DOH23-024 Addendum 2 Questions and Answers.pdf

Mission:

To protect, promote and improve the health of all people in Florida through integrated state, county and community efforts.

Ron DeSantis Governor

Joseph A. Ladapo, MD, PhD

State Surgeon General

Vision: To be the Healthiest State in the Nation

Florida Department of Health Division of Administration • Bureau of General Services 4052 Bald Cypress Way, Bin B-07 • Tallahassee, FL 32399

PHONE: 850-245-4199

FloridaHealth.gov

Accredited Health Department Public Health Accreditation Board

Addendum #2

ITN DOH23-024

Tobacco Free Florida Marketing and Media Campaign Services

DATE: July 29, 2024

TO: Prospective Vendors

FROM: Voncelia Meeks, Procurement Officer

Florida Department of Health Central Purchasing Office

SUBJECT: Addendum # 2 Tobacco Free Florida Marketing and Media Campaign Services

The purpose of this addendum is to modify the sections outlined below, and to answer questions received in accordance with Section 2.8, Questions, of the ITN. This addendum serves as notice of the following change(s):

Deletions are indicated by “strikethrough” or reference. Additions, updates or replacements are indicated by highlighting.

A. Modifications: The following list outlines modifications made to the ITN which has been revised, replaced in its entirety, and is attached hereto.

1. Section 2.4: Term

2. Section 3.3.2.1.3

3. Attachment A: Scope of Services

4. Attachment C: Evaluation Criteria

5. Section 3.3.1: Tab 1 – Mandatory Requirements

6. Revised Attachment L: Background and Drug Screening Attestation

7. Section 3.8: Subcontractors

8. Attachment H: Application and Data Security and Confidentiality

B. Responses to Questions received pursuant to Section 2.8, Questions: Please see the Department’s response to questions received by the due date outlined in Section 2.6, Timeline, of the ITN, below:

Questions and Answers

# Question Answer

1.

Who are the incumbent contractors supporting the TFF campaign?

Alma Advertising, LLC is current incumbent.

OMD (under Omnicon Media Group with Alma Advertising, LLC.)

conducts the media buying.

2.

Which vendors have been engaged specifically for media buying for TFF and what were the annual spend amounts in the past three years?

See Answer to Question 1.

For annual spend amounts by fiscal year, refer to the Florida Accountability Contract Tracking System:

https://facts.fldfs.com/Search/ContractSearch.aspx and search for the current Contract #COTGB.

3.

For Item 7 under the scope of services, will the state please provide additional definition around what it considers to be in scope for the website revamps, as well as detail the existing technology stack for each and how you anticipate it will need to change?

A website revamp may consist of content updates, webpage updates, design changes, a complete website rebuild, and other related tasks as requested by the Department. This will be determined based on the Department’s needs at contract execution and per approved Marketing and Media Plan. Currently, the campaign websites are hosted on a WordPress/WP Engine platform and no technology stack changes have been determined. Any technology stack changes, needs, recommendations or suggestions may be discussed during negotiations and by the Department and the awarded Respondent.

4.

Related to Item 7, will the state please provide information about the web usage for the digital products listed as being in scope, to include traffic and engagement data, number of internal users (e.g., admins, content managers), and volume of assets that exist now and are added annually?

There is a digital media buy for each campaign. The call to action for each campaign drives to the designated website (based upon the campaign in which the media buy is being performed). The traffic and engagement data for each website is as follows:

On average, TobaccoFreeFlorida.com receives over 6 million page views, with an average engagement rate of 28% per quarter.

On average, SWATFlorida.com receives over 36,000 page views per year, with an average engagement rate of 50% per quarter.

On average, TheFactsNow.com receives over 1 million page views per year, with an average engagement rate of 21% per quarter.

https://facts.fldfs.com/Search/ContractSearch.aspx

All websites and webpages are managed by the awarded Respondent. Administrators and content managers are part of the awarded Respondent’s staff, and the Respondent determines the number of administrators and content managers needed to successfully manage this component of the resulting contract.

Campaign assets are housed and located on the Tobacco Free Media Hub website, which is managed by the awarded rRespondent and various internal hard drives. Current volume of assets exceed 5,000 and an estimated 350 or more assets are added annually, based on Department/Program needs.

5.

Who are the incumbent contractors supporting the TFF campaign?

See Answer to Question 1.

6.

Who is the incumbent? Are they eligible for an award under this ITN?

See Answer to Question 1. Yes, in accordance with Section 4.5, Basis of Award.

7.

Can past marketing, advertising, PR performance reports be made available?

This information may be requested via a Public Records Request.

8.

Can past or current marketing plans be made available? This information may be requested via a Public Records Request.

9.

Please provide a list of vendors that submitted questions.

This information may be requested via a Public Records Request upon award.

10.

Please confirm that the budget exercises requested in

3.3.2.1.3 and 3.3.2.1.4 should be based on an annual marketing and media campaign services budget of $21 Million for all scope of work listed in the ITN.

The Department does not specify an amount or specific budget for replies to this ITN.

11.

Please confirm that the budget exercises requested in

3.3.2.1.3 and 3.3.2.1.4 should utilize $21 Million to cover Media Buying and Media Planning and the Public Relations and Marketing Plan services.

See Answer to Question 10.

12.

Please share any prioritization and weighting that should be considered in the proposed plans as it relates to Tobacco Free Florida Cessation and Prevention

The current marketing approach distributes approximately 70% of the media buying efforts to support cessation health communication interventions and the remaining 30% to support youth prevention health communication interventions.

campaigns (as outlined in the Scope of Services (Attachment A)

Refer to Section 1.6: Goals of the ITN.

