Womens Health Strategic Communications Marketing Support Services.pdf

WOMEN’S HEALTH STRATEGIC COMMUNICATIONS, MARKETING AND

ENGAGEMENT SUPPORT SERVICES PERFORMANCE WORK STATEMENT (PWS)

1. SCOPE

The contractor shall provide strategic communications, marketing and engagement support services from a seasoned, experienced team of communication and event professionals who have extensive experience working with the Office of Women’s Health (OWH), to support the execution of creative and innovative communication marketing products and services that focuses on the health care of Women Veterans. The contractor shall provide all services described in the PWS to include the following:

1. Develop a WH Communications Strategic Plan that integrates the needs of the three branches of WH: Health Education, Reproductive Health, and Comprehensive Health.

The contractor shall review the information in the following links and guidance from the Veterans Health Administration (VHA) Communications office to ensure all products developed and/or reviewed are in compliance with VA guidance:

https://vaww.va.gov/WEBCOM/index.asp and https://vaww.execsec.va.gov/.

2. The development and maintenance of websites, SharePoint pages, and portals, that will enhance the organization’s ability to support and engage the workforce in its mission to set the standard for innovative women’s healthcare services that add enterprise-wide impact and value. Assistance in creating a robust OWH communications strategy and high-quality online presence are key to successful completion of the contract.

3. Creatively design and integrate unique extensive educational, and informational communication into a variety of print, visual, and web-based venues. The contractor shall keep abreast of all current women’s health issues and news events to provide additional topics in the creative process of developing products.

4. Provide administrative support for communication forums (i.e. national calls, focus groups public forums, webinars).

5. Assist in conference management for a variety of training events ranging from 30 -300 participants and if needed venue procurement in collaboration with VHA Institute for Learning, Education and Development (ILEAD). The Contractor shall collaboratively develop the meeting agenda in conjunction with government leads, and produce meeting content (i.e., slides, marketing materials, email blasts) with input from the government.

6. Work closely with VHA communications and obtain all concurrences required to finalize deliverables. Timelines for these concurrences will be worked into the timelines prescribed in each task to meet the due dates.

2. BACKGROUND

The Department of Veterans Affairs (VA) is improving access, services, resources, facilities, and workforce capacity to make health care more accessible, more sensitive to women’s specific needs, and of the highest quality for the women Veterans of today and tomorrow.

VHA Women's Health (WH) works to ensure that timely, equitable, high-quality, and comprehensive health care services are provided in a sensitive and safe environment at VA medical facilities nationwide. VA strives to be a national leader in the provision of health care for women, thereby raising the standard of care for all women.

Women Veterans are one of the fast-growing subgroups in the Veterans Health https://vaww.va.gov/WEBCOM/index.asp https://vaww.execsec.va.gov/

Administration (VHA). T h e programs within WH are designed to educate and inform the women Veteran population of the services offered by VA.

3. PROFESSIONAL AND EXPERIENCE REQUIREMENTS

Contractor shall ensure staff have the appropriate professional background and experience in women’s healthcare to develop and create unique outreach, educational and informational communication products related to women’s health, Veteran outreach and social/cultural campaigns.

Staff involved in the creative development process must possess good organization analytical skills, have the ability to implement their own ideas and/or build on ideas generated by Women’s Health, and have demonstrated professional and expert knowledge of creative tools such as graphic design and video production programs.

Staff involved in the writing process should have demonstrated experience working in a technical writing position, excellent written and verbal communication skills, able to write in explanatory and procedural styles for multiple audiences (including general public), editorial skills, and skilled at prioritization and multi-tasking. A medical/scientific writer will be utilized when developing materials of a medically complicated nature.

4. TASKS

Task 1: Kick-Off Meeting

The contractor shall conduct a “kick-off” meeting within 3 (three) days of award. The kick-off meeting will consist of the contractor participating in an online conferencing orientation for program overview and review of contract tasks, deliverables, and expectations. The contractor will provide minutes for the meeting to verify complete understanding of tasks.

Deliverable for Task 1

Deliverable

Number

Description Due Date Qty Unit

1.1 Kick-Off Meeting 3 (three) business

days after award

1 EA

1.2 Meeting Minutes Draft: Due 3 days

after Kick-off

Meeting

Final: 5 days after government review and concurrence

1 EA

Task 2: Provide WH Communications Team Planning and Briefing Meeting Support

The contractor shall provide logistical planning, agenda and content preparation, note taking, and reporting out as appropriate, for weekly WH Communications team planning and briefing meetings.

