704-R23117 - Mission in Motion - Amendment 1.pdf

JOHN M. FAVRET

Director

4601 IRONBOUND ROAD

WILLIAMSBURG, VA 23188-2652

Telephone: (757) 253-5161 Fax: (757) 253-5065

V/TDD: (757) 253-4638

http://esh.dbhds.virginia.gov

DEPARTMENT OF

BEHAVIORAL HEALTH AND DEVELOPMENTAL SERVICES

Eastern State Hospital

Date: March 10, 2026

AMENDMENT NO. 1 TO ALL BIDDERS:

Reference – Request for Proposal # 704-R23117

Commodity: 91522 – Communications Marketing Services 96153 – Marketing Services (Incl. Distribution, Research, Sales Promotions, etc.)

91876 – Marketing Consulting 96546 – Graphic Design Services for Printing 91572 – Photography (Not Including Aerial Photography) 91838 – Education and Training Consulting 91865 – Human Relations Consulting 91885 – Personnel/Employment Consulting (Human Resources) 91802 – Audio/Visual Consulting Services

Dated: February 6, 2026

Bid Due Date: March 24, 2026 @ 3:00 PM Local Time

The above is hereby published to read:

The solicitation bid due date has been extended to March 24, 2026, at 3:00 PM.

The following questions were received and are answered:

Question 1; For planning purposes, is there an internal budget range or a not-to-exceed target allocated for the full project across all deliverables?

Answer 1: There is an internal budget range established for planning purposes; however, we are not able to disclose a specific amount or not-to-exceed target during the procurement process. We encourage your team to propose a scope and pricing structure that reflects the level of effort necessary to execute a high-quality campaign consistent with the RFP requirements.

Robert D. Williams

CEO

Question 2: Are you looking specifically for DSBSD-certified vendors to submit a proposal?

Answer 2: No, anyone can submit a proposal.

Question 3: Attachment F - DBHDS Branding Guidance: "Critical information, updates, and alerts that are relevant to a wide group of consumers should be communicated in multiple languages." Are you looking to include translations as part of the SOW?

Answer 3: Potentially in the future but not presently.

Question 4: Shall contractor services be performed on site or at the contractor's place of work?

Answer 4: Whatever is most convenient but mostly at the contractor's place of work.

Question 5: As for the video are you looking for animated or real video capture? What is the preferred format for the video? What level of animation complexity is expected?

Answer 5: A motion-graphics-led format with some interview content is appropriate. Live action included. Simple motion graphics are sufficient.

Question 6: For the video, will we have access to staff, or even patients, to be able to use them in the video?

Answer 6: Staff, yes. Patients, no. No patients may appear on camera, either directly or incidentally.

Question 7: If on-site filming is expected, what access level is anticipated and are escorts required?

Answer 7: Escorts will be required for all filming inside the facility due to security procedures. Patient care units are restricted areas.

Question 8: Who manages releases/compliance approvals for on-camera participants?

Answer 8: Staff participation approvals and releases will be coordinated by the CQO and the Mission in Motion committee.

Question 9: Do you expect delivery of final video by May?

Answer 9: No, that will involve more work.

Question 10: In looking at materials, are you looking for offerors to print and design the work or just design the work?

Answer 10: Looking for design as well as recommendation on the sort of materials and mediums that would best be used in applying the design to the building.

Question 11: Could you provide further clarification on the scope of item IV.C.6. Development?

The section mentions that "the awarded Contractor shall assist in any other marketing strategy development tasking needed within the scope of this solicitation and awarded contract." Could you specify what these "other tasks" might include so we can estimate our pricing accordingly?

Fixed price?

Answer 11: This involves consultation on how things could be put up, in what spots and with what mediums. Time for services billed is in Attachment A.

Question 12: How many unique logos/mottos/slogans are desired?

Answer 12: We are seeking one consistent hospital-wide theme centered on the Mission, Vision, and Values rather than multiple department-specific campaigns.

Question 13: Should the contractor provide design files only or coordinate ordering/installation?

Answer 13: Installation responsibilities are not yet determined and may depend on whether internal teams are able to install certain graphics.

Question 14: What level of placement guidance is expected?

Answer 14: We are looking for practical placement recommendations that can be applied throughout the hospital.

Question 15: Deliverable #2: The RFP states, "A variety of designs" Is the estimated number of design assets required based on Attachment G?

