Request for Proposals for a vendor to develop and execute a Social Media Viral Marketing Program promoting Healthy Eating and Physical Activity in NYC BACKGROUND The Fund for Public Health in New York, Inc. (FPHNY) is a 501c3 not for profit organization incorporated in 2002. FPHNY is the closely affiliated, non profit partner to the DOHMH, responsible for soliciting, administrating and receiving funds, and using such funds to further assist the work of DOHMH. Through this partnership, DOHMH and FPHNY work to advance the health and well being of all New York City residents by supporting innovation, increasing efficiency and leveraging DOHMH program capacity and reach. The mission of the City of New York Department of Health and Mental Hygiene ( DOHMH ) is to protect and promote the health of all New Yorkers. Detailed information about DOHMH is available on its website, which can be accessed through the main New York City website at www.nyc.gov. The purpose of this viral marketing campaign is to add a social media, user empowered element to media campaigns and program information dissemination. The success of this initiative is dependent upon building an online community while promoting offline events and programs and healthy behaviors. The first event to promote will be the launch of the revamped BeFit website co sponsored with the Department of Parks and Recreation. BeFit is a site to help New Yorkers find free and low cost fitness opportunities sponsored by the City. The revamped site will have a social media component that lets individuals join or create fitness groups. Eating Healthy NYC (EHNYC) is a DOHMH sponsored Facebook page (www.facebook.com/eatinghealthynyc ) that currently serves as an online forum for discussion, tips and tools about healthy eating and physical activity in New York City. EHNYC is also a vehicle for extending the reach of anti obesity media campaigns produced by DOHMH, and it links to YouTube videos, subway poster art and other marketing materials. The social media viral marketing program will utilize this existing page to build an online presence and connect members of the community we wish to grow. STATEMENT OF PURPOSE The Fund for Public Health in New York (FPHNY), on behalf of the New York City Department of Health and Mental Hygiene (NYC DOHMH), is requesting proposals from vendors to develop and execute a Social Media Viral Marketing program to promote Healthy Eating and Physical Activity in NYC. VENDOR QUALIFICATIONS The qualified vendor should have a demonstrated ability to conceptualize, develop and execute a Social Media Viral Marketing program. Desired qualifications include: Demonstration of successful development and oversight of comparable projects Demonstrated ability to execute a collaborative, creative approach
Demonstrated understanding of the scope of the project, the possession of sufficient resources to implement the desired program, the ability to begin immediately upon engagement, and a comprehensive understanding of the activities and costs for implementing the project The qualified vendor will include the following in the application: A detailed cost estimate A proposed plan to research the online potential to grow a healthy eating and physical activity community and to determine the best avenues to pursue in promoting the program A proposed plan to help promote the launch of the revamped BeFit website A proposed plan for expanding the reach of anti obesity initiatives A proposed plan for growing the EHNYC online community A proposed plan for linking the online community to relevant offline and live events and programs A proposal for an EHNYC app for smart phones A proposed plan for social media training for key DOHMH personnel SUMMARY SCOPE OF SERVICE AND PROJECT TIMELINE Upon approval and award of the Social Media Viral Marketing Campaign project, FPHNY will enter into contractual agreements with the selected vendor describing the scope of services, budget and payment plan based on need and mutual agreement. SCHEDULE OF EVENTS The deadline for this proposal is Wednesday, March 9th, 2011 at 5:00pm. Late proposals will not be accepted. The following schedule of events represents the best estimate of the schedule that will be followed. EVENT DATE Release of RFP March 2, 2011 Proposal Deadline (late proposals not accepted) March 9, 2011, 5:00pm Notice of Award March 14, 2011 Contract Start Date March 18, 2011 Contract End Date October 31, 2011 RFP COMMUNICATIONS Potential vendors may consult in writing with the following contact(s) with questions about this Request for Proposals (RFP): Programmatic Questions: JEFFREY ESCOFFIER, DIRECTOR OF HEALTH MEDIA AND MARKETING, NYC DOHMH: JESCOFFI@HEALTH.NYC.GOV Administrative Questions: ELIZABETH R. SPITZER, MPH, Director of Grant and Contract Administration: ESPITZER@FPHNY.ORG APPLICATION REQUIREMENTS Each response to this RFP must consist of: Proposal Transmission Sheet (Attachment 1) Section A: Project Plan and Management (Attachment 2)
