Final - MDOL FAMLI Full Service Communications and Marketing Services RFP.pdf

STATE OF MARYLAND

MARYLAND DEPARTMENT OF LABOR

(MDOL)

REQUEST FOR PROPOSALS (RFP)

FAMLI FULL-SERVICE COMMUNICATIONS AND

MARKETING SERVICES

RFP NUMBER: LABOR-FY2024-07

ISSUE DATE: MARCH 15, 2024

NOTICE

A Prospective Offeror that has received this document from a source other than eMarylandMarketplace

(eMMA) https://emma.maryland.gov/ should register on eMMA. See Section 4.2.2

MINORITY BUSINESS ENTERPRISES ARE ENCOURAGED TO

RESPOND TO THIS SOLICITATION.

https://emma.maryland.gov/

FAMLI Full-Service Communications and Marketing Services

Solicitation #: Labor-FY2024-07 RFP Document

RFP for Maryland Department of Labor Page 2 of 103

VENDOR FEEDBACK FORM

To help us improve the quality of State solicitations, and to make our procurement process more responsive and business friendly, please provide comments and suggestions regarding this solicitation.

Please return your comments with your response. If you have chosen not to respond to this solicitation, please email or fax this completed form to the attention of the Procurement Officer (see Key Information

Summary Sheet below for contact information).

Title: FAMLI Full-Service Communications and Marketing Services

Solicitation No: Labor-FY2024-07

1. If you have chosen not to respond to this solicitation, please indicate the reason(s) below:

Other commitments preclude our participation at this time

The subject of the solicitation is not something we ordinarily provide

We are inexperienced in the work/commodities required

Specifications are unclear, too restrictive, etc. (Explain in REMARKS section)

The scope of work is beyond our present capacity

Doing business with the State is simply too complicated. (Explain in REMARKS section)

We cannot be competitive. (Explain in REMARKS section)

Time allotted for completion of the Proposal is insufficient

Start-up time is insufficient

Bonding/Insurance requirements are restrictive (Explain in REMARKS section)

Proposal requirements (other than specifications) are unreasonable or too risky (Explain in

REMARKS section)

MBE or VSBE requirements (Explain in REMARKS section)

Prior State of Maryland contract experience was unprofitable or otherwise unsatisfactory.

(Explain in REMARKS section)

Payment schedule too slow

Other: __________________________________________________________________

2. If you have submitted a response to this solicitation, but wish to offer suggestions or express concerns, please use the REMARKS section below. (Attach additional pages as needed.)

REMARKS:

Vendor Name: ________________________________ Date: _______________________

Contact Person: _________________________________ Phone (____) _____ - _________________

Address: ______________________________________________________________________

RFP for Maryland Department of Labor Page 3 of 103

E-mail Address: ________________________________________________________________

STATE OF MARYLAND

DEPARTMENT OF LABOR (MDOL)

KEY INFORMATION SUMMARY SHEET

Request for Proposals Services, Full-Service Communications and Marketing Services

Solicitation Number: Labor-FY2024-07

RFP Issue Date: March 15, 2024

RFP Issuing Office: Maryland Department of Labor

Procurement Officer: Raelene Glasgow

1100 N. Eutaw Street, Baltimore, MD 21201 e-mail:

Office Phone:

Raelene.glasgow3@maryland.gov

410-767-7050

Proposals are to be sent to: Submit Via eMMA

Pre-Proposal Conference: April 3, 2024, at 1:00 p.m. Local Time

Via Google Meet

Join by phone

2084-474-(US) +1 314 PIN: 373 382 211#

See Attachment A for directions and instructions.

Questions Due Date and Time April 15, 2024, at 2:00 p.m. Local Time

Proposal Due (Closing) Date and Time:

April 24, 2024, at 1:00 p.m. Local Time

Offerors are reminded that a completed Feedback Form is requested if a no-bid decision is made (see page iv).

MBE Subcontracting Goal: 15%, with no subgoals (see Exhibit 1 MBE and VSBE Research

Factors)

VSBE Subcontracting Goal: 2% (see Exhibit 1 MBE and VSBE Research Factors)

Contract Type: Time and Materials

Contract Duration: Three (3) year base period with one (1) one-year option period

Primary Place of

Performance:

Most of the work will be done remotely.

SBR Designation: No

Federal Funding: No mailto:Raelene.glasgow3@maryland.gov tel:+1-314-474-2084

RFP for Maryland Department of Labor Page 4 of 103

TABLE OF CONTENTS – RFP

1 Minimum Qualifications

1.1 Offeror Minimum Qualifications

2 Contractor Requirements: Scope of Work

2.1 Summary Statement

2.2 Background, Purpose, and Goals

2.3 Responsibilities and Tasks

2.4 Staffing Plan, Personnel Qualifications and Professional Experience

2.5 Deliverables

2.6 Service Level Agreement (SLA)

3. Contractor Requirements: General

3.1 Contract Initiation Requirements

3.2 End of Contract Transition

3.3 Invoicing

3.4 Liquidated Damages

3.5 Insurance Requirements

3.6 Security Requirements

3.7 Problem Escalation Procedure

3.8 SOC 2 Type 2 Audit Report

3.9 Experience and Personnel

3.10 Substitution of Personnel

3.11 Minority Business Enterprise (MBE) Reports

3.12 Veteran Small Business Enterprise (VSBE) Reports

3.13 Work Orders

3.14 Additional Clauses

4 Procurement Instructions

4.1 Pre-Proposal Conference

4.2 eMaryland Marketplace Advantage (eMMA)

