Strategic Marketing and Communications Agency Request for Qualifications (RFQ)

Transcription

1 Strategic Marketing and Communications Agency Request for Qualifications (RFQ) Los Angeles County Children and Families First Proposition 10 Commission (aka First 5 LA) RELEASE DATE: DECEMBER 10, 2015

2 I. TIMELINE FOR SELECTION PROCESS... 3 II. INTRODUCTION... 4 III. BACKGROUND... 4 IV. PROJECT OVERVIEW... 6 V. SCOPE OF WORK... 7 VI. ELIGIBILITY... 8 VII. SUMMARY OF DESIRED QUALIFICATIONS... 8 VIII. TERMS OF PROJECT... 9 IX. SELECTION PROCESS AND REVIEW CRITERIA... 9 X. REQUIRED DOCUMENTS XI. TERMS OF THE RFQ XII. CONTRACTUAL CONSIDERATIONS XIII. APPEALS POLICY XIV. APPENDICES Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 2 of 14

3 I. TIMELINE FOR SELECTION PROCESS 1 ACTIVITY DATE RFQ Released December 10, 2015 Informational Webinar December 17, 2015 Final date to submit questions and requests for additional information January 4, 2016 Posting of responses to questions January 6, 2016 Proposal Due January 12, 2016 Finalists Interviews January 26- January 28, 2016 Contractor Selected/Notified February 4, 2016 Board of Commissioners Approval March 10, 2016 Contract Start Date March 14, 2016 Proposers are strongly encouraged to participate in an Informational Webinar scheduled for December 17, 2015 to learn more about RFP requirements. All questions and requests for additional information regarding this RFQ must be received in writing by First 5 LA via before 5 p.m. PT on January 4, First 5 LA reserves the sole right to determine the timing and content of the responses to all questions and requests for additional information. First 5 LA may respond to individual inquiries and then post replies to all questions by the posting date. Questions and information requests must be submitted to: Gabriel Sanchez Director of Communications and Marketing GSanchez@First5LA.org 1 Note: Dates are subject to change at First 5 LA s sole discretion. Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 3 of 14

4 II. INTRODUCTION First 5 LA invites responses to this Request for Qualifications (RFQ) from qualified parties. The successful proposer will enter into a contract with First 5 LA to provide strategic marketing and communications services. All interested parties and qualified firms should review the criteria set forth and submit relevant proposals by the deadline. First 5 LA is a leading early childhood advocate organization created by California voters to invest Proposition 10 tobacco tax revenues in Los Angeles County. In partnership with others, First 5 LA strengthens families, communities, and systems of services and supports so that all children in L.A. County enter kindergarten ready to succeed in school and life. In November 2014, the First 5 LA Board of Commissioners unanimously approved our Strategic Plan, Focusing on the Future. The Strategic Plan lays out a clear path for the organization to maximize our impact to strengthen families and improve outcomes for the greatest number of children prenatal to age 5 in L.A. County. In moving forward, First 5 LA will increase its emphasis on systems change, collaboration and public policy. First 5 LA is issuing this RFQ to solicit proposals from contractors able to provide professional full-service strategic marketing and communications services to support the implementation of First 5 LA s Strategic Plan. III. BACKGROUND First 5 LA Giving Kids the Best Start In 1998, California voters passed Proposition 10, which levied a 50-cent per pack tax on all tobacco products. The resulting tax revenues were earmarked for the creation of a comprehensive system of information and services to advance early childhood development and school readiness within each county in California. In L.A. County, the First 5 LA Commission was formed as a public entity to develop and oversee various early childhood initiatives and to manage the funding from Proposition 10. Since 1998, First 5 LA has invested more than $1 billion to improve the health, safety and school readiness of children prenatal to age 5. We believe the first five years of life establish the foundation for the future success of our children. Because parents and caregivers are at the heart of a child s development, they are at the center of our work. First 5 LA s Strategic Plan identifies four outcome areas (Outcomes) where we can achieve broad, lasting impact affecting the greatest number of children prenatal to age five and their families. The strategies we use to reach these Outcomes are connected and mutually reinforcing, providing a clear, focused path for First 5 LA s work with its partners to help children enter kindergarten ready to succeed in school and life. Target Outcomes Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 4 of 14

