Request for Proposals for the Opioid Awareness and Education Social Marketing Campaign

Transcription

1 1515 Pydras Street Suite 1200 New Orleans, LA phne fax web lphi.rg Request fr Prpsals fr the Opiid Awareness and Educatin Scial Marketing Campaign

2 GENERAL INFORMATION The purpse f this request fr prpsal (RFP) is t btain prpsals frm qualified agencies interested in wrking with the Luisiana Public Health Institute (LPHI) t develp a scial marketing campaign t raise awareness and educate n the Opiid crisis in New Orleans and the availability f the verdse-reversal medicatin, nalxne. RFP PROCESS AND RESPONSE FORMAT Submitting firms are required t cmpleted bids by 5:00pm, CT Friday, December 15, Late respnses will nt be cnsidered. Prpsals must be delivered electrnically. Please ensure the file is a pdf (max file size is 20MB) and it t tscuderi@lphi.rg. Yur prpsal must include a cst prpsal. All csts assciated with the delivery f the prject shuld be presented in a flat rate, fee fr service frmat. LPHI reserves the right t select mre than ne, r nne, f the rganizatins/firms submitting prpsals and t select prpsals in whle r in part. Agency respnses will be evaluated by a cmmittee f scial marketing, cmmunicatins, behaviral and public health experts. Candidate firms will be ntified by December 21, 2017 if they are selected. All submitted materials will becme prperty f LPHI and will nt be returned. TIMELINE This RFP is dated December 1, Firms may dwnlad a cpy f this RFP frm Questins are due by 5:00pm CT, December 7, 2017 (please see Questins Perid in the Prpsal Submissin sectin). Prpsals are due n later than 5:00pm CT, December 15, Prpsals will be evaluated immediately thereafter. Candidate firms will be ntified by December 21, 2017 if they have been selected. Wrk n the prject shuld begin immediately after cntract signing and all csts must be inviced (including any media spend) n later than June 30, 2018.

3 QUESTIONS Questins regarding this request must be submitted via t tscuderi@lphi.rg by 5:00pm CT, December 7, Questins received after 5:00 p.m. CT, Thursday, December 7, 2017, will nt be cnsidered. Please include LPHI Prpsal Questin in the subject line f the . T ensure fairness, all questins and answers will be placed n lphi.rg under the RFP sectin f the site by 5pm CT, December 11, CONTRACT TERMS LPHI will negtiate cntract terms upn selectin. All cntracts are subject t review by LPHI legal cunsel, and the prject will be awarded upn signing f an agreement r cntract, which utlines terms, scpe, budget, timelines, and ther necessary items. ORGANIZATIONAL OVERVIEW The Luisiana Public Health Institute (LPHI), based in New Orleans, LA., is a nngvernmental, nnprfit public health institute that translates evidence int strategy t ptimize health ecsystems. We are dedicated t advancing public health practice and making systematic imprvements in ppulatin health. LPHI perates acrss sectrs t design and implement slutins that advance health fr all. T achieve ur missin f aligning actin fr health, LPHI: Develps multi-sectr netwrks and partnerships t supprt hlistic cmmunity engagement Cllects, analyzes and shares infrmatin with partners and cmmunities t infrm decisin-making Distributes resurces and technical assistance t enhance cmmunity and rganizatinal capacity Prmtes plicy, systems, and envirnmental change t sustainable ppulatin health utcmes LPHI s visin: A wrld where everyne has the pprtunity t be healthy. LPHI brings tgether experts frm different fields t develp innvative appraches t address Luisiana and the Gulf regin s mst difficult public health challenges. LPHI is uniquely situated t engage a brad range f stakehlders frm grassrts nn-prfits t gvernment agencies in discussin and actin t imprve ppulatin health.

