Questions and Answers Addendum 3 ~1.xlsx
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- Contract number
- 26-478HFS-DIREC-P-100589
- Issued by
- Illinois
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Sheet1 Healthcare and Family Services Communications and Advertising Services for Medicaid Outreach
IFB 26-478HFS-DIREC-B-51797
Questions and Answers Addendum 3
| 1 | Are earned media / PR tactics expected, or is outreach primarily paid and owned media? | IFB Section 1.1 | Outreach may include paid, owned, and earned media tactics. The specific mix of media channels and activities, including whether earned media or PR tactics are expected, will be determined for each campaign service required deliverable initiative as described in IFB section 1.1. in the IFB scope of work and defined for the required deliverable. See IFB Section 1.1 for the scope of work. | |
| 2 | Is the campaign expected to phase by region or population, or launch statewide concurrently? | IFB Section 1.2 | The campaign phasing approach has not yet been determined. As outlined in the solicitation, All campaign timing and whether efforts launch statewide or are phased by region or population will be defined during campaign development, based on the specific needs of each service for the HR-1 project. | |
| 3 | Please provide clarity with regards to priority audiences for early campaign phases (e.g., | |||
| population demographics, language groups, regions). | IFB Section 1.1.2 | Per IFB Section 1.1.2.:The HR-1 Project includes a large-scale, statewide outreach campaign focused on ensuring Medicaid customers understand upcoming federal policy changes, their potential impact, and the importance of maintaining coverage, including clear communication regarding which customers are impacted, which are not impacted, and when action may be required, while avoiding unnecessary alarm. | ||
| 4 | Will there be print collateral expectations or just digital files? If printed, who is | |||
| responsible for distribution? | IFB Section 1.1.3 | Illinois Department of Healthcare and Family Services may request digital‑only or printed materials depending on the needs of each campaign. Any requirements for printed collateral, including printing, quantities, delivery specifications, and distribution responsibilities, will be outlined for each required deliverable. If printing is required, the Vendor will be responsible for transportation and delivery unless otherwise specified for a particular required deliverable. See IFB section 1.1.3. | ||
| 5 | Are rate cards, benchmarks, or preferred media outlets available or prohibited? Ethnic | |||
| Media Markets? | IFB Section 1.1.4 | There are no pre‑established rate cards, benchmarks, or preferred/prohibited media outlets. See IFB Section 1.1.4. | ||
| 6 | What is the formal target audience definition for this campaign? | IFB Section 1.2.2 | For the HR-1 project Illinois Department of Healthcare and Family Services will define the formal target audience for each campaign deliverable. The audience is expected to include impacted, priority, and hard‑to‑reach Medicaid populations, but the final audience definition will be provided by Illinois Department of Healthcare and Family Services for each required deliverable. | |
| 7 | Will the State provide the insights gained from the audience research and segmentation | |||
| or is the contractor expected to perform this work from start to finish? | IFB Section 1.2.3 | Illinois Department of Healthcare and Family Services may provide existing audience‑research insights when available; however, the Contract does not predetermine whether Illinois Department of Healthcare and Family Services or the Vendor will supply the required research for the HR1 project. any given campaign. IFB Section 1.2.3. states that the Vendor shall perform services necessary to support the HRI Project. | ||
| 8 | The Scope of Work (Section 1.2) requires culturally responsive, linguistically accessible communications for diverse Medicaid populations, including those facing language barriers and historical distrust of medical or governmental institutions. Beyond the Attachment A requirement that bidders demonstrate accessible, plain-language messaging in past campaigns, what specific contractual obligations will require the awarded vendor to maintain senior multilingual strategists, established community relationships, and iterative community-based message testing throughout the Contract term? | Revised IFB Section 1.2.3.6 and Revised IFB Section 1.3.4.8.1 and 1.3.4.8.2 | Revised IFB Section 1.2.3.6. requires translation, language access, and accessibility services in compliance with applicable federal and State requirements throughout the duration of the contract. Revised IFB sections 1.3.4.8.1 and 1.3.4.8.2 outline specific language requirements. | |
| 9 | Besides the 14-day campaign plan deadline, are there expected launch windows or hard |
external deadlines tied to federal policy milestones? If yes, please provide further