5 1. Families: Increased family protective factors Communities: Increased community capacity to support and promote the safety, healthy development and well-being of children prenatal to age 5 and their families. 3. Early Care and Education Systems: Increased access to high-quality early care and education. 4. Health-Related Systems: Improved capacity of health, mental health and substance abuse service systems to meet the needs of children prenatal to age 5 and their families. Strategies to Reach Outcomes: The Six Investment Areas 1. Research and Development: Promote the widespread use of proven best practices that are grounded in research and real-life application. 2. Public Policy and Advocacy: Increase public investments of funds dedicated toward young children and improve policies that affect those investments. 3. Provider Training: Build the knowledge and skills of the people providing support and services to parents and children. 4. Community Capacity Building: Help individuals and groups that live and work in neighborhoods and communities take greater ownership and responsibility for the children and families who live within them by fostering safe, healthy and vibrant communities. 5. Service Delivery System Improvement: Increase the quality, effectiveness, and coordination of how services are accessed and provided. 6. Communications: Educate the public about the importance of investing in young children and families. With these six investment areas in mind, First 5 LA has identified Priority Focus Areas within each outcome to define further the type of change that First 5 LA can measurably affect. The Priority Focus Areas and Outcomes are depicted in the visual below. 2 The five protective factors are: 1) parental resilience; 2) social connections; 3) knowledge of parenting and child development; 4) concrete support in times of need; and 5) social-emotional competence of children. Source: Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 5 of 14

6 First 5 LA s Strategic Plan also outlines investment guidelines to further support and guide our work. Based on these investment guidelines, First 5 LA will: Focus on prevention. Focus on systems and policy change. Seek to have a broad impact, affecting large numbers of people. Prioritize investments that strengthen families and, whenever possible, improve community capacity. Prioritize the identification and scaling up of evidence-based practices. Engage partners at the earliest possible stage of activity and investment. Together, these investment guidelines, Outcomes, investment areas and Priority Focus Areas serve as ongoing policy guidance for First 5 LA and guides the marketing and communications work described in this RFQ. IV. PROJECT OVERVIEW First 5 LA s Strategic Plan begins with a renewed purpose to help all children in L.A. County enter kindergarten ready to succeed in school and life. It focuses on improving outcomes for young children by strengthening families, the communities in which they live and Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 6 of 14

7 the systems that support them. It recognizes that widespread impact and sustainability is the product of community, systems and policy change. It reflects our understanding that First 5 LA must work in partnership with those who share our aspirations for young children. And, it accounts realistically for our declining tobacco tax revenues and the need for First 5 LA to live within its means. The Strategic Plan identifies Communications as a primary investment strategy for achieving First 5 LA s target outcomes. These outcomes include stronger families, greater community capacity, increased access to early care and education, and improvements in health systems. First 5 LA will use marketing and communications as tools to elevate awareness and the urgency of these outcomes with existing and potential grantees and partners, community and county agencies, and the general public. This RFQ reflects the importance First 5 LA places on the development of a strategic marketing and communications approach that will advance the Strategic Plan s outcomes. We recognize that every mode, medium and method in which First 5 LA communicates on its own or in partnership with external groups is an opportunity to advance the programmatic and policy goals of the Strategic Plan. The overarching goals of this contract are to: Support First 5 LA s brand as a leading early childhood advocate and its emphasis on systems change, collaboration and public policy. Inform, design and execute marketing and communications strategies and tools to advance First 5 LA s Strategic Plan programmatic and policy goals. Elevate awareness and the urgency of First 5 LA s target outcomes among diverse audiences. Support internal communications. V. SCOPE OF WORK In collaboration with First 5 LA staff, the selected proposer will provide strategic marketing and communication services for the life cycle of the Strategic Plan, which can include: Strategic Communications Planning and Implementation Building Brand Awareness Social Marketing Strategies Public Awareness Campaigns Partnership/Grantee Communications Public Relations and Stakeholder Outreach Internal Communications Strategies Crisis Communications Media Planning and Buying Collateral Material Production and Management Concept Testing and Market Research Evaluation and Measurement of Impact Event Sponsorships Event Support and Logistics Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 7 of 14

