Ending the HIV Epidemic Social Marketing Campaign
Request for Proposals
Click the button below to view the request for proposal.
In the RFP it mentions the questions are due by 28th of June and Deadline for Written Proposal/RFP is July 6th. Is that correct?
Yes, this is correct.
Are the required meetings between the selected contractor and the SHHP to be held in person or via an online meeting software?
For the safety of all individuals as we continue to wave through the COVID-19 pandemic, all meetings for the duration of the 1-year contract will be hosted via an online meeting software.
The focus groups will be coordinated by the contractor. The EHE committee can support the contractor with recruitment to meet this deliverable.
Are photography assets “to capture images of people living in Baton Rouge and recognizable locations of the city” readily available or will they need to be captured as part of the SOW?
They will need to be captured as part of the SOW.
The impact evaluation of the campaign will be measured by media metrics of reach, impressions, and engagement. These metrics will be reported to SHHP from the contractor on a quarterly basis. The outcome evaluation will be measured by an increase in awareness of PrEP, U=U, and HIV testing to know ones’ status.
The budget for the contract is to cover all campaign related expenses. Other mediums desired includes digital placements such as, digital display and social media ads.
No other media is currently being placed that SHHP is aware of.
The last campaign ran in the fall of 2019 and it performed well.
Is there a separate print production budget? If not, is there a reference to what would need to be printed?
No, there is not a separate print production budget. We anticipate palm cards or brochures to be included in the print collateral.
No, there is not a separate video and radio production budget.
No, there is not a separate focus group budget.
Do you have an example of previous budget breakdowns (ie. Media 60%, PR 15%, Creative 20%, Promotions 5%)? If so, did you see success with this breakdown?
For the previous campaign, the breakdown was 85% media placement. This included 7% production, 5% reporting, and 3 % website refresh.
Have you worked with an advertising agency in the past? If so, what did you like and not like about the experience?
Yes, we work with advertising agencies regularly, within Louisiana and out-of-state, as well. We value agencies who are responsive, timely, innovative, passionate, and transparent. Presently, we have not had a negative experience with an agency. If challenges arose, we worked through those challenges together as a team.
Yes, once the contractor has been fully on boarded, SHHP can share a list of providers.
We are only accepting hard copies. They can be mailed or delivered in person.
Multimedia outreach refers to the use of multiple media resources to place advertisements. For example, this may include a mix of OOH placements, social media advertisements, print collateral, digital display, etc.
Will we be using the campaign style and look from https://louisianahealthhub.org/get-loud-louisiana/ or developing a new look for this campaign in section B1?
We are open to creative options that include the current look of Get Loud Louisiana and refreshed options. The campaign style will be informed by the EHE committee and focus groups.
For the most effective campaign, we must operate from an understanding of how to best reach our target audience and create a message that will resonate with our audiences. We expect the agency to conduct some level of formative research to guide their approach in developing a marketing strategy for the campaign.
Regarding B-1-a-v - please clarify specifics on what the selected contractor would manage outside of the scope of work for social and OOH?
B.1.a.v states “Manage and provide oversight in regard to all aspects of advertising, marketing and public relations as they relate to contractor activities.” The contractor will manage all aspects of the scope of work.
Regarding “the Contractor will be responsible for the production of TV and radio spots, printed materials, and other media elements (including interactive media) as indicated by program needs and audience - driven research.” What other creative budgets do you have for these mediums outside of the social and OOH campaign previously noted? Also, what budgets do you have for placement of these mediums?
The budget indicated in the RFP is expected to cover all campaign related expenses. In the proposal, we expect agencies to present a marketing strategy that will best achieve the campaign objectives with the amount provided.
Regarding “Undetectable = Untransmittable (U=U), PrEP/PEP, and Know Your Status,” does this mean the campaign creative is already completed and we will need to work from this to expand on the concept?
No, the campaign creatives are not already completed. These are the messages we want included in the creative assets.
What social media pages will be the hub for organic and paid social content supporting this campaign? Will you please list the platforms and handles for each (@getloudlouisiana on Instagram, etc.)
This is up for discussion based on the recommendations for the campaign. However, @getloudlouisiana has IG, TW, FB, and Tik Tok accounts.
Are there representatives/figureheads of the campaign who can readily create organic videos for social media content (TikTok videos, Instagram Reels, etc.)? Are you interested in involving influencers to develop this type of video content as well?
Yes, we are interested in involving influencers. At the present time, we do not have a “figurehead” identified for the campaign.