Request for Proposals.pdf

April 7, 2025 Page 1

REQUEST FOR PROPOSALS

ARC'S AGING & INDEPENDENCE SERVICES' REQUEST FOR TARGETED

OUTREACH TO SUPPORT EMPOWERLINE

INTRODUCTION

The Atlanta Regional Commission (ARC) is seeking proposals from firms that work in the field of communications, branding, marketing, media planning and plan implementation. The firm will assist ARC in creating a communication and marketing plan to enhance the number of older adults, adults with disabilities, and caregivers in the aforementioned target audience(s) within lower life expectancy census tracks with the greatest economic and social needs. Empowerline is a service in the 10-county metro Atlanta region that connects adults over age 60 and people with disabilities with resources to help them live more independently.

The scope of services for the Request for Proposals (RFP) includes creating clear and compelling messaging to better communicate Empowerline resources, enhance program visibility, and develop and execute outreach strategies. The selected RFP recipient will foster initiatives that will drive awareness, drive understanding, and drive traffic & inquiries for Empowerline.

ARC is seeking to foster community outreach and knowledge of Aging and Independence Services regarding key target segments as indicated below:

1. Lower Life Expectancy Census Tract within Live Beyond Expectations (LBE) designations

2. Caregivers (Local and Remote)

3. Aging Caregivers

4. Adults with Disabilities

5. Aging with Chronic Condition - Inclusive of Evidence-Based Programs and Health

Promotion/Disease Prevention

6. Aging in Place

7. Active Agers – Inclusive of Evidence-Based Programs and Health Promotion/Disease

Prevention

The target audience includes adults ages 60 and over, adults with disabilities, and care partners with a focus on people of these groups residing in communities identified by ARC as being under-enrolled in Empowerline services. ARC intends to award a contract for work to be started in the second quarter of 2025. Any execution of the contract amendment options could include a shift in how the work and funds are allocated among the tasks.

APPLICANT ELIGIBILITY

Individuals and organizations, whether for-profit or not-for-profit, having the appropriate experience and specific expertise necessary to carry out the duties and responsibilities outlined herein are eligible. All who submit a proposal must have demonstrated similar project experience to be eligible for consideration and must also have a clear and demonstrated understanding of the core work of the Atlanta Regional Commission Aging & Independence Services Department.

https://atlantaregional.org/ http://www.empowerline.org/

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ARC reserves the right to check all references furnished and consider the responses received in evaluating the proposals.

At a minimum, but not limited to, the selected firm will be required to adhere to the following:

• General Financial Requirements & Assurances

• Required Certificates of Insurance

• Assurance of Compliance with Title VI of the Civil Rights

Act of 1964

• Assurance of Compliance with Section 504 of the Rehabilitation Act of 1973, as Amended, and the Americans with Disabilities Act of 1990

• Disclosure of Lobbying Activities Form

• Certifications Regarding Debarment, Suspension and Other Responsibility Matters; Drug-

Free Workplace Requirements; and Lobbying

CONFIDENTIALITY AND CONFLICT OF INTEREST

ARC is subject to the Georgia Open Records law. All proposals submitted will become public records to be provided upon request. Any information containing trade secrets or proprietary information, as defined by state law, must be marked as confidential to prevent disclosure.

Confidential markings must be limited to the protected information. Entire proposals marked confidential will not be honored. Additionally, conflicts of interest are governed by the ARC Standards of Ethical Conduct available here: Standards of Ethical Conduct. Respondents must disclose any potential conflicts of interest that may arise from the provision of services described herein. Such disclosure should include the name of the individual(s) with whom there is a conflict, any relevant facts to the potential conflict, and a description of the internal controls proposed to mitigate any such conflict. ARC’s Staff Legal Counsel will determine whether such disclosure presents a potential organizational conflict of interest that should preclude award to the respondent.

PROPOSAL FORMAT AND CONTENT

Interested firms should submit a proposal that addresses the factors and recent work to clarify what Empowerline does, to better understand its audiences, and to communicate with these audiences. The Proposer must provide a detailed breakdown of the proposed budget in the format of Attachment B (See Attached).

Firms must respond to this RFP with a proposal sent electronically in either a PDF file or Microsoft Word compatible word processing format.

