DCY-C-0184 - Bid Document.pdf

Ohio Department of Children and Youth (DCY), on behalf of the Ohio Children’s Trust Fund (OCTF), Media Buys for April Child Abuse Prevention Month Request for Quote (“RFQ”).

This Request is for:

The Ohio Department of Children and Youth (DCY), on behalf of the Ohio Children’s Trust Fund (OCTF), releases this Request for Quote (RFQ) for the purpose of obtaining a qualified public relations or marketing firm to procure social media and website advertisement spots, inclusive of the following activities: (1) Develop a marketing plan to identify social platforms and websites that will reach the target audience across Ohio, (2) Procure placements for OCTF Ensure They Shine awareness campaign digital assets (video and static) on identified platforms, (3) Provide analytics and a narrative report on each ad placement and performance.

Proposals must clearly demonstrate the vendor’s capability of providing services as described in this RFQ.

The purpose of this RFQ, the term “vendor” shall be defined as a business, firm, organization, or individual interested in this opportunity. The terms “response”, “proposal”, and “quote” may be used interchangeably to indicate materials submitted to DCY by a vendor in order to be considered for award of a contract for services described in this RFQ. The terms “offeror” and “selected vendor” may be used interchangeably in reference to a vendor selected by DCY through this RFQ for contract award.

I. Background

The mission of OCTF is to prevent child abuse and neglect by investing in strong communities, healthy families, and safe children.

OCTF accomplishes this mission through implementation of prevention programs and activities throughout the state. From establishing guidelines for evidence-based program development, to accessing innovative prevention curricula, producing educational and public awareness materials, and impacting social service policy legislation, OCTF provides primary and secondary prevention expertise and resources for legislators, the media, state agencies, and the public.

Since its creation in 1984, OCTF has funded primary and secondary prevention strategies conducted at the local level, in addition to initiatives and projects of statewide significance, which are all designed to strengthen families and prevent child abuse and child neglect. Primary prevention is defined as services and programs that promote the general welfare of all children and families before abuse or neglect occurs. Primary prevention programs are accessible to everyone in the community or target populations at risk for abuse and neglect. Secondary prevention programs are activities and services that are provided to a specific population identified as having risk factors for child abuse and child neglect and are designed to intervene at the earliest warning signs of child abuse or child neglect, or whenever a child can be identified as being at risk for abuse or neglect. OCTF also provides for the education of the public and professionals for the purpose of child abuse and child neglect prevention. The implementation of a statewide awareness campaign and increasing the visibility of OCTF’s effectiveness and impact meets the statutory mandates and overall mission.

II. Overview of the Project

OCTF’s Strategic Plan for 2022-2027 includes a priority area to increase OCTF’s visibility and impact. The first objective to achieve this goal is that families know how to access non-stigmatizing, family-strengthening services and supports funded by OCTF. The second objective to achieve this goal is that partners, legislators, policymakers, and stakeholders see OCTF as a key source of upstream primary and secondary services and support for families. The selected vendor for this opportunity will assist with these activities aimed at increasing OCTF’s visibility and impact throughout Ohio through utilization of the existing Ensure They Shine campaign assets.

April is National Child Abuse Prevention Month. During the month of April, OCTF plays a very active role in promoting a statewide child abuse and neglect awareness campaign. The “Ensure They Shine” campaign promotes the message that, “Children possess the unique ability to light up our lives and all adults can be a part of nurturing that bright spirit with love and care”. Through this campaign, OCTF has developed campaign materials to promote its message utilizing digital displays, social media, and native ads to deliver the message across the state. Using the existing campaign assets, the vendor selected through this RFQ will procure placement on social media platforms and various websites to promote the Ensure They Shine awareness campaign. Designs and tactical assets of the campaign have been completed previously. The selected vendor will receive access to all previously developed tactical assets upon contract execution. The overall implementation of this campaign, from placement planning through launch, will cover a 5-month timeframe (anticipated February 2025 through June 30) with a heavy marketing push during the month of April 2025, which is National Child Abuse Prevention Month.

III. Term of Contract

Once awarded, the term of the Contract will be from the effective date stated in the Contract through 6/30/2026. With an optional renewal of one year, the renewal is subject to and contingent upon the discretionary decision of the Ohio General Assembly to appropriate funds for this Contract in each new biennium. The State may renew all or part of this Contract subject to the satisfactory performance of the Offeror and the needs of the Agency.

REQUEST FOR QUOTE

IV. Objectives of the Project

Utilizing the completed media assets for the selected campaign to be implemented, OCTF is seeking one vendor to do the following:

(1) Develop a marketing plan to identify social platforms and websites that will reach the target audience across Ohio, (2) Procure placements for OCTF Ensure They Shine awareness campaign digital assets (video and static) on identified platforms, and (3) Provide analytics and a narrative report on each ad placement and performance. The goal of the project is to increase community outreach, awareness, and targeted engagement with individuals, communities and businesses across the state leading to an increase in brand recognition, community support and understanding of everyone’s role in strengthening families across Ohio during April Child Abuse Prevention Month.

V. Program Resource Library

There is no specific library of documents, reports, or other information that vendors interested in this RFQ should consider. However, a wide variety of information on OCTF and its programs, including components of the “Ensure They Shine” campaign, which vendors may find useful is available to the public via the OCTF website at https://octf.ohio.gov/.

VI. Mandatory Requirement Table 1 contains the item that is considered the mandatory requirement for this RFQ.

DCY will evaluate whether the Offeror meets the mandatory requirement. The Offeror must provide sufficient information to demonstrate to DCY that Offeror meets the mandatory requirement listed in the Mandatory Requirement section (Table 1).