13.

Please confirm that the fiscal year to follow should be July 1 – June 30.

State fiscal years are from July 1 through June 30.

The resulting Contract will begin January 1, 2025, or the execution date, whichever is later. Year 1 of the Contract will end on June 30, 2025. The remaining contract years will follow the State fiscal year designation:

Year 2: July 1, 2025-June 30, 2026 Year 3: July 1, 2026-June 30, 2027 Year 4: July 1, 2027-June 30, 2028 Year 5: July 1, 2028-June 30, 2029

See modified Section 2.4: Term of the ITN which is attached hereto.

14.

Can you share the total annual marketing and media budgets approved by the Florida Legislature for the last five years?

For the annual TFF media campaign budget per fiscal year, refer to the Florida Accountability Contract Tracking System:

the current Contract # COTGB.

15.

What are the anticipated components of the media buy plan requested in section 3.3.2.1.3?

Refer to Section 1.6: Goals of the ITN and the Attachment A: Scope of Services

16.

Please confirm the specific Cessation and Prevention programs to include in the paid media buy plan for the ITN response. From the initiatives mentioned in the ITN (listed below), please indicate which should be treated as distinct campaigns and which should be considered under the umbrella of Cessation and/or Prevention campaigns:

• BTFF State and Community Interventions programs

• Area Health Education Centers (in-person cessation counseling)

• SWAT (Students Working Against Tobacco)

• Florida Clean Air Act (FCAA)

Refer Section 1.6 Goals of the ITN and Attachment A: Scope of Services.

The following are components of the Bureau of Tobacco Free Florida/Program and do not directly fall under the Tobacco Free Florida campaign/services:

• BTFF State and Community Interventions programs (local Tobacco Free Florida Programs with a focus on local policies and initiatives)

• SWAT (Students Working Against Tobacco)

• Florida Clean Air Act (FCAA)

• The Area Health Education Centers (AHEC) serves as the in-person cessation counseling component of the Quit Your Way Services

• Tobacco Free Florida services, currently referred to as “Quit Your Way."

Tobacco Free Florida cessation tools and services are currently referred to as “Quit Your Way.”

Tobacco Free Florida’s Prevention Campaign is The Facts Now.

17.

If the paid media buy plan needs to include more than one campaign, please provide a rough percentage of media spend allocation given to the various campaigns for FY 2023-24.

For annual media budgets and deliverables per fiscal year, refer to the Florida Accountability Contract Tracking System:

the current Contract COTGB.

18.

The Technical Response section mentions the Media Buy Plan should show how CDC TRP levels are met or exceeded. Can you clarify what the required CDC benchmarks are for the Cessation and Prevention campaigns?

This should be GRP here instead of TRP.

Refer to:

Best Practices for Comprehensive Tobacco Control Programs: 2014 (cdc.gov)

See modified Section 3.3.2.1.3 and Attachment A: Scope of Services and Attachment C: Evaluation Criteria of the ITN which is attached hereto.

19.

Are there any paid social media channels the Respondent should not include in a paid media buy plan, e.g., TikTok?

TikTok should be excluded from paid media buy plans.

20.

If paid social media channels are proposed in the paid media buy plan, will the selected Vendor have the ability to place tracking pixels on the campaign landing pages?

Yes, see Attachment A: Scope of Services, B.1.a.6)h).

21.

How are campaign evaluations conducted to determine reach/penetration, target population reactions, and impact of the media campaign on smoking behaviors and anti-tobacco attitudes? Have campaigns shown to be successful in the past under these evaluations?

An independent contractor conducts multiple youth, young adult and adult surveillance systems to determine campaign awareness and effectiveness. See Section 1.6: Goals of the ITN.

Yes. Past prevention and cessation campaigns have produced a strong year over year brand awareness and recall.

22.

Since media buys are optimized ongoing and future plans are based on campaign performance, how should the respondent demonstrate or show how the plan would change over the five-year period (section 3.3.2.1.3)?

It is at the Respondents discretion on how best to meet the requirements specified in Section 3.3.2.1.3.

23.

Are you seeking five distinct media plans, where each plan for the five years is different from the others?

The Department does not specify and leaves this up to the Respondent’s discretion.

https://www.cdc.gov/tobacco/stateandcommunity/guides/pdfs/2014/comprehensive.pdf

The Respondent may determine the format of the five-year plan, whether it’s one five-year plan or multi-plans for each year. The plan(s) provided in the Reply should include enough detail for the Evaluation Team to determine if the plan(s) is an effective plan for the campaign and fully demonstrate the Respondent’s intended strategy for the TFF campaign.

24.

Can you elaborate on what you mean by “website revamp” in Attachment A, Sections 7a-c? Does it include updates to copy, photography and videography and if photography and videography, does it assume original photography and videography is produced by the selected vendor? Does it include changes to website functionality or design?

See Answer to Question 3.

If there are photography and videography updates, those could be produced by the awarded Respondent or purchased/licensed through other programs or third-party vendors based on the need.

Historically, videography has been original content and produced by the awarded Respondent.

25.

What KPIs (key performance indicators) were used in the past to measure success of the paid media campaigns?

