PHPA 3655 Q&A.pdf

PHPA 3655/BPM053749 Vendor Question and Answer November 7, 2025

Question #1: Is there a budget or budget range that we can consider when developing our proposal?

Answer: MDH's small procurement cap is $50,000. However, it does not necessarily mean that the budget ceiling for this project is $50,000. Budget proposals should align with the time and effort described in the technical proposals.

Question #2: Is there an incumbent for this work or vendor of record that MDH is currently working with or is this a new initiative?

Answer: No, this is a new initiative.

Question #3: On page 3 of the RFP, it states “1.1.1 The Maryland Department of Health (MDH or the Department), Center for Cancer Prevention and Control, is issuing this Request for Proposals (RFP) to provide messaging and creative development to be used for a statewide multimedia public education campaign about lung, prostate, colorectal, and breast cancer that targets communities that are disproportionately impacted by those cancers.”

On page 7 of the RFP, it states “3.1.2 The Maryland Department of Health (MDH) is seeking a qualified vendor to assist in the development and implementation of a comprehensive public education campaign.”

Can you clarify if proposals should focus strictly on the development of messaging and creative for the campaign? Or if proposals should also include the planning and implementation of the statewide multimedia campaign?

Answer: Proposals should focus on the development of messaging and creative for a multimedia campaign. The Maryland Department of Health (MDH) would also like recommendations for placement and implementation of the campaign. The vendor will not purchase ad placement as part of the contract.

Question #4: Will MDH provide guidance on the campaign’s targeted population based on available cancer incidence, mortality, and screening rates or will the vendor be responsible for identifying the campaign’s targeted population?

Answer: MDH will provide available research to the vendor on target populations for each cancer.

Question #5: On page 7 of the RFP, it states the vendor is responsible for key devliverables including “conducting listening sessions with communities disproportionately impacted by these cancers to understand the specific barriers to cancer education and awareness that they face” and “utiliziing focus groups and stakeholder input to inform the materials developed.”

Can you clarify if the vendor is responsible for planning and conducting the focus groups and stakeholder workgroup sessions or will MDH be conducting those and providing that data to the vendor?

Answer: Vendor shall conduct the focus groups. MDH will facilitate the listening sessions with stakeholders and the vendor will participate in those discussions as requested by MDH. The vendor will adjust the creative and messaging based on input from both.

Question #6: There is one question we have about the RFP. On page 20, Appendix A: Contract, it states the contract ceiling is $50,000. Is this just an example, or is this the actual ceiling of this contract and we should budget accordingly?

Answer: MDH's small procurement cap is $50,000. However, it does not necessarily mean that the budget ceiling for this project is $50,000. Budget proposals should align with the time and effort described in the technical proposals.

Question #7: I'm currently reviewing the RFP and noticed that two of the links to access the required forms appear to be broken or not accessible. Could you please confirm whether updated links are available, or if the forms can be obtained another way, please? Below are the specific links I am referring to and a picture of the error message.

● Page 13 - 4.3.1.3 Offeror Technical Response to RFP Requirements and Proposed - Work Plan Template link

● Page 16 - Attachment C Branding Guidelines - Link to document to attach

Answer: The branding guideline and the Work Plan template are attached to this document in eMMA.

Question #8: At the top of page 10 B. it says “… part of the six page limit” However, I don’t see a page limit listed anywhere else in the RFP. Am I missing it?

Answer: The Department would prefer the written portion of the proposal to be clear and concise, and a maximum of six pages. This does not include attachments such as the work plan, letters of recommendation, resumes, and samples of previous work.

Question #9:

Is the scope inclusive of developing just the plan for placement of the ads, or, is the scope also supposed to include the actual placement of ads/purchase of media?

Answer: Please develop recommendations for placement of ads. This contract does not include actual placement of the ads.

Question #10 We are currently preparing our proposal for submission for this RFP (PHPA 3655/BPM053749).

We have encountered an error while attempting to download 2 essential documents for RFP submission, namely the Work Plan template, and the Branding Guidelines document. Please see the attached access errors. Would it be possible to send these to us so that we may complete our proposal?

Answer: The branding guideline and the Work Plan template are attached to this document in eMMA.

Question #11: To support timely delivery, could the Department confirm whether the internal workgroup and approving leadership are generally able to adhere to the proposed review timelines? Additionally, could the Department share any guidance on the typical number of review cycles for major deliverables and any internal practices or recommendations that help streamline approval rounds?

Answer: The Department will work with the vendor on the approval process and alert leadership of deadlines in order to ensure delivery, however, as stated in section 3.2.2 the vendor shall build in ample time for this process, a minimum of one month for leadership review after approval has been obtained by the internal review process. The vendor will provide a minimum of 3 rounds of edits during the initial review. Leadership review may require additional edits. The vendor is responsible for all edits during the process.

Question #12: Are there existing licenses, subscriptions, or standing contracts for stock imagery, talent, or other creative assets that the selected vendor could coordinate with or leverage to ensure consistency and cost efficiency?

Answer: The Department has a stock photo/imagery license that may be utilized.

Question #13: Will the vendor be able to coordinate directly with technical production contacts (e.g., developers, printers, media outlets) to help ensure the best possible output quality?