4 PROJECT OVERVIEW The primary bjective f this prject is t increase knwledge amng the general public and the healthcare cmmunity abut the benefits and availability f Nalxne as a rescue drug in the event f an piid verdse as well as increase awareness abut the dangers f piids and its affects in Orleans Parish. Opiid verdse deaths in New Orleans dubled between 2015 and 2016, fllwing natinal trends and indicating a need fr increased resurces t fund targeted interventins. Recent initiatives t address the lcal piid epidemic have been cnsiderable. Federal grants ttaling $3.4 millin have been awarded t New Orleans area health centers t expand treatment ptins. Accrding t data published by the CDC, Luisiana writes mre piid prescriptins per year than it has residents. Recently-enacted state legislatin will limit the duratin f sme curses f prescriptin piids. Since misuse f piid drugs and strict regulatins ften leads t herin use, the time fr cmmunity awareness is nw. Als, the New Orleans Health Department s issuance f a standing prescriptin rder increased availability f the verdsereversal medicatin nalxne. There is currently a lcal partner running a treatment and recvery media campaign, hwever, a need remains t develp a public-facing cmmunicatins and educatin strategy t raise awareness t target key ppulatins, as a means f ptentiating the afrementined initiatives f awareness and nalxne availability. In Octber, the City f New Orleans published a reprt utlining the city s strategies fr addressing piid addictin and verdse in New Orleans. Within the reprt are steps fr immediate actin including the fllwing: 1. Enabling the New Orleans Plice Department t administer nalxne t verdse victims 2. Expanding current mass media campaigns t educate the cmmunity n verdse preventin and addictin treatment 3. Increase ptins fr safe medicatin dispsal t get unwanted prescriptin piids ut f hmes quickly 4. Engage pharmacies t increase piid cunseling at time f medicatin dispensing 5. Link nnfatal verdse victims in the emergency department directly with treatment services The scpe f this wrk will fcus n supprting the City Health Department s effrts n number 2 and number 4 listed abve.

5 PROJECT GOALS The campaign will cnsist f tw phases f creative and media: Phase I: Awareness f the dangers f piid use (Secndary Gal) Phase II: Increase knwledge f nalxne availability and utilizatin (Primary Gal) PRIMARY (80% estimated budget/media allcatin) Primary Gal 1: Immediate verdse resuscitative effrts utilizatin (nalxne) Primary Gal 2 : Availability f nalxne t laypersn and their acquisitin f nalxne SECONDARY (20% estimated budget/media allcatin) Secndary Gal 1: Educate n dangers f piid prescriptin medicatin, and hw it affects Orleans Parish residents. Strategies t increase awareness f dangers f ld, unneeded piid medicatins in hmes and t increase remval f piids in hmes Strategies t reduce the risk f prescriptin painkillers Availability f lcal treatment ptins and hw t refer individuals Reductin in the stigma f addictive disrders Supprting a lved ne thrugh treatment and recvery PRIMARY AND SECONDARY OBJECTIVES: Primary Secndary Increase knwledge amng the general public and the healthcare cmmunity abut the benefits and availability f nalxne as a rescue drug in the event f verdse. Increase awareness abut the dangers f piid and its effects in New Orleans. The verarching cmmunicatins strategy is fcused n targeted, infrmed messaging t target audiences, with an emphasis and attentin t the verall prgram gals stated abve, as well as with each audience-fcused initiative. Thrugh the utilizatin f an evidence-based, apprach, alng with scial marketing (including engaging paid and scial media) LPHI can effectively achieve the gals listed abve.

6 PROJECT TARGET AUDIENCE Primary Gal: Nalxne awareness and utilizatin Parents, family and friends f thse experiencing addictin Estimated ages t be further defined, but currently 15+ Peple experiencing addictin Health care, safety, and ther system staff wrking with peple wh may be experiencing addictin. Existing city heat maps identifying piid verdse htspts will be used t further define gegraphic lcatins f media placement, which may affect targets demgraphically as well Secndary Gal: Educatin f dangers f piid General ppulatin All SES, all demgraphics Estimated ages t be further defined, but currently 15+ Health care, safety, and ther system staff wrking with peple wh may be experiencing addictin. AGENCY SCOPE OF WORK Supprt City f New Orleans Opiid prgram initiatives with strategic scial media effrts and paid advertising supprt. Crdinate messaging and timing f utreach and advertising with New Orleans Health Department and ther partner initiatives. Creative cncept refinement Based n LPHI recmmendatins, refine existing campaign creative and messaging utilizing materials frm existing well- tested and researched piid campaigns utilized in varius states/regins (t be identified by LPHI), (media and utreach) Based n LPHI recmmendatins, create utreach/educatinal materials, utilizing existing materials frm existing well- tested and researched piid