Deliverables for Task 2

Deliverable Number

Description Due Date Qty Unit

2.1 WH Communications Team

Planning and Briefing Meeting Agenda

One (1) Business Day prior to meeting.

52 EA

2.2 WH Communications Team

Planning and Briefing Meeting Notes

One (1) Business Day after meeting.

52 EA

Task 3: Communications Strategic Plan

The contractor shall develop a WH Communications Strategic Plan to be updated quarterly that integrates the needs of the three branches of the WH: Health Education, Reproductive

Health (RH), and Comprehensive Health (CH). A calendar of topics, events and activities must be included in the plan. The contractor shall assist Education, RH and CH in the development of operational plans.

Deliverable for Task 3

Deliverable

Number

Description Due Date Qty Unit

3.1 WH Communications Strategic

Plan

Initial: Ninety

(90) days after date of award.

Updates:

Quarterly

Final: Due at contract completion.

4 EA

3.2 Operational Plan 30 days after

completion of WH strategic plan

Updates:

Quarterly if changes are made to the strategic plan

3 EA

Task 4: Develop, organize, and conduct women's health campaigns and educational materials.

The contractor shall creatively design, organize, develop and conduct entire monthly women

Veteran’s health campaigns utilizing print, visual, and electronic media, including a VA formal communication plan, posters, images, and messaging (i.e. electronic, taglines). The contractor shall be responsible for obtaining and ensuring copyright clearance for all selected materials as required. The purpose of these campaigns is to provide information, education awareness and call to action for Veterans regarding key women health topics (e.g. infertility, breast cancer, heart disease), communication products, and suggested content for use at both local

VA medical facilities and online public-facing platforms. This material will provide Women

Veteran Program Managers and Public Affairs Officers (PAO’s) with digital images, messaging, content, suggested social media posts, and links to resources for outreach purposes for local women veterans and distribution to external and internal stakeholders.

The contractor shall also creatively design, organize, and develop materials focusing on increasing awareness of women Veteran’s services and campaigns will include honoring Women’s Veterans and recognizing their unique contributions.

The contractor shall utilize a creative or graphic designer to ensure graphics are professionally creatively developed and accurately reflects the message of the campaign.

Deliverables for Task 4

Deliverable

Number

Description Due Date Qty Unit

4.1 Women Veterans Health

Campaign

Monthly

Each monthly campaign should begin development in a timeframe to allow for submission for

VHA

Communications approval 60 days in advance (e.g.

January’s

Campaign should begin development in October or earlier)

12 EA

4.2 Honoring Women Veterans

Campaign

Every other month beginning the 2nd month of the contract.

Campaign should begin development in a timeframe to allow for submission for

VHA

Communications approval 60 days in advance (e.g.

January’s

Campaign should begin development in October or earlier)

6 EA

Task 5: Brochures, Patient Information Cards, Fact Sheets

The contractor shall creatively design unique informational, educational, and outreach materials in a variety of formats, including Brochures, Patient Information Cards and Fact

Sheets, which are based on VHA women’s health care.

The contractor shall also review and update existing brochures, patient information cards and fact sheets to ensure it reflects current information.

Brochures, Patient Information Cards and Fact Sheets shall be produced in both English and Spanish.

Deliverables for Task 5

Deliverable

Number

Description Due Date Qty Unit

5.1 Development of New Brochures, Patient Information Cards and

Fact Sheets

Draft: No later than Fifteenth

(15th) Business

Day after assignment.

Final: Five (5)

Business Days

After Government

Comments.

11 EA

5.2 Review and Update Existing and

Expiring Brochures, Patient

Information Cards and Fact

Sheets

Draft: No later than Fifteenth

(15th) Business

Day after assignment.

After Government

Comments.

15 EA

Task 6: Develop Special Interest Articles

The contractor shall develop Special Interest Articles for public distribution virtually for

Veterans magazines and VA approved social media platforms.

Deliverables for Task 6

Deliverable

Number

Description Due Date Qty Unit

6.1 Special Interest Articles Draft: Tenth ( l 0th)

Business Day of

Each Month .

After Government

Comments.

