F511444923_DOH21006Addendum2_QA_Final.pdf

Questions and Answers

RFP DOH21-006

COVID Health Equity Media Services

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Addendum #2

DATE: February 17, 2022

TO: Prospective Vendors

FROM: Nicole Overstreet, Procurement Officer

Florida Department of Health Central Purchasing Office

SUBJECT: Addendum #2

The purpose of this addendum is to modify Attachment A, Scope of Services, section B.1.a.6, and to answer questions received in accordance with section 2.6, Questions, of the Request for Proposal. 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. Modification to Attachment A, Scope of Services, section B.1.a.6: The following modification is made to Attachment A, Scope of Services, section B.1.a.6, of the RFP:

6. Complete media buys in the area of Television/Cinema, radio, outdoor media, online advertising, print media, social media or website development (healthymiamidade.org) and indicate the cost per message (CPM). Materials to be placed can be the incorporation of new or existing media previously developed by DOH Miami-Dade, which will be provided in the form of commercials, radio spots, billboard layouts, printed material such as flyers and placards in accordance with the DOH-Miami-Dade approved creative brief. Media buys should occur monthly with documentation of placement submitted monthly to the DOH-Miami-Dade Office of Community Health and Planning by the 1st of each month.

B. Responses to Questions received pursuant to Section 2.6, Questions: Please see the

Department’s response to questions received by the due date outlined in section 2.4. Timeline, of the RFP, below:

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# Question Answer

It states that the Contract does not allow for subcontractors.

Is it considered subcontracting to work with bilingual talent for the development of print materials, TV, radio, and digital ads?

No, translation services are generally not considered a subcontract.

Also, is it considered subcontracting to work with a graphic artist via a 1099?

No, they would be considered an employee who is responsible for their own tax/fringe requirements.

Please confirm if "COVID Health Equity Media Services" is a state-wide campaign.

No. See Attachment A, Scope of Services, which states Provider will provide these services to the Florida Department of Health in Miami- Dade County.

I received the notification below and I was wondering if this was a statewide campaign that you need?

See the Answer to Question #3.

Additionally, is this something you will be handling directly, or will you be outsourcing it to an advertising agency?

The awarded Vendor under this RFP will be responsible for advertising.

Does this RFP include outdoor media coverage? Yes. See Attachment A, Scope of Services.

We have static and digital boards in Jackson County, Fl.

Would that be a location of interest?

No. This RFP is for Miami-Dade County.

I was seeing if I could schedule a 30 min discussion with you about the COVID Equity Media Services RFP.

No. See Section 2.2, Restrictions on Communication.

We do not see a budget for the media plan. Can you please provide budget parameters for this RFP?

The Department’s budget is $3.5 million. Respondents are to create a media plan that encompasses cost for media buys and collateral development that maximizes Cost Per Message (CPM)s and leverages earned media.

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Please confirm that you will receive RFP submissions via email, or whether it must be mailed in or submitted on a specific website?

Electronic submissions will not be considered per Section 3.6.5.

Submissions must be mailed as specified in Section 2.4, Timeline, Section 3.4, Copies of Proposals, and Section 3.5, Proposal Labeling.

When awarded will the Respondent be responsible for posting on social media outlets or will the Respondent just create the content to be posted by the Florida Department of health?

If social media is a part of the Respondent’s media plan, content should be developed with the Department posting on social media platforms.

(Pg. 20) #4: Can you provide an example of the CDC required communication worksheets? If an example is not feasible, can you describe the information that needs to be included in the requested worksheets?

These documents will be shared when they become available from the CDC. Vendors may also visit the Florida Department of Health website (Floridahealth.gov), Public Health Campaigns section to review information.

(Pg. 21) #6: There is a mention to incorporating new or existing materials for media placement, can you clarify what existing materials are available (if any)?

The Department has materials that may have been previously created from Department or local resources. Additional resources and information may be found at www.CDC.gov. The awarded Vendor will receive access to all unlocked files for use as deemed appropriate.

(Pg. 21) #7: Desired languages to be used in campaign materials?

Language will need to be based on the materials being developed and the target audience that is needing to be reached. The primary languages include English, Spanish and Creole, however, other language may be required.

(Pg. 21) #9: Can you please provide clarity on the type of person to be highlighted in the success stories (citizens, community partners, etc.?). Are there any restrictions or parameters that we should be aware of when it comes to sourcing these success stories?

Please reference Section B.1.a.9, Attachment A, in the RFP.

Will any bonus points or other advantage be provided to companies with a physical presence in Miami-Dade County and/or in the state of Florida?

The Department will use the evaluation criteria specified in Section 5.2, Evaluation Criteria and Attachment G to score submitted Proposals to this RFP

Is there an incumbent agency working on this or any related marketing/ad buying project, and if so, who is it?

No, there is not a current incumbent.

Will you disclose what CDC is expecting to be spent on paid media for the term of this contract?

The media budget is not determined by the CDC. See the Answer to Question #9.

