RFP 2024-66- Clarifying Questions #2.pdf
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- Solicitation number
- S-C01010-00011194
- Issued by
- Clackamas County, Oregon
About this file
This document is a Request for Proposals (RFP) issued by Clackamas County, Oregon for a marketing campaign titled "Expect the Unexpected" to reduce distracted and aggressive driving, with a focus on vulnerable road users. The campaign has a budget of $270,000 and will be implemented over a multi-year period from 2024 to 2026. The campaign will include the development of messaging, creative assets, a mini-grant program to engage underserved communities, and an evaluation component. The RFP provides details on the campaign framework, goals, expected deliverables, and project milestones. Interested firms are required to submit any clarifying questions by August 15, 2024, and the county is open to condensing the project timeline to allow for an earlier campaign launch.
The RFP does not provide a specific budget breakdown between project phases, as it is up to the applicants to determine this based on their project planning. The campaign will be funded through grant sources, which can take 6-12 months to secure. The county does not have current benchmarks or a positive culture framework implementation plan in place, but this information is referenced in their Transportation Safety Action Plan. Applicants are expected to propose their own media budget, including any commissions, and the county cannot share details of previous media plans due to proprietary considerations.
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Text version
PH: 503-742-5400 WWW.CLACKAMAS.US
REQUEST FOR PROPOSALS #2024-66
EXPECT THE UNEXPECTED MARKETING CAMPAIGN
RESPONSE TO CLARIFYING QUESTIONS #2
August 15, 2024
Note that these are questions submitted by interested firms to the above referenced solicitation. The below answers are for clarification purposes only and in no way alter or amend the RFP as published.
1. 3.3.1: Can you provide additional context around how the "Expect the Unexpected" campaign framework was developed? Was there research that informed it? Was consumer testing performed on it?
Answer: Think of it as a “holding” title as we develop the campaign. The idea was conceived by a citizen committee, and we like it, generally, but would expect any messaging and tagline to be market tested.
2. 3.3.1: Will the other traffic safety campaigns be in market at the same time as this one?
Answer: We typically run one campaign in the market at a time. That said, we have applied for future funding to develop a different campaign focused on driving while impaired. If we do receive this funding there may be some overlap but would consult with the selected applicant on this timeline to ensure that both campaigns are successful.
3. 3.3.1: Is the new agency partner responsible for developing and administering the mini-grant program? Is that administered out of the $270K implementation budget or a separate budget?
Answer: Yes. Same budget. No additional funds are available. If the agency partner has other ways to effectively engage typically underserved communities, we are open to proposals. We would also take into consideration the cultural competencies of the applicant agency.
4. 3.3.1: [Campaign Goals] Is it expected that the Drive to Zero web page will be the landing page for this campaign?
Answer: Yes.
5. 3.3.1: [Shared Beliefs] Are there current benchmarks in place for resident adoption of safety culture? Does the county have a Positive Culture Framework implementation plan it can share?
Answer: No current benchmarks are in place. We do not have a written positive culture framework implementation plan. It is referenced in the Transportation Safety Action Plan found here:
https://dochub.clackamas.us/documents/drupal/ae811741-789e-465c-9b79-9fba2261ccd0
6. 3.3.1 [Deliverables]: Is paid media commissionable? Are there any previous media plans/budgets that you could share for our reference?
Answer: Your team should propose your budget based on your own experience. If you are adding commission to paid media buys, please make that clear and how it will impact your budget.
https://dochub.clackamas.us/documents/drupal/ae811741-789e-465c-9b79-9fba2261ccd0
PH: 503-742-5400 WWW.CLACKAMAS.US
Our previous campaigns were conducted by other consultant partners and while we approved those plans/budgets, they have proprietary components that we cannot share.
7. 3.3.1 [Milestones No.3] Should the year be 2025?
Answer: Yes, that is correct. Thank you for catching that error.
8. 3.3.1 [Milestones No 7] + 3.3.2 [Budget]: Can you provide more information about the cadence of the grant funding, which appears to be responsible for the extended timeline for this project? If possible, we would be interested in condensing the development timeline in order to launch/complete the campaign earlier and provide reporting ahead of the contract end date of September 30, 2026.
Answer: We have no problems condensing the timeline and having campaign delivered earlier than September 30, 2026. Any future funding would require us to submit grant proposals to cover the costs and this usually takes between six and twelve months.
9. 3.3.2: What is the budget for Phase 1 of the project?
Answer: We have not broken the budget down between phases. It is up to each applicant to determine this based on their typical project planning.
End of Clarifying Questions #2
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