8 Training and Capacity Building Digital Property Development and Support Social marketing and public awareness campaign topics will vary, but will complement the outcome areas of the Strategic Plan. These campaigns will target L.A. County s diverse population of parents and caregivers of children prenatal to age 5, including children with special needs, as well as hard to reach communities or communities not reached through traditional media. The public awareness efforts, in particular, must be language-specific with culturally sensitive messages for members of L.A. County s diverse community including Latinos, African Americans, Asian Americans/Pacific Islanders and any other audiences deemed appropriate, or as identified by market research and approved by First 5 LA. The final scope of work will be determined in negotiation with the awarded agency. VI. ELIGIBILITY Proposers must have a physical presence and/or a capacity to work throughout L.A. County. Proposals will be accepted from all legal entities capable of executing the work outlined in Section V. Scope of Work. First 5 LA seeks one lead (prime) contractor to manage and oversee implementation of the scope of work. First 5 LA encourages firms to bring on subcontractors if it will provide best in class service in meeting the desired expertise and qualifications set forth. VII. SUMMARY OF DESIRED QUALIFICATIONS The ideal proposers will have the following desired expertise and experience: DESIRED EXPERTISE Affecting public opinion related to First 5 LA s target outcome areas (see Section III. Background). Planning and implementing social (behavioral) change marketing. Strategizing communications plans based on changing needs of a client. Cultivation and leveraging partnerships with organizations whose missions align with First 5 LA. Negotiating client s position to promote as an ideal partner in diverse communities. Crafting branded outreach and advertising materials in a variety of styles for a diverse, multicultural, multilingual audience. Establishing relationships with foreign language media, including Spanish, Chinese (Mandarin and Cantonese), Khmer and Korean. Content development to support medium to large-scale websites. Logistical support for events. DESIRED EXPERIENCE Strategic communications planning for nonprofits and public agencies. Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 8 of 14

9 Experience in branding and positioning clients as leaders in advocacy, systems change, collaboration and public policy, and promoting client as an ideal partner in the community. Integrating multiple platforms to reach and engage a mix of diverse, multicultural, multilingual audiences. Utilizing a variety of marketing and communications tactics emerging technologies and platforms. Carrying out media planning and buying on behalf of clients. Managing media events, including logistics, outreach, messaging and follow-up. Fostering collaborative relationships with clients, including clients direct staff, grantees, consultants and proposers. Public relations experience coalition-building with organizations to jointly advance public education efforts, and partnership building among client staff and stakeholders. Crisis communications consulting, planning and messaging. Training diverse stakeholders and client staff on communications tactics and messaging. Developing stronger and more effective internal communications systems for clients. Evaluating and assessing the effectiveness and reach of public education and social marketing campaign(s). Developing creative briefs, market research, and concept testing for diverse audiences. VIII. TERMS OF PROJECT A final budget will be negotiated once a firm has been selected. Funds will be granted through invoices based on incurred expenses. The proposer will be compensated at an hourly rate commensurate with experience and expertise. It is anticipated that the project be carried out over the duration of the Strategic Plan The initial contract term is expected to be 15 months. Contract renewal and annual budgets are subject to approval by First 5 LA s Board of Commissioners. The contractor shall not be authorized to deliver or commence performance of services as described in the application until final execution of the contract (contract must be signed by both parties). Any performance of services commenced prior to obtaining all written approvals by First 5 LA shall be considered voluntary. The selected proposer is responsible for supplying all business equipment needed to carry out its duties (e.g., computer, printer, fax, internet access, etc.). The selected proposer will be responsible for maintaining a log to capture time spent on activities. This will be a time and materials contract. IX. SELECTION PROCESS AND REVIEW CRITERIA First 5 LA will review the proposers based on the multi-stage review process detailed below. Proposals must score satisfactorily in each level of review to be considered for award. Level 1 Internal Review: First 5 LA will evaluate all proposals for completeness and minimum qualifications. Basic requirements include timely receipt of the proposal, submission of all required attachments, and adherence to eligibility requirements. Proposals with omissions of any required documentation are subject to disqualification. Proposers may use the Proposal Checklist, listed as Appendix A, as an aid in preparing the proposal. Please note that the Proposal Checklist is merely an aid. Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 9 of 14

