Web link: file:///C:/Users/cbettencourt/Downloads/2025_Social_Marketing_RFP%20(1).pdf
DUE DATE: Online proposals are due and must be uploaded by 11:59 pm, Eastern Standard Time, April
4, 2024, to be considered.
Issuing Agency: Virginia Foundation for Healthy Youth (VFHY)
Period of Contract: From July 1, 2024 through June 30, 2025, with four additional options to
renew, in whole or in part, at the sole discretion of the Board of Trustees of the VFHY.
Anticipated amount of awards: Not to exceed $4,500,000 (initial period of contract).
This is an online proposal process. No hard copy proposals will be accepted.
All inquiries for information should be directed to Daniel Saggese, Director of Marketing at
(804) 225-3624 or dsaggese@vfhy.org.
Note: This Public Body does not discriminate against faith-based organizations in accordance
with the Code of Virginia, Section 2.2-4343.1 or against an Offeror because of race, religion,
color, sex, national origin, age, disability, or any other basis prohibited by state law relating to
discrimination in employment.
Late proposals will not be accepted. Proposals will be accepted until 11:59 p.m., April 4,
2024.
All data, materials, and documentation originating and prepared for the VFHY pursuant to the
RFP shall belong exclusively to the VFHY and such data, materials and documents shall be
subject to public inspection and disclosure in accordance with the Virginia Freedom of
Information Act. Trade secrets or proprietary information submitted by an Offeror shall not be
subject to public disclosure under the Virginia Freedom of Information Act; however, the
Offeror must invoke the protection of Section 2.2-4342 (F) of the Code of Virginia, in writing,
either before or at the time the data is submitted. The written notice must specifically identify
the data or materials to be protected and state the reasons why protection is necessary. The
proprietary or trade secret material submitted must be identified by some distinct method such
as highlighting or underlining and must indicate only the specific words, figures or paragraphs
that constitute trade secrets or proprietary information. A bidder, offeror, or contractor shall not
designate as trade secrets or proprietary information (a) an entire bid, proposal, or
prequalification application; (b) any portion of a bid, proposal, or prequalification application
that does not contain trade secrets or proprietary information; or (c) line item prices or total bid,
proposal, or prequalification application prices. The classification of the entire proposal
document, line item prices and/or total proposal prices as proprietary or trade secrets is not
acceptable and will result in rejection and return of the proposal.
AWARD INFORMATION
I. PURPOSE
The purpose of the Request for Best Value Proposals (RFP) is to solicit online proposals to
establish a contract or contracts through competitive negotiations for the purchase of the
continued implementation of youth nicotine/substance use prevention and obesity prevention
campaigns and initiatives by the Virginia Foundation for Healthy Youth (also referred to herein
as the Purchasing Agency). This could include, but not be limited to: developing, producing,
designing and delivering prevention messaging, and the use of all appropriate
mediums/channels to communicate those messages. This solicitation is using Best Value
procurement procedures.
VFHY uses best practices from the Centers for Disease Control & Prevention (CDC),
numerous social norms change models, and marketing segmentation strategies to inform our
advertising and marketing approach. These tools have demonstrated the importance of
identifying at-risk and underserved populations, and that the frequency of a behavior decreases
when that behavior becomes less acceptable and less desirable. The successful candidate(s)
will be expected to use best practices while continuing to build upon the strengths and
strategies of VFHY’s long-running prevention media and messaging campaigns.
II. BACKGROUND
The Virginia Foundation for Healthy Youth was established by the Virginia General Assembly
to lead statewide efforts to reduce and prevent youth tobacco use/vaping, substance use, and
childhood obesity. In 1999, the Virginia General Assembly created the Virginia Foundation for
Healthy Youth (VFHY) to distribute monies from the Virginia Tobacco Settlement Fund for
the purpose of restricting the use of tobacco products by minors through such means as
educational and awareness programs on the health effects of tobacco use on minors, and
enforcement of laws restricting the distribution of tobacco products to minors. Because of the
Foundation’s great success at reducing youth tobacco use and helping youth in Virginia learn to
make positive, healthy lifestyle choices, the Virginia General Assembly voted unanimously in
2009 to rename the Virginia Tobacco Settlement Foundation (VTSF) as the Virginia
Foundation for Healthy Youth, adding childhood obesity prevention and reduction to our
mission. Upon continued success, substance use prevention was added to VFHY’s mission in
2015.
III. STATEMENT OF NEEDS
The VFHY is seeking agency or agencies for continued implementation of the VFHY’s current
social marketing campaigns/initiatives. A total of up to $4,500,000 is available.
IV. EVALUATION AND AWARD CRITERIA
Specific Requirements:
A. Proposals should include responses to the following questions and statements:
1. Strategy and Vision of VFHY Social Marketing Campaigns
a. What do you envision as the major components of your plan for the
campaigns/initiatives of the VFHY? Plan should contain one tobacco/vaping/substance
use prevention initiative, and one initiative focused on promoting nutrition and/or
phyiscal activity.
b. Please include the segments of Virginia population your plan will reach, and all the
mediums/channels utilized.
c. Explain how behavior change will be a component of the campaign objectives
2. Focused Experience
a. Provide your experience in creating and producing youth-focused social marketing
campaigns, messages, materials, etc. Provide relevant examples and descriptions
including: Rational, Collaboration, Methods, Audience Segments, Strategies, and
Outcomes.
b. Discuss examples of your experience implementing a marketing campaign that helped
to influence policy/systems/environment change.
c. What is your experience working with a government entity? List examples.
d. Provide examples of your experience in collaborating with outside
agencies/organizations, other than subcontractors, to finish a project for a client.
3. Capacity of Agency
a. Include the agency history, annual billings, number of clients, and number of staff.
b. Describe your experience conducting a statewide campaign using a variety of mediums.
c. What is your capacity for purchasing specific forms of media, and your ability to
leverage buying power?
d. Do you consider using outside vendors for a typical project? Describe your process for
identifing and managing subcontracts, and how your agency typically holds a
subcontractor accountable for a project.
4. Client Management/Agency Structure
a. What is your business model to manage client accounts?
b. Are there any accounts on which the Offeror works that may be in conflict with the
VFHY’s mission?
c. What are the qualifications of the staff that will be involved in managing the account?
(Please include resumes and/or position descriptions in the appendix)
d. How does the media buying team participate in the strategic development process?
e. Describe your agency’s methods related to estimating, invoicing, and reconciliation of
accounts.
f. What are the qualifications of current staff that will be assigned to these accounting
duties? (Please include resumes and/or position descriptions in the appendix)
g. List your attorney of record and provide a description of their expertise as it relates to
this proposal.
h. Is the agency SWaM Initial Certified (Small, Woman and Minority-owned Businesses)
by the Department of Minority Business Enterprises (DMBE)?
5. Other Branding Efforts
a. In your opinion, what are the most effective current brands marketed to youth today?
Why?
b. Which tobacco/vaping/substance use prevention brand(s) and/or obesity prevention
brand(s) do you most admire?
6. Budget
a. Provide a line item budget. This should align with your proposed plan from 1a and 1b.
b. Provide a brief narrative justification for line items, as well as methods used to calculate
each line item.
B. A minimum of three (3) samples of previous work. Samples most relevant to the VFHY’s
mission are preferred.
C. A minimum of three (3) letters of reference. One shall be from a past client for whom you have
done creative/production/media work.