Marketing Awareness Campaign

Page 1 of 18 STATE OF NEW HAMPSHIRE DEPARTMENT OF MILITARY AFFAIRS AND VETERAN SERVICES DIVISION OF COMMUNITY BASED MILITARY PROGRAMS Marketing Awareness Campaign RFP DMAVS 2023-01 Section 1 – Overview and Schedule A. Executive Summary The Department of Military Affairs and Veterans Services (DMAVS) Division for Community Based Military Programs (CBMP) is seeking a marketing and advertising partner to collaborate with and develop plans that increase awareness about the services available in the state to service members, veterans, and their families (SMVF) and the importance of identifying SMVF within social service practices and the New Hampshire labor force. The ideal partner will also help increase engagement, likability, and reach of the Department as well as understand and help achieve the Department’s strategic goals. The objectives of this campaign are to: 1. Promote the Department’s initiatives and programs through targeted and measurable means of communication. 2. Ensure the

Department’s brand and CBMP mission is adequately reflected in all facets of the campaign. 3. Increase awareness in all regions of the State. 4. Increase access to necessary services and support for New Hampshire’s service members, veterans, and their families. There are a variety of methods that may be utilized to achieve the objective of this marketing awareness campaign. The Department will accept and consider proposals of varying types; suggested marketing includes, but is not limited to, social media campaigns, printed mailings, and video. Proposals can include traditional and digital media buys. The total available funding is estimated to be no more than $174,350. Individual Proposals budgeting for more than $174,350 will not be considered. Services will need to be provided prior to June 30, 2023. B. Schedule of Events Page 2 of 18 The following table provides a Schedule of Events for this RFP through contract finalization and approval. The Department reserves the right to amend this Schedule at its sole discretion and at any time through a published Addendum. EVENT DATE LOCAL TIME RFP Released to Proposers by 07/05/2022 4:00 PM Proposer Inquiry Period Ends 07/26/2022 4:00 PM Final Department Responses to Proposer Inquiries 07/29/2022 4:00 PM Proposers Submit Proposals by 08/05/2022 1:00 PM Invitations for Oral Interviews/Presentations (if deemed necessary) 08/26/2022 4:00 PM Proposer Interviews/Presentations (if deemed necessary) TBD Estimated Notification of Selection and Begin Contract Negotiations TBD Anticipated Governor & Council Approval TBD Anticipated Effective Contract Date TBD Section 2 – Description of Department/Program Issuing the Request for Proposals The Department of Military Affairs and Veterans Services (DMAVS) was legislated by Senate Bill 208 which passed into law in July 2019 and became effective in September 2019. This bill consolidated military and veterans services previously provided in other state departments into one Department of Military Affairs and Veterans Services. The Department works in close partnership with the New Hampshire Army and Air National Guard to serve New Hampshire service members, veterans, their families (SMVF) as well as local communities across the state. The mission of the Department is to secure the homeland; fight America’s wars; and build partnerships by: • Providing the Departments of the Army and Air Force with operationally ready units and personnel in support of the total force, and for war or national emergencies as ordered by the President; upon declaration of war by the congress; or as otherwise specified by federal law. • Providing the state and its counties, cities and towns with operationally ready units and personnel to protect life and property and to preserve the internal security of the state when ordered by the Governor. • Forging and maintaining associations with our civilian and military partners at the local, state, federal, tribal, and global levels. The Division of Community Based Military Programs (CBMP) was created in 2008 as a Bureau at the NH Department of Health and Human Services (DHHS). Nationally, it was the first of its Page 3 of 18 kind operating in a state health and human services department with the purpose of helping to facilitate military and civilian partnerships. In 2019, the Bureau of Community Based Military Programs moved to the Department of Military Affairs and Veterans Services as a result of the consolidation of state military and veterans programs under a single department. The mission of the CBMP is to collaborate, coordinate, and communicate with military and civilian provider groups to promote the delivery of quality health care services to New Hampshire SMVF. Approximately 99,249 Veterans live in New Hampshire and that number is steadily declining each year. One-third are from the Vietnam Era, and over 51% are 65 years of age or older, compared with 15% of the civilian population. The second largest group of Veterans is from the Gulf Wars, with over 7,000 coming from post-9/11 service. Only approximately 30,000 of these NH veterans utilize a VA Medical Center, which is a prime example of why the civilian sector needs to be engaged in service to our veterans. New Hampshire has been recognized nationally for strong military and civilian partnerships throughout the State. The CBMP is actively engaged in encouraging civilian health care providers to learn more about military culture in order to better serve the veteran population and strives to provide the resources necessary for community providers to effectively meet the unique needs of NH SMVF. The selected vendor will assist the CBMP by creating an effective marketing campaign to raise awareness among health care providers, the military community, and the general public of the resources and services available to them. Section 3 – Proposed Scope of Work The goal of this marketing awareness campaign is to promote the Department’s initiatives and programs to increase awareness about the services available in the state to service members, veterans, and their families (SMVF) and the importance of identifying SMVF within social service practices and the New Hampshire labor force. The selected vendor will develop, promote, and disseminate marketing materials, upon approval of the Department, targeting the following groups and geographic areas. Proposals can include traditional and digital media buys. Deliverables 1. An initial collaborative meeting with the marketing firm and DMAVS. 2. Monthly reporting of marketing services performed, promotional materials created, and marketing analytics. The selected vendor must participate in monthly Page 4 of 18 conference calls, virtual meetings, and/or in-person meetings as scheduled by the Department. 