RFP 6300 FINAL.pdf

STATE OF OREGON

COVER PAGE

OREGON HEALTH AUTHORITY

Is issuing this Request for Proposals (RFP) 6300 OregonBuys Bid Number # S-44300-00015366 for

COMMERCIAL TOBACCO PREVENTION AND CESSATION

COMMUNICATIONS STRATEGY AND SERVICES

Date of Issue: September 14, 2026 Opening Date and Time* (Proposal Due Date):

October 19, 2026 at 3:00 PM (Pacific Time)

*Opening Date and Time refers to the date and time set for Opening of Proposals.

OregonBuys Electronic Response or Email Response. Per RFP Sections 3.2.3 and

4.5 below, Proposer must submit its Proposal electronically through OregonBuys (see the process for electronic submission at OregonBuys Supplier Bid Solicitation Response). See Section 4.4 Proposal Delivery Option for more information.

Note: The Public Opening described in Section 4.8, to provide the name of each Proposer, will be completed by posting an Amendment to OregonBuys Bid Number S-44300-00015366.

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

The State of Oregon promotes equal opportunity for all individuals without regard https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf mailto:john.f.gardner@odhsoha.oregon.gov

RFP 6300: Commercial Tobacco Prevention and Cessation Communications Strategy and Services (OregonBuys Bid # S-44300-00015366)

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TABLE OF CONTENTS

SECTION 1: GENERAL INFORMATION

1.1 INTRODUCTION

1.2 SCHEDULE

1.3 SINGLE POINT OF CONTACT (SPC)

SECTION 2: AUTHORITY, OVERVIEW, AND SCOPE

2.1 AUTHORITY AND METHOD

2.2 DEFINITION OF TERMS

2.3 OVERVIEW AND PURPOSE

2.4 SCOPE OF WORK

SECTION 3: PROCUREMENT REQUIREMENTS

3.1 MINIMUM QUALIFICATIONS

3.2 MINIMUM SUBMISSION REQUIREMENTS

3.3 ROUND 1 PROPOSAL REQUIREMENTS

SECTION 4: ROUND 1 SOLICITATION PROCESS

4.1 PUBLIC NOTICE

4.2 PRE-PROPOSAL CONFERENCE

4.3 QUESTIONS / REQUESTS FOR CLARIFICATIONS

4.4 SOLICITATION PROTESTS

4.5 PROPOSAL DELIVERY OPTION

4.6 PROPOSAL MODIFICATION OR WITHDRAWAL

4.7 PROPOSAL DUE

4.8 PUBLIC OPENING

4.9 PROPOSAL REJECTION

4.10 ROUND 1 EVALUATION PROCESS

4.11 ROUND 1 POINT AND SCORE CALCULATIONS

4.12 ROUND 1 RANKING OF PROPOSERS

4.13 ADDITIONAL ROUNDS

4.14 SCORING AND RANKING OF PROPOSERS FOR SUBSEQUENT ROUNDS

SECTION 5: AWARD AND NEGOTIATION

5.1 AWARD NOTIFICATION PROCESS

5.2 INTENT TO AWARD PROTEST

5.3 APPARENT SUCCESSFUL PROPOSER SUBMISSION REQUIREMENTS

5.4 CONTRACT NEGOTIATION

SECTION 6: ADDITIONAL INFORMATION

6.1 COMMITMENT TO DIVERSITY, EQUITY, AND INCLUSION

6.2 CERTIFIED FIRM PARTICIPATION

6.3 GOVERNING LAWS AND REGULATIONS

6.4 OWNERSHIP/PERMISSION TO USE MATERIALS

6.5 CANCELLATION OF RFP; REJECTION OF PROPOSAL; NO DAMAGES

6.6 COST OF SUBMITTING A PROPOSAL

6.7 STATEWIDE E-WASTE/RECOVERY PROCEDURE

6.8 RECYCLABLE PRODUCTS

6.9 PRINTING, BINDING, AND STATIONERY WORK

6.10 CHECKLIST DISCLAIMER

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LIST OF ATTACHMENTS

The following are posted in the Attachments for OregonBuys # S-44300-00015366:

ATTACHMENT A SAMPLE CONTRACT

ATTACHMENT B DISCLOSURE EXEMPTION AFFIDAVIT

ATTACHMENT C PROPOSER INFORMATION AND CERTIFICATION SHEET

ATTACHMENT D REFERENCE CHECK FORM

ATTACHMENT E PRICE PROPOSAL FORM

ATTACHMENT F COBID CERTIFICATION / OUTREACH PLAN

ATTACHMENT G RESPONSIBILITY INQUIRY

ATTACHMENT H TOBACCO ALCOHOL, AND CANNABIS CERTIFICATION SHEET

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SECTION 1: GENERAL INFORMATION

1.1 INTRODUCTION

The State of Oregon, acting by and through the Oregon Health Authority (“OHA” or “Agency”), is issuing this Request for Proposals for strategic communications services for the tobacco prevention and cessation programs of Public Health Division Health Promotion and Chronic Disease Prevention Section (HPCDP), Tobacco Prevention and Education Program (TPEP), which is responsible for the Smokefree Oregon social-marketing brand and accompanying campaigns, as well as management and maintenance of culturally specific social marketing campaigns, including Vive Sin Fumar .

