Scopes of Work S2340.docx

ATTACHMENT

SCOPES OF WORK

MARKETING SERVICES

Develop marketing plans for various state agency outreach campaigns, events, conferences, projects, or agencies through:

Public and Media Relations

Develop a formal written communications strategy and plan for working with statewide Nevada media outlets (TV, radio, print publications, online, digital, and outdoor, etc.) to produce favorable publicity on the State’s behalf.

Develop press releases and distribute to statewide media outlets and publications.

Pitch statewide and national media publications and secure meetings for the Exchange in order to educate the public on Open Enrollment and the advertising campaign.

Develop and report earned and paid media value on a monthly basis to the Exchange.

Provide written communications as needed for various public relations services or requests from the Exchange.

Online Presence, may include

Oversee and monitor all social media channels, organic search engine optimization marketing (SEO) and related online platforms.

Strategize, develop, implement, and report on content for all platforms.

Create bi-monthly topic specific GIFs for all social media channels Create interactive content for social media stories to engage consumers Establish, strategize, and write content to implement blogs which live on a public facing website and send through email marketing.

Write and implement content for email database.

Maintain database; track associated analytics

Outreach Marketing

Strategize, implement, and oversee all outreach-related marketing efforts to educate, build awareness, enroll, and create mutually beneficial community partnerships through by attending relevant community networking functions and meetings and cultivate targeted relationships with target company marketing and outreach personnel to build in-person relationships with mutual benefit cross promotional opportunities.

Outreach/Community Relationships/Sponsorships

Secure vendor events, presence at targeted community relations events and brand-building sponsorships, whether in a digital online format or in person presentations and meetings related agency marketing goals.

Secure attendance and presence in Northern Nevada and Southern Nevada, as well as rural Nevada for vetted targeted outreach and community relations events.

Provide accurate translation for created media that supports the top twelve (12) languages in Nevada.

Creative Development/Direction

Includes the strategy and development of all creative projects necessary to carry out all strategized marketing initiatives and advertising campaigns which include:

Copywriting Graphic Design Videography Photography Editing Online Production Management (estimating, outside vendor procurement, coordination, and management) Traffic Management (internal team scheduling, proofreading, coordination) Project Management (project-specific budget management, client communication, client/internal team liaison Hard costs for related outside vendors Collateral production

Media

Purchase year-round approved media buys for the advertising campaign (and utilize added-value media placement) to support advertising campaigns.

Identify and recommend which media will be used for each segment of the population statewide (in-person, print, TV, radio, outdoor, sports marketing, internet, direct mail, and others) Work closely with statewide media partners to ensure the best rates are negotiated and receive premium location placement.

Graphic Design Services:

Display Ads;

Collateral Development;

Newsletters; and Brochures.

Additional publications not specific to marketing.

Web Sites

Online Social Media Development; and Public Relations, Press Release Wire Distribution.

Marketing Research and Analysis of Data.

Conduct research and data analysis on an as needed basis to establish baselines and identify strategies to target audiences that are specific in age groups and demographics: individuals and families Tribes, Rural Nevadans, all age groups.

Conduct research and data analysis on an as needed basis or more often to:

Identify advertisement needs by geography where the intersection of target audience and geography may necessitate a stronger advertisement presence.

Identify competitors within the marketplace and make recommendations based on the findings.

Identify and create strengths/weaknesses/opportunities/threats (SWOT analysis) based on public perception and marketing efforts and needs.

Conduct data analysis as needed for marketing and outreach purposes for cyclical marketing needs and one-off communications.

Conduct research and surveys as needed to gain insight into the public to help shape future campaigns from a marketing/messaging and outreach perspective.

Research, analyze, and create strategies, continuously through the duration of the Service Agreement, to implement marketing plans to accomplish the following objectives:

Establish a recognized (by Nevada consumers) brand, maintain the current identity of the state by utilizing the existing brand.

Continually build brand awareness and keep the campaign top of mind with Nevada/intended audiences (both new customers and existing) Encourage community partners and influencers to advocate to their audiences on behalf of Nevada.

Create and implement Off-Season marketing and outreach campaigns for various State agencies.

Needs Assessment

Vendor to conduct needs assessments through asset mapping, concerns and needs surveys, focus group interviews, public issues forums, and other strategies, as appropriate, to ensure a process for determining and addressing needs, or "gaps" between current conditions and desired conditions.

