SOP Comprehensive Advertising Services Q and A-Final.pdf

Comprehensive Advertising Services (SOP) Opportunity # 21260707153736

FY27 Small Order Purchase Questions and Answers Date July 28, 2026

Question 1. Can the Department clarify whether the $99,000 contract value is intended to cover only the awarded agency’s professional services, or whether it must also include paid media placement costs (digital, broadcast, print, outdoor, etc.)?

Answer 1. The contract’s award is intended to cover all costs including paid media placements, agency service fees, and any other related expenses.

Question 2. If paid media costs are separate from agency fees, will DHS fund media placements directly with vendors, reimburse the contractor, or expect the contractor to invoice for media expenditures?

Answer 2. The selected vendor will be responsible for covering the initial costs of media placements and will invoice the Department of Human Services (DHS) for both the media expenditures and any associated agency fees.

Question 3. If media spending must be included within the $99,000 contract amount, does DHS have a preferred or minimum allocation for paid media versus agency strategy, creative, management, and reporting fees?

Answer 3. There is no prescribed allocation between paid media and agency services. However, proposals that maximize the proportion of the budget dedicated to media placements are generally preferred.

The ideal partner will provide a balanced approach that delivers strategic planning and creative support while preserving sufficient budget to execute an effective media campaign.

Question 4. If the $99,000 does not include media spend, what is the annual media budget?

Answer 4. Media spend is included in the full award.

Question 5. Is the $99,000/12 month budget all-inclusive of the advertising spending and professional services fee, or are there additional funds for ads on top of the $99,000?

Answer 5. The full award amount includes all available funds.

Question 6. How many campaigns does DHS anticipate launching during the initial contract term, and are there priority campaigns or tentative launch windows already identified?

Answer 6. This contract is intended to prioritize messaging regarding all the prevention/diversion services and community resource programs under Office of Children and Families (OCF) and the Department of Human Services. The selected agency will also collaborate with the implementation phases of our Pre-K registration campaign.

Question 7. Will campaign approvals be centralized within the Communications team, or will individual program areas also participate in reviewing and approving messaging and creative?

Answer 7. Individual programs will participate in reviewing and approving messaging and creativity; however, authorization will be provided by the Communications Team to the selected agency.

Question 8. Is the selected agency expected to develop all campaign creative and collateral, or will DHS provide existing assets for adaptation?

Answer 8. The development will be a collaborative effort between the selected agency and DHS.

Question 9. Of the goals listed in the RFP, which are DHS’s highest priorities for the initial contract term?

Answer 9. The highest priorities are increasing awareness of OCF/DHS prevention and diversion services and other resource programs. Also, highlighting the scope of services offered by DHS for the children, youth, and families in Philadelphia.

Question 10. Does DHS currently have established relationships, negotiated rates, or existing commitments with media vendors that the selected agency will be expected to manage or incorporate into its plan?

Answer 10. None.

Question 11. Would DHS prefer applicants to include a high-level annual campaign framework within the proposal, or would a more detailed campaign calendar and sample media recommendations be more helpful for evaluation?

Answer 11. At this stage, DHS is seeking at a minimum a high-level campaign framework, sample media recommendations to include strategic placements, and sample performance tracking report.

Question 12. Are there existing audience personas, market research, campaign performance reports, or baseline metrics that will be made available to the selected agency during onboarding?

Answer 12. DHS has baseline performance metrics available. However, the DHS intends to work collaboratively with the selected agency to evaluate existing performance and establish updated benchmarks and success metrics.

Question 13. Will DHS provide existing brand standards, messaging frameworks, photography, video assets, and creative templates, or should applicants assume development of new creative materials as part of the engagement?

Answer 13. DHS will provide existing brand standards, messaging frameworks, and other available creative resources. Where additional visual assets are needed, the selected agency may be expected to utilize appropriate stock photography or video resources as part of the engagement.

Question 14. Does DHS have preferred reporting platforms or dashboard tools, or may the selected agency recommend its own reporting solution?

Answer 14. DHS does not require a specific reporting platform. However, a robust, user-friendly dashboard and reporting solution is highly desirable.

Question 15. Which languages should applicants anticipate prioritizing for advertising and outreach? Will

DHS provide approved translations, or should translation be included in the proposed scope and budget?

Answer 15. Depends on the language advertisement type, the selected agency should tailor the information to the specific population. Translations will be provided by DHS.

Question 16. Is there an internal communications, marketing, and program staff that will collaborate with the selected agency?

Answer 16. Yes, this contract will be project managed by the DHS Communications Team.

Question 17. The RFP references rapid-response and emergency public information campaigns.

Approximately how frequently has DHS required these types of campaigns in recent years, and what level of agency responsiveness is expected?

Answer 17. This is very infrequent; however, the expectation of the selected agency would be to respond within 24-48 hours.