The vendor is required to provide to secure a vendor to assist in developing the department of health’s healthy brain program outreach and awareness campaign.
- To achieve this, the program focuses on key outcomes:
• Expanding community partnerships
• Enhancing prevention strategies and integrating with other chronic disease efforts
• Increasing policy action and implementation
• Improving data availability, quality, and utilization for data-informed decision-making
• Reducing stigma and bias around cognitive decline
• Building knowledge and skills among the current and future workforce
• Raising public awareness of brain health, dementia risk factors, and the importance of prevention, early detection, and diagnosis
• Promoting the use of services for people with dementia and their caregivers - THE healthy brain initiative (HBI) road map provides a framework with four key domains to guide department efforts for maximum impact:
• Strengthen partnerships and policies
• Measure, evaluate, and utilize data
• Build a diverse and skilled workforce
• Engage and educate the public
• This framework aims to strengthen public health actions around Alzheimer’s disease and related dementias (ADRD) and promote brain health across the lifespan.
- Brand research:
• Conduct thorough brand research, including methods such as A/B testing, surveys, focus groups, and market analysis, to ensure that the new brand resonates with the target audience.
• This research should provide insights into how the audience perceives the brand, what visual elements and messaging are most compelling, and how best to engage them.
• The offeror should use this research to refine the brand’s design and messaging, ensuring that it is aligned with the audience’s preferences, values, and expectations
- One-pager for brand design:
• The offeror must create a one-pager that summarizes all design elements, including the results of any research and the reasoning behind design decisions.
• This one-pager should succinctly explain how the brand, logo, colors, typography, and messaging align with the target audience and campaign goals.
• The one-pager will serve multiple purposes, including obtaining approval for the brand, making updates or adjustments, and supporting grant reporting processes.
• It should be a comprehensive yet concise document that can be shared with stakeholders and partners to ensure alignment and transparency
- Marketing strategy:
• Create a marketing strategy to drive awareness, engagement, and long-term participation in the healthy brain initiative.
• This strategy should define the target audience, set clear objectives, and outline the campaign's rollout roadmap.
• The approach should be scalable, allowing for growth as the campaign evolves.
- The selected offeror will conduct an in-depth analysis to guide the campaign’s development, including:
1. Audience research:
• Identify and analyze the key demographics and psychographics of the target audience to ensure the messaging, visuals, and media channels are tailored to their preferences and needs
2. Opportunity identification:
• The selected offeror should identify gaps or underserved areas within the brain health awareness space.
• This analysis should pinpoint specific opportunities where the healthy brain initiative can make a meaningful impact.
• By focusing on areas that are currently not well-addressed, the offeror can ensure that the campaign reaches and engages the right audience while fulfilling an important need within the community.
- Media purchase and placement services:
1. Media inventory analysis:
• The selected offeror should evaluate the current media landscape to identify opportunities for optimization and cost-effectiveness.
• This analysis should include an assessment of available social media platforms, traditional media, digital media, and any other relevant channels.
• While the social media page is confirmed as a platform, other media placements will be considered based on the campaign's needs and budget.
• The offeror must proactively analyze the available media inventory to ensure the most impactful channels are utilized, balancing cost efficiency with reach and engagement.
2. Negotiation and adjustment:
• As the campaign progresses and media placements are finalized, the selected offeror should renegotiate and adjust media placements to ensure cost-effectiveness and maximize targeting potential. this includes optimizing social media ad placements and potentially adjusting other media buys based on campaign analysis and audience engagement.
• The offeror should ensure that media spending is aligned with the campaign's goals, adjusting as necessary to improve performance and reach the desired audience effectively.
3. Media plan:
• The selected offeror will provide the state with a comprehensive media plan outlining media placement across all relevant media channels, including but not limited to digital, social media, print, radio, and tv.
• The media plan should also address any available bonus spots, public service announcements (psas), or other special placements.