4.3 Questions

4.4 Procurement Method

4.5 Proposal Due (Closing) Date and Time

4.6 Multiple or Alternate Proposals

RFP for Maryland Department of Labor Page 5 of 103

4.7 Economy of Preparation

4.8 Public Information Act Notice

4.9 Award Basis

4.10 Oral Presentation

4.11 Duration of Proposal

4.12 Revisions to the RFP

4.13 Cancellations

4.14 Incurred Expenses

4.15 Protest/Disputes

4.16 Offeror Responsibilities

4.17 Acceptance of Terms and Conditions

4.18 Proposal Affidavit

4.19 Contract Affidavit

4.20 Compliance with Laws/Arrearages

4.21 Verification of Registration and Tax Payment

4.22 False Statements

4.23 Payments by Electronic Funds Transfer

4.24 Prompt Payment Policy

4.25 Electronic Procurements Authorized

4.26 MBE Participation Goal

4.27 VSBE Goal

4.28 Living Wage Requirements

4.29 Federal Funding Acknowledgement

4.30 Conflict of Interest Affidavit and Disclosure

4.31 Non-Disclosure Agreement

4.32 HIPAA - Business Associate Agreement

4.33 Nonvisual Access

4.34 Mercury and Products That Contain Mercury

4.35 Location of the Performance of Services Disclosure

4.36 Department of Human Services (DHS) Hiring Agreement

4.37 Small Business Reserve (SBR) Procurement

4.38 Maryland Healthy Working Families Act Requirements

5 Proposal Format

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5.1 Two Part Submission

5.2 Proposal Delivery and Packaging

5.3 Volume I - Technical Proposal

5.4 Volume II – Financial Proposal

6 Evaluation and Selection Process

6.1 Evaluation Committee

6.2 Technical Proposal Evaluation Criteria

6.3 Financial Proposal Evaluation Criteria

6.4 Reciprocal Preference

6.5 Selection Procedures

6.6 Documents Required upon Notice of Recommendation for Contract Award

7 RFP ATTACHMENTS AND APPENDICES

Attachment A. Pre-Proposal Conference Response Form

Attachment B. Financial Proposal Instructions & Form

Attachment C. Proposal Affidavit

Attachment D. Minority Business Enterprise (MBE) Forms

Attachment E. Veteran-Owned Small Business Enterprise (VSBE) Forms

Attachment F. Maryland Living Wage Affidavit of Agreement for Service Contracts

Attachment G. Federal Funds Attachments

Attachment H. Conflict of Interest Affidavit and Disclosure

Attachment I. Non-Disclosure Agreement (Contractor)

Attachment J. HIPAA Business Associate Agreement

Attachment K. Mercury Affidavit

Attachment L. Location of the Performance of Services Disclosure

Attachment M. Contract

Attachment N. Contract Affidavit

Attachment O. DHS Hiring Agreement

Appendix 1. – Abbreviations and Definitions

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Appendix 2. – OFFEROR INFORMATION SHEET

Exhibit 1. - MBE VSBE Research Factors…………………………………………………..102

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1 Minimum Qualifications

1.1 Offeror Minimum Qualifications

1.1.1 The Offeror shall have experience developing and executing advertising campaigns (print, radio, television, outdoor, mobile, social/digital, etc.) as part of statewide or otherwise large-scale awareness initiatives.

1.1.2 The Offeror shall have experience designing websites for either the WordPress or SharePoint web content management systems.

Requirement: As proof, the Offeror shall provide with its Proposal three (3) reference letters from the past five (5) years that attest to the Offeror’s experience. All reference letters must be on the company letterhead and include the date of services and nature of the project.

THE REMAINDER OF THIS PAGE IS INTENTIONALLY LEFT BLANK.

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2 Contractor Requirements: Scope of Work

2.1 Summary Statement

2.1.1 The Maryland Department of Labor’s Family and Medical Leave Insurance (FAMLI) Division is issuing this Request for Proposals (RFP) to provide full-service Branding, Communications and

Marketing services to support Maryland’s forthcoming paid leave system.

2.1.2 It is FAMLI’s intention to obtain services, as specified in this RFP, from a Contract between the selected Offeror and the State. The anticipated duration of services to be provided under this

Contract is a base term of three years, starting on or about June 1, 2024, running through May 31, 2027, with one additional one-year option exercised at the sole discretion of FAMLI.

2.1.3 FAMLI intends to make a single award as a result of this RFP.

2.1.4 An Offeror, either directly or through its subcontractor(s), must be able to provide all services and meet all of the requirements requested in this solicitation, and the successful Offeror (the

Contractor) shall remain responsible for Contract performance regardless of subcontractor participation in the work.

2.2 Background, Purpose, and Goals

2.2.1 Background

A. The Family and Medical Leave Insurance (FAMLI) Division, within the Maryland Department of

Labor, is implementing the state’s paid family and medical leave system that was established by the

Time to Care Act passed in 2022. Starting in 2026, Maryland will be the eleventh state in the nation to offer paid family and medical leave benefits to workers. When benefits become available, FAMLI will make it possible for workers to take up to 12 weeks, as needed, when they welcome a new child into their family, are struck by a serious illness or injury, need to take care of an ill or ailing relative, and for certain military connected events.

B. Employers will need to register with the State and then will automatically be enrolled in the State

Plan which is a seamless way to be in compliance with the law. Alternatively, employers may seek approval for an equivalent private insurance plan. Self-employed individuals can also elect to participate. Employers and workers participating in the State Plan will begin making contributions via payroll deductions. Starting in 2026, while an employee is out on leave, either the employer’s private plan or the State Plan will provide partial wage replacement to the employee.

