This project is not to exceed $250,000.

Transcription

1 Statement of Work Pennsylvania Insurance (PID) Children s Health Insurance Program (CHIP) Strategic Work Plan and Work Plan Execution for General Market Creative Advertising ITQ Category Creative Services - Marketing Services RFQ Number: This project is not to exceed $250,000. Background: In Pennsylvania, the Children s Health Insurance Program (CHIP) is administered by the Insurance, while Medicaid (also known as Medical Assistance or MA) is administered by the of Public Welfare. Both agencies work together to ensure that eligible, uninsured children in Pennsylvania are covered by one of the two programs. CHIP has been providing health insurance coverage in Pennsylvania for two decades. Pennsylvania kids are growing up healthier because of CHIP and for those children whose income falls below CHIP guidelines, MA has been their safety net. The Insurance and the of Public Welfare have a long-standing history of working cooperatively to ensure that children in Pennsylvania aren t without health insurance. In fact, 60 percent of our health care applications are transferred back and forth between programs known as the healthcare handshake, an automated, electronic referral system between the two programs. This handshake is orchestrated by having one point-of-entry application process that determines eligibility between the two programs. It s also important to note that increasing outreach efforts in one program can impact enrollment for both since applications are shared. The Pennsylvania Insurance is seeking a supplier to assist in general market, strategic marketing and outreach to help increase CHIP enrollment by 9,300 children in fiscal year (ends June 30, 2014). Income Guidelines for CHIP Ages of Children Current Income Ranges for CHIP (% of poverty) 0-1 >185% >215% 1-5 >133% >157% 6-18 > 100% >133% As of Jan Income Ranges for CHIP (% of poverty) Demographics: According to the U.S. Census Bureau, 206,000 children in Pennsylvania were uninsured in This figure is 7.6% of the child population in the state. In addition: Uninsured children generally live in low-income families Historically, about half of uninsured children s families fall under the 138 percent of poverty threshold. The remaining children are likely eligible for CHIP. However, starting Jan. 1, 2014, 1 Creative Advertising ITQ Contract # Pennsylvania Insurance

2 eligibility limits will change so these figures may need to be updated as we approach the New Year. By targeting our efforts in the urban areas of Pennsylvania, we have the potential to reach approximately 50 percent of uninsured children in fairly concentrated areas. Target audience working status: Working parents of uninsured kids teens are most likely to be uninsured. In this segment, the vast majority of kids are Caucasian, followed by African American and Hispanic Target audience s insurance status: Majority of free-chip and MA eligible have been without health insurance for less than 12 months Higher income CHIP kids have been without insurance for more than one year Barriers to enrollment (identified by parents during survey) o Parents do not know that their child is eligible o Families do not know how to apply o Difficulty with the application process o High cost for full-cost CHIP o Other expenses that make it difficult to afford insurance o Recent change in status (unemployment, divorce, separation, health, etc.) Critical Touchpoints: When and where we may have the greatest impact on parents While the health/wellbeing of their child(ren) is already top-of-mind. Child is already sick/injured at the doctor, hospital/urgent care facility, or clinic at the drugstore or in the healthcare section of the store (i.e. standing in front of the children s aspirin or cold medicine) During cold and flu season Prior to Summer Break/Back to School School nurse vision/hearing/bmi/dental screenings Health insurance has been affected Loss of job (lay-off, fired, seasonal, etc.) Increase in insurance premiums (usually occurs at open enrollment time) Separation/Divorce/Death when spouse may be the one carrying the child s insurance Activities where health insurance may be required Sport sign-ups Daycare/School Information that is delivered through trusted advisors school nurse, guidance counselors, and teachers at their children s school. Project Task: There are two different solicitations for outreach efforts -- one for general market and one for minority markets. This solicitation is for general market outreach only. The Pennsylvania Insurance seeks Bidders to: 2 Creative Advertising ITQ Contract # Pennsylvania Insurance

