STATE OF OREGON

OREGON HEALTH AUTHORITY

QUESTIONS & ANSWERS SET #2

Request for Proposals (RFP) 6189:

Strategic Communication Services for Family Connects Oregon

(OregonBuys Bid #S-44300-00015141)

Date of Issuance: December 17, 2025

Opening Date and Time (Proposals Due):

February 16, 2026 at 3:00 PM (Pacific Time)

Single Point of Contact (SPC): John F. Gardner Phone (voice) 503-509-5698 E-mail: john.f.gardner@odhsoha.oregon.gov

The following questions were received regarding RFGP 6189 and OHA responds as follows. Unless otherwise indicated, all Section number references in this document are to Sections of RFP 6189 posted on OregonBuys Bid Number S-44300-00015141. As used in RFP 6189 and in this document, “OHA” refers to the State of Oregon, acting by and through the Oregon Health Authority (OHA), Public Health Division, Family and Child Health Section.

Question # RFP Section (Page #) Question

1. General Question We know there has been previous Family Connects Oregon Communications and Paid Advertising procurements. Is this RFP a mandatory recompete which is why you are posting the solicitation?’

OHA Response to above question:

OHA is issuing this competitive RFP Oregon Public Procurement Rules to seek Responsive Proposals that the OHA Evaluation Committee can evaluate to determine and select the highest-ranking Responsible Proposer for a Contract award for this project.

mailto:john.f.gardner@odhsoha.oregon.gov

Questions & Answers, Set #2 re: RFP 6189: Strategic Communication Services Page 2 of 9 for Family Connects Oregon (OregonBuys Bid #S-44300-00015141)

2. Section 1.1 Introduction, page 4;

Section 2.4 Scope of Work Overview, (Page 11)

Incumbent Agency or Contractor:

Have you contracted with an agency or contractor for services related to this scope of work in recent years, and if so, is there an incumbent agency or contractor currently supporting Family Connects Oregon communications?

Yes, OHA’s most recent contract supporting Family Connects Oregon communications regarding Universally offered Home Visiting expired on 12/31/2025.

3. Section 2.4 Scope of Work Overview (Page 11); Section

2.4.4 Website Maintenance, (Page 14)

Website Redesign vs. Maintenance Scope: Section 2.4 includes website-related services within the scope of work, however Section 2.4.4 (page 14) notes that the FCO website was redesigned in Spring 2025.

Can you clarify whether the intended scope should focus primarily on ongoing website maintenance (e.g., content updates, optimization, accessibility compliance), or if any additional redesign or structural updates are anticipated during the contract term?

OHA Response to above question:

The work described in Section 2.4.4 is primarily ongoing maintenance of FCO’s external website, www.familyconnectsoregon.org. No additional redesign or structural updates are anticipated during the Contract term

4. Section 2.4 Scope of Work Overview (Page 12)

Re: Translation and Language Requirements: Page 12 includes a list of languages for translation and transcreation services.

Are these languages required for all http://www.familyconnectsoregon.org/

Questions & Answers, Set #2 re: RFP 6189: Strategic Communication Services Page 3 of 9 materials developed under this scope of work, or will translation needs be determined on a case-by-case basis by

OHA?

OHA Response to above question:

At a minimum, all public-facing materials created by the Contractor must be transcreated into Spanish, but transcreation into other languages listed on Page 24, may be required upon OHA request.

The Contractor may also be required to transcreate other materials (not public facing) on a case-by-case basis as requested by OHA.

5. Section 2.4.2 Brand Strategy and Management (Page 13)

Use of Existing Brand in Campaign Concepts: Given that FCO has an established brand and Section 2.4.2 notes that rebranding is not required, can you confirm whether it is acceptable to propose social marketing campaign concepts that are grounded in the existing FCO brand but incorporate campaign-specific visuals, messaging, and creative executions?

OHA Response to above question:

Yes, this is acceptable.