C. The timeline for completing this project is extremely tight. Significant portions of the initial

Statement of Work must be completed by July 2025. It will require focused effort and a clear plan to meet an aggressive schedule. Firms submitting proposals should present their best thinking for reaching the target audiences and achieving results. As this is a brand-new statewide program of significance, research on awareness of the program, perceptions of it and its benefits, and changes to awareness and perceptions over time will also be required.

D. For additional information about Family and Medical Leave Insurance, visit www.paidleave.maryland.gov.

FAMLI faces a number of challenges in the branding and marketing process:

A. FAMLI needs a strong brand identity that will raise awareness about the new system among

Maryland workers and employers, especially ahead of the initial compliance deadlines (expected to be in July 2025) and benefits launch (expected to be in July 2026).

http://www.paidleave.maryland.gov/

RFP for Maryland Department of Labor Page 10 of 103

B. The brand and marketing strategies will need to speak to a diverse set of stakeholders, including workers of all sectors and employers of all sizes.

C. During the course of this contract, FAMLI will undergo exponential growth as the full system comes to fruition and the program will have a number of competing priorities. The branding and marketing need of FAMLI and the level of activity will fluctuate over time with the highest needs being ahead of the first compliance deadline (expected to be in July 2025) and when benefits are launched

(expected to be in July 2026). Unforeseen needs and challenges are inevitable.

D. The brand should help employers and workers alike easily identify the new system, understand its requirements, and get excited about its benefits. The benefits for workers are different than those for employers, and FAMLI needs a brand that can speak to both.

E. The core messaging of the brand will need to evolve over time. In the initial phases of implementation, the brand will be leveraged to drive knowledge and compliance, especially amongst employers and workers who will see a payroll deduction. In the lead up to and after benefits launch, the brand will be used to raise awareness and encourage benefits applications. Additionally, messaging and creativity will need to be nimble enough to accommodate consistent changes to program designs and processes, as the system is being created.

2.2.2 Purpose

The FAMLI Division has established Guiding Principles for its branding, marketing, and outreach program. These principles, which will guide the work done under this Contract, are as follows:

A. Bring Everyone Along: All Maryland workers and qualifying employers will be impacted by the new system. While employer compliance is mandatory, the brand will eventually need to encourage benefits applications. The campaign’s eventual core efforts will focus on applications from key target audiences, while opinion leaders, elected officials, media and the general public must also be educated, and their support cultivated.

B. Leverage the Power of Partnerships: There is already a core constituency of employers, advocates, insurers, and workers who are keyed into the development of FAMLI. Messaging and outreach efforts should maximize education and participation by leveraging existing resources, networks and channels while also seeking to identify opportunities for collaboration with new entities who share common visions and missions with FAMLI.

C. Segment Audiences and Customize Communications: Develop marketing and communications tactics based on research and evidence of how different stakeholders can best be reached and encouraged to comply and apply; ensure materials are culturally and linguistically appropriate. Communications should be intentionally accessible for audiences with lower literacy levels and those who lack understanding of paid family and medical leave.

D. Evaluate and Adjust Branding and Campaign Strategies: The messaging and creativity we create needs to be grounded in research and direct engagement with key stakeholders. Feedback loops are critical pieces of our work, and activities, plans and assets should be regularly modified accordingly.

E. Reach the Hard-to-Reach: The brand and outreach campaign will need to reach workers and employers in all parts of the state, with an intentional focus on traditionally underserved communities, including rural employees and employers, individuals who are non-English speaking, immigrants, small business owners, employers and employees with disabilities, people of color and workers receiving low wages.

F. Improve Understanding of Family and Medical Leave Insurance: Apply knowledge of key terminology to consumer messaging in creative ways, such as through social media and advertising to educate consumers and help them through the compliance and application process.

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2.2.3 Goals

During the initial years of FAMLI’s operation, marketing and outreach efforts will focus on establishing a brand for Maryland’s paid leave system, encouraging compliance, building anticipation for launch, and guiding stakeholders through the first critical phases of the system’s existence. FAMLI is seeking a Contractor who shall develop and execute a comprehensive branding and strategic marketing plan in service of

FAMLI’s objectives throughout the State of Maryland.

2.3 Responsibilities and Tasks

FAMLI is soliciting from qualified Offerors proposals to be the Prime Contractor on FAMLI’s full-service communications and marketing Contract. FAMLI encourages Offerors to consider establishing strong partnerships with subcontractors who are experts and have experience in specialized areas, to ensure that project goals, objectives, and deliverables are achieved. While certain services may be provided by the subcontractor(s), the awarded Prime Contractor ultimately will be responsible for ensuring that all project goals, objectives, and deliverables are met. FAMLI will hold the Prime

Contractor responsible for managing, overseeing, and providing all negotiated services and deliverables.

There is no transition in period contemplated for this contract, as this is a new requirement. The

Contractor shall be prepared to start work under this contract on or around August 1, 2024.

The pass-through budget for media purchases through this Contract is anticipated to be approximately

$4.25 million total for the life of the contract and will be proportionally adjusted as the Contract Not-to-

Exceed amount changes in future Contract years. The pass-through budget for media purchases includes the placement of print, broadcast, digital and out-of-home advertising media.

The Scope of Work includes the following general requirements that Offerors shall address in their

Proposals.

