36C10X23R0006 - Attachment 2 - Paid Media Planning Requirements and KPIs.pdf

36C10X23R0006 - Attachment 2: Recommendations for Paid Media Planning and Key Performance Indicators (KPIs) to be Proposed by the Offeror

Referenced in SOO Paragraph 6.1.2

PAID MEDIA PLANNING AND STRATEGY

The VA seeks to create multiple coordinated advertising, promotional, and publicity campaigns relating to suicide prevention, with a particular focus on firearms and other LMS. Campaigns shall be based on the following priorities outlined in both the VA National Strategy for Preventing Suicide (2018 – 2028) and the White House Plan for Reducing Military and Veteran Suicide (2021). The contractor shall assist the Program Office with the developing, planning, executing, tracking, and reporting of multimodal delivery of the creative assets and educational materials for the purpose of maximizing suicide prevention and LMS messaging awareness among target audiences and driving completion of related calls to action.

Below are examples of current and potential modalities, but the Vendor is not obligated to recreate this exact plan if they feel there are better ways to maximize reach to all intended audiences.

• Effective and measurable distribution methods for meeting the Plan objectives contained in Attachment 2 including, but not limited to:

o Digital media o Social networks o Linear and non-linear television o Radio o Online streaming services (e.g., Pandora, Spotify, SiriusXM) o Internet marketing (e.g., Google, Yahoo), o Out-of-home marketing such as: events, print (including billboards), o Website deployment and other placements.

o Other placements may include targeted distribution on podcasts or regular season and playoff sporting events (NCAA, NFL, NBA, Baseball, Soccer, Hockey, racing, Wrestling, etc.), music, popular culture events, and national, regional, and local events with high interest and visibility among Veterans.

o For “other placements” the paid media plan shall include how the contractor shall:

Secure display space in relevant high-visibility engagement area(s) for each event venue sufficient to accommodate all the largest VA Mobile Vet Center (MVC) models and accompanying static display equipment. Proposals shall include data-driven expected return on investments.

As directed by the PM or COR, coordinate with VA Mobile Vet Center and other VA personnel on all applicable logistic matters necessary to execute each MVC presence and visitor engagement event.

Support VA and other MVC personnel in distributing VA-supplied firearms locks and other VA-supplied outreach materials at each event.

Report on the number of VA-supplied gun locks distributed at each event.

Capture information, images, footage, etc., for use in communications products.

Explore and make recommendations for outreach opportunities that amplify the efficacy of the MVC outreach events (e.g., collaborations with race drivers and/or race teams to increase exposure and amplify the Keep It Secure messaging).

36C10X23R0006 - Attachment 2: Recommendations for Paid Media Planning and Key Performance Indicators (KPIs) o For “website deployment” the plan shall include how the contractor shall:

Provide website development in support of the Program Office’s website assets, similar to the KeepItSecure.net, www.va.gov/reach/lethal-means/, and VA.gov/PREVENTS (to include follow-on sites should the hosts/URLs change).

Identify necessary website content and functionality.

Engage website optimization based on input from users and campaign analytics as needed.

Identify technical support needed to ensure website assets comply with all VA and other applicable security controls.

Design mockups of updated content for approval prior to development of the pilot site.

(This includes landing pages to support the needs of targeted unpaid and paid media to have a place to drive specific audiences to follow-up on calls to action driven by the media campaign.)

Identify code and content to be published to applicable repository, which will then be promoted to public facing website.

Ensure Section 508 compliance.

• Recommend metrics and evaluation mechanisms (including Specific, Measurable, Achievable, Realistic and Timely (SMART) goals/objectives and KPIs.

36C10X23R0006 - Attachment 2: Recommendations for Paid Media Planning and Key Performance Indicators (KPIs)

Outcome Measurement and Metric Map

All metrics below are suggestions of KPIs to be collected showing efficacy of outreach pilots.

Outcome from Logic Framework

“Generic” Measures Specific Metrics

Audiences have opportunity to be exposed to campaign messages

“Ads” are placed

Other materials distributed to groups who have interactions with target audiences

Numbers and types of ads by platform

Gross rating points (GRPs) a/o TARPs

Counts of materials distributed to partners/other groups

Press coverage, events, editorials

Campaign messages reach intended audiences (exposure)

How many Veterans receive campaign communications?

How many caregivers receive campaign communications?

How many providers/staff receive campaign communications?