Offeror’s response to the mandatory requirement must be clearly labeled “Mandatory Requirement” and attached to the RFQ.

DCY will evaluate Table 1, alone, to determine whether the Offeror meets the mandatory requirement. If the information contained in Table 1 does not clearly meet the mandatory requirement, the Offeror may be removed from further consideration. DCY may request additional information from the Offeror to determine whether Offeror meets the mandatory requirement.

TABLE 1 - MANDATORY REQUIREMENT

Mandatory Requirements

Accept

Reject I. The applicant must provide a narrative and a copy of a report that effectively demonstrates the vendor has completed at least five (5) projects in the past two (2) years which demonstrates experience in effectively utilizing an organization’s established brand and materials to disseminate an awareness campaign through various digital formats and mediums throughout metropolitan (urban, large cities) and hard-to-reach (rural) areas. It should be clear that the tactics utilized to disseminate the campaigns were tailored based on the demographics and interests of the targeted audience to maximize engagement.

If no Vendor meets the mandatory requirements, the State may elect to cancel this RFQ.

VII. SCOPE OF WORK

DCY on behalf of OCTF is seeking a vendor to procure placements and manage an online marketing campaign for National Child Abuse Prevention Month (April), utilizing the Ensure They Shine campaign assets. Vendor’s responsibilities include:

A. Procure and manage ad placement spots on social media platforms that promote campaign awareness, and increase website and referral traffic the OCTF website, and/or other identified sites.

i. Working in collaboration with the OCTF Contract Manager and leadership team, the vendor will purchase and manage advertising for a social media advertising campaign on Meta platforms (Facebook, Instagram), X (formerly Twitter), YouTube, Pinterest, and/or other platforms suggested by the vendor and approved by OCTF. Ads will run from March 15 through April 30.

ii. Placements should be strategically placed on social media platforms with targeted demographic viewers, including advertisement targeting based on geographic, behavior demographics, and location based geo-fence targeting of individuals based on zip code or county with the ability to change the asset based on the demographic.

https://octf.ohio.gov/what-we-do/National+Child+Abuse+Prevention+Month https://octf.ohio.gov/

B. Procure and manage digital display and native ad placement spots on various websites to promote campaign awareness, and increases website and referral traffic the OCTF website, and/or other identified sites.

i. Working in collaboration with the OCTF Contract Manager and leadership team, the vendor will purchase and manage advertising for digital display and native ads on various websites that attract an audience with similar demographics and interests as the target OCTF audience, as suggested by the vendor and approved by OCTF. Ads will run from March 15 through April 30.

C. Create and submit a final report detailing the analytics and a narrative of the media placement impacts to OCTF within thirty

(30) days of the end of the state fiscal year, which ends June 30. The report shall include, at minimum, the number of impressions, engagements, reach, and any other available data, summarized by platform and/or asset as able, and shall also detail the project deliverables completed, assessing the effectiveness of each asset and platform employed. Additional reporting criteria may be developed in partnership with OCTF.

VIII. VENDOR RESPONSE

Each Offeror must submit a Proposed Work Plan and a Cost Quote as part of its response.

A. Responses must be submitted as two (2) separate components (Proposed Work Plan and Cost Quote) in separate electronic envelopes, through OhioBuys.

1. Cost Quote: The Offeror must submit a separate cost section of its Quote, not to exceed $40,000 per state fiscal year.

The cost quote must make clear the cost to support media buys (social and digital/website), as well as the cost to support personnel and administrative expenses to make ad buys.

B. Each section must be submitted in its own separate, electronic submission as indicated by the solicitation questionnaire.

The submission with the Proposed Work Plan will be electronically sealed and contain a signed technical section, and the submission with the Cost Quote also will be electronically sealed.

C. A Proposed Work Plan, indicating the proposed plan for meeting all items listed under the Scope of Work.

D. If an Offeror includes in its Quote confidential, proprietary, or trade secret information, it must also submit a complete redacted version of its Proposed Work Plan in accordance with Confidential, Proprietary or Trade Secret Information that follows. Offerors shall only redact (black out) language that is exempt from disclosure pursuant to the Ohio Public Records Act. Offerors must also submit an itemized list of each redaction with the corresponding statutory exemption from disclosure. The redacted version(s) must be submitted as an electronic copy in a searchable PDF format and attached in the appropriate electronic envelope (i.e., Work Plan or Cost). Redacted versions should be indicated as redacted in the file name. The redacted version, as submitted, will be available for inspection and released in response to public records requests, unless DCY determines that the redacted version is not in compliance with the Ohio Public Records Act. If a redacted version is not submitted, the original submission of the proposal will be provided in response to public records requests. Quotes must be submitted online in OhioBuys.

IX. Standard Terms and Conditions

The Standard Terms and Conditions applicable to this Contract are found at the following link:

https://procure.ohio.gov/static/TCond/Standard_T_C 3-1-24.pdf https://gcc02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fprocure.ohio.gov%2Fstatic%2FTCond%2FStandard_T_C%25203-1-24.pdf&data=05%7C02%7CJessica.B.Tom%40das.ohio.gov%7Ca7197481027f4aee9b2808dc3a26c550%7C50f8fcc494d84f0784eb36ed57c7c8a2%7C0%7C0%7C638449185408060615%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&sdata=UPpOzOMgHuqyoI2rSmej0kr4Ul65rYlWtQySaXtMt6o%3D&reserved=0