2.3.1 CATEGORY 1: MARKET RESEARCH

The Contractor shall make use of existing research, data maps, analyses and reports completed by the

Maryland Department of Labor, other states, the federal government, universities and research firms, foundations, advocacy groups and others that inform the development and design of marketing, outreach, and education strategies in Maryland. Additionally, contractors shall engage a diverse and representative set of stakeholders through surveys and focus groups to understand current stakeholder perceptions and knowledge.

The Contractor shall provide the following services:

1. Recommending and performing market research. This should include developing survey and focus group questions to benchmark public awareness and understanding of paid family and medical leave prior to the contribution start date (expected to be July 2025).

2. Recruiting and securing survey and focus group participants and providing honorariums to participants, if required.

3. Conducting at least one statewide survey.

4. Conducting surveys and focus groups in both English and Spanish.

5. Analyzing survey and focus group results and produce findings reports.

6. Providing all raw survey data to FAMLI.

Research, at a minimum, shall:

1. Occur in geographically diverse areas of the State to address the needs of Maryland’s population;

2. Solicit input and feedback on the messaging and branding of paid leave;

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3. Solicit input and feedback on effective types of written and verbal communications vehicles and strategies that should be used for the statewide marketing, outreach, and education campaigns for the target audiences;

4. Solicit input and feedback on who would be the most effective messenger(s) to conduct outreach and education to each target population; and

5. Solicit input and feedback on creative concepts for the advertising campaign.

Anticipated Timing

Kick Off FY 2024 Q4 (Apr. 1-June 30)

Focus groups and surveys FY 2025 Q1 (July 1-Sep 30)

2.3.2 CATEGORY 2: BRAND DEVELOPMENT

Contractor shall leverage the market research findings to develop a product logo for the Family and

Medical Leave Insurance system and define the core messages and style guide that will underpin all communications and outreach, including a tagline, talking points and elevator speech. Logo and messages should be thoroughly tested to ensure they are geared toward accomplishing the following: create statewide awareness; support employer compliance; create and maintain a positive perception of the program; provide clarity about how the program works for employees and employers; and—when it’s time—drive successful applications for the program. The Contractor shall engage FAMLI directly to ensure the end products are authentic, in line with the Maryland Department of Labor specifications, and will be uniformly adopted. Once the brand is established and approved by FAMLI, Contractor shall create a suite of materials to be shared with key stakeholders, including employers and workers.

The Contractor shall provide the following services:

1. Develop a product logo for Maryland’s paid family and medical leave system.

2. Using landscape research, focus group findings, and survey analysis, define the core key messages that will underpin all communications and outreach, including a tagline, talking points, and elevator speech.

3. Thoroughly test messages to ensure they are geared toward accomplishing the following: creating statewide awareness; supporting employer compliance; creating and maintaining a positive perception of the program; providing clarity about how the program works for employees and employers; and—when it’s time—driving enrollment and retention in the program.

4. Review messaging and creative campaigns in other states that have successfully implemented paid family and medical leave programs. Where possible, examine the campaign’s impact on enrollment rates and on moving public support.

5. Break out messaging for key stakeholder groups.

6. Ensure messaging will translate to priority languages while retaining impact and aligning with research findings.

7. Develop a full style guide for FAMLI to guide all collateral, including fonts, colors, look and feel, and tone.

8. Ensure all messaging and text is crafted in plain language, is easy to understand, and jargon-free.

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Anticipated Timing

Branding development and testing FY25 Q1 (July 1–Sept. 30) through Q2 (Oct. 1-

Dec.31)

Messaging development and testing FY25 Q1 (July 1–Sept. 30) through Q2 (Oct. 1-

Dec.31)

2.3.3 CATEGORY 3: MARKETING/COMMUNICATIONS PLANNING

The Contractor shall assess and recommend different types of promotional strategies and activities for all appropriate target audiences and populations. In developing promotions, Contractor shall:

1. Assess cultural and linguistic standards to support development of effective marketing, outreach, and education activities to diverse target populations;

2. Assess reading grade level to support development of marketing, outreach, and education materials to ensure that communications are easily understood by the targeted audiences;

3. Leverage market research to identify the types of communications needed to effectively reach

Maryland’s demographically diverse populations, including creative sales, outreach, and education channels that will be most effective for each target population. Based on the

Contractor’s strategic recommendations, these may include, but are not limited to, the following:

a) Printed materials such as fliers, brochures, panel cards, posters, and bus advertisements.

b) Online and technology-based advertising, including use of social media and digital advertising.

c) Partnerships with a diverse set of media outlets.

4. Develop and present strategies to reduce marketing costs now and long term. Contractor shall determine creative ways for how the services Contractor proposes could become more sustainable, how we might be able to share services, etc.

The Contractor shall provide the following services:

1. Develop at least two marketing campaigns. The first will launch ahead of the contribution start date (expected to be July 2025) and the second ahead of the benefits launch date (expected to be in July 2026).

2. Recommend specific media to be used, including:

a) Timing, frequency, penetration, and length of placement

b) Itemization of media cost

Ultimate decisions about campaign execution are subject to budget and would include the following:

1. Print media advertising: content creation, editing, and design.

2. Out-of-home advertising: content creation, editing, design, and production of advertising deployed in transit, billboards, athletic venues/stadiums, retail, rest areas, movie theater “trailers,” and other applicable settings.

3. Digital advertising: content creation, editing, and design of online banner ads, creative for

Facebook, Instagram, and Twitter channels.

