STRATEGIC COMMUNICATIONS AND MARKETING RFP ISSUED IN HAWAII

2021-03-03 by Julio Juarez
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The Hawaii State Energy Office (HSEO) is seeking proposals for the planning, development, and implementation of strategic communications and marketing programs. Support services shall include establishing a comprehensive, consistent, and cohesive branded communications and messaging program that aligns with the HSEO’s mission and objectives.

Integrated communications tactics shall be delivered across all platforms including but not limited to new website design; digital media/marketing; content storytelling and infographics; and print/digital collateral material such as brochures, fliers, and fact sheets. The project will support HSEO’s proactive approach to develop and implement effective and successful communications and outreach initiatives to promote energy efficiency, renewable energy, and clean transportation to help achieve a resilient clean energy economy by 2045.

The HSEO aims to launch a new mission-driven strategic communications program with redesigned communications materials and a redesigned website as tools to educate Hawai‘i’s stakeholders and the public at large about Hawai‘i’s energy goals and objectives, and to provide an interactive web platform to incorporate public and stakeholder input to help develop successful pathways to 100 percent clean, renewable energy and a carbon free economy.

Scope of Work:

The Contractor must be able to provide all services in all categories described below. If the Contractor does not maintain the in-house subject matter expertise, it will be their responsibility to secure the needed services as the Prime Contractor. Pursuant to the AG General Conditions (Exhibit A), the State shall have complete ownership of all material which is developed, prepared, assembled, or conceived by the Contractor with respect to the project.

Category One – Strategic Communications and Marketing Program

Rebranding of the HSEO

Create an integrated strategic communications and marketing program for the HSEO. The strategic communications program should be integrated across all communication platforms for all communications purposes including, but not limited to, public education; public appearances and presentations; websites and website platforms; social media platforms; digital marketing; development of a collateral plan that identifies the types of materials to be utilized (e.g., brochures, fliers, and fact sheets) for all purposes; and a media relations plan for the duration of the contract. The rebranding should include a new logo, and graphic designs to be applied to all the above. Contractor shall deliver technical information in plain language for a general audience.

Development of the HSEO Story The strategic communications program shall be developed on the foundation of the “HSEO story.” A rich story narrative is a powerful and crucial component to successful communications and marketing. With an audience-centric approach the story should be straightforward and instantly and intuitively understood, through illustration wherever possible, without the need for detailed analysis or competence in energy policy by the audiences. The HSEO story shall include the office’s projects and initiatives and convey Hawai’i’s progress and goal to be energy self-sufficient, and with public support and proper policy, Hawai’i can create a resilient, clean energy economy. Contractor shall deliver technical information in plain language for a general audience.

Elements for the HSEO Story shall include but not be limited to:

• Hawai‘i Clean Energy Initiative Incorporation of the Hawai‘i Clean Energy Initiative Program (HCEI) into the HSEO Story. Develop messaging that communicates the ongoing work of this initiative as part of the fabric of the office’s current activities, rather than as a separate initiative. The message to convey is HSEO, as mandated, executes the HCEI.

Over the past ten-plus years, HCEI has accomplished many of its objectives that are now fully woven into the fabric of HSEO. The major HCEI objective was to create strategic partnerships for renewable energy development, deployment, and integration into the utility grid while increasing energy reliability and security. HSEO shall proactively seek input from the community at-large, as well as stakeholders that have traditionally participated in HCEI to collaboratively identify equitable, resilient pathways needed to achieve a clean energy economy.

• Community Engagement The increasing public challenges and vocalized community concerns about energy projects’ impacts on host communities have made it clear that there needs to be more intentional effort to reach out to and include grassroots community in our strategic partnerships and stakeholder engagements and collaborations to more effectively, efficiently, and equitably advance our 100 percent clean energy goal.

• Vision Incorporate the message that Hawai‘i’s clean energy transformation can advance our efforts to become energy self-sufficient, protect our environment, and drive economic growth. With public support, proper policy, and investments in technology and infrastructure that serve everyone’s needs, Hawai‘i can grow its economy and create a resilient, clean energy economy.

Category Two – HSEO Website Redesign and Digital Media

HSEO Website Redesign the HSEO website (energy.hawaii.gov) to a fully interactive site as a tool to amplify the strategic communications program. The new website must effectively tell the HSEO story to connect with all audiences. The new website must manage and share data and content and facilitate interactive community engagement. This online space shall make it possible for Hawai’i’s communities to have a voice and a greater sense of ownership and inclusiveness in decision-making about Hawai’i’s energy future.

• The new website shall be built on intuitive visualization and navigation principles (e.g., the hierarchy of information principle) incorporating powerful images and a logical navigation. A style guide, including icons, representing subject matter shall be created and implemented across all communication channels.

• WordPress is the preferred content management system. The new website must conform to State of Hawai’i technology standards through the direction of the HSEO.

• ArcGIS Platform (i.e., ArcGIS Online, StoryMaps, Hub) shall be integrated into the HSEO website. The ArcGIS Platform will support the HSEO’s overall communication objectives through digital storytelling and interactive, sharable data. Contractor shall have experience with the ArcGIS Platform.

• Include an interactive capability to support the HSEO’s community outreach activities that might include tools such as Consider.it, Pinpoint, Esri Hub, and Granicus, among others.

Category Two – HSEO Website Redesign and Digital Media HSEO Website Redesign the HSEO website (energy.hawaii.gov) to a fully interactive site as a tool to amplify the strategic communications program. The new website must effectively tell the HSEO story to connect with all audiences. The new website must manage and share data and content and facilitate interactive community engagement. This online space shall make it possible for Hawai’i’s communities to have a voice and a greater sense of ownership and inclusiveness in decision-making about Hawai’i’s energy future.

• The new website shall be built on intuitive visualization and navigation principles (e.g., the hierarchy of information principle) incorporating powerful images and a logical navigation. A style guide, including icons, representing subject matter shall be created and implemented across all communication channels.

• WordPress is the preferred content management system. The new website must conform to State of Hawai’i technology standards through the direction of the HSEO.

• ArcGIS Platform (i.e., ArcGIS Online, StoryMaps, Hub) shall be integrated into the HSEO website. The ArcGIS Platform will support the HSEO’s overall communication objectives through digital storytelling and interactive, sharable data. Contractor shall have experience with the ArcGIS Platform.

• Include an interactive capability to support the HSEO’s community outreach activities that might include tools such as Consider.it, Pinpoint, Esri Hub, and Granicus, among others.

Category Three – Contract Administration

• Participate in weekly meetings to ensure open communication channels for the management of this project.

• Provide monthly activity report, including but not limited to, status of overall project, status of individual tasks, and forthcoming tasks.

• Provide monthly budget report including, but not limited to, expenditures, remaining balance, and budget projections.

Category Four – Completion and Closeout Contract closeout involves several activities. Federal funding requires contract completion and closeout within 90 days of the termination date. Services within this category may include:

• Final written report.

• Final fiscal report of all contract funds expended including payments to sub-contractors.

• Recommendation of next steps.

Category Five – Ownership Rights Pursuant to the General Conditions attached to and made a part of the contract (Exhibit C), the State shall have complete ownership of all material which is developed, prepared, assembled, or conceived by the Contractor under this contract.

Due Date:

2:00 P.M. (HST) ON MARCH 22, 2021

Address:

ELLIS@HAWAI’I.GOV

Relevant agencies include APCO Worldwide and MWWPR.