704-R23117 - Mission, Vision, and Values Design Project: “Mission in Motion”

Eastern State Hospital, an agency of the Virginia Department of Behavioral Health and Developmental Services located in Williamsburg, is soliciting sealed proposals through competitive negotiation for comprehensive marketing services to develop and implement a facility-wide "Mission in Motion" branding campaign centered on the hospital's Mission, Vision, and Values initiative. The procurement encompasses marketing consulting, graphic design, photography, audio-visual consulting, communications strategy, and human relations consulting services. Primary deliverables include a 5-10 minute motion-graphics-led promotional video featuring live action and staff interviews; standardized, electronically reproducible marketing materials such as logos, templates, signs, banners, posters, wall graphics, and flags with placement guidance; social media assets including static and animated graphics formatted for Facebook, Instagram, X, and LinkedIn; and editable design templates and style guides consistent with the DBHDS Branding Guidelines. The project requires vendors to develop a dynamic and cohesive messaging strategy aligned with five core organizational values—Compassion, Safety, Respect, Teamwork, and Excellence—and must comply with established DBHDS branding standards, accessibility requirements, and existing Virginia campaign messaging guidelines. The contract is structured as a one-time purchase with no renewal options, with core campaign concepts and initial designs targeted for completion by May 2026 to align with the hospital's Strategic Plan Kickoff. Evaluation criteria weight experience and qualifications of assigned personnel at 40%, specific plans or methodology at 25%, small business subcontracting plans at 20%, price at 10%, and client references at 5%. Critical dates include a mandatory pre-proposal conference on February 24, 2026, at 2:00 PM EST, a written questions deadline of March 2, 2026, at 1:00 PM, and a proposal due date of April 3, 2026, at 3:00 PM local time through the eVA portal. Proposals must not exceed 75 pages and must include specified attachments covering proposal forms, small business subcontracting plans, corporate documentation, and proprietary information identification.

A set-aside exists for DBHDS-certified Small Businesses, with preference given to Virginia-based companies, though all vendors regardless of small business certification are eligible to submit proposals. This is a new contract with no incumbent vendor, and the Commonwealth will not disclose a specific budget amount or not-to-exceed target during the procurement process, instead encouraging vendors to propose pricing structures and scopes reflecting the necessary level of effort for a high-quality campaign. Pricing should be submitted through eVA as fully burdened hourly rates broken down by deliverable, with time and materials pricing for advisory services outlined in Attachment A of the RFP. Vendors must provide current certificates of insurance prior to work commencement, including commercial general liability coverage of $1,000,000 per occurrence and $2,000,000 in the aggregate, and are subject to eVA transaction fees of 1% capped at $500 for DSBSD-certified small businesses or 1% capped at $1,500 for other businesses. The anticipated contract start date is early-to-mid May 2026, with the period of performance to be determined following vendor selection. All intellectual property, artwork, and materials produced under the contract shall become the exclusive property of the Commonwealth of Virginia with full unlimited rights, and the contractor must coordinate feedback through the hospital's five-member Mission in Motion committee rather than individual departments, with two rounds of revisions anticipated on concepts and edits.