Key performance measures include both process and outcome indicators. The process indicators include measures such as reach and awareness. Outcome indicators are population-level changes in tobacco related beliefs and behaviors. Refer to the Centers for Disease Control and Prevention Best Practices for Comprehensive Tobacco Control Programs for more information, Best Practices for Comprehensive Tobacco Control Programs: 2014 (cdc.gov).

26.

Is the selected Respondent expected to host the websites listed in Attachment A Sections 7a-c.

Website hosting is inclusive of maintaining the websites. A hosting platform (e.g. WordPress, Wix) can be used to host the websites.

All website domain names will be purchased and renewed through the Department.

The awarded Respondent will maintain and update all campaign websites. Refer to Attachment A: Scope of Services.

27.

Is there an agency incumbent? If so, why are you putting this up for bid? Who is the incumbent agency?

Yes, Alma Advertising, LLC is current incumbent. These services are being resolicited due to the current contract expiring on 12/31/2024.

28.

Will replies postmarked before Aug. 2 be counted as on time?

No. To be considered, Replies must be received by the date and time specified in Section 2.6, Timeline, and in accordance with Section 3.6, Instructions for Submittal.

29.

Section 3.3.1.3 of the ITN indicates that Tab 1 should include the Cost Reply as specified in Section 3.3.3 of the ITN. Section 3.3.3 indicates that the Cost Reply should be included as Tab 3 in a separately sealed envelope. Should the Cost Reply appear under Tab 1 and Tab 3, or solely in Tab 3?

Attachment B, Cost Reply must be included under Tab 3 (sealed separately) as specified in Section 3.3.3 and labeled as specified in Section 3.4.2, Cost Reply.

30.

Should Value-Added Services be included in Tab 2 - Technical Reply?

The Department does not specify where to include value-added services in the Reply. See Section 4.2.1, Negotiations.

31.

In addition to those included in the Reply, could additional Value-Added Services be offered as part of the working process throughout the life of the contract?

Yes.

32.

For translation purposes, does “Creole” refer to “Haitian Creole”?

Yes.

33.

Regarding the Financial Specifications listed in Attachment A, what kinds of services/deliverables qualify as “Promotional Items” and “Indirect Costs,” respectively?

The Department considers a promotional item as an item printed with a health message given with the purpose of an anticipated health improvement outcome.

An indirect cost is any cost incurred as an administrative expense that supports multiple projects and cannot be identified as a contract-specific cost.

34.

In section 3.3.2.1.4 it says “This proposed plan should also include social media management/strategy, and an event and sponsorship plan and how the selection of events resonate with the target audiences …” Should this proposal include an estimated cost for event sponsorship?

The proposed plan provided in the Reply should fully demonstrate the Respondent’s plan/strategy and include enough detail for the Evaluation Team to determine if the plan is an effective plan for the TFF campaign.

35.

Should Tab 1 - Mandatory Requirements and Tab 2 - Technical Reply be contained in the same document, or two separate documents?

The Department does not specify and leaves this to the discretion of the Respondent.

36.

Are attachments K - HIPAA BUSINESS ASSOCIATE AGREEMENT and L - BACKGROUND AND DRUG SCREENING ATTESTATION required to be completed for the initial reply? There is no mention of either of them in the body of the ITN.

Yes. See Section 3.3.1: Tab 1- Mandatory Requirements and Revised Attachment L, Background and Drug Screening.

37.

Are sections 3.3.1.1.2, 3.3.1.1.3, and 3.3.1.1.4 (reproduced below) meant to be included in Tab 1? If so, are they meant to be a brief overview? Much of the information in those sections seems redundant with the information requested in Tab 2 - Executive Overview.

a. 3.3.1.1.2 The Respondent must provide any prior work experience with national public health media campaigns, if applicable, and must include any tobacco control related experience.

b. 3.3.1.1.3 The Respondent must provide any prior work experience with state public health media campaigns. Include any tobacco control related experience, if applicable. Include any experience within the State of Florida, if applicable.

c. 3.3.1.1.4 The Respondent’s must document any prior work experience that includes an established history of providing media buying, media production, public relations, graphic design, and web/interactive services in the State of Florida. Respondent should have a strong knowledge of Florida’s population and demographics.

Sections 3.3.1.1.2, 3.3.1.1.3 and 3.3.1.1.4 are under Tab 1 – Mandatory Requirements and intended to document a Respondent's minimum experience and qualifications. The information included in Tab 1 will be used in the Administrative Review Phase to determine responsiveness by the Procurement Officer.

The information included in Tab 2 – Technical Response will be used in the Evaluation Phase to evaluate the Technical Reply using Attachment C, Evaluation Criteria.

38.

What is the budget that is being dedicated annually to paid media at this moment? The document says “Tobacco Free Florida is annually appropriated an amount equal to fifteen percent of the funds paid to Florida in 2005 under the Tobacco Settlement or approximately $64 million, adjusted for inflation, with one-

See Answer to Question 14.

third of this amount for educational and counter-marketing mass media.” but it does not specifically mention a breakdown for different services.

39.

In which platforms have investments been made to date, and what has been the offline-online split?

The Department is unable to provide an accurate response to this question at this time as the question is unclear.

40.

Are there any campaign seasonalities that we should be aware of for media planning and investment?

Yes. See B.1.a.6)c)3) of Attachment A: Scope of Services.

41.

Is there an existing campaign calendar plan that needs to be taken into consideration?

No; however, this information may be requested via a Public Records Request

42.

What is the overall budget for this five-year campaign? The five-year campaign budget is approximately $120,000,000.00.

43.