Answer 15: Depends on what the contractors come up with in terms of designs.

Question 16: Beyond visibility, what behavior change are you hoping this campaign drives?

Answer 16: We are hoping to promote a strategic plan for the hospital.

Question 17: Is this a new contract? If not, who is the incumbent?

Answer 17: This is a new contract.

Question 18: Who would we be working closely with during the time we'll be working? How many people are on the committee?

Answer 18: The Mission in Motion committee. There are five members of the committee.

Question 19: For implementation strategy, are you seeking external outreach - perhaps media outreach or relevant associations - that extend your reach to your audiences out of the physical hospital grounds and your social media? To piggyback off of the above question, what social media spaces do you occupy?

Answer 19: Not so much. Facebook, LinkedIn, Instagram.

Question 20: Is the primary audience target staff with patient families second?

Answer 20: Yes.

Question 21: For Deliverable #3: Can you clarify the expected (or estimated) number of social media assets? The RFP states "included but not limited," which could significantly impact the scope of work. For example, are we talking about 20 social media assets? 100? What is the expected volume of social media assets and is this a one-time or ongoing set?

Answer 21: We are requesting a one-time launch set for the hospital website, Facebook, and LinkedIn, with additional needs potentially considered later.

Question 22: In the Deliverables section, the Social Media point mentions "advertising campaign" for DBHDS and Eastern State Hospital. Are you expecting a media buy to be included in the proposals submitted? Or just graphic design?

Answer 22: We are just looking for the graphic design.

Question 23: Is there anything else you would like to tell us about the family you all have created at the hospital?

Answer 23: Always remembering our mission is first and foremost for us. We are also the oldest mental health facility.

Question 24: Do you all have access to photo subscription service (like Getty)? Do you expect us to create a photo library of useable images and if so, how do you want us to price that given it may depend on which ones you want/how many, etc.? Should this be put on a separate line item that could be variable based on the various directions you choose for campaigns?

Answer 24: We do not have access to a photo subscription service. This could be a matter of discussion in the future.

Question 25: Section XI.8 states "Agency’s desired delivery time: seven (7) calendar days

ARO". Can you clarify what that timeframe means? It is not clear how this is related to the three

Deliverable categories.

Answer 25: We are asking for the product within 7 days of the order, but this can be discussed.

Question 26: Are there any internal marketing/design people we will collaborate with on any materials/campaigns, etc.

Answer 26: It will just be the Evaluation Committee that the vendor will be consulting; we do not have internal design people.

Question 27: Do we have an estimated start date, and should we suggest when we have reviews with the committee?

Answer 27: We are looking to officially start at the beginning-middle of May, but we would like to start when we award the bid.

Question 28: To confirm, there is an event in May that is driving the delivery of items? Is there a target launch/go-live date (or event) driving schedule?

Answer 28: We would like the campaign to launch in conjunction with our Strategic Plan

Kickoff in May of this year. Key components such as the video and core campaign visuals should be ready in advance so they can be incorporated into leadership rollout, orientation, and workforce engagement activities. The strategic plan kick-off is planned to be in May, but this might not necessarily occur. The strategic plan pick-off is not a specific event.

Question 29: Do you expect delivery of an editable toolkit (templates, style guide, asset library) so staff can produce future materials? Template or replicate and reproduce?

Answer 29: We do not have the assets to utilize a toolkit. We would like the template.

Question 30: Who are the required final approvers and what is the typical review turnaround?

Answer 30: Final approvals will include the Eastern State Hospital Mission in Motion

Committee. Reviews will be coordinated through ESH, and consolidated feedback will be returned following each review round.

Question 31: Who are the primary stakeholders/SMEs and what level of availability should we assume?

Answer 31: The Chief Quality Officer will facilitate the project along with the multidisciplinary Mission in Motion committee. Feedback will be coordinated through this group rather than through individual departments.

Question 32: Are we expected to create a new MVV logo/motto/slogan system, or apply existing

MVV language?

Answer 32: We are not requesting development of a new Mission, Vision, and Values system. The MVV framework is already established. The goal is to translate the existing

MVV into a cohesive and engaging campaign.

Question 33: What existing assets will ESH/DBHDS provide?

Answer 33: Brand guidance and relevant background materials are included in the RFP.

Question 34: Any required messaging points or tone constraints?