| details and specifics regarding these. | IFB Section 1.3.4.1 | In addition to the 14‑day requirement for submitting a campaign plan when directed, Illinois Department of Healthcare and Family Services is targeting September 2026 for the paid campaign launch. Beyond the 14-day requirement for submitting a campaign plan when directed, the Agency does not set additional universal launch windows or fixed deadlines tied to federal policy milestones at the Contract level. Any required timing — including deadlines associated with federal Medicaid policy changes — will be established for each required deliverable through the media planning and campaign development process as outlined in IFB Section 1.3.4.1. | ||
| 10 | What is the State’s required timeline for reviewing and approving outreach materials | |||
| (creative, messaging, plans, etc.)? | IFB Section 1.3.4.2.3 | While the State does not does not set a single review timeline, Illinois Department of Healthcare and Family Services will make reasonable efforts to respond promptly in order to support the campaign timelines. All required review and approval periods will be defined for the required deliverable. Refer to IFB section 1.3.4.2.3. | ||
| 11 | When would you require the project to be completed? | IFB Section 1.3.4.2.3 | The Contract does not set a predetermined completion deadline for projects. All project timelines, including start dates, milestones, and required completion dates, will be defined during the development of the campaign. See IFB section 1.3.4.2.3 . | |
| 12 | How far in advance will media plans need approval before buy execution? | IFB Section 1.3.4.2.3 | There is no predetermined requirement for how far in advance media plans must be approved prior to buy execution. The required lead time will be established for the required deliverable, based on the campaign’s scope, timelines, and media strategy. Vendors should propose timelines that allow adequate review and approval before any media commitments are made. See IFB section 1.3.4.2.3. | |
| 13 | The Contract states that media buys may be required to be paid in advance, that the Vendor |
may invoice the State for media buys in advance as is customary in the industry, and that the Vendor shall have no obligation to contract for media buys without advance payment from the State.
Given the $6,300,000 media pass-through allocation, please clarify the advance payment process:
(a) How far in advance of a media placement may the Vendor submit an invoice for advance payment?
(b) What documentation is required to support an advance media payment invoice (e.g., executed insertion orders, approved media plan, vendor invoices)?
(c) What is Illinois Department of Healthcare and Family Services' expected turnaround time for processing and issuing advance media
| payments after a compliant invoice is received? | IFB Section 1.3.4.5.4 | See IFB invoicing section 1.3.4.5.4 | ||
| 14 | To enable accurate hourly-rate pricing, please provide a list of anticipated deliverables under this Contract, including expected media channels, creative formats, and | |||
| translation requirements (languages and number of translated versions per asset). | Revised IFB Section and subsections 1.3.4.7 and revised IFB Section and subsections 1.3.4.8 | Refer to revised IFB section 1.3.4.7. Digital and Social Media Services as well as the subsections for that section. Refer to revised IFB section 1.3.4.8. Translation, Language Access and Accountability Services as well as the subsections for that section. | ||
| 15 | What reporting tools or formats does Illinois Department of Healthcare and Family Services prefer or require? | IFB Section 1.3.4.10 | Illinois Department of Healthcare and Family Services does not require a specific reporting tool or template. See IFB Section 1.3.4.10 Performance Measurement and Reporting. | |
| 16 | Are there specific KPIs Illinois Department of Healthcare and Family Services considers “success metrics” beyond impressions | |||
| and reach (e.g., renewals, call volume, web actions)? | IFB Section 1.3.4.10 | No, there are no KPIs, please see reference IFB section 1.3.4.10, Performance Measurement and Reporting. | ||
| 17 | Section 1.2 requires standard performance reporting on impressions, placements, spend, and similar media metrics. Will Illinois Department of Healthcare and Family Services apply additional outcome benchmarks — such as reach into specific priority populations, comprehension among limited-English-proficiency audiences, or coverage continuity outcomes — to assess whether the awarded vendor’s communications are effectively reaching impacted Medicaid populations, and if so, will those benchmarks be established at Contract execution or developed during performance? | IFB Section 1.3.4.10 | Please see reference IFB section 1.3.4.10, Performance Measurement and Reporting. | |
| 18 | Is there a sample report format for the campaign KPIs? | IFB Section 1.3.4.10 | IFB Section 1.3.4.10. addresses Performance Measurement and Reporting | |
| 19 | If the contractor performs the research, what is the State’s expectation regarding the |
data it seeks to gather? Media preferences? Messaging effectiveness? Demographic breakdown? Geographic distribution? Other? IFB Section 1.3.4.10; 1.3.4.10.1 and 1.3.4.10.2 See IFB Sections: 1.3.4.10 which states that the Vendor shall collect, and report performance data specified by the Agency, including spend, impressions, placements, and outcome metrics, in the format required by the Agency.
