Desautel -Bid Cat 4.pdf

EXHIBIT A-2 – BIDDER’S PROFILE: 20422 – COMMUNICATIONS AND MARKETING SERVICES PAGE 1 (Rev 2023-05-15)

EXHIBIT A-2 – BIDDER’S PROFILE

Competitive Solicitation: No. 20422 – Communications & Marketing Services

Contract Categories and Subcategories for which Bidder is submitting a Bid:

Check appropriate box(es)

☒ Category 1 – Advertising & Marketing Campaigning

☒ Category 2 – Brand Development

☐ Category 3 – Photography

☐ Subcategory A - Portrait

☐ Subcategory B – Inside Events

☐ Subcategory C- Outside Events

☐ Subcategory D - Landscapes

☒ Category 4 – Social Marketing Campaign

☐ Category 5 – Graphic Design

☐ Category 6 – Video Production & Editing

☐ Subcategory A - Events

☐ Subcategory B- Documentary

☐ Subcategory C - Scripted

Bidder: Desautel Hege Communications, Inc.

Type/print full legal name of Bidder

BIDDER INFORMATION

Legal name of Bidder:

Address of Bidder:

Note: This information must match the information from Bidder’s Business License.

Desautel Hege Communications, Inc.

Business Name 313 W. Riverside Ave.

Address Spokane, WA 99201 City, State, Zip Code

Bidder’s Washington State Department of Revenue Registration Number/Unified Business Identifier (UBI) Number:

Note: A nine-digit UBI number is assigned to each registered businesses in Washington.

601980540

EXHIBIT A-2 – BIDDER’S PROFILE: 20422 – COMMUNICATIONS AND MARKETING SERVICES PAGE 2

BIDDER INFORMATION

Taxpayer Identification No. (TIN):

Note: Your TIN will be either a number issued by the IRS (e.g., Employer Identification Number, Federal Tax Identification Number) or a number issued by the Social Security Administration (i.e., your Social Security Number). Do Not provide a Social Security Number.

911998502

Is your firm certified as a minority or woman owned business with the Washington State Office of Minority & Women’s Business Enterprises (OMWBE)?

Yes ☒ No ☐

If yes, provide Bidder’s MWBE certification no.: ____________

Is your firm a self-certified Washington State Small Business?

Note: See Exhibit A-1 – Bidder’s Certification for criteria to qualify as a Washington State Small Business.

Note: Regardless of size, a qualifying business must be owned and operated independently from all other businesses. In regard to size, the gross revenue thresholds, as reported on Bidder’s tax returns, are as follows:

▪ Microbusiness: Annual gross revenue of less than one million dollars.

▪ Minibusiness: Annual gross revenue of more than one million dollars, but less than three million dollars.

▪ Small Business: Annual gross revenue of less than seven million dollars over each of the three prior consecutive years.

Yes ☐ No ☒

If yes, provide the location for Bidder’s principal place of business:

Street Address

City, State, Zip Code

If yes, what is your business size (based on annual gross revenue)?

Microbusiness ☐

Minibusiness ☐

Small Business ☐

Is your firm certified as a Veteran-Owned Business with the Washington State Department of Veteran Affairs?

Note: See Exhibit A-1 – Bidder’s Certification for criteria to qualify as a Certified Veteran-Owned Business.

Yes ☐ No ☒

If yes, provide Bidder’s WDVA certification no.:

CONTRACT MANAGEMENT POINTS OF CONTACT FOR BIDDER

Authorized Representative

Name: Michelle Hege, CEO Email: michelleh@wearedh.com Phone: 509.444.2350

Contract Administrator

Name: Tyler Tullis, Vice President Email: tylert@wearedh.com Phone: 509.444.2350

EXHIBIT A-2 – BIDDER’S PROFILE: 20422 – COMMUNICATIONS AND MARKETING SERVICES PAGE 3

CONTRACT MANAGEMENT POINTS OF CONTACT FOR BIDDER

Sales Reporting Representative

Name: Tyler Tullis, Vice President Email: tylert@wearedh.com Phone: 509.4442350

Sales Reporting Alternate

Name: Ian Hanson, Account Specialist Email : ianh@wearedh.com Phone: 206.323.3733

Management Fee Representative

Name: Tyler Tullis, Vice President Email: tylert@wearedh.com Phone: 509.444.2350

Management Fee Contact Alternate

Name: Michelle Hege, CEO Email: michelleh@wearedh.com Phone: 509.444.2350

Address for Enterprise Services to send management fee invoices:

Company name: Desautel Hege Communications, Inc.

Attn: Kyle Davis Address: 313 W. Riverside Ave.

City/State/Zip: Spokane, WA 99201

Address for Enterprise Services to send legal notices:

Company name: Desautel Hege Communications, Inc.

Attn: Kyle Davis Address: 313 W. Riverside Ave.

City/State/Zip: Spokane, WA 99201

Signature Authority (if awarded a contract)

Name: Michelle Hege

Title: CEO

EXHIBIT A-2 – BIDDER’S PROFILE: 20422 – COMMUNICATIONS AND MARKETING SERVICES PAGE 4

REFERENCES

Provide a minimum of three (3) commercial (clients/customers) or government references for which bidder has delivered goods and/or services similar in scope as described in the Competitive Solicitation.