Strategic communications services include but are not limited to: audience and messaging research;

creative development; creative testing; purchase and placement of advertising; social media development, strategy, and maintenance; website strategy and maintenance; community engagement for materials development; campaign monitoring and evaluation; and training and technical assistance on strategic communications for local public health authorities, community-based organizations, regional health equity coalitions, and Tribes and Tribal organizations.

Agency anticipates the award of one Contract as a result of this RFP.

The initial term of the Contract is anticipated to begin upon execution of a Contract through June 30, 2031, with options to amend the Contract for additional, related work, funding up to a cumulative maximum of seven years. The Contract will have an estimated budget of $1,500,000 for the first year of the Contract term (approximately December 1, 2026, through June 30, 2027), and an estimated total five-year not-to-exceed amount of $19,000,000 subject to future budget approvals.

OHA currently estimates the funding available for the Contract as follows:

• $1.5 million for the approximate period of 12/1/ 2026 – 6/30/2027;

• $9.5 million for the 2027-2029 biennium (7/1/2027 – 6/30/2029); and

• $8.0 million for the 2029-2031 biennium (7/1/2029- 6/30/2031).

An annual budget will be established for each year of the Contract, beginning with the effective date, and is dependent on OHA’s approved budget and legislated spending limitation. Within the Agency provided budget, an annual workplan and milestones will be established by written agreement between Agency and Contractor. Additional details about this project are included in Section 2.4 Scope of Work.

http://www.smokefreeoregon.com/ https://smokefreeoregon.com/vive-sin-fumar/

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1.2 SCHEDULE

The table below represents a tentative schedule of events. All times are listed in Pacific Time.

All dates listed are subject to change. N/A denotes that event is not applicable to this RFP.

Event Date Time

Questions / Requests for Clarification Due September 28, 2026 5:00 PM (Pacific Time)

Answers to Questions / Requests for Clarification Issued (approx.) October 1, 2026

RFP Protest Period Ends 7 calendar days prior to the RFP Opening date listed on RFP Cover Page (Page 1)

Protests to Amendment(s) to RFP Second Business Day following the issuance of the Amendment or the date/time specified in the Amendment (See Section 4.4.2 below)

Opening/Proposal Due See RFP Cover Page (Page 1)

Optional Round 2 Presentations, Demonstrations, or Interviews

To be announced by OregonBuys Amendment to this RFP if applicable

Issuance of Notice of Intent to Award on OregonBuys (approx.) November 12, 2026

Award Protest Period Ends 7 calendar days after Issuance of the Notice of Intent to Award on OregonBuys

1.3 SINGLE POINT OF CONTACT (SPC)

The SPC for this RFP is identified on the Cover Page, along with the SPC’s contact information.

Proposer shall direct all communications related to any provision of the RFP only to the SPC, whether about the technical requirements of the RFP, contractual requirements, the RFP process, or any other provision.

SECTION 2: AUTHORITY, OVERVIEW, AND SCOPE

2.1 AUTHORITY AND METHOD

Agency is issuing this RFP pursuant to its authority under ORS 413.033.

Agency is using the Competitive Sealed Proposal method, pursuant to ORS 279B.060 and OAR .137-047-0260. Agency may use a combination of the methods for Competitive Sealed Proposals, including optional procedures: a) Competitive Range; b) Discussions and Revised Proposals; c) Revised Rounds of Negotiations; d) Negotiations; e) Best and Final Offers; and f) Multistep Sealed Proposals.

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2.2 DEFINITION OF TERMS

For the purposes of this RFP, capitalized words are defined in OAR 137-046-0110, defined below, or defined in Attachments to this RFP. Terminology specific to the OregonBuys system may be found at OregonBuys.

For purposes of this RFP and the resulting Contract, the terms below shall have the following meanings:

• ADA means Americans with Disabilities Act.

• Bilingual Team means a group of professionals who collectively demonstrate effective communication in two languages relevant to the audiences or communities served.

Such a team integrates members with the ability to interpret, translate, or co-create materials across both languages and ensures that outreach, engagement, and marketing products are linguistically accessible. A Bilingual Team is capable of contributing to community-engaged co-creation processes, especially when developing marketing materials, public information, or culturally responsive content.

• Bicultural Team means a group of professionals who collectively possess practical knowledge, lived experience, and operational familiarity with two distinct cultural communities, allowing them to navigate cultural norms, communication styles, values, and expectations across both. A Bicultural Team has the ability to participate in community-centered design, collaborate with culturally specific communities, and ensure that marketing materials or engagement strategies authentically reflect the cultural perspectives of the communities served.

• Campaign means a series of planned actions or coordinated activities, including, but not limited to, social marketing, advertising and other communications methods, which are designed to encourage people to take steps to improve their health or the health of their communities.

• CDC means the U.S. Centers for Disease Control and Prevention.

• Commercial Determinants of Health means private sector activities that affect people’s health, directly or indirectly, positively or negatively. Commercial determinants of health are a key Social Determinant of Health and a root cause of commercial tobacco addiction.

• Commercial tobacco means tobacco that is sold by the tobacco industry, including cigarettes, vape or e-cigarettes, chewing tobacco, cigars and other products that contain addictive nicotine. The term commercial tobacco is used to separate it from sacred and traditional tobacco used by some American Indian/Alaska Native communities and Tribal Nations. Unless otherwise specified, the word “tobacco” refers to “commercial tobacco” in this RFP.