6. Section 2.3.2 Project Overview and Background, (Pages 9–10)

Availability of Program Research and Data:

Is there existing research available related to the implementation of the FCO program to date, such as participant satisfaction, demographic data, enrollment trends, or prior campaign performance metrics, that Proposers may reference when developing their approach?

OHA Response to above question:

Annual evaluations of FCO have been completed by an independent evaluator and campaign performance metrics were developed and tracked by OHA’s prior FCO communications

Questions & Answers, Set #2 re: RFP 6189: Strategic Communication Services Page 4 of 9 contractor; and both can be provided to the Proposer that is awarded the Contract from RFP 6189.

7. Section 2.4.5 Strategic Communications Technical Assistance and Training, (Page 14)

Technical Assistance and Training Audience

• For the Technical Assistance and Training described in Section 2.4.5, can you clarify the primary intended participants (for example, job roles or titles at FCO Sites and OHA)?

• Additionally, should the virtual one-on-one consultation described in this section be considered part of the overall TA scope, or as a separate service?

OHA Response to above question:

Technical Assistance services may be both training as listed in the RFP Section 2.4.5 and separate virtual 1:1 Technical Assistance to FCO sites and OHA, as needed.

8. Section 2.4.3 Campaign Development and Implementation (Page 13);

Section 3.3.5 Price Proposal Requirements (Page 21)

Paid Media Budget Expectations

Is there a minimum amount or percentage of the overall contract budget that is expected to be allocated toward paid advertising and media buys as part of campaign development and implementation?

OHA Response to above question:

There are no such minimum amounts or percentages for the Price Proposal, and the amount to be budgeted for paid advertising and media buys will be determined during the project plan development detailed in RFP Section 2.4.1.

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9. Section 3.3.4.3 Project Implementation and Management Plan (Page 20)

Management Plan Submission Expectations:

• Can you elaborate on the submission expectations for the Management Plan outlined in Section 3.3.4.3?

• Specifically, what level of detail is most helpful to OHA when evaluating project management structure, workflows, roles, and coordination across the Scope of Work?

OHA Response to above question:

The Proposer’s Project Implementation and Management Plan should be sufficiently comprehensive and detailed to allow OHA to understand the proposed management approach to coordinating and completing the Work.

10. Section 2.4 Scope of Work – Overview (Page 11)

• Do you have an existing social media platform tool that the Contractor will be expected to use for social media editorial calendar planning, posting, and monitoring?

• If so, can you share the name of the tool that will need to be used by the Contractor?

OHA Response to above question:

OHA currently uses and prefers to continue using HootSuite for posting materials on Facebook and Instagram.

11. Section 2.4.3 Campaign Development and Implementation (Pages 13–14)

Are there additional platforms outside of the standard social media channels (Facebook, Instagram, LinkedIn, X) that will need to be maintained and monitored for the Contract?

OHA Response to above question

There are no additional platforms outside of the standard social media channels.

Questions & Answers, Set #2 re: RFP 6189: Strategic Communication Services Page 6 of 9

12. Section 2.4 Scope of Work – Overview (Page 11) and Section 2.4.4 Website Maintenance (Page 14)

Section 2.4 states that a website redesign is desired for the https://www.familyconnectsoregon.org / site, but any other mention of website work in the RFP refers to maintenance of the website.

Is a full website redesign desired for the Contract, or will the website work only consist of maintenance items listed under Section 2.4.4?

OHA Response to above question:

As stated in response to Question 3. Above, only website maintenance, no additional redesign or structural updates are anticipated during the Contract term,

13. General Question You want to continue using the same brand and communication infrastructure, and you hope to increase success metrics.

If the brand is working, what are you seeking in outreach and engagement, beyond the current infrastructure developed with OHA’s prior FCO communications contractor, to increase your metrics?

OHA Response to above question:

OHA seeks a Contractor to develop and implement continued paid and social media campaigns to elevate the brand and public knowledge of FCO.

