RFP 2024-66- Clarifying Questions #4.pdf

PH: 503-742-5400 WWW.CLACKAMAS.US

REQUEST FOR PROPOSALS #2024-66

EXPECT THE UNEXPECTED MARKETING CAMPAIGN

RESPONSE TO CLARIFYING QUESTIONS #4

August 21, 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. Is there a preference for a local vendor?

Answer: No preference, however, it is essential that any vendor understands the rural, urban and suburban mix of our community.

2. Are there meetings held in person, how many, and are most meetings via online?

Answer: We are able to do this through online meetings, any market testing will be determined by a conversation with vendor.

3. Have any past contractors supplying marketing been based outside of the state?

Answer: Yes, but with a local project manager. We do not see location of the contractor as a barrier, however.

4. Will the entire project be awarded to only one firm?

Answer: Yes.

5. Must we be registered with a state organization as a small, woman-owned business before we bid on this?

Answer: No.

6. Have you run campaigns like this in the past? If so, do you have any learning from it? E.g., what worked well and what didn’t work as well as you hoped?

Answer: Yes. We have recently run two campaigns. The first on distracted driving amongst teenagers and a second focused on driving under the influence of cannabis. The answer to this question is complicated and we do not have a printed report to share. In short, center the campaign on Positive Culture and work hard to define your target audience. Try not to do too much.

7. Are there any similar campaigns running in other Oregon counties? Is there any coordination with ODOT, or is this strictly a local initiative?

Answer: While this is a strictly local campaign, we do allow others to borrow the campaigns. Deschutes County, for example, has borrowed campaigns of ours. Any expenses for adding unique branding or website direction would need to be above this contract and negotiated with the selected vendor.

8. Beyond the key behaviors listed of speeding, aggressive driving, and distracted driving, are there any more granular behaviors you’d like to see addressed by the campaign, such as using technologies like Adaptive Cruise

Control, or Drive Focus mode on your phone?

Answer: No. We have already run a campaign on drive focus mode. We see this as continuing to build a culture of attentive driving.

9. Are there specific sub-behaviors that factor into aggressive driving, e.g. tailgating, brake-checking, crossing over the double-yellow line etc.?

Answer: This campaign should ask these questions as part of the work.

10. Are open to augmenting the Positive Culture Framework approach with other Behavioral Frameworks such as

COM-B, B=MAP, or others where appropriate?

Answer: Yes.

11. What are your expectations/appetite for foundational research as part of the participatory design component to generate additional insights and creative for the campaign?

Answer: As long as we can fit it into our existing budget, we are open to exploring.

12. Can you provide a list of your current community partners that the vendor is expected to engage with through this campaign?

Answer: This is a work in progress, but we anticipate this including Ant Farm, Todos Juntos, APANO amongst others.

13. In the RFP you mention successful programs from Washington and Idaho. Are you open to incorporating aspects of those initiatives into this effort, such as Idaho’s workplace certification plan?

Answer: Possibly. We collaborate with other areas on campaigns and are also willing to borrow or amend existing efforts if they make sense. We did just this with our driving under the influence of cannabis campaign.

14. Are there any priorities around specific personas you want to reach and whose behavior you want to change through this campaign? For example, inexperienced drivers 25 years old or younger?

Answer: This campaign will explore the answers to that question. We have not yet answered it.

15. What are your expectations around the “Drive to Zero” language being part of the campaign? Are you open to exploring and/or creating new language that drives the expected behavior changes you want to see?

Answer: We will not be using the Drive to Zero language. We are open to exploring new language, absolutely.

16. What does success look like in terms of campaign engagement performance metrics? Are there measurable targets you are hoping to hit beyond engagement?

Answer: Our grant lists the following measurements:

1. Did program launch? If so, did things go well? If not, why not?

2. How many vies of the video or static ads were seen, broken down by demographics?

3. What are the analytics of campaign from website views, social media posts, likes and shares?

4. How many community organizations are engaged in the campaign?

17. Is the county exploring physical interventions, such as signage, rumble strips, etc along high traffic-incident areas?

Answer: We have a comprehensive infrastructure plan seen here:

https://www.clackamas.us/drivetozero#infrastructure

18. While you mention DTD and PGA teams having skills in design, development, strategic communications, etc., is there an expectation that they will participate in the campaign development or implementation? If so, to what degree?

Answer: Yes, but not doing physical design. Just as advisors and in implementing social media plans.

19. Will there be any expected coordination with other county departments or external agencies beyond the Public &

Government Affairs team, and if so, can you provide more details on how this collaboration will be managed?

Answer: Possibly. We have an internal advisory committee that includes Public Health; Health, Housing and

Human Services; the Sheriff’s office; and others. Our Transportation Safety Outreach Coordinator will manage the collaboration efforts, when necessary.

