Media Advertising RFP Additional Information B-46592.docx

Media Advertising RFP

24-482DPH-FINAN-B-46592

Question 1: Regarding the subcontractor opportunity, what percentage of the work MUST be performed by the PRIME to be compliant and eligible with this RFP?

Answer: Please refer to section C.8 in the RFP document.

Question 2: What size are you hoping for the agency to be? How many staff?

Answer: There are no requirements in the RFP related to staff size.

Question 3: What is the primary motivation Answer: Please refer to section B.1 in the RFP document.

Question 4: Are you looking for a partner who will just distribute what the in-house team has created or looking for a partner to provide creative assets as well?

Answer: Please refer to section A.1.1in the RFP document.

Question 5: Is there an incumbent agency?

Answer: No.

Question 6: Are there budget parameters we should be working within as we develop pricing?

Answer: Each year of the contract has a $5,000,000.00 budget.

Question 7: The RFP requests that work samples/creative portfolios be submitted using a USB device. Since the RFP also requests that proposals be submitted electronically via BidBuy, do we share these files as attachments, mail them to a USB device, or link them within the PDF attachments of our proposal?

Answer: Link them within the PDF attachments of your proposal.

Question 8: Can you provide more details on the strategic objectives and priorities for the upcoming campaigns beyond what is outlined in the RFP?

Answer: IDPH hopes to partner with a vendorto advise on approaches to use on upcoming campaigns.

Question 9: Are there any health issues or initiatives IDPH plans to focus on in the next 12-24 months?

Answer: Please refer to section B.1 in the RFP document.

Question 10: We noted the mention of multiple programmatic areas. Could you clarify if there’s a typical number of campaigns IDPH undertakes in a year?

Answer: IDPH typically undertakes a small number of large, state-wide campaigns annually and smaller, focused ones.

Question 11: Has IDPH conducted any audience research or gathered insights on the populations you aim to reach? Is there anything critical we should know to guide our approach? Ex. Key Demographic or psychographic features, fundamental mindsets that play into their mistrust or misinformation, etc.

Answer: Please refer to section A.1.1 in the RFP.

Question 12: Of the diverse populations mentioned in the RFP, are there any segments that need targeted messaging or have been historically challenging to engage? If so, could you share why?

Answer: Agency has had success in target advertising and would like to continue. Our messaging and targeting vary from campaign to campaign.

Question 13: How has IDPH messaged and engaged the target audiences in the past?

Answer: IDPH has messaged in the past using all social media platforms including Facebook, Instagram, X, and YouTube.

Question 14: What specific metrics and KPIs will IDPH use to evaluate the success of the campaigns?

Answer: The agency is looking for a vendor that will be part of multiple campaigns the metrics and KPI’s would vary. .

Question 15: Can you provide examples of past campaign performance metrics that were considered successful?

Answer: This is a new initiative for IDPH a long-term Media Advertising contract has not been done before.

Question 16: Are there any existing creative guidelines or brand standards that we should adhere to when developing campaign materials?

Answer: Yes, this will be discussed with the awarded vendor after contract execution

Question 17: How flexible is IDPH with creative approaches, and are there any preferred themes or tones for the messaging?

Answer: Creativity is encouraged. Themes and tones would vary depending on the desired outcome of each campaign.

Question 18: Which media channels and platforms have been most effective in past campaigns, and are there any new channels IDPH is interested in exploring?

Answer: This will be explored with the awarded vendor. This is a new initiative for the Agency details will be discussed after contract execution.

Question 19: Which media channels did you find did not deliver a return on investment?

Answer: this will be discussed after contract execution with the awarded vendor.

Question 20: Are there any specific media outlets or partnerships that IDPH prefers or has had success activating in the past?

Answer: this will be discussed after contract execution with the awarded vendor

Question 21: Does this work include social media content/posting or is the RFP specific to paid media inclusive of social?

Answer: Social media work will be an expected part of any campaign development.

Question 22 part 1: It looks like IDPH operates on five social channels (Facebook, Instagram, X, YouTube, Bluesky). Would IDPH expect agencies to operate across all platforms?

Answer: The awarded vendor would be expected to explore all potential social media channels, depending on the campaign.

Question 22 part 2: Have any platforms been more successful than others?

Answer: Assessing the potential success or challenges of any specific channels should be part of the work of the awarded vendor.

Question 23: Are there expectations of how the media budget will be allocated across different media channels and campaign activities?

Answer: No specific expectations, and it largely depends on the type of campaign.

Question 24: Are there any specific budget constraints or considerations we should know?

