UNIVERSITY HOSPITAL ISSUED FOR MARKETING AND ADVERTISING SERVICES
This Request for Proposal (RFP) is being issued by University Hospital (UH). UH seeks proposals
from qualified firms to provide marketing and advertising services.
Intent
UH intends to retain one or more qualified firm(s) as a collaborative partner in the development,
implementation, management and evaluation of hospital awareness and social marketing,
communications, media and related services
Background
University Hospital (UH) was separated from University of Medicine and Dentistry of New Jersey
(UMDNJ), its parent organization for 31 years, by legislation that took effect in July 2013. UH is
now an independent medical center and an instrumentality of the State of New Jersey. It is a
principal teaching hospital of Rutgers Biomedical and Health Sciences (RBHS), which includes
Rutgers New Jersey Medical School and Rutgers School of Dental Medicine.
UH is a critical statewide resource for clinical care, medical education and research; a key
component of New Jersey’s healthcare landscape; and important to federal, state and local
legislators and other policymakers interested in advancing scientific discoveries and healthcare
delivery. It is New Jersey’s leading public hospital and provides training to more future physicians
than any other hospital in the state.
UH is a 519 licensed bed acute-care hospital, home to regional and statewide resources for
advanced care in many medical specialties. Additional information about UH is available on our
website at: http://www.uhnj.org/about/.
Last year, UH launched its new logo and brand to our hospital community in combination with
our vision for the future UH is currently in a contract with a website development firm therefore,
this RFP will strictly be for marketing and advertising services.
Questions and Inquiries
It is the policy of UH to accept questions and inquiries from all potential bidders receiving this
RFP.
Written questions should be e-mailed to UH, Purchasing Services to the attention of the assigned
buyer at the following address:
UH, DEPARTMENT OF PURCHASING SERVICES
65 BERGEN STREET, 12TH FLOOR SUITE #1218
NEWARK, NEW JERSEY 07101-6750
ATTN: Giovanna DiGuglielmo
Cut-Off Date for Questions and Inquiries
A non-mandatory Pre-bid Conference will not be required for this procurement. Written questions
must be delivered to the Department of Purchasing Services via e-mail at:uhpurchasing@uhnj.org
and diguglg2@uhnj.org .
Strategy
Contractor shall assist in the design and execute marketing campaigns using social media
and other media to promote hospital and specified medical programs
Contractor shall work with UH to develop branding, marketing, and creative strategies for
UH within the community and beyond.
Contractor shall assist in the development of a cost effective yet comprehensive marketing
strategy (both digital marketing and traditional) that would utilize social media (e.g. Facebook,
LinkedIn, Instagram, YouTube and Twitter) and other media as suggested (e.g. billboards, direct
mailings, ads in transit hubs such as airports and train stations).
Contractor shall assist in the development of Search Engine Optimization (SEO) strategy,
including suggested website content and keywords and metrics to evaluate the effectiveness of the
strategy.
Marketing Services
Contractor shall provide creative services such as concept development,
copywriting, art direction, layout and design, video and image collection, graphic design, asset
organization and management, and other creative services needed to support, develop and track
the State’s brand and marketing campaign(s);
Contractor shall provide production services capable of supporting all aspects of a
given campaign, including but not limited to Print design; television spots; radio spots; direct
marketing; outdoor advertising; and other forms of production services necessary to support the
State’s marketing campaign(s); and,
Contractor shall make adjustments or changes to the campaign(s) as required to
meet the State’s advertising objectives.
Contractor shall make adjustments or changes to the digital advertising campaign(s)
as needed to meet UH’s digital marketing objectives;
Contractor shall utilize available research to support Contractor’s digital
advertising recommendations, subject to UH’s approval; and,
Contractor shall provide graphic design and content development for digital, print, and
collateral material, as requested.
Contractor shall provide strategic campaign support, including planning, development, and
execution; multi-channel outreach; and branded material development Social Media Management.
Contractor shall provide social media strategy development, content, execution, and
measurement for the social media accounts for UH, including but not limited to:
Media Placement
Contractor shall be responsible for understanding the overall objective of UH’s marketing
programs to effectively recommend and place traditional and digital media placements that
generate visitation to UH and its websites resulting in increased engagement and visitation.
Contractor shall render media placement and related services for the State pursuant
to the strategic marketing plan which shall include but not be limited to:
Provide recommendations for media placement that will accomplish
outlined campaign goals, including projected impressions or results, for UH to approve prior
to purchase/buy;
Coordinate with UH and others, as may be required, to ensure that
appropriate production materials are obtained to satisfy media placement requirements in a
timely fashion to media vendor(s);
Provide oversight or support of media placement opportunities as needed or
requested by UH.
The media buy fees shall include, but not limited to, the Contractor developing and
managing (i) Media plans from a strategic level to the tactical details; (ii) Media buying across
traditional media and digital/interactive media; (iii) Media benchmarking providing perspective to
UH as part of the strategy development; (iv) Media billing and payment to any and all third parties;
(v) Media reporting which shall include, but not limited to, monthly competitive spend reports,
content auditing, and post buy analysis; (vi) Ad prospecting; (vii) Research; (viii) Planning; (ix)
Negotiating rates; (x) Negotiating added value; (xi) Buying; (xii) Contract signing (insert orders
or IOs); (xiii) Maintenance/Stewardship buy; (xiv) Fulfillment of the buy; and/or (xv) Recap of
the buy.
Branding
Identify the UH “brand” along with a detailed strategy to promote that brand.
Advise the UH regarding maintaining brand consistency
Make recommendations on brand advancement.
The development of an advertising concept and campaign utilizing the brand with an
integrated communications plan for a variety of audiences along with a method to support, track
and maintain the brand in promotion of UH; and
Position or reposition the brand and adjust or change the use of the brand as needed to
benefit UH’s marketing objectives.