REFERENCE 1

Company Name:

Contact:

Phone:

Email:

Grow America (formerly National Development Council)

Chuck Depew

206.419.3904 cdepew@ndconline.org

REFERENCE 2

Company Name:

Contact:

Phone:

Email:

Washington State Health Care Authority

Melissa Thoemke

360.225.1769 melissa.thoemke@hca.wa.gov

REFERENCE 3

Company Name:

Contact:

Phone:

Email:

Washington State Department of Health

Gerry RainingBird

360.236.3988 gerry.rainingbird@doh.wa.gov

PURCHASE CARDS (I.E., CREDIT CARDS)

Please indicate which types of purchasing (credit) cards are accepted (note: any card fees must be included in the unit price of the bid):

☒ Visa ☒ Master Card ☒ American Express ☒ Discover ☐ Other:

Return this Bidder’s Profile to Procurement Coordinator at:

descontractsstrategy@des.wa.gov mailto:descontractsstrategy@des.wa.gov

EXHIBIT B – PERFORMANCE REQUIREMENTS PAGE 1

EXHIBIT B -1 – PERFORMANCE REQUIREMENTS

Competitive Solicitation: No. 20422 – Communications & Marketing Services

Contract Categories and Subcategories for which Bidder is submitting a Bid:

Check appropriate box(es)

☒ Category 1 – Advertising & Marketing Campaigning

☒ Category 2 – Brand Development

☐ Category 3 – Photography

☐ Subcategory A - Portrait

☐ Subcategory B – Inside Events

☐ Subcategory C- Outside Events

☐ Subcategory D - Landscaping

☒ Category 4 – Social Marketing Campaign

☐ Category 5 – Graphic Design

☐ Category 6 – Video Production & Editing

☐ Subcategory A - Events

☐ Subcategory B- Documentary

☐ Subcategory C - Scripted

Instructions

1. In the Category Box above, select the Category and/or Subcategory in the drop-down menu.

2. Mark YES or NO if bidder meets each requirement in Bidder’s Compliance column.

3. In the Written Response column for every requirement that indicates a "Written Response Required," provide a written response that addresses how bidder will meet the requirement. Limited responses may receive lower scoring than those that demonstrate knowledge of the subject matter. Bidder can include screen shots or diagrams if needed. Written responses must not reference or link to any material outside of this document.

4. Submit the exhibit as a Microsoft Word document and without modifying the font or formatting. If you need to print out this document for any reason, note this document is size Legal 8.5” x 14”.

EXHIBIT B – PERFORMANCE REQUIREMENTS PAGE 2

Please note: Not following any of the specified instructions may be grounds for the bid to be considered non-responsive.

PERFORMANCE REQUIREMENTS AND FACTORS

Requirement

ID

Performance Requirement and Stated Business Need

Points Available Bidder’s Compliance

Written Response

1.

Bidder has a minimum three (3) years’ experience providing professional services.

Pass/Fail

☒ Yes

☐ No No Written Response Required.

EXHIBIT B – PERFORMANCE REQUIREMENTS PAGE 3

2. Number of projects completed in the last three (3) years. Pass/Fail

☒ Yes

☐ No

Written Response Required.

DH has completed 10 relevant projects for Washington state agencies in the last three years, as described below.

Washington State Department of Safety and Health Services — WA

Cares Promotion

Contact: Kristen Maki | 360.742.2281| kristen.maki@dshs.wa.gov

Contract # 2234-43462-02

Timeline: August 2022 - Present

Project description: DH has designed and implemented a new statewide education campaign about the Washington Cares program.

We have developed a strategic outreach and marketing program to reach priority audiences who need to know about the program, designed new creative assets including videos and advertising content, and launched a paid media buy to audiences statewide.

Washington Traffic Safety Commission

Contact: Erica Stineman | 360.725.9893| estineman@wtsc.wa.gov

Contract # WTSC17-010, WTSC-20-002

Timeline: January 1, 2020 - Present

Project Description: DH planned media buys to target the last 5 percent of Washingtonians that research revealed did not choose to wear seat belts. These special populations included rural men 55+, Hispanic men 16 – 24, Tribal audiences 16 – 24 and general millennial populations 16 – 24. DH built media personas for each audience and targeted media and messaging designed specifically to reach these groups including broadcast media, digital media, specialty localized messaging on billboards and trucks, and other environmental media like bathroom and gas station displays.

Washington State Department of Labor & Industries

Contact: Matt Ross| 360.706.4857| romc235@lni.wa.gov

Contract # K5057

Timeline: June 2023 – Present

Project description: DH is supporting L&I with a series of upcoming campaign needs, with services to include campaign brand

EXHIBIT B – PERFORMANCE REQUIREMENTS PAGE 4

development, conducting marketing research, creative asset development (videos, collateral, websites, digital content, audio, etc.), earned media placements, owned media content development, launching paid media advertising, and more.

Washington State Health Care Authority — Starts with One Opioid

Misuse Prevention and Recovery Campaigns

Contact: Kennedy Soileau | 360.725.1571| kennedy.soileau@hca.wa.gov

Contract # 1534-49904

Timeline: September 2017 – April 2019

Contract # 1534-49904 Amendment No. 03

Timeline: May 2018 – June 2019

Contract # 1534-49904-C Amendment No. 06

Timeline: May 2018 – June 2019, July 2019 - Present

Project Description: Starting in 2017, DH developed an integrated campaign strategy and creative assets around opioid prevention in

Washington State. DH executed targeted media buys to reach young adults 16 – 24, parents of young adults 26 – 46 and older adults age

55+. We developed customized partner toolkit materials, messaging, public relations support, media plans and worked with community prevention coalitions across the state to reach each audience segment.