3 1. Submit general market-focused proposals that strategically outline how they will help us increase CHIP enrollment and awareness. 2. Use the focus areas (outlined in tactical details below) as a general guide for where to focus general market efforts, but also use their own creativity for how to execute tactics that best reach our goal. 3. Implement tactics and deliverables once approved by the. The selected general market vendor shall: 1. Have an existing contract with the Commonwealth through the Creative Advertising ITQ Creative Services Marketing Services Contract Understand government-sponsored insurance and be able to translate the impact of the Affordable Care Act on CHIP and MA 3. Conduct awareness and messaging research 4. Develop messaging and materials 5. Create and coordinate training opportunities with community partners 6. Implement grassroots marketing tactics 7. Produce interactive components 8. Make website enhancements 9. Provide creative for potential media placements (all media is placed by Harmelin Media) Media creative will need to be done by February 2014 for placement in March Work collaboratively with the minority market vendor 11. Complete all projects by June 30, 2014 under $250,000. Tactical Detail: Some possible focus areas might include: Working with school districts and school nurses Partnering with organizations or programs like the PA Forward program (Library Association s focus on Health Literacy) Enhancing our website ( Creating innovative and relevant collateral, training materials for partners Partnering with community organizations and/or associations and businesses that may help to champion the CHIP message Creating YouTube videos Providing materials and outreach to 8,500 daycares (DPW regulates) Designing materials for targeted media placements for example, could be TV / Radio spots, online, print or transit ads, Facebook ads, etc. Media creative will need to be done by February 2014 for placement in March ** **please note: media placements are excluded from this statement of work as this falls under our Media services contract with Harmelin Media. However, the creative that would go along with the media buy does fall under this statement of work. Project Requirements: The following are supplier requirements for the overall execution of this project. 3 Creative Advertising ITQ Contract # Pennsylvania Insurance

4 Design Phase: The PID will own all deliverables and concepts submitted in the work plan. Translation Requirements: The general market Supplier will not need to provide any translations. The minority markets Supplier will own this responsibility. Testing: Prior to rolling out training materials, the Supplier must formally test content and possible design concepts to see what resonates with people in Pennsylvania using the most cost-effective research method, unless this is waived by Pennsylvania Insurance staff. Documentation: Weekly status reports will be required to be submitted to PID via by Friday at noon identifying the work completed to date, the remaining tasks to be performed, as well as any additional information that might be required from PID. Client may request weekly status calls to discuss the reports. Knowledge Transfer: All documents, tools, templates, materials or aids associated with this project shall be electronically transferred to the upon the completion of this project including native files, graphics and fonts, not just pdf files. Commonwealth Data: If applicable, the will own all source code. All source code shall be well documented internally through the use of imbedded comment lines. Payment Requirements: All payments for services will be made via Purchase Order. A written notice to proceed signed by the s Contracting Officer will constitute the selected vendor s authority to proceed, and shall evidence the existence of an executed contract. Supplier will invoice monthly. Payment will be made monthly. The final invoice, due by August 15, 2014, must be upon completion of all tasks included in this Statement of Work for the remainder of any amount allowable under the Contract. Payment will only be made upon the selected vendor s submission of an original itemized invoice and the PID finding that the work conducted at those intervals is acceptable. Timeline/Maintenance Requirements: Work must be completed by June 30, However, media creative will need to be done by February 2014 for placement in March The must be able to maintain work contained in the work plan without vendor assistance going forward. Presentations: If requested by PID, Bidder in-person presentations will occur on October 16, PID reserves the right to request presentations from all, some or none of the bidders but all bidders should be prepared to present on October 16, Start date: Effective date of the agency purchase order (goal is beginning of August) through June 30, Last reports: All work must be done by June 30, 2014, including status reports, document and file transfers, training. Final invoice needs to be sent no later than August 15, Termination date: June 30, Creative Advertising ITQ Contract # Pennsylvania Insurance