• Commission(s) means all advertisement awards, credits, payments or monetary benefits of any kind received by the Contractor from any source for effort provided by the Contractor on behalf of OHA under the Contract.

https://oregonbuys.gov/bso/

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• Community Based Organizations or CBOs means organizations formed in communities to promote wellbeing, including commercial tobacco prevention or cessation activities;

developing or implementing policies that provide protection from secondhand smoke; or other work to address the social and commercial determinants of health inequities.

• Competitive Range means the Proposers with whom OHA will conduct discussions or negotiations as stated in Section 4.12.1 of this RFP.

• Contract means the Contract awarded as a result of this RFP.

• Contractor means the Proposer selected through this RFP to enter into a Contract with OHA to perform the Work.

• Coordinated Care Organizations (CCOs) means a network of all types of health care providers who have agreed to work together for people who receive health care coverage under the Oregon Health Plan (Medicaid). These providers have joined together to form one jointly governed entity that will contract with the Oregon Health Authority to serve people on the Oregon Health Plan (OHP) in their communities.

• Culturally Specific Community (or Communities) means a group (or groups) of people who share similar cultural characteristics, traditions, and identities. Those cultural similarities could include language, age, race, gender, ethnicity, income, education, sexual orientation, or disability status to name a few. The term is used to describe distinctive qualities unique to specific cultures. This term does not assume that all people who share a specific cultural commonality are homogenous, but rather that people hold many cultural identities simultaneously.

• Culturally Specific Sub-brands means a subsidiary of the main brand, with its own unique identity and positioning in the market. Sub-brands are created as an opportunity to reach a new, culturally, or demographically specific audience.

• Earned Media means news media coverage of an event or activity including news stories, opinion editorials, and letters to the editor that are published free of charge.

• Health Equity means all people can reach their full health potential and well-being and are not disadvantaged by their race, ethnicity, language, disability, age, gender, gender identity, sexual orientation, social class, intersections among these communities or identities, or other socially determined circumstances. Achieving health equity requires the ongoing collaboration of all regions and sectors of the state, including Tribal governments to address; the equitable distribution or redistribution of resources and power; and recognizing, reconciling and rectifying historical and contemporary injustices.

• HPCDP means the Health Promotion and Chronic Disease Prevention Section of the Oregon Health Authority – Public Health Division.

• Key Personnel or Key Person(s) means the person or persons on Proposer’s staff who will complete the Work under the Contract, as well as Contractor’s project manager and any Subcontractors and Subcontractor personnel who will complete the Work.

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• LGBTQIA2S+ means lesbian, gay, bisexual, transgender, queer, intersex, asexual/aromantic, two-spirit, plus other identities.

• Local Public Health Authority (LPHA), as defined in ORS 431.003(7) means:

(a) A county government;

(b) A health district formed under ORS 431.443; or

(c) An intergovernmental entity that provides public health services pursuant to an agreement entered into under ORS 190.010 (5).

• Office of Contracts and Procurement (OC&P) means the entity that is responsible for the procurement process for OHA.

• OHA means the Oregon Health Authority.

• OHP means the Oregon Health Plan, Oregon’s Medicaid program or related state-funded health programs.

• Oregon Buys means the State of Oregon’s official procurement network system at website https://oregonbuys.gov/.

• Paid Advertising means advertising purchased in print, broadcast, on-line, outdoor or other media channels.

• Paid Media means purchased advertising.

• Proposal means a written response submitted to OC&P in response to this RFP.

• Proposer means the person or entity with the legal capacity to enter into a Contract that submits a Proposal. All persons or firms submitting Proposals are referred to as Proposers in this RFP. After execution of the Contract, the awarded Proposer will be designated as Contractor.

• PHD means Public Health Division of the Oregon Health Authority

• Regional Health Equity Coalitions (RHECs) are community-led groups made up of grassroots community members and representatives from culturally specific community-based organizations who work to identify what the most pressing health equity issues are in their region. Once they identify those priorities, then they work to develop solutions to these barriers and challenges at the policy, systems and environment change levels. These efforts focus on issues impacting priority populations including Communities of Color, Tribal communities including the nine federally recognized Tribes in Oregon and other American Indians and Alaska Natives people, immigrants, refugees, migrant and seasonal farmworkers, individuals and families with low-income, people with disabilities, and LGBTQ communities, with Communities of Color as the leading priority. For more information about RHECs, see this site:

https://www.oregon.gov/oha/EI/Pages/RHEC.aspx

• RFP means Request for Proposal.

https://www.oregonlegislature.gov/bills_laws/ors/ors431.html https://oregonbuys.gov/ https://www.oregon.gov/oha/EI/Pages/RHEC.aspx

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• Responsive means a Proposal that substantially complies with the request for proposals and all prescribed procurement procedures and requirements.

• Self-Management Programs means evidence-based curricula or services proven to help people with chronic conditions better manage their health.

• Services means the Paid Advertising and Social Marketing and other communication services, and related deliverables, as described in Section 2.4, Scope of Work, of this RFP.

• Shared Risk and Protective Factors means a public health approach to preventing injuries, violence, and other public health problems that requires having a holistic understanding of their root causes. Risk factors are characteristics and conditions that increase the likelihood of experiencing an adverse health or quality-of-life outcome.

Protective factors are the inverse: these characteristics and conditions decrease or mitigate the likelihood of experiencing an adverse outcome or increase the likelihood of experiencing a positive outcome.