10 First 5 LA will also conduct a due diligence review that includes a review of the Litigation and Contract Compliance form (Appendix D) and a review of whether the proposer (that are current and former proposers, grantees and vendors) currently remains placed in non-compliant status by First 5 LA under any existing and past agreement with First 5 LA. Level 2 External Review: Proposers that pass Level 1 Review will proceed to Level 2 Review. External reviewers with expertise in the field will review and score proposals. External Reviewers will score proposals using the review tool listed as Appendix B and sign a Conflict of Interest and Confidentiality form. The highest scoring proposers will proceed to Level 3 Review. Level 3 Interview: Proposers that pass Level 2 External Review will be invited for an in-person interview with First 5 LA staff. Key personnel, including account director, supervisor and/or executive and creative lead on the proposal must attend the interview. Interviews are scheduled to be held on dates shown in Section I (Timeline for Selection Process). These dates are subject to change at First 5 LA s sole discretion. Interviews will be held at First 5 LA. Further materials regarding qualifications may be requested before the interview. During the interview process, proposers will be asked to present a hypothetical work plan for a public education campaign including strategies, tactics as well as a media buy for the 1 st quarter timeframe. Target audience is at risk fathers of children 0-5. At risk fathers are defined as fathers who have been incarcerated or in drug rehabilitation who have children in the foster care system. Financial Review Depending on the type of service and extent to which a proposer must have good and healthy cash flow, financial stability will be reviewed. If such a determination is made, financial review will be a factor in the selection process, and proposer may be required to submit financial statements or other additional information upon request. The First 5 LA Finance Department may review a copy of audited financials or statements prepared by an independent auditor to ensure the financial capacity of proposers. As a public entity, First 5 LA has a responsibility to the public to ensure that the organizations that receive First 5 LA funds are financially stable to provide the contracted services. Further written materials regarding the financial stability of the agency may be requested during or before the review. Reference Checks First 5 LA reserves the right to request references following the interview. If reference checks are completed, information obtained through reference checks will complement the results from Level 3 review, upon which final determination of the award will be made. The highest scoring proposer from Level 3 Review Interview that pass the reference check and financial review (if required) will be recommended for award. X. REQUIRED DOCUMENTS Formatting Documents: 1. Use single-spaced Arial 12 point font for all text 2. Use 8-12 point Arial font for tables, figures, and exhibits. Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 10 of 14

11 3. 1 margins A. Online Application Proposers must submit an online application and upload the following documents B. Strategic Communications Planning and Implementation Processes (2 pages maximum) Explain your agency s process for planning and implementing a comprehensive communication plan. Explain what your typical considerations would be. Include a description of internal staff allocation and responsibilities. C. Statement of Qualifications (10 pages maximum) Provide a narrative of your agency s knowledge, experience and current capacity to carry out the following components of Section IV Scope of Work: a) Building Brand Awareness b) Social Marketing Strategies c) Public Awareness Campaigns Describe the proposed team members expertise as related to the desired expertise and experience noted in Section VI- Summary of Desired Qualifications. The list should include: d) The team member s base of operations, and e) Indicate whether subcontractors will be used. The team is expected to be diverse and may include account executives, project managers, writers, designers, technical advisors, translators and researchers. Describe a proposed plan to ensure responsiveness to First 5 LA staff. D. Samples (minimum one but no more than 4) Provide sample(s) of projects, in process or completed, that demonstrate your agency s experience and expertise. Sample projects should include creative brief and approved budget for each sample submitted. E. Hourly Budget (Appendix C) Using Appendix C Hourly Budget, provide a breakdown of hourly rates for prospective work by labor type required to carry out the tasks/functions described in section V. Scope of Work (i.e. Graphic Design, Media Acquisition, etc.). Proposers can add more rows to the budget sheet as needed. F. Litigation and Contract Compliance Form (Appendix D) Please read the information on the required Litigation and Contract Compliance form thoroughly and include a signed copy by the proposal deadline. If you checked Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 11 of 14

12 Yes to any of the questions on this form, please explain whether this will impact the work described in this solicitation. G. Résumé or Curriculum Vitae for Key Staff H. Letters of Intent, if applicable For any subcontractor to be utilized in delivering the SOW, provide a LOI that indicates acknowledgement and agreement to the proposed subcontractors roles and responsibilities. It is not necessary to submit LOIs if no subcontractors are proposed or they are yet sourced. I. Business License, as applicable by law Failure to submit all required attachments will constitute an incomplete proposal and may be grounds for disqualification. Proposers are responsible for any errors omissions in their proposals. To respond to this RFQ, please complete and submit your proposal and all required documents to First 5 LA no later than 5:00 P.M. PT January 12, Proposals received after this deadline will not be considered. It is the responsibility of the proposer to ensure, before submission, that their proposal reflects the requirements of this solicitation. XI. TERMS OF THE RFQ First 5 LA reserves the right to reject all proposals and re-solicit for proposals. Failure to comply with proposal specifications shall be grounds for disqualification of proposals. Each proposer shall be required to honor the price and specifications quoted for a minimum of sixty (60) calendar days following submission of the proposal. First 5 LA also reserves the right to cancel this RFQ, in its sole discretion, at any time before execution of a contract. First 5 LA shall not be liable for any costs incurred in connection with a proposer s preparation of a proposal in response to this RFQ. Any cover letters, résumés and curriculum vitae, including attached materials, submitted in response to this RFQ shall become First 5 LA s property and subject to public disclosure. Each proposal shall be retained for official files and will become public record upon submittal unless the proposal or specific parts of the proposal can be shown to be exempt from disclosure by law. The budget, scope of work and other contractual information may be included in board materials that are made public if the contract requires board approval. Each proposer may clearly label parts of a proposal as CONFIDENTIAL if the proposer thereby agrees to indemnify and defend First 5 LA for honoring such a designation. The failure to so label any information that is released by First 5 LA shall constitute a complete waiver of all claims for damages caused by any release of the information. If a public records request for information labeled confidential is received by First 5 LA, First 5 LA will notify the proposer of the request. Within seven (7) calendar days after First 5 LA s notification to the proposer, it will be the proposer s duty to act in protection of the labeled information. The proposer s failure to so act shall constitute a complete waiver. The proposer agrees that, by submitting a proposal, the proposer authorizes First 5 LA verify any or all information and/or references submitted in the proposal. Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 12 of 14