How does TFF currently measure progress against campaign goals? Could you share past metrics and outcomes with the selected vendor?

See Answer to Question 25.

44.

Has the Department worked with influencers on TFF before? If the respondent were to propose influencers, content creators, and/or UGC creation, should an estimated budget for working with these third parties be included in the Cost Reply?

Yes. If proposing influencers, content creators, and/or UGC creation, an estimated budget should be included in the five-year media plan.

This is the Respondent’s discretion.

45.

Section 3.3.2.1.3 in Tab 2 - Executive Overview requests “a proposed five (5) year statewide Media Buy Plan for the Cessation and Prevention campaigns and include an estimated overall five (5) year campaign budget and timeline (broken down annually by fiscal year).” Is this the correct place for this information, or is it meant to be included in Tab 2 - Respondent’s Proposed Solution?

This is the correct section to include this information.

46.

Section 3.3.2.1.4 in Tab 2 - Executive Overview requests “a proposed five (5) year statewide Public Relations and Marketing Plan for the Cessation and Prevention campaigns and include an estimated overall five (5) year campaign budget and timeline (broken down annually by fiscal year).” Is this the correct place for this information, See Answer to Question 45.

or is it meant to be included in Tab 2 - Respondent’s Proposed Solution?

47.

Does maintaining and updating TFF’s online press center refer to uploaded content only, or does it also include website design/back-end work?

Both.

See Answer to Question 26.

48.

What did the work volume look like last year in the areas outlined in the ITN (social marketing, media buying, public relations and marketing, media production and development, graphic design and printing, and web/interactive services)? How much content of each type requested in the current ITN was produced last year? Do you intend to continue with a similar cadence/content structure in the future? If not, what differences do you want to see?

For outlined deliverables per fiscal year, refer to the Florida Accountability Contract Tracking System:

https://facts.fldfs.com/Search/ContractSearch.aspx and search for Contract COTGB.

The Attachment A: Scope of Services are the tasks and deliverables associated with the contract and were produced/completed last fiscal year.

The Contract resulting from this ITN is anticipated to contain similar tasks and deliverables. The Reply to this ITN should fully demonstrate the Respondent’s plan/strategy and include enough detail for the Evaluation Team to determine the Reply is effective for the TFF campaign.

49.

Is there a target number of press conferences to be executed?

No, press conferences will beimplemented as requested by the Department.

50.

Will the events around the tobacco-related observances and Tobacco Free Florida Week be single-city, multi-city, and/or online/digital?

Events for observances will depend upon the nature of the observance. Many events are single city or creation of materials to support multi-city execution by county staff.

51.

How many events are expected to be held? Where are most of them held? Will they all involve on-site management?

The number of the events are determined by the approved media plan, which includes an event/sponsorship strategy. On average, 16 events are scheduled throughout the year to maximize the effectiveness of outreach to different target audiences. Events are held across the state of Florida, and most will involve on-site management unless the sponsorship only includes a digital component.

52.

How many stakeholder meetings and conferences are expected to take place per year? How many of these are expected to require Respondent presentations?

The number of stakeholder meetings have not been determined at this time. Respondents may be asked to present at any one or all as requested by the Department in writing and in advance.

The number of conferences has not been determined at this time.

Presentations at conferences will be requested by the Department in writing and in advance.

53.

How many spokesperson and media trainings are expected to take place per year?

This is determined by a variety of factors including, but not limited, to the number of staff, interview opportunities, topic discussions, data and reports. Spokesperson and media trainings are as requested by the Department.

54.

Should the media contacts and lists, including the statewide print, broadcast, and web media lists, cover English-, Spanish-, and Creole-language outlets?

English and Spanish (Hispanic) are identified as primary audiences and priority populations. Creole outlets are upon request by the Department.

55.

Regarding media reporting, is there a certain program or service you prefer for the TFF daily clip service?

TFF Daily is currently utilizing Constant Contact with a personalized Tobacco Free Florida template. Any changes or recommendations in the program/service may be discussed during negotiations and/or made as agreed upon by the Department and the awarded Respondent.

56.

For the organization chart, do you want the chart for the Respondent’s whole organization, or a chart for the team proposed for this campaign?

The table of organization and staffing plan should include all individuals who will be part of this team for the Contract resulting from this ITN.

57.

In section B.1.a.4, does item B.1.a.4.o (reproduced below) refer to print materials for the creative concept options described in B.1.a.4.n (reproduced below), or to print materials for the overall multimedia campaign?

a. B.1.a.4.o: Develop print material in the form designated by the Department for both Mac and Microsoft operated computers. Provide all fonts and layered files including rights to any photos to the Department.

b. B.1.a.4.n: Provide a minimum of two different creative concept options for any new TFF campaign concepts, if applicable, for approval by the Department.

This refers to print materials described in B.1.a.4.n and the overall multimedia campaign.

58.

Should the budget include travel expenses for the team?

If so, how often will the Respondent need to be in Tallahassee for meetings? How many events will the Respondent need to be on the ground for?

No. This is a Fixed-price, fixed-fee contract, not Cost Reimbursement contract. The Department does not reimburse for travel under this contact.

At this time the Department cannot determine the amount of meetings or events the awarded Respondent will need to be present for/attend.

59.

Should the budget include potential third-party expense estimates for events (e.g., production costs, venues, catering, etc.)?

A budget estimate for potential third-party expenses for events can be included in the five-year media plan. This can be determined by the Respondent.

60.