• Social Determinants of Health means the conditions in which people are born, grow, work, live, and age, the systems put in place to deal with illness, and the wider set of forces and systems shaping the conditions of daily life. These conditions may be a root cause or protective factor affecting tobacco use, or they may create environments and systems where it is easier or harder for people addicted to commercial tobacco products to quit.

• Social Marketing means using traditional tools of marketing to promote messages that benefit society and are intended to influence behavior and change social norms.

• State means the State of Oregon.

• Statement of Work means the specific description of Services required to be performed under the Contract, including delivery schedule and associated performance obligations.

• Subcontractor means a vendor retained under contract by Contractor to perform the Services and complete the Work under the Contract as described in the Section 2.4 Scope of Work of this RFP.

• Tobacco - Unless otherwise specified, the word “tobacco” refers to “commercial tobacco” in this RFP.

• Traditional Tobacco means non-commercial tobacco for traditional American Indian ceremonial purposes in accordance with the American Indian Religious Freedom Act, 42 U.S.C. 1996, more specifically, a sacred plant used for healing, prayer, and celebration. See OAR 333-015-0035(6) & ORS 433.850(2)(b). This sacred plant differs for every Tribe from the plant or plants referred to as “tobacco” all the way to how it is used for healing, prayer, gift offerings, ceremony, and celebration.

• Tribal Programs means grantees who receive prevention funding from the Oregon Health Authority in one of the nine federally recognized American Indian tribes in Oregon or NARA Northwest. The Nine Federally Recognized Tribes of Oregon are individual sovereign nations with a distinct political and legal status that is not based on race. Oregon has a https://uscode.house.gov/view.xhtml?req=(title:42%20section:1996%20edition:prelim) https://uscode.house.gov/view.xhtml?req=(title:42%20section:1996%20edition:prelim) https://oregon.public.law/rules/oar_333-015-0035#6-smoking-of-noncommercial-tobacco-products-for-ceremonial-purp https://oregon.public.law/statutes/ors_433.850#b-smoking-of-noncommercial-tobacco-products-for-ceremonial-purp

DAS Procurement Services, Version 4.5 March 31, 2023 Page 10 of 36 government-to-government relationship that differs from the state’s relationship with other community partners. In addition, OHA works with native serving organizations, such as NAYA and the Northwest Portland Area Indian Health Board.

• Tribe means one of “The Nine Federally Recognized Indian tribes of Oregon” which include the following tribes:

• Burns Paiute Tribe;

• Confederated Tribes of Coos, Lower Umpqua and Siuslaw Indians;

• Coquille Tribe;

• Cow Creek Band of Umpqua Tribe of Indians;

• Confederated Tribes of the Grand Ronde Community of Oregon;

• The Klamath Tribes

• Confederated Tribes of Siletz;

• Confederated Tribes of the Umatilla Indian Reservation; and

• Confederated Tribes of the Warm Springs Indian Reservation.

Source: "Tribal Governments in Oregon” Background Brief, Legislative Policy and Research Office (Updated September, 2016) https://www.oregonlegislature.gov/lpro/Publications/BB2016TribalGovernmentsinOregon.pdf

2.2.1 Work means the required Services, tasks, deliverables, reporting and invoicing requirements, as described in Section 2.4 Scope of Work of this RFP.

2.3 OVERVIEW AND PURPOSE

2.3.1 Agency Overview and Background

The Oregon Health Authority (OHA) works to ensure that all people and communities can achieve optimum physical, mental, and social well-being through partnerships, prevention, and access to quality, affordable health care. OHA’s strategic plan goal is to eliminate health inequities in Oregon by 2030.

OHA’s Public Health Division (PHD) works to protect and promote the health of all Oregonians and the communities where they live, work, play, and learn. This includes managing public health modernization, public health accountability metrics, the state health improvement plan, state health assessment and indicators, partnering with community-based organizations, local public health authorities, and regional health equity coalitions, and other initiatives that work to create health equity.

Within PHD, the Center for Prevention and Health Promotion houses the following sections:

• Adolescent Health, ScreenWise, and Reproductive Health (ASRH)

• Health Promotion and Chronic Disease Prevention (HPCDP)

• Injury and Violence Prevention (IVPP)

• Family and Child Health (FCH)

• Nutrition and Health Screening (WIC Program)

Each of these programs plays a unique role in protecting and promoting the health of all people https://www.oregonlegislature.gov/lpro/Publications/BB2016TribalGovernmentsinOregon.pdf

DAS Procurement Services, Version 4.5 March 31, 2023 Page 11 of 36 in Oregon. HPCDP addresses inequities in the Social Determinants of Health and the risk factors that contribute to chronic disease, including commercial tobacco use. The Contractor selected through this RFP will work closely with Public Health Division staff to provide communication services to shift social norms and create environments that are ready for policy and systems changes that address the drivers of chronic disease and health inequities in Oregon, including commercial tobacco use. The Contractor will also provide communication services that increase awareness and uptake of commercial tobacco cessation, either through engagement with cessation services or empowering individuals to take successful actions to quit on their own.

Additional communications services may include supporting creative materials development and publications for related programs, such as the Oregon Tobacco Retail License Program.