ARC anticipates that a contract will be awarded by the second quarter of 2025. All work must be completed, and all funding invoiced by September 15, 2025. The successful firm or team of firms should be prepared to begin work immediately. ARC reserves the right to award all or part of the available funds for this project.

https://cdn.atlantaregional.org/wp-content/uploads/arc-standards-of-ethical-conduct.pdf

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Proposals must include the following information:

1. Legal name of the firm.

2. Point of contact (name, title, phone number, mailing address, and email address) at lead firm.

3. Qualifications and technical competence of the firm(s) in the type of work required.

4. Description of experience on similar projects including a list of at least 3 references within the past 5 years, with current contact information.

5. Listing of key project personnel and their qualifications.

6. Geographic location of the firm's office performing the work.

7. A detailed description of the technical approach proposed for accomplishment of the work.

8. A proposed schedule and work plan for the accomplishment of the work described in this

RFP.

9. A proposed project budget in the format at Attachment B to this RFP.

10. Any other pertinent information.

PROPOSAL EVALUATION

The review of written proposals will be based on the following evaluation criteria, with the relative weights in parentheses:

1. Related experience, qualifications, and references of the firm(s) and project staff (25%)

2. Technical approach, including research, interviews, data mining, etc. (25%)

3. Work plan and schedule (25%)

a. Note: This includes the firm's ability to demonstrate a balanced workload for its staff to carry out its responsibilities to ARC in balance with any other contracts the consultant may have.

4. Proposed budget (25%)

The selected Contractor must have a proven track record of outreach demonstrated within the proposal that includes:

• Creative work

• Planning and administration, including budget tracking and timelines

• Demonstrated Return on Investment (ROI)

• Working within defined budgets

In addition to technical and industry skills, the Contractor should possess:

• Keen organizational ability

• Creative ability

• Technical interest

• Financial acumen

• Strong writing and presentation abilities

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• Computer skills: Familiarity with the most used components of the Microsoft Office suite of software (Word, Access, Excel, and Power Point), project management software, and Eventbrite advanced functions

• An ethical and moral grounding

• Understanding of, and commitment to, metro Atlanta

PROPOSAL SUBMITTAL

Questions should be submitted via email to Sharise Byrd no later than 3:00 p.m. EST Monday, May 5, 2025, to sbyrd@atlantaregional.org. All questions received, and responses to those questions will be sent by email by 4:00 p.m. EST on Monday, May 12, 2025.

ARC must receive (1) copy in digital format (sent to sbyrd@atlantaregional.org), either in Microsoft Word or PDF format, no later than 4:00 p.m. EST on Monday, May 26, 2025.

• RFP release date: April 23, 2025

• Deadline for questions: May 5, 2025

• Proposals due: May 26, 2025

• Contract award: June 2025

Proposals shall not exceed a total of 15 pages (8.5 x 11) printed double-sided, inclusive of resumes and firm experience. Covers, end sheets, budget exhibits, and an introductory letter shall not count against this maximum. Font size shall be a minimum of 12 point in all cases.

If interviews are necessary, a short list of firms will be invited to participate in an interview process with an evaluation committee to be scheduled in April. ARC will confirm a specific interview date and time with those selected firms. ARC reserves the right to award this contract based on initial proposals received without formal interviews and to award all or part of this project to one or more firms.

ARC reserves the right to select for contract or for negotiations a proposal other than that with the lowest cost, to reject any and all proposals or portions of proposals received in response to this RFP or to make no award, to waive or modify any information, irregularity, or inconsistency in proposals received, to request modification to proposals from any or all proposers during the contract review and negotiation, and to negotiate any aspect of the proposal with any proposer and negotiate with more than one proposer at the same time.

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ATTACHMENT A: SCOPE OF WORK

I. General

The work to be accomplished by the Contractor(s) is in support of the following ARC work program component: ARC's Aging & Independence Services Group, which serves as the federally designated "Area Agency on Aging" for metro Atlanta.

ll. Organizational Background

The Contractor shall perform all the necessary services provided under the scope of work within the Atlanta Region (10-county metro area). This planning region encompasses the City of Atlanta and 10 metro counties: Cherokee, Clayton, Cobb, DeKalb, Douglas, Fayette, Fulton, Gwinnett, Henry, and Rockdale.