Regarding the delivery of “ready-to-use” files (Section 3.2.3.G), could the Department share preferred technical specifications or file-format standards commonly used for broadcast, digital, and print assets?

Answer: The vendor will not coordinate any placement of ads. This Contract is only for messaging and creative development. The vendor should include file types appropriate for broadcast video, audio, digital, and print platforms based on their expertise.

Question #14: Please confirm if the Department anticipates any in-person focus groups or listening sessions across multiple Maryland regions, and whether related travel costs should be included in the proposal.

Answer: The vendor should include any related costs they anticipate. Focus groups may be in person or virtual.

Question #15: Additionally, how much flexibility does the Department anticipate regarding the scale, format, and frequency of these feedback sessions (e.g., moderated vs. unmoderated, virtual vs. in-person)?

Answer: Focus groups may be in person or virtual; the vendor shall determine their best practice and include it in their proposal.

Question #16: Does MDH currently use a participant-recruitment vendor or have specific guidance on compensating volunteers, or should the vendor include participant recruitment and incentives within the proposed budget?

Answer: MDH does not have a recruitment vendor. The vendor shall include these as part of their budget.

Question #17: Can staff bios be submitted in lieu of resumes?

Answer: The vendor should put forth the strongest proposal possible. Resumes may be submitted as a separate document and do not need to be included in the body of the proposal.

Question #17: On the Financial Proposal form, can you advise if the Salary and Fringe unit cost should be an average prorated cost of all employees that would be working on this project?

Answer: Please provide the salary and fringe for each employee who will be working on the project.

Question 18: Can you confirm that fringe means benefits paid to employees?

Answer: Fringe benefits are benefits given to employees in addition to salary, such as health insurance.

Question 19: Can you define what is meant by “indirect costs”? Do indirect costs include costs incurred from any subcontractors?

Answer: Whereas direct costs are expenses directly tied to a project, indirect costs are those necessary for overall business operation that are not directly linked to the project.

Question #20: Attachment A: Contact form mentions the total budget should not exceed $50,000, can you confirm this is the maximum budget for this project?

Answer: MDH's small procurement cap is $50,000. However, it does not necessarily mean that the budget ceiling for this project is $50,000. Budget proposals should align with the time and effort described in the technical proposals.

Question #21: Section 3.2.5 Staffing/Relevant Experience. Point B. on Page 10 - Can you clarify what the "six-page limit" is referring to? Does the proposal have a six-page limit or the examples of similar media campaigns? Did not see where a six-page limit was noted elsewhere.

Answer: The Department would prefer the written portion of the proposal to be clear and concise, and a maximum of six pages. This does not include attachments such as the work plan, letters of recommendation, resumes, and samples of previous work.

Question #22: Section 3.2.2 Work Plant and Timeline on Page 8 AND Section 3.2.5 Staffing/Relevant Experience. Point A. on Page 9 and Point C. on Page 10 - both request to identify responsible staff. Do you want this information listed in both places?

Answer: In section 3.2.2, the vendor shall list staff assigned to each objective and activity in the work plan and provide resumes for these staff. The resumes and bios may be provided as part of 3.2.5.

Question #23: Section 3.2.3 Creative Brand/Messages/Graphics. Point C. on Page 9 - Can you clarify what an innovative feature may be as noted, "Outline any innovative features that will be used."

Answer: The vendor shall use their expertise to describe any new and creative features they may use during the messaging and design process.

Question #24: Exhibit B Financial Proposal Form (5) questions:

• 1) Salary – Please clarify if quantity is defined as the number of staff or number of added assets?

Answer: You can use the table creatively to provide hourly rates, salaries, FTEs, and the total for each employee.

Question #25: Can you clarify what is meant by "Fringe" noted in Item B and does this include indirect costs.

Answer: Fringe benefits are benefits given to employees in addition to salary, such as health insurance.

Question #26: Please provide more details on the volume of units, including, but not limited to quantity of ad assets, number of videos to be produced. Additionally all assets need to be translated and developed as Spanish versions.

Answer: The vendor shall use their expertise to propose a multimedia campaign within the specifications of the project. Yes, all assets developed will be translated into Spanish as part of the vendor’s work.

Question 27: The form is not in line with quoting Multimedia files. Is there another form we can use to provide pricing OR in lieu of Exhibit B, can we describe the pricing of assets instead?

Answer: You can use the form creatively to provide Information that aligns with what is requested in the solicitation.

Question #28: Section 3.2.2 Work Plan and Timeline - B. on Page 8 and 3.2.5 Staffing/Relevant Experience - Section A. on Page 9 - Both sections ask for all Staff to be identified. Please confirm if you want this information listed in both places?

Answer: In section 3.2.2, the vendor shall list staff assigned to each objective and activity in the work plan and provide resumes for these staff. The resumes and bios may be provided as part of 3.2.5.

Question #29: I am writing to request clarification regarding Section 3.2.5: Staffing/Relevant Experience. The RFP requires the following items:

• Resumes for all staff assigned to the project

• Three (3) letters of reference from previous collaborating agencies

Could you please confirm whether these documents should be submitted as attachments not counted toward the six-page proposal limit, similar to the three required campaign samples? Or should the resumes and reference letters be included within the six-page limit?

Answer: These items may be submitted as attachments.