2.3.2 Project Overview and Background

In 1996, Oregon voters approved a cigarette tax and dedicated the resulting revenue to a new Tobacco Prevention and Education Program (TPEP).1 Since then, commercial tobacco prevention and cessation programming has expanded to work collaboratively across the OHA Public Health Division and other state agencies to address the root causes of tobacco use. Strategic communications services for commercial tobacco prevention and cessation contribute to state and community interventions, mass-reach health communications, tobacco use and dependence treatment, and surveillance and evaluation.

Since the inception of commercial tobacco prevention and cessation programming, OHA’s focus on policy, systems, and environmental change (PSE) strategies has contributed to a 53 percent decline in adult smoking rates and more than an 89 percent reduction in per capita cigarette sales. Despite this strong foundation, tobacco use remains the leading cause of preventable death in Oregon, and certain communities experience an inequitable burden of tobacco-caused disease and death.

Flavored tobacco products, including menthol, are a particular concern – flavors make it easier to start, and addictive nicotine makes it hard to stop. While some Oregon counties have prohibited flavored tobacco products, many young adults are unaware of product harms. In a recent survey of youth and young adults, two-thirds of e-cigarette users didn’t know the products contained nicotine. Candy-flavored tobacco products are widely available in nine out of every ten tobacco retail stores in Oregon. For more information, see the Tobacco and Alcohol Retail Assessment report located here:

https://www.oregon.gov/oha/PH/DISEASESCONDITIONS/CHRONICDISEASE/DATAREPORTS/P ages/TARA_assessment.aspx

The OHA Public Health Division invests in health communications infrastructure as a part of a comprehensive approach to prevent and reduce health harms. The purpose of health communications for alcohol, tobacco and other drugs is to:

• Improve health and wellbeing of all people in Oregon;

• Shift cultural narratives and norms to prepare communities for policies, systems, and environmental change;

1For more information about TPEP’s work and accomplishments, see this website:

https://www.oregon.gov/oha/ph/preventionwellness/tobaccoprevention/pages/index.aspx.

https://www.oregon.gov/oha/PH/DISEASESCONDITIONS/CHRONICDISEASE/DATAREPORTS/Pages/TARA_assessment.aspx https://www.oregon.gov/oha/PH/DISEASESCONDITIONS/CHRONICDISEASE/DATAREPORTS/Pages/TARA_assessment.aspx https://www.oregon.gov/oha/ph/preventionwellness/tobaccoprevention/pages/index.aspx

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• Engage community members, especially people from communities most impacted by health harms, in the development of tools, educational resources and policy, systems, and environmental change to create healthy communities; and

• Leverage health communications practices and research to further community goals.

The tobacco and alcohol industries spend billions on advertising every year to place and promote their products where people will see them every day. Advertising and promotions make products like tobacco more affordable, attractive, and appealing while also making it more difficult for people to quit. Health communications can help counter these efforts by elevating community counter-narratives and accelerating environmental, systems and policy changes.

HPCDP has worked with communications contractors to develop the Smokefree Oregon brand as part of Oregon’s comprehensive commercial Tobacco Prevention Education Program (TPEP).

The Smokefree Oregon brand shares counter-advertising messages through earned, owned and paid media and is an important resource to local partners across Oregon who are working to address tobacco use through policy, systems, and environmental change. For over 15 years, Smokefree Oregon has supported multiple paid media campaigns to advance tobacco prevention and education, including but not limited to eliminating exposure to secondhand smoke; preventing youth tobacco initiation; eliminating tobacco-related health disparities; disseminating information about changing regulations and prevention policy; and helping people who use tobacco quit.

Smokefree Oregon and HPCDP aim to:

1) Support shifts in policy, systems, and environments to hold the tobacco industry accountable for tobacco-caused disease and death and reduce initiation of tobacco products.

2) Raise awareness of the social and commercial determinants of tobacco use and the ways in which communities are working to address these drivers.

3) Work with communities to address the root causes of tobacco use and eliminate health inequities.

4) Promote and connect people to cessation supports that are culturally specific and aligned with an individual’s needs, including Oregon’s Tobacco Quitline and Vive Sin Fumar.

5) Engage people across Oregon in building a commercial tobacco-free movement. This includes collaborating with community partners to co-develop the Smokefree Oregon brand, campaign strategy, and creative materials.

Learn more about Smokefree Oregon and find existing resources by visiting https://smokefreeoregon.com/.

2.3.3 Purpose

OHA seeks to contract with a strategic communications Contractor with expertise in managing complex, multi-year marketing strategies. Marketing strategies will include implementing campaigns with statewide reach, including a particular emphasis on the unique needs of audiences at higher risk of commercial tobacco use, including, but not limited to: Black or African America, American Indian or Alaska Native, People of Color, youth, people with disabilities, people with behavioral health conditions, LGBTQIA2S+.

https://quitnow.net/oregon https://smokefreeoregon.com/vive-sin-fumar/ https://smokefreeoregon.com/

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Contractor’s services will also enable HPCDP to meet requirements of the CDC National Tobacco Control Program and competitive grant opportunities. Contractor will support OHA’s goal to eliminate health inequities in Oregon by 2030 and develop strategy that centers community and aligns with a Shared Risk and Protective Factors approach. Contractor will also provide communication, technical assistance (TA) and training to grantees, help communicate changes in policy, systems, and environments to varied audiences, including individuals, health systems, health care workers, tobacco retailers, and others as requested by OHA.