1.3.4.10.1 Reports shall include, at a minimum, key performance metrics, analysis of campaign performance, trend analysis, and recommendations for optimization and improving campaign effectiveness.
1.3.4.10 At a minimum, the Vendor shall provide performance reports monthly, unless otherwise directed by the Agency.
| 20 | Please provide any existing research, personas, or prior Medicaid outreach assets | |||
| vendors should build from. Are there any Branding and Style Guides available? | IFB Section 1.3.5 | Please refer to IFB 1.3.5 section and subsections - Ownership; Intellectual property. | ||
| 21 | Is there any existing branding the campaign materials need to comply with? | Revised IFB Section 1.3.5.2 | Per revised IFB, section 1.3.5.2 Illinois Department of Healthcare and Family Services maintains existing branding guidelines that vendors must follow. Branding materials and instructions will be provided by Illinois Department of Healthcare and Family Services to the Awarded Vendor.. Any campaign‑specific branding requirements will be defined for the required deliverable. All creative materials must comply with Illinois Department of Healthcare and Family Services brand standards and are subject to Illinois Department of Healthcare and Family Services review and written approval prior to use. | |
| 22 | Are there restrictions on imagery, tone, or spokesperson usage beyond plain language | |||
| and accessibility requirements? | Revised IFB Section 1.3.5.2 | Illinois Department of Healthcare and Family Services maintains branding guidelines that include specific requirements for imagery, tone, and visual style. See Revised Section 1.3.5.2 of the IFB. | ||
| 23 | Are you open to developing a new sub brand for this campaign? | Revised IFB Section 1.3.5.2 | Illinois Department of Healthcare and Family Services maintains existing branding guidelines that all campaign materials must follow. Any branding specific to this campaign will be aligned with the Agency's overall established brand and will be established during campaign development. per IFB Section 1.2.4. | |
| 24 | What are examples of the milestones to be used for progress measurement? | IFB Section 1.4 | The Contract does not establish a predefined list of milestones. Reference IFB section 1.4: Milestones and Deliverables for requirements. | |
| 25 | Under what circumstances would Illinois Department of Healthcare and Family Services consider the awarded vendor’s communications approach insufficient to the needs of Illinois’s Medicaid population, and which specific remedies under the Failure to Perform provision (Section 1.3) and the Termination for Cause provision of the Contract would Illinois Department of Healthcare and Family Services invoke in response? | IFB Section 1.4.5.1 | See IFB Section 1.4.5.1., Failure to meet required milestones or deliverables under this contract, may constitute a material breach of this Contract and may result in remedies including, but not limited to, corrective action, reduction or withholding of payment, or Contract termination, as determined by the Agency. | |
| 26 | The HRI Project addresses federal Medicaid policy changes scheduled to take effect beginning January 2027, during which campaign messaging may require rapid adjustment in response to evolving federal guidance, regulatory clarifications, or operational realities. What contractual mechanism ensures that the awarded vendor — selected primarily on the basis of lowest hourly rates — will have the bandwidth and senior-level capacity to provide proactive strategic support, rather than reactive execution only, throughout the duration of the policy transition? | IFB Section 1.5; Vendor Qualifications and subsections | Illinois Department of Healthcare and Family Services requires Vendors to maintain sufficient organizational and staffing capacity throughout the Contract term, including experienced Key Personnel who may not be replaced without approval as outlined in IFB Section 1.5.9.3. | |
| 27 | Section 1.5.4 requires that qualifying campaigns meet all four criteria: (1) sponsored by a |
federal, state, or large local government entity; (2) served a statewide or multi-regional audience; (3) included paid media planning and placement; and (4) included plain-language messaging for diverse or low-income populations. Section 1.5.6 further specifies that qualifying experience must have been performed by the bidding Vendor entity as the prime contractor.
