South Dakota Issues Marketing RFP For Methamphetamine Campaign

The Department of Social Services, Division of Behavioral Health is soliciting proposals from interested entities to provide health communications and marketing services in support of prevention of methamphetamine use and promotion of resources.


Strengthening and supporting children and adults with behavioral health needs through prevention services, community based outpatient services, inpatient chemical dependency, psychiatric hospitalization and services for offenders incarcerated in state correctional facilities. The goal of the continuum of behavioral health services is to foster independent and healthy individuals and families in South Dakota.

Scope of Work:

The Department of Social Services Division of Behavioral Health is seeking to increase awareness of methamphetamine use and promote resources for prevention, treatment, and recovery. The Department has $1,375,000 available for the development of the campaign.

Offerors submitting a proposal should be aware of the previous methamphetamine awareness campaign (RFP# 548) the Division of Behavioral Health supported; Meth Changes Everything. Previous campaign materials included video, social media content, and printed posters.

The Offeror shall provide a detailed but concise response for each of the following sections indicating agreement and ability to meet the below expectations and outlining any additional information to be considered per section:


o   Develop and produce effective South Dakota-specific campaign elements that increase awareness of methamphetamine use and promote resources for prevention, treatment and recovery.

o   Plan, negotiate and buy statewide media to effectively reach our target audiences and maximize budgets. Methamphetamine use can affect anyone, so campaign messaging should reach a broad demographics. This may include television, radio, print, outdoor, online, nontraditional media and outreach to diverse communities, including but not limited to American Indians and rural South Dakotans.

o   Provide strong management and outstanding client service, including, but not limited to, detailed billings, creative briefs, weekly status reports, production timelines and calendars, and service reports to record decisions and next steps.

o   Participate in campaign evaluations as directed by the State.

o   Provide access to senior talent.


The successful Offeror will provide a full range of health communications and marketing services under the direction of a responsive client service team. The campaign requires regular contact with the client, periodic status calls and quarterly strategy meetings. The Offeror will assist the State in the creation and/or procurement, production, and dissemination of components of campaign.


The Offeror 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 Offeror 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.


The Offeror will be required to evaluate media and provide schedules that deliver advertising in appropriate media environments to the specified audience efficiently and at satisfactory levels. The Offeror will be asked to evaluate and execute media plans which may include, but are not limited to, television, radio, print, social, digital and out-of-home media outlets. The Offeror will process all invoices from media outlets and provide the Department with an itemized monthly bill as directed by the State. Offeror may also be required to provide cost, delivery, efficiency and bonus value summaries as directed by the State


The Offeror will develop content, maintain, track, monitor, provide reports and implement strategies to increase reach and engagement of appropriate websites and social media accounts. The Offeror will provide expertise in use of appropriate digital communication strategies and Internet-based communication tools like longer-form videos and native advertising.


The Offeror 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.


The Offeror 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.


The Offeror will execute and produce research-driven and evidence-based advertising and marketing campaign strategies through analysis of national, regional, and state research. The Offeror 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. Importance will be placed on the Offeror’s ability to produce a research-driven media campaign, including audience delivery, cost and efficiency analysis.


The Offeror will be required to produce messages in video appropriate for digital and social media platforms (i.e. Facebook, Instagram, Snapchat, etc.), DVD, TV and or motion picture quality formats satisfactory to the State. The Offeror may be required to research the availability and success of outside sources of multimedia and procure these services for use in the South Dakota advertising campaign. Prior experience in these areas is preferred.


Within one (1) month of award, the Offeror must provide a detailed campaign plan satisfactory to the State that outlines the overall campaign strategy; campaign budget; and development and placement timelines. The Offeror will be required to provide monthly written progress reports by the 10th of the month in a format agreed upon with the State. The Offeror may be asked to provide periodic written reports related to specific projects throughout the contract period.

Due Date:

July 25, 2019 


South Dakota Department of Social Services

Attention: Dawson Lewis 

700 Governors Drive 

Pierre SD 57501-2291

W2O Group and Makovsky PR have strong PR healthcare arms.

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