30-270021-OOC Attachment A Case Scenario and Cost Proposal.docx

ATTACHMENT A: PRICING- CASE SCENARIO AND COST PROPOSAL

For evaluation purposes only, the Vendor must describe a plan of how they would approach the scenario listed below and provide an itemized list of deliverables with cost estimates using the rates outlined on the rate sheet.

Vendors shall include, in a narrative, outline and/or presentation form, a campaign idea to assist NCDHHS in raising awareness about the need for direct care workers in North Carolina.

Scenario:

NCDHHS would like to run a six (6) month campaign to raise awareness about the need for direct care workers and attract people interested in this work, ultimately strengthening this workforce. Staffing is a significant challenge in providing services to older adults, individuals with chronic illnesses and people with disabilities. Well-trained and motivated direct care workers are essential for providing safe and quality care, so it’s imperative NCDHHS invest in efforts to attract new workers and celebrate the contributions of existing workers.

The total budget for the campaign is $800,000. The audience is workforce-aged individuals throughout the state, with a geographic focus on six counties: Cumberland, Durham, Forsyth, Guilford, Mecklenburg, and Wake.

A visual illustration of at least one (1) campaign deliverable that illustrates the look and feel of the campaign is requested. The Vendor should explain in 10 pages/slides or less how the campaign will connect with the target audience and success will be measured.

Please include the following elements, noting your approach and providing an itemized fee list:

· Meeting(s) with team: Regular interactions to develop the scope of work, plan the campaign and get feedback on deliverables

· Upfront Research: The messaging and mediums determined to most effectively reach this audience

· Creative Concepts and Testing: Three concepts that explore different look-and-feel variations for the campaign materials. Following the review of the concepts, the client will select two to move into focus group testing.

· Creative Assets: The list of deliverables that would be included as part of the campaign once a final concept is selected.

· Translation: Assets should be provided in both English and Spanish.

· Paid Media: Recommended tactics and/or platforms. Should include costs for media planning and media placement.

· Additional hourly rates and any other applicable costs.