Assessments should have a simplified process Assessments plan should be agreed upon by the state and vendor prior to public release and community involvement.

Need assessments should provide recommendations for improvement actions and should identify resources and assets available to address issues.

Assessments collecting health data, and all assessments related to accreditation-focused Community Health Assessment, shall at a minimum include Nevada Core Health Indicators’ data for the specified county/region/state. See www.health.nv.gov for a list of Core Indicators.

Assessments related to public health issues should, whenever possible, align with the MAPP Framework and gather data using the four MAPP assessment processes.

Community Themes and Strengths Assessment.

Local/State Public Health System Assessment (using National Public Health Performance Standards Program).

Community Health Status Assessment.

Forces of Change Assessment.

If any of these processes has already been conducted in a community or with the population being assessed, every effort should be made to incorporate and build off past data and past or current community participation efforts.

EVENT / CONFERENCE PLANNING

Facilitate planning committee meetings to establish conference agenda, topics and speaker recommendations.

Holding regular planning meetings to ensure all stakeholders are included.

Provide a Key Point of Contact for the entire event.

Negotiate contract with venue for conference space for Department/Division approval to ensure:

Establishment of meeting room space appropriate for sessions;

Design of exhibitor space and layout;

Ordering of AV and audio equipment;

Menu choices to venue to include breakfast, breaks, lunch, and reception;

On-site liaison activities on the day of the conference; and Room blocks for speakers and participants.

Manage the setup and tear down of the event.

Marketing of sponsorship and exhibitor letters, to include follow-up phone calls.

Development and distribution of marketing brochures (to include Save the Date notices).

Establishment of online registration for the conference, to include receipt and management of registration fees.

Maintain event registration database on Department/Division server.

Secure speakers to include making all travel arrangements (lodging, airfare) and continuation education documentation.

Secure continuing education credits for the professional tracks as appropriate (Nevada POST, Social Workers Board, CLE, CME, Nursing, etc.).

Implement, execute, and evaluate the conference.

Assume responsibility for participant certificates and conference closure inclusive of sign-in sheets, evaluation devices, and miscellaneous correspondence.

Gathering, preparation, and production of participant materials to be distributed at the conference.

Provide staff to facilitate conferences.

Assume responsibility for fiscal management of the conference

FACILITATION

Facilitate meetings relating to action plans to ensure assignments and task allocations related to the activities, resources, and timelines, in order to achieve goals and objectives.

Vendor(s) to utilize group processes to ensure meetings run well and achieve a high degree of consensus in the areas of strategic planning, action planning, program improvement and/or conflict resolution activities for and within the Department/Division.

Design and plan the process and select tools;

Guide and control the event; and Ensure outcomes, actions and questions are recorded and actioned.

COMMUNITY BUILDING

Vendor to work with Division/Department to build community and other coalition bodies by employing relevant strategies in the areas of networking, collaborating, and building partnership with local government, community coalitions, and larger policy coalitions to ensure initial and ongoing education and targeted outreach occurs to further community development efforts.

Arrange and lead collaborative meetings that bring together agencies and coalitions that have common goals. These meetings allow organizations to identify the resources, needs, and areas of improvement in their sector. These collaborative meetings also open dialogue to identify policies and program initiatives that will impact the population of interest to address their needs and provide the greatest impact with the resources available. The meetings produce a logic model and a 3-5-year action plan to address goals.

Implement steps of the Mobilizing for Action through Planning and Partnerships (MAPP) tool or the Community Health Assessment and Group Evaluation (CHANGE) tool, when needed for specific state agencies.

Use multiple methods to gather data from each site to maximize the data quality (focus groups, windshield surveys, questionnaires, or interviews).

Review data gathered with the community team and brainstorm, debate, and dialogue with the team to gain consensus.

Within the community team make sure there is a designated data manager to input the date, and complete separate files for each site.

Review the data to determine areas of improvement to develop a Community action plan based upon the community-level data.

PROGRAM EVALUATION

Vendor(s) to administer, analyze and assess measurement and evaluation activities to determine baseline program performance, performance improvement or decline, and to develop data for decision making to enhance effectiveness of program activities.

The vendor will be instrumental in creating pre/post assessments, data entry tools, logic models, and reports pertaining to the program being evaluated. This includes utilizing evaluation data for basic and sophisticated data mining/modeling, including descriptive statistics, exploratory data analysis, confirmatory data analysis, and predictive analytics.

