Public_Awareness_Campaign_RFP.pdf

PDF 214 KB Posted May 11, 2018

Attached to: RFP Strategic Communications Consultant
Solicitation number: PAC1
Issued by: Legal Services Corporation

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LSC seeks a public relations and strategic communications consultant to advise it in securing a communications firm to develop a multi-media campaign directed toward the business community to achieve the objectives outlined above.

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LEGAL	SERVICES	CORPORATION
REQUEST	FOR	PROPOSALS:

STRATEGIC	COMMUNICATIONS	CONSULTANT	TO
ADVISE	LSC	ON	CREATING	A	BUSINESS	COMMUNITY

AWARENESS CAMPAIGN

OPEN:	MAY	11,	2018
CLOSE:	JUNE	12,	2018

BACKGROUND

The

Legal

Services

Corporation

(LSC)

independent

nonprofit

established

Congress

1974

fund

civil

legal

aid

for

low‐income

Americans.

LSC

promotes

equal

access

justice

funding

133

independent

non‐profit

legal

aid

programs

every

state,

the

District

Columbia,

and

U.S.

Territories.

LSC

grantees

serve

hundreds

thousands

low‐income

individuals,

children,

families,

seniors,

and

veterans

through

813

offices.

LSC

receives

annual

appropriation

from

Congress

for

its

grant‐making

activities.

accomplish

its

mission,

LSC

promotes

public

awareness

the

importance

providing

equal

access

our

justice

system

for

low‐income

Americans

and

the

vital

role

civil

legal

aid

plays

ensuring

fairness

our

justice

system.

part

its

public

awareness

efforts,

LSC

has

created

Leaders

Council

high‐profile

and

influential

leaders

from

various

industries

(https://www.lsc.gov/about‐lsc/leaders‐council)

help

spread

the

message

about

the

importance

civil

legal

aid.

Over

the

past

two

years,

LSC,

with

assistance

from

the

Leaders

Council,

has

reached

out

the

business

community.

For

example,

LSC

has

held

several

congressional

briefings

and

forums

which

business

leaders

have

explained

the

importance

civil

legal

aid

American

businesses,

which

depend

justice

system

that

provides

meaningful

access

consumers,

employees,

and

employers

enforce

their

legal

rights

and

that

promotes

the

rule

law.

Building

this

work,

and

using

only

privately

donated

funds,

LSC

now

seeks

create

multi‐media

campaign

aimed

the

business

community

to:

Raise	awareness	of	the	necessity	of	civil	legal	aid
Highlight	how	civil	legal	aid	benefits,	and	is	crucial	to,	the	business

community

Increase	support	for	civil	legal	aid	within	the	business	community
Combat	common	misconceptions	about	the	civil	justice	system,	such	as

the	assumption	that	a	lawyer	is	guaranteed	for	people	who	cannot
afford	to	pay	for	legal	assistance	in	civil	matters.

RFP	OVERVIEW
LSC	seeks	a	public	relations	and	strategic	communications	consultant	to
advise	it	in	securing	a	communications	firm	to	develop	a	multi‐media
campaign	directed	toward	the	business	community	to	achieve	the	objectives
outlined	above.		The	successful	candidate	will	have	experience	in	targeted
multi‐media	campaigns	and	will	advise	LSC	management	on	such	a	campaign
aimed	at	the	business	community	and	how	to	evaluate	communications	firms
best	qualified	to	carry	it	out.

LSC	anticipates	that	the	campaign	will	include	a	combination	of	print
(magazine/newspaper),	online	(social	media	campaign)	and	television
placements,	targeting	media	outlets	viewed	by	the	business	community.	It	will
also	involve	ad	placement	and	other	paid	media.	The	campaign	should	also
feature	a	diverse	group	of	prominent	business	figures	showing	their	support
for	legal	aid.

TASKS	AND	DELIVERABLES
The	successful	candidate	will	be	expected	to	work	closely	with	LSC’s
management	and	communications	team	to	develop	a	strategy	for	most
effectively	reaching	out	to	qualified	firms	and	for	composing	an	effective	RFP.

The	successful	candidate	will	provide	expert	advice	on	selecting	and	soliciting
qualified	communications	firms	that	can	create	a	multi‐media	campaign	with
the	following	components:

Marketing	and	public	relations	campaign	development
Content	development	and	design	of	written	materials
Social	media	advertising
Television	advertisement/PSA	development	and	production
Developing	and	placing	ads	and	other	paid	media
Influencer	marketing
Baseline	assessment	of	LSC’s	past	and	current	outreach	to	the	business

community

Goal	setting	and	measures	of	success
Strategies	to	leverage	LSC’s	current	assets,	including	website,	blogs,	and

partners

The	successful	candidate	will	also	advise	LSC	management	on	any	other
components	that	should	be	included	in	this	campaign,	provide	a	realistic	cost

estimate

for

the

overall

project,

and

recommend

set

metrics

measure

the

campaign’s

success.

ESTIMATED CONTRACT TERM

LSC anticipates that this project will begin in June 2018 and last two months.

RFP SCHEDULE

DATE EVENT

May 11, 2018 RFP issued

May 23, 2018 Deadline to submit RFP questions

June 1, 2018 LSC responds to RFP questions

June 12, 2018 Deadline to submit RFP proposal

June 13‐20, 2018 Evaluation of proposals

June	21,	2018 Notification	to	successful
candidate	of	preliminary
selection	and	contract	negotiation

PROPOSAL

SUBMISSION

REQUIREMENTS

All

proposals

must

pages

less

(not

including

resumes

and

samples

comparable

work),

concise,

well‐organized,

and

demonstrate

how

your

proposed

services,

approach

and

methodology,

qualifications,

experience,

and

terms

meet

exceed

LSC’s

requirements.