4. Contractor shall supply translation services for advertising including translation of print, radio, and other media for multicultural outlets.

5. The Contractor shall be responsible for covering talent fees, studio expenses, location expenses, and voiceovers.

6. Providing account management services including evaluation and metrics, oversight, and management of integrated teams and subcontractors.

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Anticipated Timing: Marketing/Communications Planning

Campaign #1 Plan Development FY25 Q2 (Oct. 1-Dec.31)

Campaign #1 Plan Execution FY 25 Q3 (Jan 1-March 30) through FY 26 Q1 (July 1 – Sept 30)

Campaign #2 Plan Development FY 26 Q1 (July 1 – Sept 30) through FY 26 Q2 (Oct 1 – Dec 31)

Campaign #2 Plan Execution FY 26 Q3 (Jan 1 – Mar 30) through FY 27 Q2 (Oct 1 – Dec 31)

2.3.4 CATEGORY 4: EARNED MEDIA STRATEGY

The Contractor will develop and execute two comprehensive earned media campaigns to advance

FAMLI’s public awareness goals ahead of the respective contribution and benefits launch dates.

The Contractor shall provide the following services:

1. Developing creative ideas to generate earned media attention around contribution start date and benefits launch.

2. Pitching ideas to media contacts to maximize opportunities, especially within target demographics.

3. Developing and distributing Public Service Announcements to appropriate media outlets

4. Responding to media inquiries in coordination with FAMLI.

Anticipated Timing: Media Planning

Media Plan development ahead of contributions launch

FY25 Q2 (Oct 1 – Dec 31)

Media Plan execution through contributions launch

FY25 Q4 (Apr 1 – June 30) through FY 26 Q1 (July 1 – Sept 30)

Media Plan development ahead of benefits launch

FY26 Q2 (Oct 1–Dec 31)

Media Plan execution through benefits launch

FY26 Q3 (Jan 1-March 30) through FY 27 Q2 (Oct 1 – Dec 31)

2.3.5 CATEGORY 5: COLLATERAL DEVELOPMENT

(PRINTING EXCLUDED FROM SCOPE OF WORK)

The Contractor shall:

1. Design a variety of additional collateral materials to support outreach and education efforts. The

Offeror will be responsible for all aspects of the development and design of the materials used to market paid family and medical leave, such as:

a) Posters, brochures, one pager, and toolkits.

b) Videos required for the Maryland Paid Leave website. A variety of lengths will be necessary to walk consumers through the process. These videos will be viewed online and need to be informative and educational. Offerors should propose a strategy for meeting this goal.

c) Materials that will be accessible through the FAMLI stakeholder website, (website is not yet designed and is part of Scope of Work).

2. Provide materials in a variety of template formats that can be edited by FAMLI staff and also downloaded and printed by community-based organizations.

3. Provide materials that take into account accessibility for those with disabilities and offer suggestions for collaboration with other agencies and organizations when possible.

4. Develop collateral in priority languages.

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5. Provide infographics and other design support so creative content is seamlessly integrated into website, social media, email, and other marketing materials.

6. Implement updates and revisions to draft files as requested and provide revised files as required for review by FAMLI.

7. Ensure output is in the format(s), and meets specifications, required by third parties (e.g., professional printers, television stations, Web sites) and/or FAMLI.

8. Advise FAMLI on effective design for communicating FAMLI’s messages and for measuring the effectiveness of the messages.

9. Identify and supply a library of appropriate royalty-free photography and illustration files. If the photography and/or illustrations are for use only by FAMLI and no other clients of the contractor, FAMLI will consider purchasing royalty-free photography and illustrations. The contractor must obtain prior approval from FAMLI before making a purchase and must guarantee the photography and/or illustrations will be used only for FAMLI and no other clients.

10. Upon request, provide multiple design options for FAMLI.

11. Provide copywriting services.

Anticipated Timing: Collateral Development

Prepare materials Quarterly beginning FY25 Q1 (July 1–Sept. 30)

2.3.6 CATEGORY 6: WEB DESIGN SUPPORT

(WEBSITE EXECUTION EXCLUDED FROM SCOPE OF WORK)

The Contractor shall design a consumer website. This may include providing design assets, templates, and wireframes. The consumer website is separate from the portal where consumers will eventually login to make contributions or apply for benefits. FAMLI intends to make alternate plans for constructing both the portal and the consumer website.

Contractor shall:

1. Create personas for key audiences, including businesses, workers, insurers, and third-party administrators.

2. Create information architecture for site (site map and navigation) based on market research and focus groups results.

3. Ahead of contribution start date (expected to be July 2025), design an aesthetically pleasing, easily accessible website that can be directly translated to State’s preferred CMS (WordPress or

SharePoint). The site will include critical content to help answer key questions about the program, how Marylanders qualify, and how employers can comply. It will also serve as an entry point for employers prior to filing their first report and to download tools for their employees.

4. Work with FAMLI to write and approve all content for the site.

5. Ahead of benefits start date (expected to be July 1, 2026), design and craft content for refresh of website to reflect shift in campaign from education about the program to action-oriented information regarding applications, benefits, and appeals.

6. Build interactive features into site such as a weekly wage estimator, a checklist of steps/information required for application, and a pre-screener questionnaire that helps users determine whether they are likely to be eligible for the benefit.

7. Create a website style guide with templates and wireframes.

8. Ensure site will be ADA compliant, advise during design as needed.

9. Recommend search engine marketing (SEM) and search engine optimization (SEO) strategies

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10. Create a UX evaluation strategy for eventual site.