Answer: The $5,000,000.00 a year is to be spent between July 1st and June 30th (State Fiscal Year). IDPH anticipates $5000,000.00 being available each fiscal year.

Question 25: What is the anticipated budget for the initial contract term?

Answer: $25 million.

Question 26: How does IDPH envision a collaboration with local health departments, community-based organizations, and other stakeholders?

Answer: this will be discussed after contract execution with the awarded vendor.

Question 27: Are there any existing partnerships or relationships that we should leverage or be aware of?

Answer: No.

Question 28: What data sources and analytics tools do IDPH currently use to measure campaign effectiveness?

Answer: We have analytics for our social media and website traffic and will be looking for a awarded vendor that would include robust analytical tools for any campaign.

Question 29: Do we need to consider any specific data integration or reporting requirements?

Answer: this will be discussed after contract execution with the awarded vendor. Varying campaigns will have different requirement based on Federal guidance for that program. .

Question 30: What are the main challenges IDPH has faced in previous campaigns, and how does the department plan to address them moving forward?

Answer: This is the first long-term Media Advertising contract IDPH is pursuing.

Question 31: Should we align our strategies with any unique opportunities or upcoming events?

Answer: Not at this time; this will discussed after contract execution with the awarded vendor

Question 32: Can you clarify the contract renewal and extension process and timeline?

Answer: Please reference section A.4.2 in the RFP.

Question 33: Are there any specific compliance or regulatory requirements we must know when executing the campaigns?

Answer: this will be discussed after contract execution with the awarded vendor but may vary depending on the campaign.

Question 34: Please confirm if the preferred method of submitting pricing is through BidBuy. If there is another preferred method, please state it and/or provide pricing templates if applicable.

Answer: All pricing will need to be submitted in BidBuy.

Question 35: Can I please get the recording and attendee list for the pre-bid conference?

Answer: The meeting, unfortunately, was not recorded.

Question 36: In reading the requirements, is the government expecting an in-person submission via USB drive as well as any printed materials? The below statement is confusing; please clarify versus all though because, based on the requirements below, it reads as follows:

The print pieces shall be no larger than 16" x20" and submitted on separate boards. One of the examples shall be for an international client. All work submitted shall be examples of the Vendor's current work (within the last three (3) years). All work shall be clearly labeled with the client’s name and year produced. The results from each campaign shall also be provided (either digitally or as part of an optional printed summary). All portions of the creative portfolio (except print pieces) shall be submitted using a USB device(s). Submissions must also include a summary of the creative portfolio in hard copy with short descriptions and campaign results.

Answer: Responses to any requirement from Mandatory F.1, Mandatory with evidence F.2, and Desirable F.3 should be attached to Bidbuy at the time of submission. Response to Demonstration F.5, if selected, shall be sent to IDPH at the time of the demonstration in the manner described above.

Question 37: Please clarify the due date of proposals for this RFP. I see two due dates: January 22nd and January 24th. Which is correct?

Answer: The due date for this proposal is 01/30/2025 at 2:00 PM Central Time.

Question 38: Where do we find the pricing form in the BID Buy platform?

Answer: Pricing can be found in BidBuy in the items tab.

Question 39: Has any other vendor been awarded this contract in the past? If so, what was their award amount, and for how many options years?

Answer: This is a new initiative. IDPH has not had a long-term contract for Media Advertising in the past.

Question 40: Where do you envision achieving success in the next year, and how would you like to see your partnership evolve during that time?

Answer: Please refer to section A.2 in the RFP document.

Question 41: Are there any other specific internal complexities or cultural sensitivities that we should consider as we craft our response to this RFP?

Answer: Please refer to section A.1.1 in the RFP.

Question 42: The RFP highlighted the “‘Tis the Sneezin” campaign as an example of successful media advertising over the years. Can you provide examples of other media campaigns you’ve deployed that you view as successful?

Answer: The “On the Fence” campaign is also cited in the RFP as an example of a successful campaign.

Question 43: You mentioned in the RFP that IDPH is looking to move from a contractual partnership to a broader association; from a contracting and budget perspective, what would IDPH like this partnership to look like?

Answer: IDPH iis looking for a partner that can advise and improve IDPH communication efforts. this will be discussed after contract execution with the awarded vendor see area A.2 of the RFP document.

Question 44: Are there any industry or external campaigns that have inspired you, and why?

Answer: As mentioned in the RFP, IDPH is pleased with the “On the Fence” and “Tis the Sneezin” campaigns.