• The plan should include a detailed breakdown of the number of spot purchases, associated costs, and any special placement opportunities.
• The plan should promote the campaign effectively, maximizing reach and engagement while ensuring transparency in the media budget allocation.
- Digital and social media services:
1. Platform optimization:
• The selected offeror should identify and leverage the most relevant digital and social media platforms based on campaign analysis.
• This includes selecting platforms that best reach the target audience while optimizing content for each platform's unique strengths.
• While the social media presence is a key element of the campaign, additional digital platforms may be explored depending on audience preferences and campaign goals
2. Content calendar:
• The selected offeror must develop and submit a content calendar to the department for review at least one month before posting any content.
• The calendar should outline a consistent schedule of posts, including a mix of informative and engaging content tailored to the audience.
• The content calendar must include both text and graphics when submitted for approval.
• The department will have the right to request post revisions to ensure alignment with campaign goals and messaging.
• The content calendar should also include key dates, themes, and relevant events or initiatives to ensure timely and coordinated posting
3. Administrative rights:
• As part of the collaboration, designated department communication team members will be granted administrative rights to all social media pages associated with the healthy brain initiative.
• This will allow the department to monitor activity, review content, and ensure the pages are managed in alignment with the department's standards and expectations.
• The department will oversee the social media platforms to ensure that content is consistent with the campaign's messaging and goals.
4. Comment response plan:
• In collaboration with the department, the selected offeror will develop a plan for responding to comments and engagement on social media.
• This plan should outline procedures for addressing questions, concerns, or feedback from the audience in a timely and professional manner.
• The response plan should ensure all interactions are consistent with the campaign's messaging and the department's guidelines.
• The plan should also specify how to escalate any issues that require further attention or action from the department.
- Asset library:
1. Final materials:
• The asset library must include all completed and finalized campaign materials.
• This includes, but is not limited to, digital content, print materials, and any other final versions of campaign collateral.
• These materials should reflect the finished and approved versions distributed or published throughout the campaign.
2. Working files:
• The selected offeror must provide all working files used to develop the final materials.
• This includes, but is not limited to, source files for logos, graphics, illustrations, videos, and documents.
• These editable files will allow the state to make future modifications or updates to assets, ensuring that they can be repurposed or adapted as necessary without requiring the re-creation of materials.
3. Additional content:
• Any images, videos, or other content obtained with funding provided by the department through the contract, whether or not these items appeared in the final media assets, must also be included in the asset library.
• This ensures that the department retains ownership of all content produced during the campaign, even if it was not ultimately used in the final deliverables.
4. Delivery method and format:
• The format and delivery method for the asset library will be determined through mutual agreement between the offeror and the state.
• The assets should be delivered in accessible, industry-standard formats to ensure compatibility with the state’s systems.
• Possible delivery methods may include cloud-based storage, file transfer protocols, or physical media, depending on the state’s preference for ease of access and file management.
5. Organized structure and documentation:
• The asset library should be user-friendly, clearly labeling and categorizing all materials and assets.
comprehensive documentation should be provided detailing the library's contents and structure.
• This documentation should include file naming conventions, specifications, usage guidelines, and any other relevant instructions to ensure that the state can easily navigate and utilize the files
- material and asset development:
• A tentative timeline for the project, outlining key milestones and deliverables.
• A brief narrative explaining the project’s goals, objectives, and scope.
• A cost proposal outlining estimated costs for development, printing, and media placement, depending on the project's specifics. please note that the funding for the project will be allocated from the overall budget.
- Creative development:
1. Digital materials:
• The selected offeror will design and produce various digital materials required for the campaign, including, but not limited to, website banners, social media posts, infographics, and digital ads.
• These materials should be optimized for digital platforms and tailored to meet each platform's needs and specifications.
• All digital materials must be visually engaging and aligned with the overall campaign messaging.
2. Print materials:
• the selected offeror will design and produce print materials, such as flyers, brochures, posters, and rack cards, for in-person distribution, events, or outreach efforts.