Anticipated Timing: Web Design

Provide wireframes, content, site map and templates for website ahead of contributions start date

FY25 Q1 (July 1–Sept. 30) through FY25 Q2 (Oct. 1-Dec. 31)

Provide updated wireframes, content, site map and templates for website ahead of benefits launch

FY26 Q1 (July 1-Sept. 30)

2.4 Staffing Plan, Personnel Qualifications and Professional Experience

A. Effective resource planning and personnel management are critical components of successful delivery of requirements defined in this RFP. Contractor shall demonstrate the assignment of staff with appropriate skill sets by delivering a draft staffing plan with its proposal and updating the staffing plan throughout the term of the Contract as applicable.

B. The draft staffing plan shall be submitted with the Contractor’s Proposal (reference RFP Section

5). The staffing plan shall be updated throughout the term of the Contract whenever there is a change in Contractor resources or upon the introduction of new content, approaches, methodologies, or other substantive changes to the Marketing Services RFP.

C. The qualifications identified in Section 3.9 shall apply to the staff categories described therein. Resumes for each of the Contractor’s proposed staffing choices for Key Personnel as defined in Appendix 1 shall be submitted with the Contractor’s Proposal (reference RFP Section

5).

2.4.1 Senior Staff

The Offeror shall include personnel who have at least 10 years of experience, routinely supervise other staff members and make decisions about their work. Duties include developing marketing strategies, managing teams of marketing managers and specialists, and assuming responsibility for meeting marketing objectives. Senior Staff represent Key Personnel as defined under this contract.

Representative job titles include:

1. Vice President

2. Executive Vice President

3. VP Digital

4. Digital Director

5. Digital Manager

6. Account Director

7. Senior Designer

2.4.2 Mid-Level Staff

The Offeror shall include personnel who have 5-10 years’ experience formulating, developing, and executing marketing campaign strategies. Representative job titles include:

1. Senior Account Executive

2. Account Supervisor

3. Associate Designer

4. Creative Designers

5. Content Director

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6. Community Outreach Coordinator

2.4.3 Junior Staff

The Offeror includes personnel who have 1-5 years’ experience in marketing-related work such as copywriting, social media content, community relations, graphic design, and web development.

Representative job titles include:

1. Associate Designer

2. Assistant Account Executive

2.4.4 Clerical Staff

Work that generally involves day-to-day office tasks such as, but not exclusively, word processing and typing, entering data into spreadsheets, sorting and filing, photocopying and collating, record keeping, appointment scheduling and minor bookkeeping.

2.4.5 Contractor-Supplied Hardware, Software, and Materials

A. By responding to this RFP and accepting a Contract award, the Offeror specifically agrees that for any software, hardware, or hosting service that it proposes, the State will have the right to purchase such item(s) from another source, instead of from the selected Offeror.

B. SaaS applications shall be accessible from various client devices through a thin client interface such as a Web browser (e.g., Web-based email) or a program interface.

C. The State shall permit limited user-specific application configuration settings.

D. The Contractor is responsible for the acquisition and operation of all hardware, software and network support related to the services being provided and shall keep all software current.

E. All Upgrades and regulatory updates shall be provided at no additional cost.

F. The State requires that the Offeror price individual software modules separately.

G. The State also requires that the Offeror provide fully functional, generally available software and multiple-user licenses for purchase as needed throughout the life of the

Contract.

H. The Offeror shall install and provide all documentation for the software furnished under the Contract.

2.4.6 Required Project Policies, Guidelines and Methodologies

The Contractor shall be required to comply with all applicable laws, regulations, policies, standards, and guidelines affecting Information Technology projects, which may be created or changed periodically.

Offeror is required to review all applicable links provided below and state compliance in its response.

It is the responsibility of the Contractor to ensure adherence and to remain abreast of new or revised laws, regulations, policies, standards, and guidelines affecting project execution. These include, but are not limited to:

A. The State of Maryland System Development Life Cycle (SDLC) methodology at:

http://doit.maryland.gov/SDLC/Pages/agile-sdlc.aspx;

B. The State of Maryland Information Technology Security Policy and Standards at:

http://www.DoIT.maryland.gov- keyword: Security Policy; and http://doit.maryland.gov/SDLC/Pages/agile-sdlc.aspx http://www.doit.maryland.gov/

RFP for Maryland Department of Labor Page 18 of 103

C. The State of Maryland Information Technology Non-Visual Standards at:

http://doit.maryland.gov/policies/Pages/ContractPolicies.aspx.

2.4.7 Product Requirements

A. Offerors may propose open-source software; however, the Offeror must provide operational support for the proposed software as part of its Proposal.

B. The Offeror shall be authorized to furnish the proposed goods and services. Offerors proposing to resell services of another entity must be authorized by such other entity.

C. No international processing for State Data: As described in Section 3.6 Security

Requirements, Offerors are advised that any processing or storage of data outside of the continental U.S. is prohibited.

D. Offeror consistent expiration dates: A PO for a service already being delivered to the

MDOL under the Contract shall terminate on the same calendar day as the prior product/service. As appropriate, charges shall be pro-rated.

E. Any Contract award is contingent on the State’s agreement, during the Proposal evaluation process, to any applicable terms of use and any other agreement submitted under Section

5.3. Such agreed upon terms of use shall apply consistently across services ordered under the Contract.

F. The Contractor shall not establish any auto-renewal of services beyond the period identified in the Contract documents.

G. In addition to any notices of renewal sent to the MDOL, the Contractor shall email notices of renewal to the e-mail address designated by the Contract Monitor.