12 EA

Task 7: Develop Unique Informational, Educational and Outreach Language for

Posting on VA Approved Social Media Platforms.

The contractor shall creatively develop language for posting (tweets, blogs) on VA approved

Social Media and Web platforms (i.e. Twitter, Facebook, etc.). Messaging content for tweets and blogs will include monthly campaign material, evergreen with general content of women’s health and current topics of interest. Subject matter of posting will reflect materials developed by the contractor as described in this PWS along with women’s health care events, current VA health care issues and other subject matter which may be provided by the Women’s Health office. The contractor shall liaison with VHA Communication and other program offices to encourage the posting and utilization of these materials. The contractor shall report on the dissemination and posting of these materials.

Deliverables for Task 7

Deliverable

Number

Description Due Date Qty Unit

7.1 Develop Content for Social Media

Messages (i.e. Twitter, Facebook or Other VA Approved Social

Media Platforms)

Due to VHA

Communications dictating what is posted, Tweets shall be presented a month in

251 EA

advance for WH approval. (i.e. 30-

31 tweets due on the 1st of each month)

7.2 Develop Content for Blogs Draft: Tenth (l0th)

Business Day of

Each Month.

After Government

Comments

12 EA

Task 8: Produce Videos and Social Media Events

The contractor shall produce 2 (7) minute videos, for streaming and downloading. These videos may be a combination of professional voice-over, interviews, live action and/or be shot in studio or possibly on a local location. The videos will be produced in English with Spanish subtitles. Contractor shall provide concept development, script production, storyboard production, sound editing and 508 compliance. Draft script and storyboard (to include description of scenarios) will be provided in advance for government review.

Proposed shoots will cover the intended content.

The contractor shall also produce four (4) three (3) minute videos in English with Spanish subtitles and Spanish voice-over to be disseminated via “YouTube” or comparable public access path and posted on websites for public use.

The contractor shall subset (3) shorter versions of the videos produced in task 8.2 in English with Spanish subtitles and Spanish voice-over.

Deliverables for Task 8

Number

Description Due Date Qty Unit

8.1 Two (2) Seven (7) Minute Videos First Day of

Months Four (4) and Eight (8) in the base year, and every other year thereafter.

2 EA

8.2 Eight (8) Three (3) Minute Videos

4- English with Spanish subtitles 4- Same video with Spanish voice-over

Two (2) per quarter for the base year and every other year

8 EA

thereafter.

8.3 Six (6)” Subset” Shorter Versions of

the Videos Produced in 8.2 3- English with Spanish subtitles 3- Same video with Spanish voice-over

Two (2) 1st, 2nd and 3rd quarters of years 2 and 4 of the contract.

6 EA

Task 9: Perform Content Administration, Management, and Maintenance and Monitoring of WH Web Sites

The contractor shall perform routine administration, content management, regular maintenance and updating of the WH SharePoint site to include posting revised content of face and subpages. The contractor shall manage WH online presence and public facing website. The products must be reviewed and approved by WH leadership prior to public release. An annual revision of core data and a quarterly website metrics will also be required. The contractor shall conduct a comprehensive evaluation of the WH website to improve user experience and content, develop needed content upgrades, schedule and execute deployment. The contractor shall monitor and analyze performance and effectiveness of WH e-environment by running, interpreting, and producing reports on WH web analytics and communications efficacy.

Deliverables for Task 9 Deliverable Number

Description Due Date Qty Unit

9.1 WH SharePoint

Administration, Content Management, Maintenance, and Updates to Include:

• Posting revised content of face and subpages

• Staff support on

SharePoint Software

Bi-Weekly

EA

9.2 WH Webpage Administration, Content Management, Maintenance, and Updates

a) Content Development and Revision to be current

b) Revision of Core Data

c) Development and

a) Monthly

b) Annually

c) Quarterly

d) Quarterly

a) 12

b) 1

c) 4

d) 4

Image Selection

d) Web Analytics and

Communications

Efficacy Briefing

Report

e) Website Usability and

Content Assessment

f) Revise the navigation to maximize access and use

e) Semi-

Annually

f) Semi-

Annually

e) 2

f) 2

EA

Task 10: Create Communications Products Inventory

The contractor shall create a master record of all communications materials. The record will be maintained in the shared drive and updated on a quarterly basis.

