

provision may lead to disqualification from the bidding process, at the State’s discretion.

2. Issuance of the RFP does not commit the Department to issue an award or to pay

expenses incurred by a Bidder in the preparation of a response to the RFP. This includes

attendance at personal interviews or other meetings and software or system

demonstrations, where applicable.

3. All proposals must adhere to the instructions and format requirements outlined in the RFP

and all written supplements and amendments (such as the Summary of Questions and

Answers), issued by the Department. Proposals are to follow the format and respond to all questions and instructions specified below in the “Proposal Submission Requirements” section of the RFP.

4. Bidders will take careful note that in evaluating a proposal submitted in response to the

RFP, the Department will consider materials provided in the proposal, information

obtained through interviews/presentations (if any), and internal Departmental information

of previous contract history with the Bidder (if any). The Department also reserves the

right to consider other reliable references and publicly available information in evaluating

a Bidder’s experience and capabilities.

5. The proposal must be signed by a person authorized to legally bind the Bidder and must

contain a statement that the proposal and the pricing contained therein will remain valid

and binding for a period of 180 days from the date and time of the bid opening.

6. The RFP and the awarded Bidder’s proposal, including all appendices or attachments, will

be the basis for the final contract, as determined by the Department.

7. Following announcement of an award decision, all submissions in response to this RFP

will be public records, available for public inspection pursuant to the State of Maine

Freedom of Access Act (FOAA) (1 M.R.S. § 401 et seq.).

8. The Department, at its sole discretion, reserves the right to recognize and waive minor

informalities and irregularities found in proposals received in response to the RFP.

9. All applicable laws, whether contained herein, are included by this reference. It is

the Bidder’s responsibility to determine the applicability and requirements of any such

laws and to abide by them.

C. Contract Term

The Department is seeking a cost-efficient proposal to provide services, as defined in the RFP,

for the anticipated contract period defined in the table below. Please note, the dates below are

estimated and may be adjusted, as necessary, in order to comply with all procedural

requirements associated with the RFP and the contracting process. The actual contract start

date will be established by a completed and approved contract.

The term of the anticipated contract, resulting from the RFP, is defined as follows:

Period Start Date End Date

Period of Performance 10/1/2023 1/31/2025

D. Number of Awards

The Department anticipates making one (1) award as a result of the RFP process.


Specific instructions for the Bidder to provide a narrative response to the Scope of

Services may be found in Part IV, Section III, Services to be Provided.

A. General Requirements

1. Create a branding, strategic marketing communications and outreach plan focusing on

the development and implementation of an awareness campaign for Home and

Community-Based Services (HCBS) workers and the individuals they serve.

2. Include all materials and messaging associated with the branding, marketing

communications, outreach plan, and key dates with milestones.

a. Identify ideal areas to target for outreach:

i. Marketing shall include efforts within the State but shall also include other

geographically relevant areas.

3. Review current State HCBS workforce recruitment campaigns.

a. Branding, marketing, and outreach plans shall run in conjunction with current

workforce efforts including but not limited to:

i. Caring for ME;

ii. Healthcare Training for ME; and

iii. Any other State workforce attraction campaigns as provided by the Department.

4. Design and implement a logo for digital and social media outreach and creative

development of printed materials, videos, and website development.

5. Provide the branding, marketing communications, and outreach plan to the Department

within fourteen (14) calendar days after the start of the performance period.

6. Consult with the Department on the creative concepts related to the design and

development of marketing communications and outreach materials, ensuring all materials

are approved by the Department in writing prior to distribution or implementation.

7. Implement the branding, marketing communications, and outreach plan within thirty (30)

calendar days of written approval from the Department.

a. Any changes to the branding, marketing communications, and outreach plan shall be

submitted to and approved by the Department prior to implementation.

b. All Department requested revisions shall be implemented within five (5)

business days.

8. Provide the master copy of all developed materials to the Department on an accessible

disk or flash drive (or other appropriate mediums as agreed upon by the Department).

9. Ensure all materials produced comply with State and Federal policies/guidelines,

including but not limited to:

a. The State’s Digital Accessibility and Usability Policy.

b. All materials and websites developed and maintained must comply with:

i. HHS Accessibility & Section 508;

ii. FCC Section 508 of the Rehabilitation Act; and

iii. Workforce Investment Act of 1998.

c. Ensure all materials are no higher than a sixth (6th) grade reading level.

i. If a sixth (6th) grade reading level cannot be obtained, reading levels shall not

exceed an eighth (8th) grade reading level.

10.Work shall be performed at the awarded Bidder’s facility, but may include in-person

activities, like filming short videos.

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