Question 45: What do you value most about your current creative assets, and where do you see room for improvement?

Answer: this will be discussed after contract execution with the awarded vendor

Question 46: Can you provide a breakdown of prioritization of the eight programmatic areas mentioned in your RFP (e.g. employee recruitment and retention, health disparities, etc.)?

Answer: Not at this time as the decision on which programmatic areas to focus on first is still being discusses internally and this will involve further discussions with the awarded vendor.

Question 47: Do you have access to existing data on patient/audience demographics, growth trends, or other relevant metrics? What specific data are you looking to collect in the upcoming campaigns to translate into applicable insights?

Answer: Our current analytics are very surface-level—social media and website traffic—and we will be looking for a vendor that can provide various robust analytical tools for any campaign.

Question 48: What are your budget parameters for this RFP? How much of your budget will be dedicated to media spend?

Answer: This will be determined in strategy sessions with the awarded vendor.

Question 49: How much does IDPH spend on total marketing services per year?

Answer: This varies greatly yearly, but this project is a unique commitment.

Question 50: Of the 97 local health departments mentioned in the RFP, are there specific high-priority markets/partnerships to keep in focus over the course of our partnership?

Answer: Not at this time as the decision on which programmatic areas to focus on fist is still being discusses internally and this will involve further discussions with the awarded vendor.

Question 51: How do you envision a truly collaborative relationship between IDPH and an external agency regarding feedback loops and agility in response to market changes?

Answer: IDPH expect any awarded vendor to be fully collaborative and consistent in its communications and engagement with us and agile in responding to market and public health trends.

Question 52: Can you provide more information on how an agency can meet the BEP goal under this engagement? For example, will enlisting BEP-qualified subcontractors as needed meet the expectations set for this partnership?

Answer: Yes, enlisting BEP-qualified subcontractors can help meet this goal, as long as it is well documented. With any further questions about BEP please contact Yvette Riley at yvette.riley2@illinois.gov

Question 53: Your RFP mentioned broadening the scope for supporting up to eight programmatic areas and overarching IDPH areas of focus. Can you name the eight in order of priority?

Answer: Not at this time; as the decision on which programmatic areas to focus on fist is still being discusses internally and this will involve further discussions with the awarded vendor.

Question 54: How has IDPH been managing this scope of work in the past? What has worked well with your previous agencies? What has been a challenge?

Answer: Creative, compelling work that promotes IDPH's mission and the defined goals of any campaign is of the utmost importance. Communication with the IDPH team is also crucial so we can track campaign progress clearly and easily.

Question 55: Can you share the names of the CBOs you find most helpful and collaborative in supporting IDPH?

Answer: this will be discussed after contract execution with the awarded vendor.

Question 56: Do you have research on your target audiences throughout Illinois? Who are the most challenging to reach? Can you share any information on your priority audiences?

Answer: Such research will be an expected part of any campaign development each campaign would differ depending on the messaging.

Question 57: What other public health marketing campaigns do you admire, or do you want to emulate?

Answer: As mentioned in the RFP, we were pleased with the “On the Fence” and “Tis the Sneezin” campaigns. Otherwise, this will be addressed in strategy sessions with the awarded vendor.

Question 58: What does success look like to you?

Answer: This will largely depend on the specific campaign and will be addressed in strategy sessions with the awarded vendor.

Question 59: For planning purposes, can you share the budget allocated for this agency scope for 2025?

Answer: $5 million.

Question 60: The IDPH website did not provide a template for the Technical Response. What are your expectations for this piece of the submission from agencies? Are you looking for creative campaign recommendations at this point for the RFP response or approach and response to Section F.1, F.2, F.3?

Answer: We’re looking for past, relevant examples of an agency’s work, as well as, in some cases, ideas about how that work can be applied to projects at IDPH. It is not currently a requirement to come up with specific campaign ideas for IDPH; this will be worked out in strategy sessions with the awarded vendor.

Question 61: Will you allow agencies to submit case studies in a redacted format to protect the confidential information for our clients?

Answer: Yes.

Question 62: Can you share who is on the agency selection committee at IDPH? Who would be the agency's primary client?

Answer: The primary client and contact is IDPH and its communications team.

Question 63: Are you open to providing an extension to agencies beyond the January 17 due date? Since the time of the pre-bid call was posted incorrectly on December 20th and answers to questions will not be shared with agencies until January 8th at the earliest, it would be ideal to allow another week for agencies to submit their responses.

Answer: All bid and submissions for this are due 01/30/2025 at 02:00:00 PM