Should the paid media spend be added to the unit price in the cost proposal?

Yes, the resulting Contract from this RFP will be paid as outlined in Attachment B, Cost Proposal.

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If you can’t provide the paid media budget number, is it possible to provide the agencies with a range for paid media specifically?

See the Answer to Question #9.

Is there a specific page limit the proposals should stay within?

No.

Is there an incumbent? If so, who? See the Answer to Question #17.

If there is an incumbent, how long has the incumbent been working with DOH Miami Dade County Office on the COVID Health Equity Initiative?

See the Answer the Question #17.

Is the incumbent eligible to win the contract associated with this RFP?

See the Answer to Question #17.

What communications and marketing agencies has DOH Miami Dade County Office worked with over the last year?

Please submit a public records request to obtain a list of DOH vendors.

Can you provide media performance reports for media that has run previously in support of this initiative?

No. This information is not available.

Is there an opportunity to evaluate existing creative to determine if it can be “picked up” or modified and then run

(vs. developing new creative campaign assets)?

See the Answer to Question #13.

Will the development of video be required under this contract? If so, please confirm if the selected vendor is permitted to utilize a subcontractor if the video needs require outside contractors (subcontractors).

Respondents are required to review the RFP requirements and submit a Proposal accordingly. The Department will not authorize the use of subcontractors per Section 4.7, of this RFP.

What is the annual outreach budget? Of this budget, is there a specific/minimum media spend budget (direct costs of advertising)?

See the answer to Question #9.

Will local preference be given to vendors based in Miami Dade County?

No. See the Answer to Question #16.

Will preference be given to vendors based in Florida? No. See the Answer the Question #16.

Will we have the ability to assess the website environment and potentially make content and/or tagging/tracking changes to support our advertising campaign? If so, would we have the ability to make those changes or would you make them?

The awarded Vendor will receive access to all unlocked files for use and websites as appropriate.

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Can you provide examples of prior creative? See the Answer to Question #13.

Are you looking to try and reach Miami-Dade residents who are unvaccinated, or is the target audience “all Miami-Dade residents?”

The intent is to reach all Miami-Dade residents.

How will success be measured? Respondents should incorporate an evaluation component to measure campaign success.

What basis will the award of the contract be made? See Section 2.7, Basis of Award, and Section 5.2, Evaluation Criteria.

Who are the evaluators of this RFP? Department of Health staff are the evaluators.

Can the evaluation sheet be provided? See Attachment G, Evaluation Criteria.

How will cost proposals be evaluated understanding costs of various mediums (TV, cinema, radio, outdoor, etc.) can vary based on placement type, location, etc.

All costs must be inclusive of all media services requested in the RFP.

Cost Proposals will be evaluated in accordance with Section 5.2, Evaluation Criteria and Attachment B, Cost Proposal.

Understanding there is a form submission, what is the best way to submit the rationale associated with the hard costs associated with proposed advertising placements? Will DOH consider a cover page/supporting rationale page associated with the cost proposal?

The Respondent may add a rationale to the Technical Proposal, however, including any cost information in the response other than on Attachment B, Price Page, is prohibited and may result in the Respondent being disqualified.

Will vendors who provide the lowest unit price be awarded full points for their cost proposal? Is there any other way to be awarded full points for the cost proposal beyond having the lowest price?

See Section 5.2, Evaluation Criteria, for the scoring formula.

Regarding Attachment B Cost Proposal: Should we include the cost for only agency services required for this project and not the paid media budget?

See the Answer to Question #39.

Regarding attachment A, B Manner of Supervision, item A Task List: To attend, does the department anticipate or have a reasonable educated guess how many of these calls will take place? Will these calls be attended virtually?

The volume of calls is unknown. Meetings will occur as needed to meet the proposed scope of the project. Calls and meetings may occur both virtually or in person at the discretion of the Department.

Regarding attachment A, B Manner of Supervision, item 6:

Will the department make raw files available to the selected agency so we can create individual ad units for the media plan?

Yes.

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Regarding Attachment B Cost Proposal: Is there a budget dedicated for this initiative? It is imperative we know the paid media budget the department expects to spend, as it will impact the size and scope for our plan.

See the Answer to Question #9.

What is considered a “lengthy proposal”? What is the page limit for the proposal?

See Section 3.3, Proposal Contents, for requirements, as well as the Answer to Question #21.

Should the cost proposal include the media buys? Or just the production?

Costs must be inclusive of all media services requested in the RFP and see the Answer to Question #9.

Will the DOH provide translation for the necessary pieces of the media campaign?

No. The awarded Vendor will be responsible for translation services.

See Attachment A, Section a.A.1.a, Scope of Services, and Attachment G.

For #9 in the task list, should the “success stories” be from campaigns we have managed and executed?

The awarded Vendor will need to submit success stories from the resulting contract for the Department of Health campaign.

Is in-person attendance mandatory to the monthly consortium meetings or is there a virtual option?

Attendance type will be at the discretion of the Department and will be communicated in advance.

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.