Washington State Department of Commerce — ABLE Savings

Campaign

Contact: Peter Tassoni | 360.725.3125 | peter.tassoni@commerce.wa.gov

Contract # 19-46401-002, 1-46401-002, 1-46401-002 (B), 1-46401-

002 (C), 1-46401-002 (D)

Timeline: September 2018 – Present

Project Description: DH helped DOC build a promotional campaign and execute targeted, statewide media buying to promote ABLE savings plans for individuals and families with disabilities. DH developed campaign strategy and creative along with a paid media plan, execution and reporting. We are currently in Year 5 of the campaign.

EXHIBIT B – PERFORMANCE REQUIREMENTS PAGE 5

Washington State Department of Health — Tribal Suicide Prevention

Contact: Gerry RainingBird, M.S. | 360.236.3988 |

Gerry.RainingBird@doh.wa.gov

Contract number: PRV26023-0

Timeline: January 2021 – Present

Project Description: DH continues to work with DOH to develop and implement a suicide prevention campaign for tribal members across

Washington. The campaign is built from research with tribal members and tribal organizations, and creative includes tribal spokespeople and artists serving as trusted message carriers to deliver the message. DH is running media buys and a partner coalition to disseminate content across the state.

Washington State Department of Health — Dementia

Contact: Marci Getz | 360.263.3709 | Marci.Getz@DOH.WA.GOV

Contract #: PRV26026-0

Timeline: April 2021 – June 2022

Project description: DH partnered with DOH to develop campaign messaging and creative assets for a pilot campaign reaching the King

County Black community regarding dementia and memory health.

DH built the campaign informed by research completed in partnership with Cascadia Consulting Group, tailoring creative to motivators and barriers, as well as perceptions and varying awareness levels among this population. DH provided a campaign action plan for a limited launch of the campaign in 2021.

Washington State Department of Health — COVID-19 Prevention

Contact: Frances Limtiaco | 360.628.1820 | frances.limtiaco@DOH.WA.GOV

Contract #: PRV25659 (PRV25659 1, PRV25659 2, PRV25659 3)

Timeline: September 2020 – Present

Project description: DH has worked with DOH since the Fall of 2020 to develop a COVID-19 “mile-deep” campaign, partnering with over

200 community-based organizations to develop localized public education campaigns.

EXHIBIT B – PERFORMANCE REQUIREMENTS PAGE 6

Washington State Department of Health — COVID-19 Vaccine

Hesitancy

Contact: Vadim Kogan | 360.798.5857 | vadim.kogan@doh.wa.gov

Contract number: PRV25678-0

Timeline: February 2021 - Present

Project description: DH is working with DOH on a COVID-19 vaccine hesitancy campaign reaching communities from the former

Soviet Union in Washington. The equity-based approach has included deep work with community-embedded contractors who serve as trusted messengers and who are listening to audience concerns to help inform campaign messaging and outreach strategies.

Organization: Office of the Secretary of State

Contract number: CH230014 (through the South Puget Sound

Community College)

Period of Performance: August 2022 – December 2022

Project description: DH helped OSOS launch a quick-turn voter education campaign to build trust in WA voting systems ahead of the

2022 general election in November. The campaign included development of creative content (videos, print ads, digital ads, etc.) as well as a partnerships with key community-based organizations to serve as message carriers for the message to specific communities.

Contact Reference: Charlie Boisner

Contact Information: 360.902.4140 | charlie.boisner@sos.wa.gov

EXHIBIT B –2 NON-COST FACTORS & QUALIFICATIONS – CATEGORY 4 SOCIAL MARKETING CAMPAIGNS – AM3 PAGE 1

EXHIBIT B-2 – NON-COST FACTORS & QUALIFICATIONS – CATEGORY 4 SOCIAL MARKETING CAMPAIGNS – AM3

Competitive Solicitation: No. 20422 – Communications and Marketing Services

Bidder: Desautel Hege Communications, Inc.

Type/print full legal name of bidder company

This document outlines the Competitive Solicitation’s scored non-cost performance factors/qualifications for the services. This exhibit is for Category 4 Social Marketing Campaigns. There are 910 points available for responses in this document.

Instructions

1. Bidder must fill out the legal name of bidder company above.

2. Requirement ID 4 bidder must provide a link to a Portfolio Website.

3. All samples submitted must be from personnel who will provide services if bidder is awarded a Cooperative Purchasing Agreement.

4. Requirement ID 1-3 and 4.1-4.11 require written responses. Failure to provide a response will constitute a nonresponsive bid.

5. All attachments must be clearly identified for the relevant category. Enterprise Services suggests labeling documents with the Requirement ID number.

6. Submittals shall be in Microsoft Word and/or Adobe PDF format. Enterprise Services may request clarification of the bidder’s submission during the responsiveness check. Any pages in excess as specified in the individual question will be deleted prior to forwarding the submittals to the evaluation team.

Please note: Not following any of the specified instructions may be grounds for the bid to be considered nonresponsive.