All

proposals

must

also

contain

the

following:

Applicant Information

Candidate’s	name,	address,	telephone	number,	email,	and	website.
Firm	overview,	including	a	brief	history,	mission,	number	of	employees,

and	number	of	years	in	operation.
Candidate’s	RFP	point‐person.	Please	include	title,	phone	number,	and

email address.

Staffing Identities of the proposed project consultant/team, including staff qualifications, resumes, and roles and responsibilities of team members.

Project Understanding & Proposed Scope of Work

Describe	how	your	proposed	project	consultant/team	will	meet	the
stated	objectives	of	the	RFP.

Outline	your	vision	for	achieving	the	goals	and	objectives	of	this	multi‐
media	campaign,	including	specific	concepts,	tactics,	and	production

ideas.

Timeline and Budget

Project	two‐month	timeline	for	the	project.
Project	budget,	including	estimated	expenses,	subcontracts,	travel,

salary, etc.

Experience and Outcomes

Your	experience	working	on	public	awareness	campaigns,	particularly
those	involving	social	justice	issues	and/or	campaigns	tailored	toward
the	business	community,	and	their	outcomes.

Your	experience	soliciting	qualified	communications	firms	that	can
create	multi‐media	campaigns.

Your	experience	advising	clients	on	vendor	selection	and	drafting
requests	for	proposals.

Samples

Candidates may be asked to submit sample work product upon request.

References

Provide	three	(3)	recent	references	for	which	you	have	performed
similar	work.	Indicate	the	company’s	name,	a	brief	description	of	the
services	provided,	and	the	name,	title,	telephone	number	and	email
address	of	a	reference	who	is	knowledgeable	about	your	work	and	who
may	be	contacted	by	proposal	evaluators.

RFP

QUESTIONS

Please

submit

questions

relating

this

RFP

Helen

Gerostathos

Guyton,

Assistant

General

Counsel,

guytonh@lsc.gov

later

than

5:30

EST,

May

23,

2018.

Answers

all

questions

submitted

will

posted

the

FAQ

section,

below.

PROPOSAL

DEADLINES

AND

MODE

DELIVERY

All

proposals

must

received

LSC

later

than

5:30

P.M.,

EST,

June

12,

2018.

Proposals

must

electronic

format

(PDF

Word).

Email proposals to:

Helen	Gerostathos	Guyton
Assistant	General	Counsel
Legal	Services	Corporation
Email:	guytonh@lsc.gov
Email	CC:	Nadia	Elguindy,	Director	of	Institutional	Advancement,

elguindyn@lsc.gov

You

are

solely

responsible

for

ensuring

that

your

proposal

delivered

time.

Late

proposals

may

accepted

LSC’s

sole

discretion.

You

must

bear

all

costs

incurred

preparing

your

proposal;

contract

awards

will

not

cover

proposal

costs.

PROPOSAL

EVALUATION

CRITERIA

The

contract

will

awarded

the

vendor

who

provides

the

best

value

–

the

most

advantageous

balance

price,

quality,

and

performance

–

LSC.

Proposals

will

evaluated

based

the

following

criteria:

Price

The

reasonableness

the

price

for

the

service

being

provided.

Whether

the

price

realistic

(especially

estimate),

reflects

clear

understanding of LSC’s need, and is consistent with other parts of the proposal.

Cost	by	labor	category	(if	a	times	and	materials	contract).
The	cost	of	incidental	expenses,	including	taxes	and	service	fees,

administrative	costs,	production	costs,	subcontracts,	travel	and
transportation	costs.

Quality

Qualifications	and	experience	of	proposed	staff
Technical	expertise
Project	plan	and	approach

Performance Timeliness of deliverables Capacity

Understanding	of	and	ability	to	meet	LSC’s	needs
Responsiveness	to	LSC

Professionalism

Reputation for excellence in price, performance, and quality

Willingness	to	accept	LSC’s	terms	(DC	venue	and	governing	law,	no
limitation	on	liability,	no	binding	arbitration,	indemnification,	and	estimated
cost,	but	not	to	exceed	clause.)

LSC’s	RIGHTS
LSC	reserves	the	right	to:

Accept	or	reject	any	or	all	proposals,	or	any	part	thereof;
Waive	any	informalities	or	technicalities	contained	in	any	proposal

received;

Conduct discussions with candidates and accept revisions of proposals

after	the	closing	date;
Make	an	award	based	upon	various	selection	criteria;
Request	clarification	from	any	candidate	on	any	or	all	aspects	of	its

proposals;

Cancel	or	re‐issue	this	RFP	at	any	time;
Retain	all	proposals	submitted	in	response	to	this	RFP;
Invite	some,	all,	or	none	of	the	candidates	for	interviews,

demonstrations, presentations and further discussion.

CONFIDENTIALITY

During

the

RFP

process,

you

may

given

access

LSC’s

confidential

proprietary

information.

You

agree

not

use

this

information

for

your

any

third‐party’s

benefit,

and

will

not

disclose

this

information

any

person

who

does

not

have

need

know.

FREEDOM	OF	INFORMATION	ACT
The	Freedom	of	Information	Act	(FOIA)	and	associated	LSC	regulations	may
require	LSC	to	disclose	certain	documents	to	the	public,	including	portions	of
your	proposal.		Generally,	LSC	will	not	release	any	documents	that	would
cause	you	competitive	harm.	You	are	encouraged,	however,	to	label	any
confidential	information	contained	in	your	proposal	to	facilitate	LSC’s	LSC’s
ability	to	withhold	it	from	disclosure.

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