The Atlanta Regional Commission is the planning agency for the metro Atlanta region and serves as the fiscal and administrative agent for the Area Agency on Aging/Aging & Independence Services Group. As such, the Area Agency on Aging/Aging & Independence Services Group is charged with implementing the federal Older Americans Act across the region to provide a wide range of services and programs for adults ages 60 and over so they can live independent lives.

In implementing the OAA, Aging & Information Services provides trustworthy information and resources to adults over 60, adults with disabilities and their caregivers so they can connect with the services they need. These services include transportation, meal delivery, respite care, in-home care, behavioral health resources, and many other supports that will help these adults live independently in their homes. The goal is to improve the lives of metro Atlanta residents of all ages, income levels and abilities.

Metro Atlanta's population is aging fast. In 2019, 1 in 8 residents of the region were 60 and older.

By 2050, this population will triple to 1.8 million, representing 1 in 4 residents.

Most residents want to stay in their homes and communities as they age, but lack of access to transportation, pedestrian-friendly neighborhoods, and affordable housing make it hard for many Atlantans to age at home. That's where the work of the Aging & Independence Services comes in, maximizing the independence, health and well-being of older adults, adults with disabilities, and their caregivers.

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The critical outreach tool of Aging & Independence Services is Empowerline, "your resource for aging, disability, and caregiver needs in metro Atlanta." Empowerline is a free resource that connects our targeted audiences with the local services they need. It is a consumer-facing tool and has a self-search mechanism so clients can search what they’re looking for in their community.

Ill. Project Background

Empowerline is the consumer-facing brand for a powerful tool that connects older adults, adults with disabilities, and their caregivers in the 10-county metro area with resources that are close and accessible to them.

Empowerline was created so that it's easy to navigate and understand, and so that clients can get in touch with a certified, trained information specialist via phone, online chat or email to find the services they need. The consultation with the Empowerline specialist is free, but cost of service depends on the service the clients need and their financial situation. Empowerline aims to be the go-to destination for all metro Atlanta residents ages 60 and older, adults with disabilities and their caregivers who are seeking info and resources to live more independent lives.

These resources are meant to make their lives easier, to be able to stay living at home, to live more independently. It is a brand that was refreshed about three years ago to make it easier for the intended audiences to connect with resources. Empowerline is federally funded through the Older Americans Act. It aims to eliminate barriers (i.e., lack of information, limited financial resources, language assistance) that keep the intended audiences from accessing services. In 2022, ARC worked with a creative firm to help us understand the target audiences as well as design media plans for the website.

This assignment calls for building upon previous Empowerline work. Before fully activating departmental agency outreach, ARC is seeking firms to assist with creating key messages that offer an optimal user experience and deploy outreach strategies to drive user awareness, interest, and participation.

The new messaging should do the following:

• Include Geographical Targetable considerations, such as:

1. Buy limited searches within specific zips/areas, especially targeting the 7 key segment groups

2. Purchase multiple forms of geographical/location data

3. Align targeted messages with designated zip codes, cenus tracts, and/or vicinities with a traffic of buy

4. Research multiple forms of geographical/location data for purchase

5. Research purchasing list to be bought on a sub-zip basis

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• Utilize lower life expectancy census tracts data:

Lowest Life Expectancy Tracts County Name Census Tract ZIP Code(s) Neighborhood/ Area Name

Life Expectancy

Cherokee 13057090601 30115, 30114 Phillip Landrum Memorial Highway & Hickory Flat Highway 75.6

Clayton 13063040414 30297, 30236 Old Dixie Way/Holiday Hills 71.4

Cobb 13067031308 30126, 30168 Veterans Memorial Highway/

Mableton Parkway 73.2

DeKalb 13089021913 30083, 30087 Stone Mill Run 68.4

Douglas 13097080404 30180, 30187, 30134 Veterans Memorial Highway &

Brewer Road 72.5 Fayette 13113140406 30214, 30238 Wellington Manor 77.3 Fulton 13121002300 30314, 30318 Bankhead/English Avenue 63.6

Gwinnett 13135050435 30047 Beaver Ruin Road &

Lawrenceville Highway 73.7

Henry 13151070113 30281 Cochran Park 72.1

Rockdale 13247060102 30012, 30013, 30052, 30039

Hi Roc Shores 75.6

Examples of lower life expectancy census tracts are indicated below:

• Fulton County 3 lowest life expectancy neighborhoods and life expectancy

1. Bankhead/English Avenue – 63.6

2. Mechanicsville – 65.6

3. Thomasville Heights – 67.1

• DeKalb County 3 lowest life expectancy neighborhoods and life expectancy

1. Stone Mill Run – 68.4

2. Flat Shoals Rd & Candler Rd – 69.1

3. Snapfinger/S, Hairston Rd – 70.9

• Consider messaging to organizations, coalitions, places of worship, non-profit organizations, and other entities within lower life expectancy census tracts, such as:

1. Veterans Clinics/Services

2. Health Centers/Community Clinics

3. Social Workers

4. Doctors’ Offices/Healthcare Providers

5. Community Agencies

6. Behavioral Health Centers

7. Homeless Centers

8. Food Banks

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9. Senior Residences – Independent Living/High Rises

10. Senior Living – Assisted Living/Nursing Homes

11. Community Coalitions

12. Neighborhood Planning Units - NPUs

13. Organizations providing services for Grandparents raising Grandchildren/Kinship

Care

14. Department of Family and Children Services

15. Local pharmacies – Walgreens/CVS/Publix/Kroger

16. Places of worship

17. Caregiver agencies/organizations

18. Wellness based centers

19. Mobility and transportation organizations

20. Parks and Recreation Facilities

21. YMCAs/YWCAs

22. Boys and Girls Clubs/Big Brother/Big Sister

23. Public Libraries

• Provide options for messaging and potential costs for dissemination of messaging consisting of various mediums such as, but not limited to:

1. Website

2. Social Channels/Video/Ads

3. Flyers/ Postcards

4. Email/ Newsletter

5. Direct Mail

6. Radio/Audio

7. TV

• Increase engagement and enrollment in Evidence-Based Programs (EBP) that promote healthy aging by focusing on chronic disease management and healthy living related to nutrition, physical activity, and positive aging. EBP workshops include research tested deployment of methodologies to improve health, enhance quality of life, increase physical activity, improve mood, and gain confidence in managing health conditions, caregiving, and overall aging.

• Position Empowerline as the "go-to," most comprehensive, most trusted source of information and resources across the metro area for older adults, adults with disabilities and their caregivers who wish to live more independent lives

• Increase engagement with Empowerline website

• Increase enrollment in the programs and services that Empowerline is connecting the clients to primary audiences:

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1. Adults 60 and older, adults with disabilities, and their care partners in the 10-county metro area who have limited resources and face barriers to accessing services they need to live more independent lives.

• Once a Contractor is selected, the workflow will be as follows:

Kick-off Meeting and Bi-Weekly Progress Meetings

• The Contractor and ARC staff will hold a kick-off meeting at ARC offices to introduce the teams involved, discuss the scope of work, confirm the process to complete the work within the required timeframe, and clarify the roles and expectations of all involved. Bi-weekly progress meetings will be held between the Contractor and ARC (in person or electronic).

Work Plan

• Once we have the initial meeting, the Contractor will come up with a plan that highlights goals and deadlines.

Messaging

• Includes identifying and developing core messages and specific messages for digital and non-digital assets.

Outreach

• Deploying messaging to the 7 key target groups to drive knowledge and awareness as well as user maximize self-service and raise the visibility of Empowerline.

Create key messaging and develop a variety of core messages for Empowerline for various outreach mediums (website, digital ads, brochures, etc.)

40%

Dissemination of outreach materials to targeted audiences 60%

Note: The estimates listed above are preliminary and actual costs by task may vary so long as the total contract value does not increase. Any change to the budget

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ATTACHMENT B

COMPENSATION AND METHOD OF PAYMENT

Compensation: In no event will the total compensation and reimbursement, if any, to be paid to the Consultant under this contract exceed the sum of $67,000.00. A breakdown of this budget is listed in “Attachment B-1, Contract Budget,” which is attached to and made part of this contract for financial reporting, monitoring, and audit purposes.

Method of Payment: The following method of payment will be used for this project:

Progress Payments: The Consultant shall be entitled to receive progress payments on the following basis. On a monthly basis during the existence of this contract, the Consultant shall submit to ARC an invoice for payment documenting work performed during the invoice period.