2.5 Deliverables

2.5.1 Deliverable Submission

A. For every deliverable, the Contractor shall request the Contract Monitor confirm receipt of that deliverable by sending an e-mail identifying the deliverable name and date of receipt.

B. For every deliverable, the Contractor shall submit to the Contract Monitor, by e-mail, an

Agency Deliverable Product Acceptance Form (DPAF), an example of which is provided on the DoIT web page here:

http://doit.maryland.gov/contracts/Documents/_procurementForms/DeliverableProductAcce ptanceForm-DPAFsample.pdf.

C. Unless specified otherwise, written deliverables shall be compatible with Microsoft Office, Microsoft Project or Microsoft Visio within two (2) versions of the current version. At the

Contract Monitor’s discretion, the Contract Monitor may request one hard copy of a written deliverable.

D. A standard deliverable review cycle will be elaborated and agreed-upon between the State and the Contractor. This review process is entered into when the Contractor completes a deliverable.

E. For any written deliverable, the Contract Monitor may request a draft version of the deliverable, to comply with the minimum deliverable quality criteria listed in Section 2.5.3

Minimum Deliverable Quality. Drafts of each final deliverable, except status reports, are required at least two weeks in advance of when the final deliverables are due (with the http://doit.maryland.gov/policies/Pages/ContractPolicies.aspx

RFP for Maryland Department of Labor Page 19 of 103 exception of deliverables due at the beginning of the project where this lead time is not possible, or where draft delivery date is explicitly specified). Draft versions of a deliverable shall comply with the minimum deliverable quality criteria listed in Section 2.5.3 Minimum

Deliverable Quality.

2.5.2 Deliverable Acceptance

A. A final deliverable shall satisfy the scope and requirements of this RFP for that deliverable, including the quality and acceptance criteria for a final deliverable as defined in Section

2.5.4 Deliverable Descriptions/Acceptance Criteria.

B. The Contract Monitor shall review a final deliverable to determine compliance with the acceptance criteria as defined for that deliverable. The Contract Monitor is responsible for coordinating comments and input from various team members and stakeholders. The

Contract Monitor is responsible for providing clear guidance and direction to the Contractor in the event of divergent feedback from various team members.

C. The Contract Monitor will issue to the Contractor a notice of acceptance or rejection of the deliverable in the DPAF (see online sample). Following the return of the DPAF indicating

“Accepted” and signed by the Contract Monitor, the Contractor shall submit a proper invoice in accordance with the procedures in Section 3.3. The invoice must be accompanied by a copy of the executed DPAF or payment may be withheld.

D. In the event of rejection, the Contract Monitor will formally communicate in writing any deliverable deficiencies or non-conformities to the Contractor, describing in those deficiencies what shall be corrected prior to acceptance of the deliverable in sufficient detail for the Contractor to address the deficiencies. The Contractor shall correct deficiencies and resubmit the corrected deliverable for acceptance within the agreed-upon time period for correction.

2.5.3 Minimum Deliverable Quality

The Contractor shall subject each deliverable to its internal quality-control process prior to submitting the deliverable to the State.

Each deliverable shall meet the following minimum acceptance criteria:

A. Be presented in a format appropriate for the subject matter and depth of discussion.

B. Be organized in a manner that presents a logical flow of the deliverable’s content.

C. Represent factual information reasonably expected to have been known at the time of submittal.

D. In each section of the deliverable, include only information relevant to that section of the deliverable.

E. Contain content and presentation consistent with industry best practices in terms of deliverable completeness, clarity, and quality.

F. Meets the acceptance criteria applicable to that deliverable, including any State policies, functional or non-functional requirements, or industry standards.

G. Contains no structural errors such as poor grammar, misspellings, or incorrect punctuation.

H. Must contain the date, author, and page numbers. When applicable for a deliverable, a revision table must be included.

RFP for Maryland Department of Labor Page 20 of 103

I. A draft written deliverable may contain limited structural errors such as incorrect punctuation and shall represent a significant level of completeness toward the associated final written deliverable. The draft written deliverable shall otherwise comply with the minimum deliverable quality criteria above.

2.5.4 Deliverable Descriptions/Acceptance Criteria

In addition to the items identified in the table below, the Contractor may suggest other subtasks, artifacts, or deliverables to improve the quality and success of the assigned tasks.

Deliverables Summary Table*

Deliverable

Description

Acceptance Criteria Due Date /

Frequency

Work Plan A PDF document including the following:

1. Specific methodology and techniques used to provide services,

2. Number of staff,

3. Overall management concepts used, and

4. Project Management Plan (including project control mechanisms and overall timelines)

Initial Delivery:

NTP+ 30 Calendar

Days

Updates: Quarterly

Monthly Report A PDF document including:

1. Progress of all activities,

2. Status of project development (including timeline, tracking of meetings with stakeholders, and project updates).

Initial Delivery:

NTP+ 60 Calendar

Days

Updates: Monthly

*The deliverables summary table may not list every contractually required deliverable. Offerors and

Contractors should read the RFP thoroughly for all Contract requirements and deliverables.

2.6 Service Level Agreement (SLA)

THIS SECTION IS INAPPLICABLE TO THIS RFP.

RFP for Maryland Department of Labor Page 21 of 103

3. Contractor Requirements: General

3.1 Contract Initiation Requirements

Contractor shall schedule and hold a kickoff meeting within 10 Business Days of NTP Date. At the kickoff, the Contractor shall furnish an updated Project Schedule describing the activities for the

Contractor, the State, and any third parties for fully transitioning to the Contractor’s Solution.