EXHIBIT B –2 NON-COST FACTORS & QUALIFICATIONS – CATEGORY 4 SOCIAL MARKETING CAMPAIGNS – AM3 PAGE 2

NON-COST FACTORS & QUALIFICATIONS

Requireme nt ID

Non-Cost (Projects and Key Personal) Requirements and Stated Business Need

Points Available Written Response

1. Number of social marketing campaign projects completed by Bidder or Bidder’s principal on time to meet the customer deadline and at/or under budget in the last three (3) years.

50 points

Written Response Required.

Number of projects completed on time at budget: 40 Number of projects completed on time under budget: 17

2. Number of social marketing campaign projects completed in the last three (3) years, that involved transcreation, translation, development of multi-language campaigns, and used culture-centered approaches and messaging.

100 points

Number of social marketing campaign projects completed:

3. How many years of experience does bidder's key personnel have: List experience for all key personnel, who will perform the services, if awarded.

100 points

See written response on Page 8.

EXHIBIT B –2 NON-COST FACTORS & QUALIFICATIONS – CATEGORY 4 SOCIAL MARKETING CAMPAIGNS – AM3 PAGE 3 nt ID

Non-Cost Requirements - Project Samples Points Available Written Response

4. Provide an electronic portfolio link highlighting three (3) past social marketing campaign projects samples, within the past five (5) years, that best demonstrate your understanding and approach to developing, implementing, and evaluating Social Marketing Campaigns. Each campaign in the portfolio must include a description, samples, deliverables, and any awards or recognition associated with the project.

All samples submitted must be from personnel that will be involved in this statewide contract, identified above as key personnel.

One project sample must showcase diversity, equity, and inclusion principals and your teams ability to provide culturally appropriate and effective communications and marketing to overburdened, underserved audiences including non- English speakers, tribes, diverse cultural or gender groups, or those with disabilities.

(3) project samples. Each project sample worth up to 220 available points allocated among the criteria specified in section 4.1 through 4.11.

Each project sample will be scored on demonstrated skills, capabilities, quality, creativity, and results in the following criteria (4.1 – 4.11): audience analysis, research, and message testing; transcreation and culture-centered messaging; communication plans; Idea and brand development; writing; quality;

media planning; social media;

network development;

campaign launch and public relations; outside the box communication solutions; and evaluation and measuring impact.

Required Link to Portfolio Website (all 3 project samples must be in the link) https://wearedh.com/des-portfolio/social-marketing-campaigns

4.1 Audience Analysis, Research, and Message

Testing

20 points

Written Response Required:

Bidder submits a research results report for each project sample.

The report has to demonstrate the Bidder’s ability to conduct audience research, including qualitative and quantitative surveys, focus groups, and other formative or exploratory research needed to segment audiences then shape and inform behavior change campaigns and materials. (No page limit for each final report.)

https://wearedh.com/des-portfolio/social-marketing-campaigns

EXHIBIT B –2 NON-COST FACTORS & QUALIFICATIONS – CATEGORY 4 SOCIAL MARKETING CAMPAIGNS – AM3 PAGE 4

Non-Cost Requirements - Project Samples Points Available Written Response

4.2 Transcreation and Culture-Centered

Messaging

20 points Written Response Required:

Description of strategy and techniques used and two (2) examples of deliverables for each project sample. Demonstrate your knowledge and experience with transcreation, translation, creating multi-language campaigns, and using culture-centered approaches to engage with underserved, overburdened communities. Provide details on how these campaigns engaged with and resonated among target communities. (2-page limit for the description of the strategy and technique for each project. Total maximum is 6 pages). (No page limit for the examples).

4.3 Communication Plans

20 points Written Response Required:

Bidder submits a final communications plan for each project sample. (No page limit for the sample communication plan).

4.4 Idea and Brand Development 20 points Written Response Required:

Description of strategy and techniques used and two (2) examples of deliverables. Provide two (2) examples of concepts developed for each project sample, inclusive of strategy, visual design, and copywriting. (2-page limit for the description of the strategy and technique for each project. Total maximum is 6 pages). (No page limit for the examples).

4.5 Writing 20 points Written Response Required:

Bidder submits two (2) examples of deliverables for each project sample. Demonstrate an understanding of plain talk/plain language writing, script, interviews and/or copy writing that was used to create/support campaign goals. (2-page limit for the description of the strategy and technique for each project. Total maximum is 6 pages).

4.6 Quality 20 points Written Response Required:

Bidder submits three (3) examples of deliverables that use as many diverse media formats as possible.– video, radio, print and social for each project sample. High-quality production of campaigns and materials (2-page limit for the description of the strategy and technique for each project. Total maximum is 6 pages).

4.7 Media Planning 20 points Written Response Required:

Bidder submits a final media plan or metrics and targets for each project sample. Show how they were used to support campaign goals and maximize performance. (No page limit for the sample final media plan).

4.8 Social Media 20 points Written Response Required:

Bidder submits three (3) examples across social media platforms for each project sample. Show how you used social media to communicate campaign messaging, create awareness, and support campaign goals.

EXHIBIT B –2 NON-COST FACTORS & QUALIFICATIONS – CATEGORY 4 SOCIAL MARKETING CAMPAIGNS – AM3 PAGE 5

Non-Cost Requirements - Project Samples Points Available Written Response

These examples could include paid social, organic social, or the use of content creators/influencers. (No page limit for the sample social media platforms).