3. Creation and dissemination of printed materials, promotional videos, social media campaigns, and other marketing materials agreed upon by DMAVS to targeted audiences. Targeted Audiences and Regions Marketing will be divided between two groups: • Service members, veterans, and their families • NH health care providers and NH employers Marketing for SMVF will reach in-state audiences, especially rural and traditionally underserved regions of the state. The NH Department of Business and Economic Affairs, NH Division of Economic Development currently divides the state into the following economic regions: • Dartmouth/Lake Sunapee Region • Great North Woods • Lakes Region • Merrimack Valley • Monadnock • Seacoast • White Mountains Proposers are welcome to use their own regional divisions of the state, should they determine the ones provided by the Department of Business and Economic Affairs are inadequate to meet the deliverables listed below. However, proposals must target all NH health care providers and NH employers statewide with additional emphasis to rural areas of northern and western New Hampshire. Advertising Development 1. Alternative Solutions. The successful Proposer must offer alternative campaigns, rather than only one creative solution. At least three versions of TV storyboards, radio scripts, digital ads and all other creative products must be offered when the successful Proposer makes a creative presentation to DMAVS, unless otherwise approve by the DMAVS. 2. Approval. The successful Proposer will be expected to obtain written approval from DMAVS before producing any advertising or related material. When producing any creative work, the successful Proposer must not vary from approved scripts, Page 5 of 18 storyboards, or print layouts without DMAVS’ approval. Failure to adhere to approved scripts, storyboards or layouts may void DMAVS’ approval of the estimate for the project. The successful Proposer will be liable for all costs if advertisements or collateral materials are executed in a manner not consistent with DMAVS’ written approval. 3. Artwork Changes. The successful Proposer shall charge DMAVS one time only for artwork that is used in multiple forms. Artwork required for any print advertisements must be billed as a one-time item on a separate invoice. Any duplication of charges for artwork will be rejected. All original artwork becomes the property of DMAVS and will be delivered to DMAVS upon request. 4. Creative Services. Following creative bid approval by the DMAVS, the successful Proposer will be responsible for the execution, creation, and production of DMAVS advertising materials, including but not limited to print, digital, broadcast advertisements, out of home advertising, social, point-of-sale (POS) items, and other materials that may be required by DMAVS. The successful Proposer must develop multi-media campaigns in support of the services and programs identified by DMAVS. 5. Production. The successful Proposer will submit for DMAVS approval all production estimates. Estimates must clearly indicate any subcontractors or other parties who will be involved in the production work and where those parties are located. Any production work to be conducted at a location outside of New Hampshire must be specified, and the successful Proposer must demonstrate to DMAVS’ satisfaction that locations, facilities, and/or resources within the state were not adequate for the production work required. The successful Proposer should always work towards having production work done in-state. 6. Routine Meetings. There will be routine meetings held between DMAVS and the successful Proposer. These meetings will include discussion regarding schedules and planning, as well as discussion regarding concept approvals, pre-production of advertisements, and POS or other agency produced materials. Additional meetings may be held with certain DMAVS personnel on an as-needed basis. Collateral Material and Signage 1. Collateral Materials. If applicable, the successful Proposer will be responsible for the creative design and project dependency and may be responsible for production of some pieces in support of the DMAVS’ advertising efforts and all will be approved by DMAVS. This requirement includes, but is not limited to, such items such as posters, displays, and other POS items intended for temporary use. The successful Proposer may be required to produce printed items. DMAVS owns all original artwork, layout, design, and final product and can use as needed. 2. Printers. Most print jobs will be awarded through the Department of Graphic Services bid process. The successful Proposer must provide print specifications and artwork for Page 6 of 18 such jobs. The successful Proposer may be expected to review proof(s) provided by the printer and work further with the printer to achieve the final piece. For print jobs that do not go through the Department of Graphic Services, the successful Proposer must present to DMAVS, an estimate for print jobs for DMAVS’ review and approval. The successful Proposer will be expected to review and approve the proof as well as direct the printer to provide the final pieces to DMAVS. Media Planning and Buying If applicable, the successful Proposer must develop specific media plans for each campaign that are cost-efficient and effective in providing DMAVS with the desired reach and frequency for all DMAVS products. All applicable media rebates, discounts, and/or AVBs must be passed back to DMAVS. Such payments will be included on media invoices. Bonus Commercials If applicable, the successful Proposer must attempt to negotiate free bonus spots or additional promotional support from all radio and TV stations included in a DMAVS buy. Any bonus spots or additional promotional support provided by participating stations must be identified in the summary of any media buy, and the value of the bonus spots or additional promotional support must be calculated as an added value to DMAVS. For any spots not run on either medium, the successful Proposer must attempt to negotiate make-good spots. Public Service Announcements Because DMAVS is a state agency, the successful Proposer may be required to develop informational materials to be provided to media outlets as public service announcements to run at no charge to DMAVS on an annual basis. The successful Proposer must develop a plan to achieve media acceptance of these materials, propose low-cost production of these materials, and provide DMAVS with periodic report on the reported usage of such materials. Other Services Proposers should describe in detail any other services proposed to be provided to DMAVS that are not specifically addressed in this RFP. Proposers should also specify how those services will assist DMAVS in achieving the best value and furthering its mission. Marketing of Department Initiatives and Programs The Department initiatives and programs to be included, but not limited to, in this marketing awareness campaign: 1. “Ask the Question” initiative and Military Culture Training: A survey conducted by the New Hampshire Legislative Commission on Post Traumatic Stress Disorder and Traumatic Brain Injury identified one of the biggest barriers to military-veteran population accessing