Do some subgroups receive messages more than others?

Are there subgroups at risk for not receiving messages?

Impressions overall

Unique users

Number of impressions per user

Impressions by audience segment—number of users and impressions per user in each segment. Segments can include age, gender, geolocation, device type, etc.

Impressions according to communication platform

Performance comparisons to competing campaigns (i.e., Net favorability rating; Share of voice)

Reach through partnerships (materials disseminated)

Veteran, caregiver, provider recalls receiving message (survey)

36C10X23R0006 - Attachment 2: Recommendations for Paid Media Planning and Key Performance Indicators (KPIs)

“Generic” Measures Specific Metrics

Engagement in messages (salience)

Veteran, Caregiver or Provider is aware of or recalls message

Veteran, Caregiver or Provider comprehends message

Veteran, Caregiver or Provider explores content further

Veteran, Caregiver or Provider shares content with, or communicates about message with others

Click-through or conversion rates to other sites

Time spent on web pages

Completed video review and/or duration of view by message type

Completed video review and/or duration of view by platform

New posts, shares, likes, comments, mentions, etc.

Return visit rate

Influencers: top authors by posting frequency, reach and engagement

Above metrics by segmentation group

Audience member recalls message and content of message (survey)

Change in emotional and cognitive state associated with firearms (and other lethal means) safety (knowledge and attitudes)

Messages perceived as effective or acceptable by audiences

Change in knowledge of safe storage options

Change in knowledge of VA or non-VA resources to support firearms (and other lethal means) safety

Veteran, Caregiver or Provider shares content with, or communicates about message in positive way (sentiment) with others

Comments on platforms—emerging themes (e.g. hashtags, words, emojis)

Sentiment/tone of user generated posts/shares/comments. Key constructs include believability, likeability, trustworthiness

Self-reported attitude change (survey)

Self-reported knowledge change (survey)

Tests of knowledge about safe storage options and VA- and non-VA resources to support firearm safety (survey)

36C10X23R0006 - Attachment 2: Recommendations for Paid Media Planning and Key Performance Indicators (KPIs)

“Generic” Measures Specific Metrics

Increase intention of Veterans, caregivers, and providers to promote firearms (and other lethal means) safety (intents)

Audience members feel equipped to make change

Messages lead to intentions to change behaviors

Audience member gathers resources/more support to make change

Message influence (i.e., cumulative reach/engagements through social media)

Materials downloads

Measures of intention to change (survey)

Measures of self-efficacy (survey)

Measures of social norms (survey)

Measures of barriers to behavior change (survey)

Acquisition of resources to make change (survey)

Changes in caregiver or provider/staff behaviors related to assisting Veterans with firearms (and other lethal means) safety

Caregivers participate actively in LMS activities with Veterans

Providers/staff participate actively in delivering/supporting LMS activities

Promotion of LMS safety with peers

Numbers of video completers sharing or posting promoting LMS

Self-report of actual changes in behaviors by audience (survey)

Sharing of information with others (social media and survey)

Documentation by providers of conversations/actions (VA EHR)

Distribution of supplemental materials (e.g. brochures)

Distribution of gun locks, vouchers, safes, etc.(e.g., by health system or retailers)

Changes in Veteran firearms (and other lethal means) storage behaviors & help seeking/ use of resources before and during crisis

Veterans store firearms more safely (locked and unloaded) as well as other lethal means

Veterans take advantage of safer storage options such as safes, storage off-site

Self-report of actual changes in behaviors including keeping firearms unloaded, use of gun locks, vouchers, safes, etc. (survey)

Use of storage facilities (likely survey)

Sharing information with others (social media and survey)

36C10X23R0006 - Attachment 2: Recommendations for Paid Media Planning and Key Performance Indicators (KPIs)

“Generic” Measures Specific Metrics

Veterans arrange for firearms to be stored elsewhere during times of crisis

Veterans promote firearms safety with others

Campaign adheres to original strategy/efficiency (fidelity)

Barriers or delays encountered to plan

Return on investment

Costs, including per impression (CPI), per completed video view (CPCV), and per website visit

Website

• Page views (unique and multiple)

• Bounce rate

• Session duration

• Top pages (as applicable)

• User acquisition source

• Conversions

• Keyword rankings

• Website speed

• Broken links

• Backlinks

• Milestones met and budget targets met

• Other performance metrics met