7 campaigns utilized in varius states/regins (t be identified by LPHI), (max 2 pieces, final frmat TBD) Paid Media strategy and purchasing Based n creative strategy shuld include (but, nt limited t): Outdr (Billbards) Transit (Bus Shelters, Bus Interirs) Traffic Campaign Materials Based n LPHI recmmendatins, develp a campaign micrsite, linking t partner pages and utilizing messaging frm existing piid campaign website(s) (T be identified by LPHI) including, but nt limited t: Scial Media Securing vanity url (if needed) Website structure and site buildut Website cpy editing/ cpy writing Cmpiling, crdinating and uplading website cntent Wrking within agreed upn platfrm (TBD) Paid Scial media campaign strategy and plan, implementatin, ptimizatin, analytics reprting Scial media management- campaign pages created, cntent develpment/ calendar, daily management f presences, analytics reprting In partnership with LPHI, create a findings reprt and presentatin f results CAMPAIGN TIMELINE Agency Selected Agency Cntract Signed Launch Campaign Micrsite Campaign Launch Phase I, Awareness (estimated run f 2-3 weeks) Campaign Launch Phase II, Nalxne (estimated run f 8-10 weeks)

8 BUDGET Nt t exceed $160, Includes all csts and estimates fr services, prductin csts, and traditinal and scial media buys. AGENCY CAPABILITIES AND REQUIREMENTS T be cnsidered, respnding agencies shuld be able t exhibit at a minimum (but nt limited t) the fllwing: A minimum f five staff members with apprpriate skillsets and experience Strng research and planning capabilities Relevant experience Prven experience in behaviral and cause marketing campaigns Experience and prven success in planning fr campaigns related t health awareness Please prvide case studies r examples f past behavir change/scial marketing campaigns Cmprehensive knwledge f planning and placement fr traditinal and nntraditinal tactics fr paid media campaigns Experience with leveraging media buys t earn dnated media air time. The client expects a minimum f a 1:1 rati f dnated space t paid space. Experience in researching and leveraging new r innvative media platfrms Scial nrm/ behavir change media tactics, fr diverse and hard t reach ppulatins Experience in researching and reaching diverse markets and hard t reach ppulatins Demnstrated experience in all phases f media placements based n demgraphic determinatins and industry standards, pst reprting, added-value placements Sufficient financial resurces t cnduct media placements in accrdance with cst reimbursement cntracts. Access t all ratings, data frm leading industry-recgnized media rating and assessment services Budget management and reprting

9 Website develpment and design in varius backend systems with apprpriate analytic tls in place Strategic planning and implementatin f scial media, paid and engagement campaigns Accunting and auditing Must have existing cntract with 3rd party ad serving system fr independent campaign reprting Staff shuld have certificatins in nline reprting, r ther such media qualificatins and experience in reprting and analysis f same The agency must demnstrate flexibility in handling unexpected requests fr services (within the agreed scpe f wrk) t supprt campaigns and be able t meet the set timelines. PROPOSAL CONTENT Prpsals shuld be prepared as simply as pssible and prvide a straightfrward, cncise descriptin f the Agency s capabilities t satisfy the requirements f this RFP. Cver letter (ptinal) Prvide a cmpany prfile, indicating backgrund, experience and cre cmpetencies. Please identify the staff members that will be assigned t this prject, their titles and what their rles will be n this prject. Additinally, please include bigraphies fr the staff members n the prpsed prject team. Briefly describe yur firm s prject management prcess. Please list any subcntractrs and what their rles will be. Limited use f subcntractrs is preferred. Please explain yur service level agreement structure. Prvide the time frame fr cmpletin. The time frame fr cmpletin f the prject will be evaluated. In additin, time frames will be part f the cntractual agreement; therefre, a realistic time frame fr cmpletin is requested. Please describe yur prcess fr gathering infrmatin and cntent needed fr the prject.

10 Estimated budget t prduce required deliverables, including analysis. Please estimate the cst f each deliverable independently. Terms and cnditins. EVALUATION CRITERIA Prpsals will be evaluated n the fllwing criteria: 1. Insight and apprach 2. Agency experience, relatinships and staff that have resulted in successful, resultsriented campaigns 3. Demnstrated ability t develp smart, evidence based behavir change scial marketing campaigns that utilize a unique mix f traditinal and nn-traditinal media t engage audiences (including diverse and hard t reach ppulatins), that are cmmunity and culturally apprpriate at the lcal level and achieve measurable results 4. Understanding f and functinal apprach t wrking with a nn-prfit rganizatin with multiple stakehlders; demnstratin f passin and cmmitment t LPHI s missin 5. Qualificatins, experience and fit f staff that wuld be assigned t the LPHI team 6. Cst structure and ability t efficiently and effectively allcate budget LIMITATIONS OF LIABILITY LPHI assumes n respnsibility r liability fr csts incurred in respnding t this prpsal request r in respnding t any further request fr interviews, presentatins, additinal data, etc. LPHI als reserves the right t cancel this prject at any time.