The vendor is to develop both performance assessments questions and performance assessment methods for state-level process and outcomes and community-level process and outcomes. The vendor will administer a pre-intervention fidelity questionnaire and a post-intervention fidelity questionnaire for each identified strategy.

Evaluate the goals and objectives that are specified in the action plan (short and long term and annual) by meeting with and obtaining specific information from the individual(s) that are responsible for collecting the data for community group or coalition. Once the vendor obtains data, they facilitate meetings to show the goals and objectives that have been met, partially met, or not met. The meeting will bring about dialogue on barriers, strengths, weaknesses, and is utilized to update the action plan for the next year. The final program evaluation findings should be compressed into a comprehensive report that includes the following: abstract, introduction, literature review, evaluation methodology, key program evaluation findings (data charts & tables), conclusion, and program recommendations.

Requirement analysis is value analysis applicable to the writing of specifications or SOW to eliminate products and services that are not cost effective.

Requirement analysis services shall include review, analysis and recommendation and clearly identify how the specification/scope of work may be amended/changed to reflect the following, as applicable:

Eliminate a requirement that is not cost effective.

Improve the quality level without impacting the cost(s).

Describe requirement(s) of quality standards to increase the service life.

Achieve total value, i.e., not only initial expense as the award factor.

Vendor(s) will develop evaluation tools that can be implemented on an on-going basis by the agency, coalition, or program. Once tools are developed train the Agency on how to implement those tools for sustainability.

TRAINING

Vendor may be required to take state materials and processes to train internal state and external audiences.

Vendor will work in partnership with the state to create training or share expertise and training ideologies on how to develop training programs.

Vendor will work to staff and coordinate various training sessions.

Vendor to provide training to include but not limited to:

Webcasts;

Webinars;

Continuing Education Units (CEU); and Continuing Medical Education (CME), etc.

Vendor will provide all training materials to the Division/Department for future use, unless specifically designated in BOE Approved Service Agreement, Scope of Work.

PROJECT MANAGEMENT

Accountable for the planning, day-to-day coordination, successful execution, and close-out of assigned Department/Division projects in accordance with Department/Division policies and procedures. The assignment requires technical and administrative control of the project in accordance with the agreed/authorized project objectives, schedule, internal/external requirements as well as regulatory body and/or governmental/funder requirements.

Expected to work closely with all staff to facilitate a "one team" approach throughout all project phases.

Builds and manages a project team from internal and/or external resources to execute the project throughout the implementation and/or project lifecycle.

Develops the project budget which includes quoted costs (wherever possible) and estimates only where historical information is available to support the estimate.

Vendors may be asked to provide a cost realism analysis which may include cost estimating and the need for technical subject matter expertise.

Vendor will be responsible for determining that all cost components have been contemplated including assumptions about the future, historical items, and fair and consistent pricing.

Ensures all project purchases are made in accordance with state policies and procedures.

Organizes and leads weekly project status meetings with state stakeholders.

Develops and distributes regular project plan documents and/or status reports.

Leads the project team to ensure that deliverables are met on time and within budget.

Reports variances from the project execution plan to the appropriate state lead/manager, appraises the impacts, and takes corrective action

DATA ANALYSIS AND REPORT DEVELOPMENT

Complete timely and accurate analysis of data and develop reports for publication.

Complete statistical analysis of raw public or behavioral health data.

Analyze the results in a clear and easily understandable format.

Provide the results in the format requested by the program.

Collect, analyze, and present results from data collection activities (e.g., surveys, interviews, focus groups) each reporting period.

Triangulate information from a variety of qualitative and quantitative data sources to produce results that are creditable and based on a convergence of evidence.

Review annual performance data for accuracy.

Use online survey technology, web-based data collection, management and analysis programs, and software packages for analysis of quantitative and qualitative data.

Provide a staff member to handle data management.

Reports will be prepared as outlined and requested from the state. State agencies will communicate any policy needs and compliance for reports and at a minimum in the following elements:

Where necessary be ADA compliant.

Tables provide analyzed data (number, rate, percentage, etc.).

Graphs or other illustrations that pictorially display the data.

Narrative describing the trends and implications of the data.

Attachment Scopes of Work Page 2 of 2 RFP 99SWC-S2340