3.2 End of Contract Transition

Reserved

3.3 Invoicing

3.3.1 General

A. The Contractor shall e-mail the original of each invoice and signed authorization to invoice to the Contract Monitor Jamie Fragale at e-mail address:

Jamie.fragale@maryland.gov.

B. All invoices for services shall be verified by the Contractor as accurate at the time of submission.

C. An invoice not satisfying the requirements of a Proper Invoice (as defined at COMAR

21.06.09.01 and .02) cannot be processed for payment. To be considered a Proper

Invoice, invoices must include the following information, without error:

1) Contractor name and address;

2) Remittance address;

3) Federal taxpayer identification (FEIN) number, social security number, as appropriate;

4) Invoice period (i.e. time period during which services covered by invoice were performed);

5) Invoice date;

6) Invoice number;

7) State assigned Contract number;

8) State assigned (Blanket) Purchase Order number(s);

9) Goods or services provided;

10) Amount due; and

11) Any additional documentation required by regulation or the Contract.

D. Invoices that contain both fixed price and time and material items shall clearly identify each item as either fixed price or time and material billing.

E. The Maryland Department of Labor reserves the right to reduce or withhold Contract payment in the event the Contractor does not provide the Maryland Department of Labor with all required deliverables within the time frame specified in the Contract or otherwise mailto:Jamie.fragale@maryland.gov

RFP for Maryland Department of Labor Page 22 of 103 breaches the terms and conditions of the Contract until such time as the Contractor brings itself into full compliance with the Contract.

F. Any action on the part of the Maryland Department of Labor, or dispute of action by the

Contractor, shall be in accordance with the provisions of Md. Code Ann., State Finance and Procurement Article §§ 15-215 through 15-223 and with COMAR 21.10.04.

G. The State is generally exempt from federal excise taxes, Maryland sales and use taxes, District of Columbia sales taxes and transportation taxes. The Contractor, however, is not exempt from such sales and use taxes and may be liable for the same.

Invoices for final payment shall be clearly marked as “FINAL” and submitted when all work requirements have been completed and no further charges are to be incurred under the Contract. In no event shall any invoice be submitted later than 60 calendar days from the Contract termination date.

3.3.2 Invoice Submission Schedule

The Contractor shall submit invoices in accordance with the following schedule:

3.3.3 Time and Materials Invoicing

A. All time and material invoices shall be accompanied by a signed timesheet as described below and notice(s) of acceptance issued by the State: DPAF for each time period invoiced (see online example at http://doit.maryland.gov/contracts/Documents/_procurementForms/DeliverableProductA cceptanceForm-DPAFsample.pdf). Include for each person covered by the invoice the following, individually listed per person:

1) Name

2) Hours worked

3) hourly labor rate

4) Invoice amount, and

5) A copy of each person’s timesheet for the period signed by the Contract Monitor.

B. Time Sheet Reporting

Within three (3) Business Days after the 15th and last day of the month, the TO

Contractor shall submit a semi-monthly timesheet for the preceding half month providing data for all resources provided under the Contract.

At a minimum, each monthly timesheet shall show:

1) Title: “Time Sheet for <<xxxxx>>”;

2) Issuing company name, address, and telephone number;

3) For each position:

a) Category, Position, and Personnel name, and

b) For each Period ending date, e.g., “Period Ending: mm/dd/yyyy” (Periods run 1st through 15th, and 16th through last day of the month.):

i) Tasks completed that week and the associated deliverable names;

RFP for Maryland Department of Labor Page 23 of 103

ii) Number of hours worked each day;

iii) Total number of hours worked that Period;

iv) Period variance above or below 40 hours;

v) Annual number of hours planned;

vi) Annual number of hours worked to date; and

vii) Balance of hours remaining;

4) Annual variance to date (Sum of periodic variances); and

5) Signature and date lines for the Contract Monitor.

Time sheets shall be submitted to the Contract Monitor with invoicing. The Contract

Monitor shall sign the timesheet to indicate authorization to invoice.

3.3.4 For the purposes of the Contract an amount will not be deemed due and payable if:

A. The amount invoiced is inconsistent with the Contract;

B. The proper invoice has not been received by the party or office specified in the Contract;

C. The invoice or performance is in dispute, or the Contractor has failed to otherwise comply with the provisions of the Contract;

D. The item or services have not been accepted;

E. The quantity of items delivered is less than the quantity ordered;

F. The items or services do not meet the quality requirements of the Contract;

G. If the Contract provides for progress payments, the proper invoice for the progress payment has not been submitted pursuant to the schedule;

H. If the Contract provides for withholding a retainage and the invoice is for the retainage, all stipulated conditions for release of the retainage have not been met; or

The Contractor has not submitted satisfactory documentation or other evidence reasonably required by the Procurement Officer, Contract Monitor, or by the Contract concerning performance under the Contract and compliance with its provisions.

3.3.5 Travel Reimbursement

Travel will not be reimbursed under this RFP.

3.4 Liquidated Damages

3.4.1 MBE Liquidated Damages

MBE liquidated damages are identified in Attachment M.

3.4.2 Liquidated Damages other than MBE.

THIS SECTION IS INAPPLICABLE TO THIS RFP.

RFP for Maryland Department of Labor Page 24 of 103

3.5 Data

3.5.1 Data Export/Import

I. The Contractor shall, at no additional cost or charge to the State, in an industry…