4.9 Network Development 20 points Written Response Required:

Bidder submits descriptions of partnerships for each project sample. Show how you have developed and used networks and partnerships. (1 page limit for each sample description of partnerships. Total maximum is 3 pages).

4.10 Campaign Launch and Public Relations 20 points Written Response Required:

Bidder submits descriptions of activities, events, strategies, and press release for each project sample.

Highlight campaign kick-off events and public relation efforts you organized and staged. Include examples and results. (1 page limit for each sample description of partnerships, total maximum is 3 pages).

4.11 Evaluation and Measuring Impact 20 points Written Response Required:

Bidder submits a final report for each project sample that explains the goals and objectives for the campaigns, how success was measured, what the measured impact/positive change was, and any lessons learned in this process. (No page limit for each final report.)

313 W Riverside Ave, Spokane WA 99201 | 104 Pike St, Suite 200, Seattle WA 98101 © DH 2023 | 1

Responses to Exhibit B2 Non-Cost Factors and Qualifications Category 4: Social Marketing Campaigns

1. Social Marketing Projects

Number of social marketing projects completed on time to meet the customer deadline and at/or under budget in the last three (3) years.

Number of projects completed on time at budget: 40 Number of projects completed on time under budget: 17

DH has over 25 years of experience developing social marketing campaigns in health care, public health and public safety. With offices in both Spokane and Seattle, we have implemented social marketing campaigns in every county in Washington state.

A small sample of our clients in social marketing include:

State agencies, including the Washington State Health Care Authority, the Department of Health, the Traffic Safety Commission, the Department of Social and Health Services, the Department of Labor and Industries and the Department of Commerce. We supported social marketing campaigns in opioid misuse prevention, COVID-19 prevention and vaccination, stroke response, suicide prevention, dementia recognition and state employee wellness initiatives.

Hospitals and health care systems like MultiCare, Seattle Swedish, Virginia Mason, Central Valley Community Health and Jefferson Hospital. We built campaigns to help patients better meet their own care needs, particularly with respect to cancer screening, prevention and treatment, urgent care (vs. emergency care), and orthopedic care.

Regional health partners, such as Spokane County’s Better Health Together, Sound Behavioral Health and Whatcom Health Department. We worked to identify, prioritize and solve for their region’s most pressing health concerns through strategic partnerships and localized social marketing efforts around COVID-19 prevention and vaccination.

Business associations like the Association for Washington Business, Greater Spokane Incorporated and Downtown Spokane Partnership. We created campaigns to drive pandemic-related economic recovery efforts.

Foundations and nonprofits like the National Development Council (now Grow America), an economic development nonprofit working across the country; Innovia Foundation, a 20-county community foundation in North Idaho and Eastern Washington; and Arcora Foundation, a nonprofit we supported in programs designed to improve dental access.

313 W Riverside Ave, Spokane WA 99201 | 104 Pike St, Suite 200, Seattle WA 98101 © DH 2023 | 2

2. Transcreation Projects

Number of social marketing campaign projects completed in the last three (3) years that involved transcreation, translation, development of multi-language campaigns, and used culture-centered approaches and messaging.

Number of projects completed: 37

For many state agencies and social marketing programs, connecting with an increasingly diverse community in Washington state is a high priority. There is also an understanding that audiences may have unique barriers to information including language, ability status, cultural norms or experiences that have led to distrust of government agencies.

In the spirit of “nothing about us without us,” we work closely with audiences to inform and shape campaigns that are culturally responsive and effective. Over time, DH has successfully collaborated with community leaders, specialists and everyday people from within our target audiences. We would leverage these connections on state projects in the following ways:

Transcreation: Our approach to transcreation emphasizes audience research, partner program development and message testing. DH engages a network of trusted community partners and translation services to develop multi-language campaigns. For Spanish-language materials, we have staff on both our account and creative teams who are fluent speakers.

Message testing and review: We have also recruited focus groups and tested messaging with members of specific language and cultural communities. In other cases, we have assembled advisory groups, helped facilitate community roundtable discussions and worked community stakeholders into our campaign development process as subject-matter experts and approvers.

Community insights: Over recent years, we have contracted with and funded community-based organizations, conducted insight interviews and listening sessions. The aim of these activities is to better understand cultural identities and perspectives.

Collaborative creative development: In addition to this fundamental information gathering and research work, we also take a mindful approach to every step of creative development as we build culturally responsive campaigns for different communities. DH regularly works with community-based vendors and production partners to create campaign materials.

The benefits of being intentional about engagement and production are stronger and better creative, as well as community-informed strategy. We have found that, for our government clients, community-led messaging is an excellent way to build collaborative relationships that outlast specific campaigns.

313 W Riverside Ave, Spokane WA 99201 | 104 Pike St, Suite 200, Seattle WA 98101 © DH 2023 | 3

3. Key Personnel How many years of experience does the bidder's key personnel have: List experience for all key personnel who will perform the services, if awarded.

DH is a team of 49 staff with offices in Spokane and Seattle. We selected your key personnel to bring together members with social marketing experience, deep knowledge about working with diverse audiences and a passion for social change.