Any work for which payment is requested may be disallowed at ARC’s reasonable discretion if not properly documented in the required monthly progress report. Invoices properly submitted shall be paid or rejected within 45 days of receipt by ARC.

Invoices shall be submitted to:

Program managers contact information:

Sharise Byrd 229 Peachtree St NE, STE 100 Atlanta, Georgia 30303 SByrd@atlantaregional.org

Final Payment: Final payment shall only be made upon determination by ARC that all requirements hereunder have been completed. Upon such determination and upon submittal of a final invoice, ARC shall pay all compensation due to the Consultant, less the total of all previous progress payments made.

Consultant’s final invoice and final narrative progress report must be received by ARC no later than fifteen days after the project completion date specified in the contract. ARC may, at its discretion, disallow all or part of a final invoice received after this deadline.

Invoices: ARC shall make payments to the Consultant as the work progresses but not more often than once a month. Invoices shall be submitted to ARC by the 10th day of each month to the above listed contact. Invoices shall include a description of work completed, and percentage of work completed, amount previously billed, a unique invoice number, the period of performance in which the work completed took place, and a valid payment address. ARC may, at its discretion, disallow all or part of a payment of an invoice received after this deadline or determined to be incomplete.

mailto:SByrd@atlantaregional.org

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Invoices shall also include payments to approved subcontractors. It should be noted on the invoices if a subcontractor is a DBE/MBE/WBE.

The following are approved Subcontractors:

Name Subcontract Amount

For contracts involving funds from the U.S. Department of Transportation (consult the Director of Support Services) over $10,000 with private for-profit professional services consultants or for subgrant contracts over $100,000 on an annualized basis with local governments, the following paragraph should be added to Attachment B:

Participation by Minority Business Enterprise in Department of Transportation Program Policy.

It is the policy of ARC and the Department of Transportation that minority business enterprises as defined in 49 CFR Part 23 shall have the maximum opportunity to participate in the performance of contracts financed in whole or in part with Federal funds under this agreement. Consequently, the MBE requirements of 49 CFR Part 23 apply to this agreement.

MBE Obligation. The Consultant (or Subrecipient) agrees to ensure that minority business enterprises as defined in 49 CFR Part 23 have the maximum opportunity to participate in the performance of contracts and subcontracts financed in whole or in part with Federal funds provided under this agreement. In this regard, all recipients or contractors shall take all necessary and reasonable steps in accordance with 49 CFR Part 23 to ensure that minority business enterprises have the maximum opportunity to compete for and perform contracts.

Recipients and their contractors shall not discriminate on the basis of race, color, national origin or sex in the award and performance of DOT-assisted contracts.

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ATTACHMENT B-1

PROPOSED COST PROPOSAL

TASKS AMOUNT

Task 1: Creation of Messaging & Production $

Task 2: Outreach Campaign Deployment & Dissemination $

TOTAL AMOUNT $

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GEORGIA SECURITY AND IMMIGRATION COMPLIANCE ACT AFFIDAVIT

CONTRACTOR AFFIDAVIT

By executing this affidavit, the undersigned person or entity verifies its compliance with O.C.G.A. §13-10-91, stating affirmatively that the individual, firm or entity which is engaged in the physical performance of services under a contract with the Atlanta Regional Commission has registered with and is participating in a federal work authorization program, in accordance with the applicability provisions and deadlines established in O.C.G.A. 13-10-91.

The undersigned person or entity further agrees that it will continue to use the federal work authorization program throughout the contract period, and it will contract for the physical performance of services in satisfaction of such contract only with subcontractors who present an affidavit to the undersigned with the information required by O.C.G.A. 13-10-91(b).

The undersigned person or entity further agrees to maintain records of such compliance and provide a copy of each such verification to the Atlanta Regional Commission within five (5) business days after any subcontractor is retained to perform such service.

EEV / E-Verify TM Company Identification Number Date of Authorization Company Name Signature of Authorized Officer or Agent Title of Authorized Officer or Agent Printed Name of Authorized Officer or Agent

SUBSCRIBED AND SWORN

BEFORE ME ON THIS THE

_____ DAY OF ______________________, 20__

________________________________________ [NOTARY SEAL]

Notary Public My Commission Expires:

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