13 XII. CONTRACTUAL CONSIDERATIONS The successful proposer must sign and adhere to the provisions of the First 5 LA Contract (see sample Contract - Appendix E). The successful proposer must execute the Contract without substantive alteration. All proposers must review the sample Contract in detail and fully understand the contractual obligations described in the Contract, including all insurance requirements. Current and former First 5 LA grantees and proposers must be or must have been in good standing and in compliance with all aspects of their current and former contracts with First 5 LA to be eligible to respond to this RFQ. First 5 LA may deem a proposer ineligible if it finds, in its reasonable discretion, that the proposer has done any of the following: (1) violated any significant term or condition of a First 5 LA grant agreement or contract; (2) committed any act or omission, or engaged in a pattern or practice, that negatively reflects on the proposer s quality, fitness or capacity to perform services listed in this RFQ or an RFQ issued by any other public entity; (3) committed an act or offense that indicates a lack of business integrity or business dishonesty; or (4) made or submitted a false claim against First 5 LA or any other public entity. First 5 LA may, after contract award, amend the awarded contract, scope of work and any other exhibits in accordance with the terms of the contract and as needed throughout the contract term to best meet the needs of First 5 LA. The award of a contract by First 5 LA to an individual/agency/organization that proposes to use subcontractors for the performance of work under the contract resulting from this proposal process shall not be interpreted to limit First 5 LA s right to approve subcontractors, assemble teams and/or assign leads. Each proposer will be evaluated independently for added value to the overall team. A copy of executed subcontract(s) related to projects must be provided to First 5 LA at the onset of projects requiring said subcontractor (s). If the Contract is not signed prior to the intended start date, the commencement of any activities under the Exhibit A Scope of Work/Performance Matrix will not begin until the contract execution date (the date all parties have signed the contract) and proposer will not be eligible to obtain reimbursement for any costs incurred prior to the contract execution date, unless otherwise approved in writing by First 5 LA. If the Contract is not signed by the successful proposer within thirty (30) calendar days from the proposed intended start date, First 5 LA may withdraw the contract award. First 5 LA may revise the proposed effective date prior to final execution of the Contract. If the contract is $75,000 or more in the aggregate in any fiscal year, final execution of the Contract is contingent on First 5 LA s Board approval. Any performance of services commenced prior to obtaining all written approvals by First 5 LA shall be considered voluntary. Unless otherwise submitted during the proposal process, the successful proposer will be required to submit additional required documentation including, but not limited to, the following documents before the Contract can be fully executed: Litigation and Contract Compliance Form Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 13 of 14

14 By-laws (if applicable) Articles of Incorporation (if applicable) Board of Directors or List of Partners (as applicable) Signature Authorization Form Annual Independent Audit for prior fiscal year or calendar year (if applicable) Appropriate business licenses (for vendors or private organizations) IRS Determination Letter for non-profit status (if applicable) Completed IRS Form W-9 Memorandums of Understanding (for any sub-proposers, collaborators, and/or partners) Certificates of Insurance for all insurance requirements outlined in the Contract. XIII. APPEALS POLICY First 5 LA reserves the right, without prejudice, to reject any or all submitted proposals. An appeal shall be permitted only on the grounds that the decision violated applicable law, First 5 LA policies and procedures, or the terms of this RFQ. Appeals challenging First 5 LA s decision on the merits or qualifications of proposers or the scoring of proposals shall not be permitted. An appeal of a First 5 LA decision shall be in writing and filed with the office of the Executive Director, or his or her designee, within ten (10) business days following the date the notification of decision is made by First 5 LA. For more information, please refer to the Appeals Policy located at XIV. APPENDICES Appendix A Proposal Checklist Appendix B Level 2 Review Tool Appendix C Hourly Budget Appendix D Litigation and Contract Compliance Form Appendix E Sample Contract Strategic Marketing and Communications Agency Request for Qualifications (RFQ) 14 of 14