Will the Respondent be restricted to using only the subcontractors listed in the Subcontractor Form, or will it be possible to add additional subcontractors over the course of the project to respond to new or changing needs?

Anticipated subcontractors should be identified in the Reply. The use of additional subcontractors may be allowed, and prior approval must be granted prior to entering into any subcontract agreements over the course of the contract.

61.

I would like to seek clarification regarding the negotiation phase. Specifically, I am seeking clarity on whether the negotiation phase is based solely on what we submit during the evaluation phase, or if it constitutes an additional exercise and deliverable that we need to complete.

Refer to Section 2.1:,Overview of ITN, Section 4.1, Evaluation Phase Methodology, and 4.2, Negotiation Phase Methodology.

62.

Could you please confirm the process and provide any necessary details regarding what will be expected from our team during this phase? Understanding this will help us align our efforts and resources accordingly.

The Department is not able to provide an accurate answer at this time as this question is unclear.

63.

Section 1.4 Background Tobacco Free Florida is annually appropriated an amount equal to fifteen percent of the funds paid to Florida in 2005 under the Tobacco Settlement or approximately $64 million, adjusted for inflation, with one-third of this amount for educational and counter-marketing mass media. What was the 2023 settlement amount allocated to Tobacco Free Florida after the inflation adjustment?

The fiscal year 2023-2024 amount allocated to the Tobacco Free Florida program was $83,388,848.00 of which one-third (a little over $27 million) was directed for health communication interventions (media and campaign services).

64.

What has been the agency fee on this contract for the last 5 fiscal years?

The agency fee was negotiated at 9% each fiscal as a result of the previous ITN award.

65.

Can you provide a percentage of media hard costs from the entire contract budget?

See Answer to Question 17.

66.

Are evaluation costs included in the campaign budget?

No. The Departmenthas a separate contract for these services.

67.

III. Program Questions Can you share your yearly cessation program volume to help us better-set objectives for upcoming years?

Tobacco Free Florida's cessation program served:

• 55,367 in FY20-21

• 57,231 in FY21-22

• 58,844 in FY22-23

68.

What is the current treatment reach on each of their priority populations?

The overall treatment reach for Quit Your Way services combined during fiscal year 2022-2023, the most current year with finalized data, was 2.2%. Treatment reach data by priority population is not calculated.

69.

What methods are people choosing when enrolling in cessation programs? Phone, web, group?

Tobacco Free Florida offers free cessation programs to all state residents through the Quit Your Way program. Floridians are choosing the program that works best for their quit journey, which includes Phone, Group and Web Quit.

70.

Do you plan to offer vaping/cessation counseling as part of the youth program?

There are plans to offer a youth cessation texting service should a viable vendor meeting specifications be identified.

71.

Where can program evaluations be found for review?

Refer to the most recent Program Annual report found here:

https://www.floridahealth.gov/programs-and-services/prevention/tobacco-free-florida/about.html

72.

IV. Website Questions Where is the current website hosted?

Currently, the campaign websites are hosted on a WordPress/WP Engine platform.

73.

Will the department retain the current web host or will hosting migration be part of this project?

See Answer to Question 26.

74.

What plugins are used on the current website? Are the subscription renewals the responsibility of the respondent?

Currently, all campaign websites are hosted on a WordPress/WP engine platform.

All website domain names will be purchased and renewed through the Department.

https://www.floridahealth.gov/programs-and-services/prevention/tobacco-free-florida/about.html https://www.floridahealth.gov/programs-and-services/prevention/tobacco-free-florida/about.html

See Answer to Question 26.

75.

When was the last time TobaccoFreeFlorida.com was redesigned?

TobaccoFreeFlorida.com was redesigned in 2019, followed by routine updates to ensure relevant information is available and that the website meets the latest digital best practices.

76.

What type of website security measures are you utilizing on the site?

All website security measures are maintained by the awarded Respondent as approved by Department’s Office of Information Technology /Security team.

77.

Do we have data to support our efforts that the teams can lean in on to support media buying?

See Answer to Questions 15 and 71.

78.

What is the budget for the overall campaign? Including or not including media buy budget. Is there a historic budget?

See Answer to Questions 17 and 63.

79.

Are there past outcomes for this or similar campaigns? See Answer to question 21.

80.

What is the ideal timeline for the project? Refer to Section 2.4, Term and Section 2.6, Timeline for a timeline of the ITN and the term of the resulting contract.

81.

Who is the incumbent for this project? See Answer to Question 1.

82.

What are the measurements of success? What are the overall KPIs of the campaign?

See answer to Question 25.

83.

Is there a page maximum for the submission of the ITN? No. Refer to Section 3.2, Reply Format.

84.

Timing Questions Regarding section 2.4 (Term, page 9) the ITN language:

The ITN states the contract will be for a 5-year period starting January 2025 through June 30, 2029. Later in the RFP, it mentions in several places that respondents should submit a proposed 5-year plan (reference

3.3.2.1.3 on page 14, 3.3.2.1.4 on page 14, 3.3.2.1.5 on page 15). The question is – should we provide 5-year plans starting with year 1 as July 2024 through June 2025? Or should we start year 1 on January 2025 through June 2025 and then each subsequent year follows the state’s Fiscal Year?

Per Section 2.4, Term, theContract resulting from this ITN will begin January 1, 2025, or the Contract execution date whichever is later, through June 30, 2029.

This contract may be renewed for no more than for the original term of the contract, and will be subject to the same terms and conditions as set forth in the original contract.

See answer to Question 13 for additional information.