Answer 34: No specific scripting constraints beyond maintaining professionalism and alignment with our mission, vision, and values.

Question 35: How many revision rounds should we assume?

Answer 35: Please plan for two concept and edit revision rounds, and we would like development to begin promptly after vendor selection.

Question 36: Which applications are in scope?

Answer 36: Applications will include interior communication materials such as banners, posters, wall graphics, and similar items.

Question 37: Any prohibited imagery or required alignment with 988/Curb the Crisis?

Answer 37: The campaign should focus on reinforcing the hospital’s Mission, Vision, and

Values. No specific alignment requirements related to Virginia 988 or Curb the Crisis materials apply.

Question 38: What file formats and handoff requirements are expected?

Answer 38: Please provide print-ready, packaged files suitable for production, including standard editable design formats and documentation that allows third-party printers to reproduce materials.

Question 39: Required formats and platform specifications?

Answer 39: You may recommend appropriate formats and sizes consistent with current platform standards.

Question 40: Will ESH/DBHDS provide content?

Answer 40: ESH can provide some internal imagery and content, though the contractor should expect to supplement visuals as needed.

Question 41: Is posting and scheduling included?

Answer 41: Posting and scheduling will be handled by ESH/DBHDS. Deliverables should be provided ready for publication.

Question 42: Any compliance disclaimers or additional approvals for social content?

Answer 42: At this time, no additional compliance requirements are anticipated beyond the normal review and approval process.

Question 43: How long do you plan to run this campaign? This will help us determine how many designs to develop to ensure the creative stays fresh over time.

Answer 43: Designs should be developed with the expectation that materials may be refreshed periodically throughout the year and maybe beyond that to maintain engagement and visual inter-est.

Question 44: In addition to the 4 primary entrances, how many staff spaces (break rooms, changing rooms, cafeterias, nurses' stations) and family/waiting room spaces should we plan to include for posters and other materials?

Answer 44: We would like to just focus on the four areas for now. In the future, these may include staff break rooms, nurses’ stations, staff changing areas, cafeterias, and family or waiting room spaces. Final placement locations will be confirmed during implementation.

Question 45: Should the social media deliverables include both post copy and images? And over how many months do you plan to run the social media portion of the campaign? Both answers will help us accurately scope the number of designs required.

Answer 45: Yes, the social media deliverables should include both post copy and images or graphics. We do not have a time frame of how long the social media portion of the campaign will run.

Question 46: Regarding timeline/timeframe for completion of work, the May deadline (related to an internal meeting) discussed on last week's call — does it apply to all final materials, or just the initial design(s) from which everything else will be built? Are there separate desired launch windows for different elements, such as social media, swag, and on-site posters?

Answer 46: The May deadline discussed during the recent call applies to the development of the initial core design concepts and visual identity that will serve as the foundation for the campaign materials. Following approval of the initial designs, additional materials such as posters, social media graphics, and promotional items may be produced and deployed in phases. Launch timing for specific elements may vary depending on operational needs and internal scheduling.

Question 47: This section states that the contractor is responsible for all pickups and deliveries of printed materials. Should printing and delivery costs be factored into the proposal? If yes, how do you recommend we estimate quantity of printed materials (e.g. posters) beyond the primary entrances and a few other locations in the hospital?

Answer 47: No.

Question 48: Final deliverable specifications (formats, accessibility, etc.)?

Answer 48: You may recommend appropriate technical formats and accessibility considerations such as captions or transcripts. This depends on what’s being delivered. Do we want things to be ADA compatible (screen readers, large print, braille, off-set colors, etc. Also goes back to the above highlighted – this can quickly add significant cost.

Question 49: Can we visit the facility?

Answer 49: Yes. We would like to provide a facility tour so your team can better understand the history and culture of Eastern State Hospital. Wear a good pair of walking shoes – we would potentially get a better product if we had a tour prior to the solicitation end date, but decided not to due to the short time frame requested and disruption to the patients. We can try and post additional pictures or a short walk-through video of the facility? (MIS? QM? Procurement – A Tour would need to be given at the beginning of any

Oral Presentation

Question 50: What is the tentative period of performance for this contract?

Answer 50: To be determined.

All other provisions remain unchanged.

Brian Frost, Deputy Director of Procurement., VCA, VCARM Signature/Title (signature on file)

3/10/2026 Date