• the offeror will manage the printing process, including sourcing printers and ensuring the materials meet the necessary quality and design specifications.
• The printing costs, including estimates for different quantities, should be included in the budget project proposals.
3. Social media content:
• The selected offeror will create social media content that aligns with the healthy brain initiative’s goals and messaging.
• This will include engaging posts, videos, infographics, and other content designed to increase awareness and drive engagement on platforms like Facebook, twitter, Instagram, LinkedIn, or other relevant channels.
• The content will be designed to meet platform-specific requirements and best practices.
4. Promotional items and merchandise:
• As part of the campaign, the selected offeror may create promotional items and merchandise that help raise awareness of the initiative.
• This could include branded giveaways, swag, or educational materials intended for distribution at events or through outreach efforts.
• These items must align with the campaign’s visual identity and messaging
5. Video content:
• The selected offeror will create video content to support the campaign’s objectives.
• This could include short promotional videos, educational videos, testimonials, or animations that help convey key messages about brain health.
• The video content should be optimized for various platforms, including social media, websites, and other relevant channels.
• The videos must be professionally produced, visually compelling, and aligned with the campaign’s branding and messaging.
• The offeror will ensure that all videos are high quality and can be repurposed for various media formats
6. Final deliverables:
• Upon completion of the development process, the selected offeror will deliver all finalized materials and assets in digital and physical formats as appropriate.
• All deliverables must be provided in the required formats, including editable working files and final versions, for the state’s use and future application.
7. Translation services:
• As materials are developed, the offeror should be prepared to accommodate requests for translating materials into other languages, as necessary.
• This may include translating printed materials, digital content, or social media posts to ensure inclusivity and accessibility for a diverse audience.
• The selected offeror may work with professional translation services to ensure accuracy, cultural appropriateness, and campaign messaging consistency.
• All translated materials must align with the campaign's design and branding standards.
• The most requested languages are Spanish, Karen, Nepali, Swahili, and Somali.
8. Steven’s amendment compliance:
• Funding for this program is provided through federal funds; all materials developed as part of this campaign must comply with the stevens amendment.
• This requires that any publication, audiovisual material, or other public communication produced with federal funding clearly state that the project is supported by the department of health and human services (HHS) or other federal entities, as applicable.
• All materials must reflect the proper acknowledgment of federal funding in accordance with the stevens amendment regulations.
- Research services:
• The selected offeror will be responsible for developing and implementing research-driven, evidence-based advertising and marketing campaign strategies for the healthy brain initiative.
• This process will begin with analyzing national, regional, and state-level research to ensure that the campaign is grounded in a thorough understanding of the target audience and their needs.
• The offeror will continuously refine strategies by utilizing qualitative and quantitative research methods to enhance the campaign's overall effectiveness.
- Planning and progress reporting:
1. Monthly progress reports:
• The selected offeror will submit mandatory monthly progress reports to the state throughout the contract period.
• These reports should provide updates on the campaign’s progress, including any completed deliverables, current activities, and upcoming milestones.
• The report should also highlight any challenges or issues encountered and strategies for addressing them.
• These reports will help ensure that the state is informed of the campaign's status and can provide necessary feedback or adjustments.
2. Periodic written reports on specific projects:
• In addition to the monthly progress reports, the selected offeror may be required to provide periodic written reports on specific projects or initiatives within the campaign.
• These reports should focus on particular aspects of the campaign, such as media placement, creative development, or community engagement efforts, providing a more detailed update on the performance and results of those projects.
• The frequency of these reports will be determined in collaboration with the department, but they should align with key campaign milestones or phases
- Special projects:
• The selected offeror may be called upon to deliver services per-project basis to support specific program initiatives.
• Each unique project will be defined individually, with clear deliverables, timelines, and objectives outlined for each initiative as needed during the contract.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: March 12, 2025