Pre-Proposal Conference Presentation.pdf

Pre-Proposal Conference

Public Education Campaigns Targeted to

At-Risk and Underserved Populations

#11-223-SOL-00101

Public Education Campaigns Support Services

#11-223-SOL-00102

Office of Health Communication and Education

FDA Center for Tobacco Products

October 14, 2011, 9:30-11:30 a.m.

Agenda

Education, FDA Center for Tobacco Products (CTP)

• Question Submission

• Answers

– Kathy Crosby and Phillip Frame

• Closing

– Kathy Crosby

A Brand New Day

Center Mission and Vision

Mission

• Protect Americans from tobacco-related death and disease by regulating the manufacture, distribution, and marketing of tobacco products and by educating the public, especially youth, about tobacco products and their inherent dangers

Vision

• Make tobacco-related death and disease part of America’s past, not America’s future and, by doing so, ensure a healthier life for everyone

Office Mission, Vision & Inspiration

• Our mission is to promote public health by leading comprehensive, truthful, science-based education efforts to protect our nation from the dangers of tobacco

• Our vision is to ensure healthier lives by encouraging, equipping and empowering people of all ages with the facts they need to live without tobacco

• We seek to inspire attitudinal and behavioral change to prevent initiation and increase cessation, thereby improving public health for all future generations

What These Contracts Are

• Two different vehicles intended to reach distinct youth audiences

• Designed to develop and implement innovative solutions to behavioral health issues by changing the social norm

• Developed to create and deliver uniquely tailored messages to priority audiences via the right media platforms

• Created to educate all audiences about the dangers of tobacco

• Designed to inspire youth to live healthier lives without tobacco

What These Contracts Are Not

• Not opportunities to negatively frame the tobacco industry

• Not about telling adults what they can or can’t consume

• Not about marginalizing or stigmatizing tobacco users

Contract Details

at-risk and underserved populations

– Indefinite Delivery Indefinite Quality (IDIQ) contracts with a five

(5) year ordering period

– Eligible Offerors: All small businesses that qualify under NAICS 541810

Contract Details

national audiences

– Indefinite Delivery Indefinite Quality (IDIQ) contracts with a five

(5) year ordering period

– Eligible Offerors: All businesses, full and open competition

Major Areas of Focus

• Public Education Campaigns

• Subject Matter Expertise

• Strategic Campaign Planning

• Research Strategy

• Creative Campaign & Content Development

• Interactive, Mobile, and New Media Strategy

• Paid Media Strategy

• Strategic Partnerships and Outreach Strategy

• Additional Proposed Strategies

Public Education Campaigns

• Support the development and implementation of public education campaigns

Subject Matter Expertise

• Provide expertise in core subject matter and expertise in reaching targeted audiences

Strategic Campaign Planning

• Support strategic campaign planning, including:

– Identifying goals and measurable objectives

– Defining and segmenting audiences

– Conducting primary research among targeted audiences

– Exploring settings, channels, and activities

– Identifying potential partners and developing partnership plans

– Drafting marketing plans

– Writing creative briefs

Research Strategy

• Undertake formative and evaluative research tasks that guide creative strategies and messaging of campaigns

Creative Campaign & Content Development

• Provide full-scale creative campaign and content development:

– Traditional advertising

– Message development

– Writing and editing

– Graphic design

– Educational resources

– Production and printing of all materials

Interactive, Mobile, and New Media Strategy

• Research, develop, and implement an interactive, mobile, and new media strategy, always ensuring accessibility and security:

Paid Media Strategy

• Develop and implement comprehensive paid media strategy, including planning, purchasing, coordination, and conducting post-buy analysis of media activity

Strategic Partnerships and Outreach Strategy

• Support creation and maintenance of campaign-focused partner relationships, including:

Additional Proposed Strategies

• Propose additional key strategies for consideration

Task Order 1—Overview

• #11-23-SOL-00101 Campaign to Reduce Tobacco Use Among Minority Youth Aged 13-17, Who Are Intermittent Smokers

• #11-23-SOL-00102 Campaign to Prevent Tobacco Use Among Teens Aged 13-17

Task Order 1—Requirements

– Strategic Planning & Research

– Creative Development & Production

– Paid Media

– Digital, Interactive & New Media

– Earned Media Outreach

– Localization/Partnership

– Campaign Refinement

– Communication/Coordination with Government

Key Personnel

• Account Director

• Research & Planning Director

• Creative Director

• Interactive & Social Media Director

• Media Planning, Buying, & Measurement Director

• Public Relations Strategist

• Partnerships Strategist

Suggested Labor Categories*

• Executive VP/General Manager

• Senior VP/Management Supervisor

• Copywriter

*Additional labor categories can be added as needed.

Technical Understanding and Approach Factors

Planning and Buying

– Proposal Response to IDIQ: Technical Capabilities and Approach

Thank You!

Questions

• Submit written questions to:

– Phillip Frame, FDA Contracting Officer

• During this conference

• Email: phillip.frame@fda.hhs.gov mailto:phillip.frame@fda.hhs.gov