5 Functionality Requirements: All IT items must be coordinated with PID s Web Site Administrator. Also, all materials must be compatible with PC computer and Adobe Design CS5 (InDesign/Photoshop). Information Technology Standards: Any recommended changes and or enhancements to the web site the selected vendor shall agree to comply with the COPA s Information Technology Standards and Policies issued by the Governor s Office of Administration, Office for Information Technology (OA/OIT) for the Commonwealth Enterprise. To view the Commonwealth s Information Technology Management Directives, Policies and Bulletins go to: mation_technology_bulletins/ See Attachment A for mobile application guidelines. Design Phase Requirements: The selected vendor must be compliant with commonwealth branding guidelines (see link to management directive below) Commonwealth Branding Management Directive Term of Contract: The term of the Contract will be from the effective date of the agency purchase order through June 30, Cost: The total budget for this project cannot exceed $250,000 and must cover any and all expenses related to this project. Payment will be made monthly. The final invoice must be upon completion of all tasks included in this Statement of Work for the remainder of any amount allowable under the Contract. Payment will only be made upon the selected vendor s submission of an original itemized invoice and the PID finding that the work conducted at those intervals is acceptable. Bidder Requirements: The following must be submitted when completing the bid for this project. Work Plan: Bidders shall provide in narrative form an integrated strategic marketing and outreach work plan for increasing CHIP enrollment and awareness. The work plan should include a technical plan for accomplishing the work. Use the Project Task descriptions as a reference point. Modifications to the task descriptions are permitted; however, reasons for changes must be fully explained. o o Minimum of three high-level design concepts, if appropriate Subcontractors: Identify, by name, any subcontractor(s) you intend to use and list the services they will perform. Also include the total percentage of the project you intend to be completed by the subcontractor(s) for example, prime contractor 80% and subcontractor 20%. 5 Creative Advertising ITQ Contract # Pennsylvania Insurance

6 Detailed Timeline: The work plan shall include a detailed timeline of the project, advising which deliverables will be submitted at each benchmark and communicating what PID resources will be needed at each stage of the process. Cost: Include a cost matrix as Attachment B to the work plan. Please include hourly rate of all required personnel, the number of hours associated with the completion of each of the project tasks. The list below will likely need to be customized based on the tactics proposed in your work plan. o Collateral and/or Creative Development/Design/Production o Partnership development/coordination o Other materials o Testing/Evaluation o Administrative (reports, presentations, knowledge transfer, etc.) o 3 rd party costs (printing, shipping, etc.) Please note: The total project budget cannot exceed $250,000 and must cover all expenses related to the planning, development and implementation of this project including research, writing, design, project management, 3rd party costs, printing, measurement and evaluation, etc. (this does not represent a comprehensive list). o Please clearly indicate the TOTAL cost for implementing the proposed work plan. (Total Project Cost) Similar Projects: The Bidder shall provide with its bid response three (3) projects the Bidder previously executed that are similar in nature and scope to the requirements stated in this SOW. This previous experience should be work done by individuals who will be assigned to this project as well as that of your company. Projects referred to must be identified with client name and address, contact person with telephone number, address and best time to call, project name, project start dates and end dates and a brief description of the project. These samples must each include a written narrative describing each project. Personnel: Include the number of executive and key professional personnel, researchers, programmers, consultants, etc. who will be engaged in the work. For key personnel, include the employee s name, and a resume or similar document that includes the Project personnel s education and experience pertaining to this Project. Indicate the responsibilities each individual will have in this Project, and how long each individual has been with your company. Subcontractors: Identify by name any subcontractors you intend to use and the services they will perform. Please spell out the percentage of work to be completed by both the prime and subcontractors. Presentation: All Bidders must be prepared to present to the client in person in Harrisburg, Pa. The Evaluation Committee may ask all, some or none of the Bidders to present. The committee may determine that an in-person presentation is not necessary. If you are asked to present, we will hold presentations on October 16, Deliverables: The selected supplier is required to complete the following. 6 Creative Advertising ITQ Contract # Pennsylvania Insurance

7 Project Work Plan: Develop an integrated strategic marketing and outreach work plan per the requirements specified in Bidder Requirements. Implement Work Plan: The selected supplier will be responsible for plan execution. If the Evaluation Committee proposes any changes to the work plan, those changes should be reflected in the final product. Questions: Questions regarding the procurement solicitation shall be directed to Peter Salvatore via at or via telephone at Creative Advertising ITQ Contract # Pennsylvania Insurance