Total years of social marketing experience across key personnel: 95 years

PARTNER LEAD

Sara Johnston, MA, Partner Years of social marketing experience: 25

Sara Johnston is a co-owner and partner at DH. For the past 25 years, Sara has led social marketing campaigns to drive meaningful change across our state in partnership with government agencies. Sara’s work leverages research and audience segmentation to support campaign design and outreach. She has overseen social marketing campaigns for the Washington State Traffic Safety Commission and the Department of Social and Health Services, supported key

Washington State Department of Health initiatives over the past 15 years, and led Department of Licensing and Department of Transportation statewide campaign efforts. She currently serves on the Board of Directors for the Pacific Northwest Social Marketing Association and has taught communications and research courses at Gonzaga University.

STRATEGY AND RESEARCH LEAD

Mallory Peak, PhD, Vice President of Social Change Marketing Years of social marketing experience: 15

Mallory brings 15 years of experience building and managing large-scale social marketing campaigns across her career, along with a PhD in Communication for Social Change from the University of Queensland in Australia. She has served as the strategy and research lead for social marketing projects for the Washington Traffic Safety Commission, including seat belt safety, DUI and distracted driving campaigns, overseeing message testing, creative concepting and statewide media buys. She leads social marketing projects across our agency with clients like the Washington State Health Care Authority, Washington State Department of Health and Washington Traffic Safety Commission. She served as strategy lead developing the Health Care Authority’s Friends for Life campaign and the Department of Health’s Community Media Outreach program and Native and Strong campaigns.

313 W Riverside Ave, Spokane WA 99201 | 104 Pike St, Suite 200, Seattle WA 98101 © DH 2023 | 4

EQUITY LEAD

Paj Nandi, Associate Vice President, MPH, Equity-Centered Communication Years of social marketing experience: 20

Paj’s social marketing experience includes serving as Director of Community Relations and Equity for the Washington State Department of Health (DOH), where he advised health promotions campaigns addressing health disparities. He also advised the Secretary of Health, the State Health Officer, executives, and other agency leadership on key equity and community relations issues and represented DOH on the Governor’s Interagency Council on Health Disparities.

He directed his team’s work on various equity and social justice strategic initiatives, including within DOH’s COVID-19 pandemic response. Paj served on the board of the Washington State Public Health Association for seven years, including a term as President. At DH, he recently worked as equity lead supporting the Health Care Authority’s Friends for Life campaign and the Department of Health’s Native and Strong campaigns.

CREATIVE LEAD

Linda Jones, Creative Director Years of social marketing experience: 10

Linda has led design and content creation for social marketing campaigns including multicultural COVID-19 communications for the Washington State Department of Health and the Department of Commerce’s Small Business Flex Fund. She is experienced in partnering with communities to understand their needs, then using design and media to reflect their perspectives for the ultimate success of the initiative. Linda’s role on this team will be to construct each campaign’s visual architecture, drive messaging home through design, and create a cohesive strategy so all pieces work together, even when developed for audiences with diverse needs and desires for differentiation.

313 W Riverside Ave, Spokane WA 99201 | 104 Pike St, Suite 200, Seattle WA 98101 © DH 2023 | 5

ACCOUNT LEAD

Megan Hatheway, MPH, Senior Account Director Years of social marketing experience: 6

At DH, Megan has led project management and tribal engagement for Native-serving campaigns around fentanyl, suicide prevention and connecting people to culturally grounded treatment resources. She is also the account manager for DOH’s Healthy Aging Initiative, developing social marketing approaches for Black and African American communities. As a researcher, Megan implemented the mid-project evaluation with community-based organizations participating in

DOH’s COVID-19 community media outreach efforts. Megan received a Master’s Degree in Public Health Communication and Marketing from George Washington University, where she participated in numerous studies and programs that implemented social marketing strategies across health programs. She also serves on the Social Marketing Association of North America’s Communications Committee.

PUBLIC RELATIONS LEAD

Alex. Evans, Senior Account Director Years of social marketing experience: 5

Alex. leads both media strategy and direct media relations outreach for DH clients. During the pandemic she has helped schools and hospital systems respond to ever-changing COVID-19 guidelines, realities and infrastructure. As public relations lead, she recently drew national media attention to the Department of Health’s Native and Strong Campaign’s and Washington state’s culturally responsive 9-8-8 call line for Native people in crisis. Before DH, Alex.

worked in Washington, D.C. as deputy director of media logistics for President Obama’s inaugural committee. She later served as director of operations for the office of the Deputy Secretary of Defense, and as director of advance for the office of the Secretary of Health and Human Services. Her role in this work will include earned media strategy and execution at the local, regional and statewide level.

313 W Riverside Ave, Spokane WA 99201 | 104 Pike St, Suite 200, Seattle WA 98101 © DH 2023 | 6

PAID MEDIA LEAD

Jenny King, Associate Vice President, Media Services Years of social marketing experience: 8

Jenny is a media buying specialist with a deep understanding of what it takes to reach diverse audiences across the state. Having placed media in every county in the state, she is an expert at finding hyper-local media opportunities in our communities. These include large-scale media buys for clients including the Washington State Department of Health, Traffic Safety Commission, Department of Commerce and the Health Care Authority. Jenny plans and implements media buying across traditional and digital media and traffics creative assets including television, radio, print, outdoor, social and community sponsorships. She holds certifications in Google Ads Display and in Google Analytics and uses Google Analytics and other tracking software to optimize campaigns to determine their performance based on analytics data.