20. Can you provide more details around the budget and funding for this initiative? Does $270K include phase one and phase two, or is there a separate budget for phase one? If so, how much is that?

Answer: This is one budget for all phases. There will be no additional funding.

21. How are you defining hard-to-reach populations?

Answer: While we have not defined this in writing, it will include harder to reach communities such as immigrant communities, rural communities, and migrant farm workers. This will be discussed when developing the scope with the selected vendor.

https://www.clackamas.us/drivetozero#infrastructure

22. What successes (if any) have they registered so far with the implementation of their DTZ action plan? it has been in effect since 20212, updated in 2019 - what changes have they achieved, and what challenges noticed, that would be relevant to know as part of this campaign?

Answer: We are the only county in the State with numbers trending downward in fatal and serious crashes. There is much more to do. We have not published a report on the updated plan but are undertaking a new revision simultaneously to this campaign. Data analysis will start October 1 and we will be sharing that analysis with the selected vendor as it comes available.

23. Evaluation is not explicitly called out as a deliverable - we are assuming that an evaluation framework is to be included as part of the implementation strategy?

Answer: See question 16.

24. What insights have surfaced, if any, through the PCF into prevailing positive values and beliefs within the community, that we may wish to foster as part of the campaign? And equally, do you have research/insights into any negative perceptions/beliefs related to DTZ?

Answer: We do not have this information.

25. Has any research been conducted for this campaign to date with key audiences in Clackamas County, such as focus groups or stakeholder interviews?

Answer: Not at this point.

26. Has a budget range (within the $270k) been identified for the community partner and mini grants program mentioned in the scope of work?

Answer: This is spelled out in the RFP. See previously posted answer not in this document.

27. Please describe the difference between "new campaign" Deliverable No. 1 vs "campaign framework."

Answer: We see a framework for the general approach, key concepts. The new campaign are the detailed implementation materials and assets.

28. Can you provide more details on the potential availability of additional funds contingent on state funding, including when a decision on these funds might be made and how it would impact the project scope and timelines?

Answer: We will be able to apply for additional funds in June of 2026 if we feel it is necessary to continue.

Funding would begin 10/1/2026 if funded. We cannot, however, anticipate what the priorities of the state’s funding will be at that time and the congressional allocation of the funding source.

29. Can you confirm whether the scope includes any ongoing management or performance evaluation after the campaign assets are deployed?

Answer: We would like you to build in a final report and recommendations after the campaign is implemented.

Long term, we do not see an ongoing role.

30. Can you provide more details on the potential availability of additional funds contingent on state funding beyond

Sept. 30, 2026, including when a decision on these funds might be made?

Answer: See question 28 above.

31. Are there any guidelines or restrictions regarding subconsultant fees within the project budget?

Answer: No as long as they following procedures and are consistent with all procurement rules of the grant.

32. Could you please confirm if there is an incumbent vendor for this opportunity? If so, who is the incumbent?

Answer: We do not have an incumbent advertising firm or vendor. We have used a variety of vendors in the past for County work. Our most recent traffic safety marketing work was performed by C + C Consulting. We cannot anticipate whether they are submitting a proposal.

33. Is the incumbent vendor qualified to apply for this RFP? Is there any additional capabilities that you’re looking for to supplement the existing services provided by the incumbent vendor?

Answer: There is no incumbent.

34. Does a reference still qualify if the primary contact at the organization has left the organization since the completion of the work in question? (if references are required)

Answer: Yes.

35. Could you please confirm the funding amount for the prior awards?

Answer: We would like more clarification of this question. Which prior awards are you referring to?

36. Could we submit examples of prior campaigns as a sample reference for our services?

Answer: We would love to see prior examples of your campaigns. However, this doesn’t substitute for references.

You can combine this into one response.

37. Would a video sample be acceptable or should we submit images only?

Answer: Yes.

38. Is there any preference for women-owned businesses, those certified as WOSB, EDWOSB or WBE?

Answer: No.

39. Could you please confirm if there are any resources to support our registration as a small business? Is there any evaluation criteria that scores a higher ranking for small businesses and/or minority-owned classified businesses?

Answer: We do not provide any resources for registering your business. All scoring is based on the criteria listed in the solicitation.

40. Is it required for the prime contractor to have state/local business registration?

Answer: Yes, we do require that a vendor register their business name with the Oregon Secretary of State

(https://sos.oregon.gov/business/pages/starting-business.aspx) prior to contract execution.

41. Are any kind of local business certifications required for eligibility to apply?

42. Is it required for the subcontractor to have state/local business registration?

Answer: No

43. Are subcontractors required or encouraged to also submit references, bios, case studies, etc.?

Answer: No

44. Are there any parameters on the distribution of activities, budget percentage, or dollar amount a prime contractor must be responsible for?

End of Clarifying Questions #4 https://sos.oregon.gov/business/pages/starting-business.aspx