STATE OF NORTH DAKOTA ISSUES MARKETING RFP
The North Dakota Complete Count Task Force, in partnership with the North Dakota
Department of Commerce is seeking an agency of record (AOR) to provide a variety of marketing services related to the 2020 Census.
The North Dakota Complete Count Task Force (Task Force), in partnership with the North Dakota Department of Commerce (State), is seeking an agency of record (AOR) to provide a variety of marketing services related to the 2020 Census. The North Dakota Complete Count Task Force was established in Executive Order 2019-05 issued by Governor Doug Burgum on May 7, 2019. House Bill 1018 provides the funding for the Census 2020 program.
The Executive Order established that the Task Force shall:
a. Coordinate the State government’s effort in preparing for Census 2020;
b. Work with tribal, county, city and other in-State Complete Count Commitees as well as social and ethnic groups to reach every resident of the State and educate them as to the importance of participation;
c. Determine if the Task Force will have subcommittees;
d. Identify and mitigate concerns and issues related to participation of all residents in Census 2020;
e. Develop strategies to ensure those groups identified as hard-to-count populations can be enumerated;
f. Be supported by staff of the North Dakota Department of Commerce;
g. Promote the uses of decennial census count and why an accurate count is criticial to every resident of the State; and
h. Assist the North Dakota Department of Commerce in developing messages that can be used to inspire every resident to participate in Census 2020. The decennial census is vitally important for ensuring the State’s federal funding to plan for roads, schools, hospitals, senior centers, emergency services, government representation and more. Since the decennial census determines funding for a 10-year time frame, the estimated cost of one person not counted in the 2020 Census will near $20,000 in the loss of federal funds. Additional detailed information can be found on North Dakota’s Census 2020 efforts at www.ndcensus2020.com or on the United States Census 2020 website at https://2020census.gov/en.
Scope of Work:
3.1 SCOPE OF WORK
The North Dakota Complete Count Task Force (Task Force), in partnership with the North Dakota Department of Commerce (State), is seeking an agency of record (AOR) to provide a variety of marketing services related to the 2020 Census. The State is seeking responses that offer thorough account management and initiatives including advertising services, media buying, public and media relations, and social media. The objectives are to develop strategies and execute marketing plans based on the overall mission to raise awareness of the census and support the Governor’s goal of the highest self response rate of any State. There are traditionally undercounted audiences – including those living on reservations, college students, snow birds, immigrants, traveling workers and the homeless. The strategy needs to include how to capture the count for these audiences.
3.2 APPLICABLE DIRECTIVES
This project is subject to initiatives of The North Dakota Complete Task Force. The contractor is responsible for identifying and complying with all State and federal requirements that apply to the contract.
1. Advertising Services
a. Account director and staff who can provide day-to-day contact and are responsible for overall project management, project coordination, presentation of opportunities, strategy and budget oversight.
b. Provide creative services for the development of all advertising as needed, including art direction, copywriting, scripting and editing.
c. Provide creative services for promotional and printed materials.
d. Contract production services for materials necessary to complete advertising, including photography and videography.
e. Assistance with preparing presentations and graphics.
f. Monitor advertising efforts, including research and analytic reporting.
g. Collaborate with Task Force members and groups to ensure alignment with strategies and tactics.
h. Provide new insights into target markets.
2. Media Services/Purchasing
a. Develop media buy budget(s); monitor and report appropriately.
b. Plan and place media advertising.
c. Prepare and present media buy recommendations to include, but not limited to: television, radio, print, online/interactive, social media and out-of-home.
d. Monitor placement to ensure accuracy and completion of all paid media schedules.
e. Collaborate with Task Force members and groups to ensure alignment with strategies and tactics.
f. Provide new insights into target markets.
3. Public and Media Relations and Social Media
a. Provide recommendations on public relations strategies.
b. Provide approach to strategy and creative development.
c. Provide talking points, speeches, presentations and press releases.
d. Distribution of press releases.
e. Create and manage editorial calendar with timelines.
f. Proactively contact media as it relates to strategies and goals.
g. Assist in the strategy and implementation of social media marketing, including maintaining social media presence, providing or publishing posts and monitoring feedback.
h. Provide reports on key performance indicators.
September 18, 2019
PROCUREMENT OFFICER: Chad Keech
TTY Users call: 7-1-1
Relevant agencies include MWWPR and APCO Worldwide.