Illuminate is seeking proposals to develop a multi-year awareness campaign to influence social norms related to social connections among parents and caregivers in Colorado with an initial budget not to exceed $110,000. The deadline to submit proposals is at 5 p.m. on July 27, 2022.

Social norms marketing campaigns are a form of health promotion and universal prevention. Respondents are required to address expertise in the development of social norming campaigns, creative content development and digital marketing. It is preferred that respondents also demonstrate knowledge of primary prevention strategies associated with child maltreatment, Strengthening Families Protective Factors Framework, inclusive messaging strategies for diverse cultures and regions of Colorado and trauma-informed messaging.

Download the complete Request for Proposals (RFP) Awareness Campaign – Social Norming Campaign - Social Connections

RFP Questions from Potential Respondents & Responses from Illuminate

Questions from Potential Respondent A.

Just want to clarify that the RFP is just for the development of the campaign (messaging, creative, assets, and media plan) to be developed in August and September 2022, and that there will be a separate execution phase launching in October 2022 (and the budget for the paid execution phase is at least $50k)?

Yes, depending on how quickly the work is executed there may be a possibility to utilize the $100,000 funds toward execution, but that is not required.   

All campaign development and collateral should be under the $110k budget. This budget does not include paid execution, correct? 

Our hope is to, at a minimum, develop a creative concept(s) that is well-tested within the $110k budget, administer baseline survey data and develop a strategy and media plan with a $50,000 budget.  Assets needed to execute that strategy should be developed within the $50,000 budget or depending on an agreed-upon scope of work. See the answer to question 4. 

Is there a maximum budget for the paid execution phase (October 2022 to September 2023)?

No. Our hope is to attract additional execution funds in the future based on a well-thought-out strategy and compelling culturally appropriate creative concept(s). Additionally, the assets developed under this contract will be made available to local and statewide partners through Illuminate to utilize in Colorado and local communities by blending and braiding available funds based on future social norms strategies.  

Is there any wiggle room in the campaign development phase between August and the end of September? Is there a timing consideration that we should understand for the October 2022 campaign launch?

Illuminate Colorado is a subrecipient on a federal grant to implement this project which is dictating the timeframe. Illuminate Colorado must receive invoicing associated with the $110,000 budget and the contracted work through September 30, 2022 by October 4, 2022. These funds may or may not be eligible to carry over, however, we can purchase work aligned with an agreed-upon scope of work and set of deliverables by September 30, 2022. Hours to complete work may not be pre-billed.  

Our expectation is that the campaign would launch in during the time period October 2022- September 2023, depending on the proposed strategy and continue for four years, depending on additional funding secured.

Questions from Potential Respondent B.

When do you expect to launch the campaign?

Illuminate Colorado is a subrecipient on a federal grant to implement this project which is dictating the timeframe. Illuminate Colorado must receive invoicing associated with the $110,000 budget and the contracted work through September 30, 2022 by October 4, 2022. These funds may or may not be eligible to carry over, however, we can purchase work aligned with an agreed-upon scope of work and set of deliverables by September 30, 2022. Hours to complete work may not be pre-billed.  

Our expectation is that the campaign would launch in during the time period October 2022- September 2023, depending on the proposed strategy and continue for four years, depending on additional funding secured. 

What activities do you expect to complete in the first year?

Our hope is to, at a minimum, develop a creative concept(s) that is well-tested within the $110k budget, administer baseline survey data and develop a strategy and media plan with a $50,000 budget.  Assets needed to execute that strategy should be developed within the $50,000 budgeting aligned to an agreed-upon scope of work.

Can you please provide additional details on the evaluation requirement?

There are no requirements other than what is outlined in the RFP. The Illuminate evaluation team and the Colorado Lab, the contracted evaluation partner for the Partnership, will partner with the Vendor to develop an evaluation process to measure the effectiveness of the social norms strategies.The vendor(s) will be responsible for using the survey created in exhibit A to administer a statewide survey of a statistically representative sample of Coloradans in the key audiences by September 30, 2022 and prior to the implementation of any strategies to serve as a baseline measurement of effectiveness.

Are you planning to measure the effectiveness of proposed or in market social norms strategies?

Yes. 

What services are you expecting to need as part of the $50,000 to support continued work completed from October 1, 2022 to September 30, 2023?

Assets needed to execute that strategy developed before September 30, 2022 should be developed within the $50,000 budget and any other agreed-upon scope of work.

As part of Message Development are you anticipating receiving visual concepts, branding, or animatics?

Yes, to some degree, to enable visual testing in front of outlined audiences. 

Do you have an existing panel for fielding research or are you expecting the vendor to provide this?

We have an existing panel of families with lived experiences. Outside of that, we are expecting the vendor to provide this. 

How are you expecting vendors to leverage the research shared in the appendices?

Create an innovative and thorough plan to implement the recommendations outlined in exhibits A and B for the campaign over the course of four years, use the survey to gather baseline survey data and use all known research findings and recommendations to inform messaging and creative development. We also acknowledge that the vendor will likely need to conduct additional research and focus groups to fully inform the messaging and creative content.

Questions from Potential Respondent C.

Can vendors apply through larger organizations, or do they need to apply as individual entities? 

One or more parties with shared capabilities and capacity partnering to provide the requested services are eligible for consideration for this project. Qualified parties are encouraged to collaborate through one proposal demonstrating prior experience and expertise and the capacity to manage the statewide campaign over the courage of four years, as outlined in the RFP. 

May you please explain the rationale behind the timeline of the allocation of funds?

Illuminate Colorado is a subrecipient on a federal grant to implement this project which is dictating the timeframe. Illuminate Colorado must receive invoicing associated with the $110,000 budget and the contracted work through September 30, 2022 by October 4, 2022. These funds may or may not be eligible to carry over, however, we can purchase work aligned with an agreed-upon scope of work and set of deliverables by September 30, 2022. Hours to complete work may not be pre-billed.  

Our expectation is that the campaign would launch in during the time period October 2022- September 2023, depending on the proposed strategy and continue for four years, depending on additional funding secured.

Questions from Potential Respondent D.

Is Illuminate or the Colorado Partnership for Thriving Families currently working with an agency?

Yes, but we are aware that our current partner is not planning to submit a proposal in response to this RFP. 

Has Illuminate or the Colorado Partnership for Thriving Families previously worked with any agencies to support the work of the Partnership? If so, who?

Yes, Amelie Company

Is there an incumbent agency for this work?

No.

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