SPANISH LANGUAGE ACCOUNT LEAD

Denys Lopez, Account Executive Years of social marketing experience: 3

With a degree in Public Health from Eastern Washington University and lived experience in migrant health systems in Washington state, Denys is a strong advocate for care access and community safety. At DH, Denys has supported community outreach for the Department of Health’s COVID-19 community media program and the Native and Strong campaign. She is bilingual and develops Spanish-language campaign materials on behalf of DH clients, most recently working on the Health Care Authority’s Friends for Life campaign to address fentanyl use and Starts with One to prevent opioid misuse. She has also developed Spanish-language materials and outreach plans for the Washington State Traffic Safety Commission.

PRODUCTION LEAD

Alex Cruz, Senior Graphic Designer Years of social marketing experience: 3

Alex’s skillset is a rare combination of graphic, motion, video and web design to support the production of a wide range of assets for multimedia campaigns, including digital owned media. This skillset has come in handy providing a wide range of production support for dozens of community partner projects as part of statewide DOH COVID-19 outreach, and regional COVID-19 outreach funded by Better Health Together. Alex has also worked supporting web and graphic design for on HCA’s Friends for Life campaign and DOH’s Native and Strong campaign. As an in-house web designer, Alex supports maintenance of websites for government clients in Drupal.

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4. Portfolio Link

Provide an electronic portfolio link highlighting three (3) past social marketing campaign project samples.

Please find DH’s portfolio link with samples from three (3) past social marketing campaigns.

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4.1 Audience Analysis, Research and Message Testing

Friends for Life Washington State Health Care Authority

Fentanyl use has been increasing at an alarming rate in communities across the country. It’s now the leading cause of overdose in Washington state. And with a potency that makes it 100 times more powerful than other opioids, it’s a real danger that’s dominating the illicit drug market in unparalleled ways.

Fentanyl is a scary substance. Parents and caregivers are worried their kids may take it unknowingly. Families and friends are devastated by losing loved ones to overdose.

Communities are wrestling with their response to escalating use.

It’s easy to be overwhelmed by issues of this scale. And it’s tempting to fall back on stereotypes about drug use or outdated, disproven drug prevention methods that lean heavily on facts, figures and scare tactics.

Washington Health Care Authority and DH were challenged to lead with hope and empathy as we developed Washington state’s first-ever proactive public education campaign about fentanyl.

Our audience analysis, research and message testing took three primary approaches:

• Statewide survey: We launched a statewide pre-campaign survey (N=800) in both English and Spanish to understand our target audiences’ understanding of fentanyl and resources available in Washington state.

• Secondary research: Our team reviewed secondary data including academic literature related to fentanyl, reviewing 160 substance use campaigns from around the world to understand best practices and recent data from the Washington State Department of Health and the University of Washington.

• Subject-matter expert interviews: Our team conducted insight interviews with subject-matter experts working in research, treatment, harm reduction and prevention programs. Our team also interviewed individuals with lived experience in recovery.

• Focus groups: DH tested early messaging and brand concepts with focus groups, including those with lived experience with substance use, those with a loved one struggling with substance use, and those with less experience with substance use. We later tested specific materials with parents and youth.

• Syringe service surveys: DH also partnered with syringe service programs across Washington state to get feedback on early messaging and brand concepts from individuals actively using substances, as well as program staff.

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• Listening sessions: When developing materials for use in schools, DH held a series of listening sessions with the Health Care Authority’s network of 100+ substance use prevention professionals working in middle schools and high schools.

Our statewide pre-campaign survey showed that despite growing media coverage of fentanyl overdose, many people in Washington state, especially young adults, lacked information about this critical topic. We also found that young adults, more so than any other age demographic, had a lack of accessible knowledge about fentanyl and naloxone, yet were more at risk of illicit fentanyl.

We began by conducting an extensive landscape review of existing substance use prevention campaigns, as well as best practices in substance use education and current data about fentanyl and naloxone use. The insights we gleaned – like the finding that empathy is a more effective and more motivating emotion to evoke than fear – informed the development of our messaging and creative approach.

We tested several campaign concepts with focus groups, which included participants with varying levels of familiarity and experience with substance use, as well as individuals who identified as LGBTQ+, Black, Indigenous and Latinx. We partnered with Syringe Service Programs across the state to get feedback on early concepts from their clients. Our team also held listening sessions with 100+ prevention professionals working in schools across the state.

Across all groups, the Friends for Life campaign concept was chosen because of its community-oriented and empathetic nature. Focus group participants particularly appreciated the way this concept utilized humanizing and destigmatizing rhetoric.

Sample: The sample provided is a presentation of the results from our message testing activities, including feedback from focus groups and syringe service program participants.

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Community Media Outreach Program, COVID-19 Response Washington State Department of Health

The COVID-19 pandemic underscored a long-standing reality: Americans experience public health outcomes, like so many things in the United States, unequally — depending on access to quality care and the effects of systemic inequities.

With distrust of institutions at an all-time high going into the pandemic, the Washington State Department of Health (DOH) recognized that a “mile-wide” COVID-19 prevention campaign — designed to reach as many Washingtonians as possible — needed a complementary “mile-deep” strategy to reach communities with culturally and linguistically appropriate information.