85.

Formatting Questions Are we permitted to include an appendix?

Refer to Section 3.2, Reply Format. Additional information deemed appropriate by the Respondent may be included but should be placed within the relevant section. Additional tabs beyond those designated in Section 3.2 will not be evaluated.

86.

If an appendix can be included, are we permitted to include team member resumes in the appendix section?

See Answer to Question 85.

87.

If an appendix can be included, can we include work samples in the appendix section?

See Answer to Question 85.

88.

Charts, tables and figures can be difficult to read with a larger font. Are we permitted to use smaller font sizes within charts and tables?

Refer to Section 3.2, Reply Format for preferred font size.

89.

Flighting/media buy plans are often provided in spreadsheet format. Are we permitted to include a foldout and/or attachment larger than 8.5x11 to ensure the content is readable by reviewers? Alternatively, are we permitted to provide a larger version within the appendix?

See Answer to Question 85 and 88.

90.

Regarding 3.3.2.1.6 (page 15) if we are submitting samples that are multiple pages are we permitted to include them as an addendum?

See Answer to Question 85.

91.

Attachment/Form-Related Questions Regarding Attachment D (Prior Experience Form, page

68) and in reference to 3.3.1.4 (page 13) and 3.7 (Prior Experience Form, page 17): Will you allow completed prior experience forms to be submitted on behalf of major subcontractors?

Yes. A Respondent is defined as any entity or person that submits a Reply to this ITN, which can be/include a team of entities. Replies from Respondents with proposed subcontracts are scored as one.

92.

Attachment H (Application, Data Security, and Confidentiality, pages 74 - 77) is required as part of 3.3.1.7, however, an area for signature is not included.

The question is if this is for informational purposes, or do you want signed confirmation? If signed confirmation is needed, will an updated form be provided?

All Respondents must complete the form by adding the Provider name to document and submit the ATTACHMENT H, Application, Data Security, and Confidentiality form, with its bid submittal.

93.

Attachment I (Foreign Country of Concern, page 78) is listed as “Tobacco Free Florida Marketing and Media Campaign Services Foreign Country of Concern”, however, 3.3.1.8 specifies that attachment I is the subcontractor form. Please confirm which one needs to be completed as part of 3.3.1.8.

All attachments must be completed. See modified Section 3.3.1: Tab 1 – Mandatory Requirements.

94.

Please note section 3.3.1.8 (page 13) and section 3.8 (Subcontractor, page 17-18) references Attachment I as the subcontractor form, however, Attachment I (page

78) is the Tobacco Free Florida Marketing and Media Campaign Services Foreign Country of Concern document. Attachment J (page 79) is the subcontractor form.

See Answer to Question 93.

Failure to file a protest within the time prescribed in section 120.57(3), Florida Statutes, or failure to post the bond or other security required by law within the time allowed for filing a bond shall constitute a waiver of proceedings under Chapter 120, Florida Statutes.

v1.2023

TITLE PAGE

FLORIDA DEPARTMENT OF HEALTH

REVISED DOH23-024

2.2018

INVITATION TO NEGOTIATE (ITN)

FOR

Tobacco Free Florida Marketing and Media Campaign Services

Respondent Name:

Respondent Mailing Address:

City, State, Zip:

Phone: Fax Number:

E-Mail Address:

Federal Employer Identification Number (FEID):

BY AFFIXING MY SIGNATURE ON THIS REPLY, I HEREBY STATE THAT I HAVE READ THE

ENTIRE ITN TERMS, CONDITIONS, PROVISIONS AND SPECIFICATIONS AND ALL ITS

ATTACHMENTS, INCLUDING THE REFERENCED PUR 1000 AND PUR 1001.

I hereby certify that my company, its employees, and its principals agree to all of the terms, conditions, provisions and specifications during the competitive solicitation and any resulting Contract including those contained in the Standard Contract.

Signature of Authorized Representative:

Printed (Typed) Name and Title:

*An authorized representative is an officer of the respondent’s organization who has legal authority to bind the organization to the provisions of the Reply. This usually is the President, Chairman of the Board, or owner of the entity.

document establishing delegated authority must be included with the Reply if signed by someone other than the authorized representative.

Solicitation Number: DOH23-024 Invitation to Negotiate Tobacco Free Florida Marketing and Media Campaign Services

Page | 2

TABLE OF CONTENTS

SECTION 1.0: Introduction……………………………………………

SECTION 2.0: Procurement Rules and Information

SECTION 3.0: Instructions for Reply Submittal

SECTION 4.0: Reply Evaluation and Negotiation Process

SECTION 5.0: Special Conditions

ATTACHMENT A: Scope of Services

ATTACHMENT B: Cost Reply

ATTACHMENT C: Evaluation Criteria

ATTACHMENT D: Prior Experience Form

ATTACHMENT E: Statement of Non-Collusion

ATTACHMENT F: Respondent Certification Regarding Scrutinized Companies List

ATTACHMENT G: Identical Tie Certification…………………………………………

ATTACHMENT H: Application, Data Security, and Confidentiality

ATTACHMENT I: Foreign Countries of Concern Attestation

ATTACHMENT J: Subcontractors

ATTACHMENT K: HIPPA Business Associate

ATTACHMENT L Background Screening and Attestation……………………

Solicitation Number: DOH23-024

Tobacco Free Florida Marketing and Media Campaign Services

Page | 3

SECTION 1.0: INTRODUCTION

1.1 Statement of Purpose

The Department of Health (Department) is requesting replies from qualified respondents for the management and coordination of the continuation of the Department’s statewide Tobacco Free Florida media campaign.