As stated in Attachment H - TOBACCO ALCOHOL, AND CANNABIS CERTIFICATION SHEET, Proposers must have no financial, professional, or pro bono connection or relationship with the tobacco, alcohol or cannabis industries. Any such relationships will be considered conflicts of interest with HPCDP’s goals and mission to reduce the burden of chronic disease and health inequities.

This requirement will also apply to the Contractor and will be incorporated into the Contract with the successful Proposer.

2.4 SCOPE OF WORK

Smokefree Oregon and its Culturally Specific Sub-brands address the harms of tobacco use in Oregon by shifting social norms to create policy, systems, and environmental change. These changes hold the tobacco industry accountable for their harm, make it harder for people to begin using tobacco products, and make it easier for people addicted to these products to quit.

The Contract awarded to the Contractor selected from this RFP will be a broad services contract that includes the following services:

• Brand strategy development, implementation and management;

• Audience, campaign and social marketing research through message testing, focus group testing, surveys, and innovative testing approaches;

• Advertising placement using existing advertisements or new advertising developed with partners to reach those most impacted by predatory marketing tactics;

• Development of new advertising with partners such as local public health authorities, community-based organizations, regional health equity coalitions, and Tribes and Tribal organizations;

• Message, campaign tools, and materials development, as well as archiving and materials management;

• Social media strategy, post curation, and audience management and maintenance;

• Website strategy, maintenance, and development, including a community partner resource portal;

• Strategic communications technical assistance to Agency, community-based organizations, local public health authorities, regional health equity coalitions, and Tribes and Tribal-serving organizations;

• Campaign monitoring and analytics reporting; and

• Public relations services.

OHA expects the Contractor to center health equity, cultural competency and relevance, and community partnership. Contractor shall provide interpretation, translation, and transcreation

DAS Procurement Services, Version 4.5 March 31, 2023 Page 14 of 36 services for any material or service on request including written, visual, and audio materials. At OHA request, the Contractor will transcreate materials into other languages, including but not limited to Spanish, Traditional Chinese, Simplified Chinese, Vietnamese, Russian, Korean, Arabic, Hmong, Marshallese, Portuguese, Chuukese, Burmese, Samoan, Cantonese, Somali, Mam, Punjabi, Hindi, and American Sign Language.

Work Plan Requirement:

Contractor shall develop and regularly update a Work Plan, which will outline the deliverable schedule and be used to track deliverable status throughout the Contract. An Initial Work Plan for the period from Contract execution (approximately December 1, 2026) through June 30, 2027, will be due within forty-five (45) calendar days of Contract execution.

Following OHA’s review and comments on the Contractor’s Initial Work Plan, Contractor shall incorporate OHA’s comments and edits into a revised work plan (“Revised Work Plan”) and deliver the Revised Work Plan to OHA no later than five (5) calendar days following the Contractor’s receipt of OHA’s comments and edits. The Work Plan review and revision process shall continue until OHA accepts a draft work plan as the Final Work Plan by written agreement.

The Work Plan shall include a schedule for completion of all required Tasks, Sub-tasks, and Deliverables.

Contractor will develop and regularly update the Final Work Plan. OHA’s approval of any Work Plan or Work Plan updates is subject to available federal and state funding.

Contractor shall complete all tasks and deliver all deliverables under this Statement of Work according to the Final Work Plan(s) developed by the Contractor and approved by OHA.

Work to be performed under the Contract awarded through this RFP includes the following Services.

2.4.1 Brand Strategy Development, Implementation and Management Services

2.4.1.1 Contractor shall assist OHA with overarching brand management and strategy for commercial tobacco prevention and cessation, including any evolution over time.

2.4.1.2 Contractor shall maintain tobacco prevention and cessation infrastructure and materials management. This should include maintaining web and social media presence for Smokefree Oregon and its Culturally Specific Sub-brands, as well as platforms that enable training and technical assistance for grantees and other partners.

2.4.1.3 Contractor shall, upon OHA request and approval, collaborate with other

DAS Procurement Services, Version 4.5 March 31, 2023 Page 15 of 36 firms, share best practices, participate in training and technical assistance opportunities, and participate in working groups or communities of practice with the intent of strengthening the public health communications and social marketing field in Oregon or nationally. Contractor will not be expected to share proprietary information with other firms.

2.4.2 Campaign Planning Services

2.4.2.1 Contractor shall, upon OHA request and approval, develop social marketing campaigns addressing tobacco prevention and cessation. Contractor shall coordinate each campaign to maximize effectiveness and reach among the campaign’s desired audience(s). Contractor shall work, in collaboration with OHA, on community engagement and build relationships with people experiencing tobacco-related health disparities and communities targeted by tobacco industry marketing.

2.4.2.2 Contractor shall consult with OHA, and others designated by OHA such as LPHAs, CBOs, and other HPCDP contractors, during social marketing campaign design. Contractor shall also work with OHA to engage communities and participate in collaborative creation, design, ownership, and dissemination of campaign materials.

2.4.2.3 Contractor shall collaborate with OHA to ensure brand and campaign materials meet SFO brand standards and align with applicable ODHS and OHA Writing Style Guide directives. Contractor shall support OHA campaign approval processes as requested.

2.4.3 Testing and Formative Research Services

2.4.3.1 Contractor shall, as requested by OHA, conduct appropriate formative audience research and testing to prepare and maintain current, relevant, and effective campaign messages and materials, including tailored research for specific populations.