Deliverables for Task 10

Number

Description Due Date Qty Unit

10.1 Master Record Development and

Update

Once a quarter 4 EA

Task 11: Production of Business and Education Documents

The contractor shall develop marketing plans, communications toolkits and supporting documents for trainings for internal and external costumers. The contractor shall design, write, edit, and review, revise as requested, documents to include but not limited to PowerPoint Presentations, talking points, white papers, briefing documents, speeches, flyers, electronic ads, and articles. The contractor shall design, write, edit, and review, as requested, educational curriculum documents to include all content and formatting, to include but not limited to PowerPoint Presentations (to include training documents), talking points, white papers, briefing documents, speeches, handouts, and announcements. All documents will be in accordance with the VA guidelines.

Deliverables for Task 11

Number

Description Due Date Qty Unit

11.1 Marketing Plan 3 EA

11.2 Communications Toolkits 2 EA

11.3 PowerPoint Presentations Draft: Five (5)

Business Days After Government Request.

48 EA

11.4 Talking Points Final: Five (5)

Business Days After Government Comments.

6 EA

11.5 Speech Scripts Draft: Five (5)

Business Days After Government Request

6 EA

11.6 Flyers/Electronic Ads/Articles 90 days prior to

training event

20 EA

Task 12: Produce Professional Reports

The contractor shall collate, input, edit, and produce two (2) publish-ready professional clinical data driven reports, such as Women's Health Sourcebooks and State of Reproductive Health, to include technical editing, graphs, charts and professional cover art.

Deliverable for Task 12

Number

Description Due Date Qty Unit

12.1 Professional Reports

1 > than 100 pages 1< than 100 pages

Draft: Fifteen (15) Business Days After Government Request.

Final: Seven (7) Business Days After Government Comments.

2 EA

Task 13: Conference Support

The contractor shall provide planning and support services for conferences, both face-to- face and virtual, with overall conference management, to include attendee logistics, pre- conference meetings, agenda, speakers, communications, conference content review (i.e. PowerPoint slides), preparing attendee conference materials, follow up and close out for four (4) conferences per year. The contractor shall produce a conference support plan prior to each conference which addresses logistical planning, the detailed agenda, and content preparation.

The contractor will work with OWH and ILEAD to procure a venue (to include audio/visual) for two (2) annual national mini residencies.

Deliverables for Task 13

Number

Description Due Date Qty Unit

13.1

Conference Project Management

Final Project Plan: 30 days in advance to the conference start date

13.2 Venue procurement, to include audio

visual, for National Mini Residency Training Events

18 months in advance of the training event

4 EA

Task 14: Webinar or Virtual Event Support

The contractor shall support OWH in the planning and coordination of topic specific webinars and virtual events. The Contractor shall perform design, development, reservation, pre-event outreach and engagement, participant prep, broadcast/video support, virtual collaboration and engagement, event prep and run of show and post-event assessment. The contractor will serve as a liaison between ILEAD and the program office.

Deliverables for Task 14

Deliverable Number

Description Due Date Qty Unit

14.1 Planning and coordination of topic

specific webinars and virtual events

Task 15: Administrative Support

The contractor shall provide administrative support for national calls to include providing agenda’s, meeting minutes, PowerPoint slides and tracking guest speaker presentations.

The contractor shall assist OWH in monitoring focus groups and forums for missing or incomplete data, questions that arise and update tracking sheets.

Deliverables for Task 15

15.1_Administrative Support for National Calls

a. Agenda

b. Minutes

c. PowerPoint

Slides

d. Tracking

Guest Speakers

a. 5 days prior to meeting

b. 1 day after meeting

c. 5 days prior to meeting

d. 14 days prior to meeting

15.2 Monitoring focus groups and forums

and update tracking sheet

Monthly 12 EA

5. CONTRACTOR PROJECT MANAGEMENT PLAN

The Contractor shall deliver a Contractor Project Management Plan (CPMP) that lays out the Contractor's approach, timeline and tools to be used in execution of the contract.

The CPMP should take the form of both a narrative and graphic format that displays the schedule, milestones, risks and resource support.

The CPMP shall also include how the Contractor shall coordinate and execute planned, routine, and ad hoc data collection reporting requests as identified within the PWS. The initial baseline CPMP shall be concurred upon by the VA PM and updated and maintained by the Contractor throughout contract performance.