14. General Question Your aim is to increase Oregonians’ awareness, acceptance, and use of FCO services.

What are the barriers you face right now to each of those, for both potentially participating families and for hospitals and providers?

Questions & Answers, Set #2 re: RFP 6189: Strategic Communication Services Page 7 of 9

1) Not all counties are FCO sites, thus impacting consistent statewide messaging

2) FCO is still relatively new and people are just beginning to learn about it, and continued work is needed to increase knowledge

3) State and local media are just beginning to cover FCO (in the last year or so)

4) Work is still needed to gain FCO brand recognition

5) There are many different audiences for FCO communications:

a. All families

b. Hospitals and other medical providers

c. Other home visiting systems

d. Funding partners

e. Early childhood system

f. Tribes

g. Community Based Organizations

h. Internal state partners

15. General Question Your website indicates that Family Connects International metrics indicate that 70% of families choose to participate.

• What are the numbers in Oregon, and to what do you attribute any difference?

• Of the families that do participate, are the demographics what you seek in terms of health equity?

OHA Response to above question:

- The percentage of families who participate in FCO varies from site to site and from month to month for each site, ranging from about 15% to sometimes as high as 60% (model fidelity).

- There are various factors that contribute to population reach, with hospital partnerships a significant factor. When sites can recruit families at bedside (in the hospital right after birth), they are more likely to participate in FCO, thus we continue to work on improving hospital partnerships.

- The program is for every family and the goal is to normalize the FCO program for all families regardless of income or other demographics. At the same time, OHA continues to focus on equitable approaches to program implementation.

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16. Section 2.4 Scope of Work - Overview (Page 11)

In section 2.4 SCOPE OF WORK, Overview, you mention that “Recently, FCO has made significant progress towards increasing FCO knowledge.”

• Can you share more about the increase and any insights on why that has happened?

• If that increase in knowledge is not translating to use, do you know why?

OHA Response to above question:

- The recent statewide communications campaign is contributing to increased knowledge.

- It is too early to know if the increased knowledge is translating to use, but anecdotally it does seem to be increasing demand.

17. General Question Are there opportunities to shift the “product,” or the actual program offering, if elements of it (e.g. enrollment process, services offered, cultural relevance, etc.) is a barrier to use?

OHA Response to above question:

FCO uses an evidence-based model and thus the program must adhere to implementation requirements. There are some elements that are not set by the model, however, such as approaches to family recruitment.

18. Section 2.3.2 Project Overview and Background (Page 10, ¶ 8.)

Is there any data/feedback from the launch of FCO in eight Oregon communities available?

OHA Response to above question:

The program is currently available in 12 counties, and we do have post visit data that show families are happy with and would recommend the service.

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19. Section 2.3.3 OHA’s Purpose and Goals (Page 10, ¶ 2)

Section 2.3.3 refers to implementing campaigns that will reach “families where FCO is offered.”

• Is it now offered throughout the state?

• Would there be a desire to limit audience geography?

OHA Response to above question:

At this time, FCO is offered in 12 counties and will expand to 1 more in 2026 and potentially additional counties in the next few years. The communications campaign audience is limited to where the program is available.

20. Section 2.4 Scope of Work (Page 11, ¶ 1)

Will the Contractor have access to the brand strategy research mentioned in Section 2.4 Scope of Work, p. 11, paragraph 1?

OHA Response to above question:

Yes

21. Section 2.4 Scope of Work (Page 11, 5th bullet item)

• Where are the existing FCO sites?

• Will there be more?

• If so, when and where?

OHA Response to above question:

See the existing sites here: https://www.familyconnectsoregon.org/find-an-fco-near-you As shown on the map, a 13th county is scheduled to start offering services in 2026, and OHA will potentially add additional counties in the next few years.

22. Section 2.4.3 (Page 13, ¶ 1) Are we limited to digital advertising or is traditional advertising optional)?

OHA Response to above question:

Traditional advertising is an option.

https://www.familyconnectsoregon.org/find-an-fco-near-you