2.4.3.2 Contractor shall provide technical assistance to OHA in support of survey research evaluation pertaining to campaign reach and effectiveness.

2.4.3.3 Throughout the Contract term, Contractor shall:

• maintain current knowledge of and actively research the best and emerging practices in social marketing nationally and in Oregon, including but not limited to tobacco prevention and cessation; and

• maintain the ability to apply social marketing best practices to develop creative media materials and social marketing strategies in support of each campaign.

2.4.4 Media Planning and Production Services

2.4.4.1 Contractor shall develop and launch comprehensive, multifaceted health https://sharedsystems.dhsoha.state.or.us/DHSForms/Served/me9412.pdf

DAS Procurement Services, Version 4.5 March 31, 2023 Page 16 of 36 communications and marketing campaigns that reach all people in Oregon, including priority populations.

2.4.4.2 Contractor shall provide production services, including adaptations of existing materials from previous campaigns or campaigns from other states, as well as creation and production of new materials approved by OHA.

2.4.4.3 Contractor shall adhere to best practices for accessibility as they adapt over time.

2.4.5 Advertising Services

The Contractor and its subcontractor(s), if any, shall be responsible for purchasing advertising to support OHA’s social marketing campaigns. This will include media market analysis, creating media placement plans, securing rights to advertising channels that maximize reach and effectiveness. OHA encourages subcontracting with community-specific media entities to increase reach and effectiveness in communities that may not be reached by traditional media outlets. Contractor’s advertising placement plans shall include earned media, in-kind, or other added value media placements secured as a result of media placements purchased by the contractor or media outreach strategies.

2.4.6 Campaign Monitoring and Evaluation Services

2.4.6.1 Contractor shall provide detailed ad tracking for all digital advertising, as available, to provide the analytics necessary to optimize advertising campaigns. Contractor shall also provide comprehensive mid-campaign and end-of-campaign reports and analysis to evaluate advertisement and media channel effectiveness and performance.

2.4.6.2 Contractor shall provide reports on key performance indicators, as agreed upon within the workplan, to demonstrate the success of any strategic communications, community engagement, or training and technical assistance plan. This task may include, but is not limited to, measurements such as social media impressions, website page views, campaign conversion rates, ad recall surveys, partner surveys, or other metrics. The timing and frequency of required reports will be determined through Contract negotiations between the parties.

2.4.6.3 Contractor shall participate in all campaign evaluations conducted by OHA staff or external evaluation contractors. Based on evaluation results, the Contractor shall discuss with OHA how to incorporate findings and adapt brands or campaigns for greater effectiveness and reach.

2.4.6.4 Contractor shall provide, upon request by OHA, an annual report that highlights meaningful activities and findings from the previous year and makes recommendations for improvements to the brand or social marketing campaigns.

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2.4.7 Training and Technical Assistance Services

2.4.7.1 Contractor or Contractor’s approved Subcontractor shall provide training and technical assistance to OHA and HPCDP grantees and partners, including county programs, Tribal Programs, CBOs, Regional Health Equity Coalitions, CCOs, and other partners or grantees as requested to OHA.

Contractor shall develop and implement strategy for technical assistance and training to meet the needs of community partners that effectively communicates priority information to the communities they serve. The strategy may include work with specific organizations or larger groups with allied interests and goals.

2.4.7.2 Specific to helping people quit nicotine addiction, the Contractor shall assist OHA in maintaining relationships with CCOs, health care providers, and social service organizations to provide technical assistance and tailored materials for populations most at risk for nicotine addiction.

2.4.8 Other Communication Services

Contractor shall provide, upon request by OHA, other strategic communication services. This may include, but is not limited to, process design, strategic facilitation, and community engagement. Contractor shall provide earned media support and technical assistance, such as managing news conferences, generating news releases, story placement, production, and placement of guest opinions, coordinating editorial board meetings, issuing media advisories, and talking point preparation for spokespeople.

2.4.9 General Conditions and Performance Standards

2.4.9.1 Contractor and all of Contractor’s Subcontractors are prohibited from using any funds paid through the Contract for any direct contact with, or lobbying of, state legislators, state officials, or their staff for purposes of influencing any legislative policies or funding decisions. When directed by OHA, Contractor may use these funds to provide information to legislators and legislative committees regarding campaign activities.

2.4.9.2 Contractor shall obtain and maintain for OHA all materials, including licenses, administrative rights, and historical documents related to commercial tobacco prevention and cessation communications activities.

Contractor shall, upon OHA request, assure seamless handover of materials to any potential new contractor in the future.

2.4.9.3 Contractor shall require and ensure that all of Contractor’s subcontractors shall perform all work in a timely and effective manner in accordance with the terms and conditions of the Contract. OHA may communicate directly with any subcontractor about work being performed for OHA.

2.4.9.4 Contractor’s work shall at all times reflect and serve the mission, goals and objectives of OHA as outlined in Section 2.3.

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2.4.9.5 Contractor shall produce all materials in compliance with ADA requirements and following the ODHS and OHA Writing Style Guide to the extent possible.

All materials should align with professional graphic design standards and formats.

2.4.9.6 Contractor shall be readily available during normal Monday through Friday business hours of 8:00am to 5:00pm Pacific Time, excluding State of Oregon holidays, by email, telephone, or video throughout the calendar year and the term of this Contract to address the needs of OHA, HPCDP, grantees and partners, and other OHA contractors. Contractor shall be prepared to meet in-person at the Portland State Office Building at 800 NE Oregon Street, Portland, OR 97232, upon request. Contractor shall also be available upon OHA request for on-call services or work outside of business hours for crisis management, response, or other unforeseen urgent circumstances.

