RFP - targeted outreach to support empowerline

The Atlanta Regional Commission (ARC) has released a Request for Proposals (RFP) for targeted outreach to support Empowerline, seeking a communications and marketing firm to enhance service enrollment among older adults, adults with disabilities, and caregivers in the 10-county metro Atlanta region. The primary objectives include creating clear messaging, improving program visibility, and developing outreach strategies to drive awareness and engagement with Empowerline services. Specific deliverables include developing geographically targeted messaging for seven key target segments, producing communication materials across multiple mediums such as websites, social channels, flyers, email, direct mail, radio, and television, and creating strategies to increase enrollment in evidence-based programs. The RFP requires firms with expertise in communications, branding, marketing, and media planning, with a focus on reaching populations in lower life expectancy census tracts with significant economic and social needs. The proposal is due by May 26, 2025, with work expected to begin in the second quarter of 2025 and all funding to be invoiced by September 15, 2025. Potential respondents should carefully review the full RFP details available at the specified procurement website, and must demonstrate capabilities in developing comprehensive communication and outreach strategies for vulnerable populations.

The RFP does not explicitly mention specific set-aside designations or restrictions on respondent types, though typical government procurements often encourage participation from diverse and disadvantaged business enterprises. The total contract value is $67,000, with the budget divided into two primary tasks: 40% allocated to messaging creation and production, and 60% dedicated to outreach campaign deployment and dissemination. The contract will be awarded to the firm that best demonstrates expertise in communications strategy, understanding of the target population, and ability to create impactful outreach materials. While no incumbent vendor is mentioned, the project requires integration with existing Empowerline infrastructure and a deep understanding of the service's current communication channels. The selected firm will need to work closely with ARC to develop a comprehensive communication plan that effectively reaches and engages older adults, individuals with disabilities, and caregivers across the metro Atlanta region, with a particular focus on census tracts with lower life expectancy and significant economic challenges.