Section B: Budget Proposal (Attachment 3) o Narrative justification for resource allocations Failure to submit any of these elements may cause the application to be considered nonresponsive and rejected. SUBMISSION REQUIREMENTS Each vendor must submit an electronic or hard copy of the application. All Proposals in response to this RFP must be mailed and postmarked or e mailed (please include Healthy Eating Social Media Viral Marketing Program in the subject line) to the following address, no later than Tuesday, March 9 th 2011 at 5:00pm: espitzer@fphny.org Fund for the Public Health of New York, Inc. 291 Broadway, 17th Floor New York, NY 10007 Attn: Elizabeth Spitzer Late proposals will NOT be considered. GENERAL DISCLOSURES PRIVACY ACT Work on this project may require that personnel have access to Privacy Information. Personnel shall adhere to the Privacy Act, Title 5 of the U.S. Code, Section 552a and applicable agency rules and regulations. SECURITY AND CONFIDENTIALITY This RFI (Request for Information) document does not contain proprietary information; all information contained herein (or accumulated through other written or verbal communication), as well as all information describing this RFI process as a whole is not considered confidential. However, the information that you provide in this RFI process will not be shared outside of relevant parties at DOHMH and FPHNY. EVALUATION PROCESS Evaluation Categories and Maximum Points Awarded The proposal evaluation process is designed to award the contract to the vendor with the best combination of attributes based upon the evaluation criteria. Section A: Project Plan and Management Each Proposal will be evaluated on the vendor s ability to: Develop an effective and feasible project work plan to complete the scope of services in Section B: Budget Proposal, Section B: Budget Proposal Proposals will be evaluated on the vendor s ability to: Develop a budget that demonstrates an effective and efficient use of resources
Both proposal elements will be considered in the evaluation of proposals. The maximum points that shall be awarded for each of the categories are detailed below. CATEGORY POINTS Section A: Project Plan and Management 10 Section B: Budget Proposal 10 MAXIMUM POINTS AWARDED 20
[VENDOR PLEASE PRINT THIS ON OFFICIAL LETTERHEAD IF POSSIBLE] Social Media Viral Marketing Program promoting Healthy Eating and Physical Activity in NYC PROPOSAL TRANSMITTAL SHEET PROPOSAL TRANSMITTAL The vendor must complete and sign this Technical Proposal Transmittal. It should be reproduced on the vendor s official letterhead if possible. It must be signed in the space below, by the individual empowered to bind the proposing entity to the provisions of this RFP and any contract awarded pursuant to it. If said individual is not the vendor s Chief Executive Officer, this document shall attach evidence showing the individual s authority to bind the proposing entity. Vendor s Legal Entity Name: Vendor Federal Employer Identification Number: Name and Title of Person Signing this Proposal Transmittal Sheet: Signature and Date: Project Director Name: Project Director Mailing Address: Contact E Mail: Phone Number: Fax Number:
SECTION A: PROJECT PLAN AND MANAGEMENT VENDOR NAME: 1. Include a 1 3 page work plan outlining how the vendor intends to complete the scope of service described in Section B: Budget Proposal (maximum score = 2) 2. Describe a research phase of the project: how the vendor will determine the best ways to enhance and grow the online community and link it to offline events (maximum score = 2) 3. Describe the planning phase of the project: how the vendor intends to work with DOHMH to plan for the changes and enhancements they ve determined to be necessary for a successful program, and the role the vendor would play in the BeFit relaunch (maximum score = 2) 4. Describe the execution phase: how the vendor will implement changes and enhancements to build an online community while promoting offline events and programs and healthy behaviors, and what smart phone app or other elements might be included in the program (maximum score = 2) 5. Describe ongoing evaluation and training: how the vendor intends to continue to create content or further explore new avenues (online or offline) as the program is in progress, and what training will the vendor offer to DOHMH personnel to ensure that the program can continue after the vendor s term of service (maximum score = 2) TOTAL MAXIMUM SCORE = 10
Social Media Viral Marketing Program promoting Healthy Eating and Physical Activity in NYC SECTION B: BUDGET PROPOSAL VENDOR NAME: Please describe or attach a detailed price estimate for the entire scope of the program, itemizing particular elements where appropriate. 1. Costs for development of the program (maximum score = 4) 2. Costs for execution of the program (maximum score = 4) 3. Costs for itemized features of the program, e.g. smart phone app (maximum score = 2) TOTAL MAXIMUM SCORE = 10