Section 1.1.1. Legal Authority

Chapter 287, Florida Statutes and Article X, Section 27, Florida Constitution; Ch. 19-115, § 3 at 465, Laws of Fla.; Ch. 20-111, §3 at 466; Ch. 21-36, § 3 at 458, Laws of Fla.; and section 381.84, Florida Statutes, Part II, Chapter 386, Florida Statutes.

1.2 Incorporation by Reference

The PUR 1001, General Instructions to Respondents (PUR 1001), and PUR 1000, General Contract Requirements (PUR 1000), are hereby incorporated by reference to the terms of this solicitation. Refer to Sections 3.1 and 4.1 of this ITN for further detail.

1.3 Solicitation Objective

The Department intends to enter into a contract using Attachment A, Scope of Services, for the provision of Tobacco Free Florida media campaign, and make a single award, as determined to be in the best interest of the State. If more than one Contract is awarded, then the terms “Contract,” “Provider”, “Reply,” and “Respondent,” include the plural when applicable.

In addition, outline the major goals, including pertinent long-range objectives, the resulting Contract will support.

1.4 Background

As the result of a 2006 ballot initiative, Florida voters passed a constitutional amendment requiring the Florida Legislature to fund a comprehensive, statewide tobacco education and use prevention program (Article X, Section 27, Florida Constitution and Section 381.84, Florida Statutes).

Tobacco Free Florida is annually appropriated an amount equal to fifteen percent of the funds paid to Florida in 2005 under the Tobacco Settlement or approximately $64 million, adjusted for inflation, with one-third of this amount for educational and counter-marketing mass media. The constitutional amendment requires that the tobacco program conform to the 1999 Best Practices for Comprehensive Tobacco Control Programs of the CDC, as amended, to target youth and other at-risk Floridians. Currently, CDC Best Practices states the most effective population-based approaches have been within the following overarching components of a comprehensive tobacco control program:

I. State and Community Interventions

II. Health Communication Interventions

DOH23-024

Tobacco Free Florida Marketing Media Campaign Services Page | 4

III. Cessation Interventions

IV. Surveillance and Evaluation

V. Administration and Management.

1.5 Questions Being Explored

Respondents are not to respond directly to these questions. The Department is seeking a solution to the questions being explored in this section. The Department will use the information obtained through this ITN process to assist it in developing this solution by exploring the following questions:

1. How can the Department ensure pricing remains competitive throughout the entire term of the contract?

2. Is the Department’s anticipated scope of work, deliverables and tasks contained in Attachment A sufficient, or are there components that should be added, eliminated, or modified?

3. What is the best approach to achieve the ITN goals?

4. What additional value-added services can vendors offer that are in the best interest of the State?

5. What performance metrics or performance standards can vendors offer to provide greater vendor accountability?

1.6 Goals of the ITN

This ITN seeks to secure a vendor for the educational and counter-marketing mass media efforts within the Health Communication Interventions program component. Health communication interventions are powerful tools for preventing smoking initiation, promotion and facilitating tobacco cessation and shaping social norms related to tobacco use.

The Florida Legislature determined that the primary goals of the Bureau of Tobacco Free Florida (BTFF) are to reduce the prevalence of tobacco use among youth, adults and pregnant women; reduce per capita tobacco consumption; and reduce exposure to secondhand smoke.

The awarded respondents will direct services toward the continuation of the Department’s statewide Tobacco Free Florida campaign. This anti-tobacco campaign seeks to educate Floridians on the negative effects of tobacco, decrease the number of Floridians using tobacco through efforts aimed at both prevention and cessation audiences, reduce exposure to secondhand smoke and shape social norms related to tobacco use.

The awarded respondent will offer both a media plan and marketing/public relations plan for the continuation of the Tobacco Free Florida media campaign including media production, media buying, public relations, graphic design/printing, and web/interactive services and will include:

Tobacco Free Florida Marketing Media Campaign Services Page | 5

a) At a minimum include the following:

(1) An overall campaign strategy;

(2) Public relations strategy;

(3) Production strategy;

(4) Digital strategy;

(5) Media buying strategy;

(6) Media buying plan;

(7) Campaign budget; and

(8) Campaign timeline.

b) Include the following Tobacco Free Florida (TFF) multimedia campaign components:

(1) Graphic design and printing;

(2) Media production;

(3) Media buying;

(4) Public relations;

(5) Web and web/interactive activities; and

(6) Campaign account services.

The awarded respondent will also be responsible for developing media materials for both the Cessation and Prevention campaigns and programs such as: the BTFF State and Community Interventions programs, Area Health Education Centers (in-person cessation counseling), SWAT (Students Working Against Tobacco) and the Florida Clean Air Act (FCAA). Vendor will also be responsible for promoting the Tobacco Free Florida services, currently referred to as Quit Your Way. Campaign services will include but are not limited to the following areas: graphic design and printing, media production, media buying, public relations, and web/interactive activities.

The targeted audiences and populations shall include:

a) Primary Audience: Currently 70% of TFF media buying efforts (subject to change):

Adults age 18-55 (cessation), including young adults age 18-24.

(2) General market (secondhand smoke, includes youth and adults).

Tobacco Free Florida Marketing Media Campaign Services Page | 6

b) Secondary Audience: Currently 30% of media buying efforts (subject to change):

Youth age 11-17 (prevention).