(a) For purposes of criterion (1), what constitutes a "large local government entity"? Does this include county governments, regional transit authorities, large municipal health departments, or other governmental subdivisions? Please provide guidance on the threshold or definition intended.
(b) When documenting qualifying campaigns on Attachment A, is Illinois Department of Healthcare and Family Services expecting supporting documentation (such as contracts, insertion orders, or client letters confirming prime contractor status) to be submitted with the bid, or will documentation only be requested during a post-submission verification process? Revised IFB Section 1.5.4.1 and revised Attachment A Illinois Department of Healthcare and Family Services will evaluate responsiveness based on the information provided in Revised Attachment A and the applicability of the referenced experience to the solicitation requirements.
Vendors are required to submit a completed Revised Attachment A – Vendor Qualifications Certification with the bid submission. Supporting documentation is not required at the time of bid submission unless otherwise requested by Illinois Department of Healthcare and Family Services. Illinois Department of Healthcare and Family Services reserves the right to conduct verification and request additional supporting documentation as part of its responsiveness review or post-submission verification process. A large governmental entity may include, a federal, state, county government, municipal government body; regional transit authority; and public health department, or large local government entity; but not be limited to, a state agency; county, city or other municipal governmental body; regional transit authority; and public health department.
| 28 | Are we able to include nonprofits as campaign experience for Attachment A? | IFB Section 1.5.4 | Experience must meet the requirements outlined in the solicitation. See IFB Section 1.5.4. Nonprofit‑sponsored campaigns do not meet this requirement unless the nonprofit was formally acting on behalf of a qualifying government entity and the Vendor held the prime contract with that government sponsor. | |
| 29 | Will Illinois Department of Healthcare and Family Services supply core policy messages or FAQs, or is the vendor expected to draft | |||
| initial policy interpretations for approval? | IFB Section 1.5.9.1.2 | Illinois Department of Healthcare and Family Services will provide all core policy messages, determinations, and any necessary FAQs. See IFB Section 1.5.9.1.2 Creative Lead. | ||
| 30 | The Contract requires the Vendor to submit proposed Key Personnel (Project Manager, |
Creative Lead, and Media Lead) to Illinois Department of Healthcare and Family Services for review and approval within seven (7) business days after notice of award.
(a) What is Illinois Department of Healthcare and Family Services' expected timeline for reviewing and responding to proposed Key Personnel submissions? Is there a defined review period within which Illinois Department of Healthcare and Family Services will approve or reject proposed personnel?
(b) If Illinois Department of Healthcare and Family Services does not approve a proposed Key Personnel, will the Vendor be provided with written feedback identifying the basis for non-approval and an opportunity to propose a replacement? If so, will the Vendor be afforded additional time to submit a replacement without being considered in breach of the Contract?
(c) Does the 14-calendar-day deadline for submission of the campaign plan run concurrently with the Key Personnel approval process, or does it begin only after Key Personnel have been
| approved by Illinois Department of Healthcare and Family Services? | IFB Section 1.5.9.2 | IFB Section 1.5.9.2 states that the Vendor shall submit to the Agency, for review and approval, Key Personnel within seven (7) Business Days after notice of award. Key Personnel must remain available at Contract commencement and be assigned to perform services under this Contract unless otherwise approved by the Agency. There is not a defined review period, however, this is a key priority and the Department will expedite review as much as possible. | ||
| 31 | The media buy does not allow for any markup or commission. | |||
| Should we assume these costs associated with placing media buys must be reflected as part of the labor hours and rates? | IFB Section 2.3 | Media purchases must be billed at actual cost with no markup, as stated in the solicitation. Vendors should therefore include any labor associated with planning, managing, and placing media buys within their proposed hourly rates and labor categories. | ||
| 32 | Do you have the number of Federal Medicare Members for the state of Illinois by Illinois Regions, Central, Chicago, etc.? | Medicare by Regions | HFS will be able to provide the awarded vendor a high-level geographic breakdown showing where Illinois Medicaid customers reside. | |
| 33 | What level of iteration is typical during creative review cycles? Anticipated | |||
| review/approval process with Department and GO? | Review/Approval | There is no predetermined number of creative review iterations. | ||
| 34 | Does the State require the contractor to conduct focus groups to assess creative | |||
| samples and messaging? | Focus Groups | The State does not require the vendor to conduct focus groups. |
IFB Questions and Answers Amendment
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