2.4.9.7 Contractor shall travel to locations throughout Oregon as requested by OHA throughout the term of the Contract, to: conduct photography, videography and other creative production activities; recruit and hire Oregon-based talent, and production personnel, as appropriate; and attend meetings with OHA staff, local public health authorities, community partners, contractors, and other interested parties. Contactor’s Key Persons shall maintain the qualifications and experience required to complete the Work for the term of the Contract. Should the Contractor request approval for an additional or replacement Key Person, OHA will have the right to review the qualifications of and approve or disapprove the proposed Key Person. The new Key Person must meet or exceed the qualifications of the Key Person being replaced.

SECTION 3: PROCUREMENT REQUIREMENTS

3.1 MINIMUM QUALIFICATIONS

To be considered for evaluation, each Proposer must certify and explain how Proposer meets or exceeds the following requirements in the “Minimum Qualifications Statement” attached to Attachment C - Proposer Information and Certification Sheet.

3.1.1 At least one of Proposer’s Key Persons identified in response to Section 3.3.4.6 must have the following qualifications:

a) demonstrated work experience providing public health communications services that include developing, testing, refining, and implementing tobacco prevention and cessation social marketing campaigns in English and in other languages

b) demonstrated work experience in social marketing of public health issues; and

c) demonstrated work experience co-creating marketing materials through community engagement processes.

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3.1.2 At least one of Proposer’s Key Persons who are senior management staff must have demonstrated work experience working with Culturally Specific Communities.

3.2 MINIMUM SUBMISSION REQUIREMENTS

3.2.1 Round 1 Proposal Submissions

To be considered for evaluation, Proposal must contain each of the following elements (further detailed in Section 3.3 Round 1 Proposal Requirements below):

• Disclosure Exemption Affidavit (Attachment B) (Note: this affidavit is only required per Section 3.3.1 below if Proposer believes its Proposal includes information that is exempt from public disclosure

• Proposer Information and Certification Sheet (Attachment C) including a Minimum Qualifications Statement

• Reference Check Forms (Attachment D) in response to Section3.3.3

• Technical Proposal Responses to Sections 3.3.4.1 through 3.3.4.6;

• Price Proposal Form (Attachment E) in response to Section 3.3.7; and

• Responsibility Inquiry (Attachment G)

• Tobacco, Alcohol, and Cannabis Certification Sheet (Section 3.3.2) (Attachment H)

3.2.2 Proposal Page Limits

Proposer’s Technical Proposal Responses to Sections 3.3.4.1 through 3.3.4.6 other than Key Person Resumes is limited to 20 pages. Any pages exceeding this limit will not be provided to the evaluation committee or considered in the evaluation. Key Person Resumes are not subject to the 20-page limit, but Key Person Resumes are subject to the two-page limit per resume set by Section 3.3.4.6.

3.2.3 Proposal Format and Quantity

Proposer should follow the format and reference the sections listed in Section 3.3 Round 1 Proposal Requirements. Responses to each section and subsection should be labeled to indicate the item being addressed. Proposers shall submit their Proposals, and all other submittal requirements, on 8 ½” x 11” size pages with portrait layout and a minimum 12-point font.

Proposal submission: Proposer shall submit its Proposal electronically through OregonBuys (by following the procedures outlined in OregonBuys Vendor Formal Solicitation Response.pdf (https://www.oregon.gov/das/ORBuys/Documents/ OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf).

See also Section 4.5 PROPOSAL DELIVERY OPTION for more information.

Proposer shall submit one copy of its Proposal and all other submittal requirements, with Attachment C - Proposer Information and Certification Sheet bearing the Proposer’s authorized representative’s Signature, in the following https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf

DAS Procurement Services, Version 4.5 March 31, 2023 Page 20 of 36 format: Adobe Acrobat (pdf).

If Proposer believes any of its Proposal is exempt from disclosure under Oregon Public Records Law (ORS 192.311 through 192.478), Proposer shall complete and submit the Disclosure Exemption Affidavit (Attachment B). Proposer shall also mark as “Confidential” in OregonBuys all attachments to its Proposal that Proposer believes are exempt from disclosure.

The Proposer Information and Certification Sheet (Attachment C) and the Tobacco Alcohol, and Cannabis Certification Sheet (Attachment H) must each bear the Proposer’s authorized representative’s Signature.

3.2.4 Authorized Representative

Failure of Proposer’s authorized representative to sign Attachment C and Attachment H as required by Section 3.2.3 may result in rejection of the Proposal by Agency.

3.3 ROUND 1 PROPOSAL REQUIREMENTS

Proposal must address each of the items listed in this section and all other requirements set forth in this RFP. Proposer shall describe the Goods to be provided or the Services to be performed or both. A Proposal that merely offers to provide the goods or services as stated in this RFP may be considered non-Responsive to this RFP and will not be considered further.

Proposal should not include a cover page, extensive artwork, unusual printing or other materials not essential to the utility and clarity of the Proposal. Proposal should be straightforward, concise and address the requests of the RFP. Proposal containing unsolicited marketing or advertising material may receive a lower evaluation score if required information is difficult to locate.

Proposers are welcome to share…