(2) Young adults age 18-24 (prevention).

Priority populations within these target audiences include, but are not limited to: low-income Floridians, straight to work adults age 18-24, pregnant smokers, African- Americans/Blacks, Hispanics, individuals with behavioral health and/or substance use disorders and healthcare providers.

The Tobacco Free Florida campaign will be evaluated, throughout the life of the Contract, by an external independent evaluator. Campaign evaluations will, at a minimum, include population-based estimates of reach and penetration of the media campaign’s major message and individual advertisements; target population reactions to individual advertisements; and evaluation of the effects of the media campaign on smoking behaviors and anti-tobacco attitudes. The findings and recommendations from these evaluation reports will be used to inform the direction and strategy of the Tobacco Free Florida Media Campaign each year.

The awarded respondent’s qualifications and experience with managing social marketing campaigns, preferably in the State of Florida and specifically in the areas of public health and tobacco control, are more important than simply the price for this ITN. The experience and qualifications of the awarded respondent will efficiently and effectively offer the Department the best media strategy to reach the specified market and audience.

Media buying services involve several nuances specific to the market and target audience. The Department desires a vendor that has a strong knowledge of Florida’s population and demonstrable skills in maximizing funds.

1.7 Solicitation Definitions

In addition to the definitions listed in the PUR 1000 and PUR 1001, and Attachment A, Scope of Services, the following definitions also apply to this ITN:

Best and Final Offer (BAFO): The final offer received from the Respondent at the end of negotiations.

Business days: Monday through Friday, excluding state holidays.

Business Hours: 8:00 a.m. to 5:00 p.m., Eastern Time on all business days.

Calendar days: All days, including weekends and holidays.

Certified Minority Business Enterprise: A business which has been certified by the certifying organization or jurisdiction in accordance with section 287.0943(1) and (2), Florida Statutes.

Tobacco Free Florida Marketing Media Campaign Services Page | 7

Contract: The formal agreement that will be awarded to the successful Respondent under this ITN.

Contract Manager: An individual designated by the Department to be responsible for the monitoring and management of the Contract.

Department: The Department of Health; may be used interchangeably with DOH.

Minor Irregularity: As used in the context of this solicitation, indicates a variation from the ITN terms and conditions which does not affect the price of the Reply or give the Respondent an advantage or benefit not enjoyed by other respondents or does not adversely impact the interests of the Department.

Provider: The successful Respondent awarded a contract by the Department in accordance with the terms of this ITN.

Reply: The complete written response of the Respondent to the ITN (technical and cost replies), including properly completed forms, supporting documents, and attachments.

Respondent: Any entity or person that submits a Reply to this ITN.

State: State of Florida.

Value Added Services: Additional services provided to the Department that include new and innovative technologies relating to the telecommunication services sought under this solicitation at no additional cost to the Department.

Vendor Information Portal (VIP): Refers to the State of Florida’s internet-based vendor information system, which is available at:

https://vendor.myfloridamarketplace.com.

Where there is a conflict between a definition in this solicitation, Section 1.7, above, and the definition in Scope of Services (Attachment A), the definition in this solicitation will prevail when the term is used in this solicitation. The definition in the Scope of Services (Attachment A), will prevail when the term is used in the Scope of Services (Attachment A).

https://vendor.myfloridamarketplace.com/

Tobacco Free Florida Marketing Media Campaign Services Page | 8

SECTION 2.0: PROCUREMENT RULES AND INFORMATION

2.1 Overview of the ITN

The ITN process consists of three phases: Administrative Review, Evaluation, and Negotiation.

In the Administrative Review Phase, the Procurement Officer will review each submitted Reply to determine its responsiveness to the terms and conditions of this solicitation. The Procurement Officer will also ensure that all documents or information labeled as “Mandatory” in this ITN have been submitted by the Respondent. Only those Replies that meet the mandatory criteria and contain all mandatory documentation and information will be sent to the evaluation team for review.

The Evaluation Phase involves the Department’s evaluation team assessing each Respondent’s submitted replies in accordance with the criteria described in Attachment C, Evaluation Criteria. The conclusion of this phase may result in the evaluation teams’ selection of Respondents to proceed to the Negotiation Phase.

In the Negotiation phase, selected Respondents will be asked to provide an in-person or virtual presentation of their Reply in Tallahassee, Florida. This phase also includes negotiation of a final scope of services, pricing, and terms and conditions of the final contract. The negotiation phase culminates in one or more of the Respondents receiving a request, from the Department, to submit a BAFO, which must include: (1) a revised scope of services and (2) a cost and compensation model.

2.2 Procurement Officer

The Procurement Officer assigned to this solicitation is:

Florida Department of Health Attention: Voncelia Meeks 4052 Bald Cypress Way, Bin B07 Tallahassee, FL 32399-1749 Email: voncelia.meeks@flhealth.gov

******ALL EMAILS TO THE PROCUREMENT OFFICER MUST CONTAIN THE

SOLICITATION NUMBER IN THE SUBJECT LINE OF THE EMAIL*************

2.3 Restriction on Communication

Pursuant to section 287.057(23), Florida Statutes, Respondents to this solicitation or persons acting on their behalf may not contact, between the release of the solicitation and the end of the 72-hour period following the agency posting the notice of intended award, excluding Saturdays, Sundays, and state holidays, any employee or officer of the executive or legislative branch concerning any aspect of this solicitation, except in writing to the Procurement Officer listed in Section 2.2., above.