In September of 2020, DH started working with DOH to build this strategy, planning a transcreation process and statewide network to reach our client’s diverse audiences to promote prevention behaviors and address vaccine hesitancy.

Washington has a statewide population of 7.6 million people, 39.5 percent of whom are estimated to identify with one or more historically excluded communities. With unique Black, African, Latinx, Asian, Pacific Islander, Slavic, LGBTQ+, Disability, and Multicultural communities across Washington, DOH had hundreds of audiences to reach, all requiring customized, tailored messaging from trusted local sources. Our early research included reviewing early health disparity data on COVID-19 hospitalizations and deaths, as well culturally centered communications best practices.

As part of our audience analysis and research process, our team identified a statewide network of 200 community-rooted organizations. We met with them 1:1 to understand the impact they were seeing in their communities, their reactions to current messaging, the communications tools that would be most useful, and the funding they would need to create localized, culturally centered social marketing campaigns. We also discussed barriers to accessing funding and traditional grant programs including language, small staff size and navigating bureaucracy.

As the program progressed through 2022, our team implemented a community partner experience survey every 6 months to stay on top of emerging barriers to implementing communications, as well as community changes in vaccine hesitancy and COVID-19 prevention behaviors. Our team followed up with insight interviews with a representative sample of partners to better understand emerging themes and issues.

Sample: The sample provided is a report of findings from a partner experience survey and insight interviews with a representative sample of partners.

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Native and Strong

Washington has one of the highest suicide rates among Native Americans and Alaska Natives.

Meanwhile, suicide prevention campaigns created for general audiences often miss the mark for Native people. In these communities, broad prevention campaigns can seem irrelevant or culturally inappropriate.

That’s why the Washington State Department of Health’s Suicide Prevention Program partnered with DH to create a campaign to reach the state’s diverse Native communities. As we began work together, we knew some important principles would guide the campaign’s development.

First, we knew a strengths-based campaign — a positive narrative — would be more effective than messaging about the risks and adversities facing tribal members. Second, we knew that

Native perspectives and voices would need to shape the campaign.

Our challenge: to engage our diverse audience to create a social change marketing campaign that was truly collaborative and culturally responsive — with the goal of connecting Native people with relevant behavioral health resources and support.

Creating a culturally appropriate campaign would require authentic engagement with audience members at every step. More than “community input,” we committed to involving tribal members and behavioral health partners throughout development. Not until we listened to

Native audiences — quieting our own voices — would we have a nuanced, relevant and meaningful campaign. Our pre-campaign research included:

• Review of secondary data: We reviewed research findings and recommendations from

Native-led research projects and organizations around mental health and community resilience, as well as national and regional statistics.

• Landscape review: DH reviewed Native-serving health campaigns from across the county to understand best practices, gaps and how campaigns could be improved.

• Subject-matter expert interviews: Our team connected with behavioral health professionals working with Native communities in Washington state to better understand specific community attitudes, needs and norms.

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In a series of one-on-one interviews, we spoke with Native people and behavioral health professionals working in tribal communities. We heard about how different tribes talk about suicide differently and address risk. We heard about the importance of culture and family, and about “good relatives” — a phrase that describes how Native folks care for one another and model behaviors. We heard about holistic approaches to wellness.

These values and strengths provided the basis for our campaign concept and messaging. When it was time to test that messaging, we worked with Native reviewers from diverse backgrounds.

To hear from young adults, we met with a group of students invited on our behalf by Native-owned research and consulting company Kauffman & Associates. We also continued to work with a cultural review group of tribal behavioral health professionals to provide feedback on materials in progress.

Sample: The sample provided outlines pre-campaign research of secondary sources as well as the findings from insight interviews conducted by DH with subject-matter experts and on mental health in Native communities.

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4.2 Transcreation and culture-centered messaging

Friends for Life

Washington State Health Care Authority

For the Friends for Life campaign, we knew we wanted to develop Spanish-language toolkit materials for both community partner organizations, as well as middle schools and high schools across the state. We also had a number of relationships with Spanish-language media outlets to support paid advertising.

Our Spanish-language transcreation process for this campaign included:

• In-language survey: A survey in Spanish to understand familiarity with topics, resources and specific terminology.

• Cultural review group: We engaged a group of Spanish-speaking behavioral health professionals to co-develop educational materials.

• Translation: Our Spanish-language team adapted English-language materials and developed new materials to better engage Spanish-speaking audiences.

• Engagement: We partnered with Latinx-led community organizations to develop grassroots communication strategies.

• Paid advertising: Our team also worked with local Spanish media outlets as well as digital media that supports Spanish-language advertising.

To start, DH launched a survey for Spanish-speaking residents asking about broader opioid behaviors and knowledge, including Fentanyl. For Spanish-language respondents, we learned that there was less familiarity with opioids more generally, so terminology needed to be defined carefully. Further, tools like naloxone to reverse an overdose were more controversial and needed to be put into context as part of a holistic approach to address Fentanyl’s impact.

DH works with a combination of bilingual DH staff, community media outlets, community-based organizations and local certified translators to develop in-language materials. For many tasks, transcreation and co-collaboration with members of a specific language group or community are ideal, like developing a creative concept. Working with a certified translator is appropriate for other tasks, such as final reviews of assets or scripts.

To expand English- and Spanish-language materials within a budget, DH often works with community-based media outlets to support translation, voiceover recordings and closed captioning in other languages.