Advertising Creative FY 2019-2020
2020-01 | PROCUREMENT | Active | 11/6/2019 | 12/2/2019 5:00 PM | 2/29/2020 | |
# | Type | Status | Date | Due Date | Time Remaining | Expires |
---|
The Trust invites experienced advertising creative agencies or independent consultants to submit proposals demonstrating their qualifications and experience relevant to providing such services in accordance with the terms, conditions and specifications of this RFP.
The Children’s Trust is seeking proposals to identify a qualified applicant who will handle, in its entirety, the creative/marketing campaigns for The Children's Trust. This includes the development and execution of all or partial creative elements of branding, multimedia marketing and/or social marketing campaigns related but not limited to the promotion of annual signature events and programs or initiatives funded by The Children’s Trust. Some of the initiatives or programs that are part of The Trust’s yearly communications plan include: The Children’s Trust brand campaign, Thrive by 5, Thrive by 5 Book Club, The Parent Club, Miami Heart Gallery, The Children’s Trust App, Family Expo, Young Talent Big Dreams, summer programs campaign and back-to-school campaign. Additionally, the applicant will support The Trust in increasing its general brand awareness and its objectives of promoting active public participation in its funded programs and initiatives in order to improve the lives of children and families in Miami-Dade County.
The estimated budget for the entire year is $420,000.00. This includes development of all advertising creative materials, production of all media assets (television, radio, digital, etc.) and graphic design of all collateral materials for the 2019-2020 fiscal year. All materials may need to be developed in three languages: English, Spanish and Creole.
The review process is designed to select the most qualified applicant in an open and fair manner. At the end of this solicitation process, the selected applicant must have shown that they are the best suited to effectively deliver the needed services in alignment with The Trust’s vision of its communications efforts.
RELEASE | 11/6/2019 | |
BIDDERSCONFAPPTRAIN | 11/14/2019 2:00 PM - 11/14/2019 4:00 PM | |
QADEADLINE | 11/22/2019 5:00 PM | |
QARESPONSEDEADLINE | 11/25/2019 | |
APPDEADLINE | 12/2/2019 5:00 PM | |
DEBRIEFIGSTART | 12/9/2019 - 12/11/2019 | |
INTERVIEWSTART | 12/16/2019 - 12/18/2019 | |
RECOMMENDATION | 1/3/2020 | |
APPEAL_DEADLINE | 1/8/2020 6:59 PM | |
APPEALPERIOD | 1/14/2020 - 1/17/2020 | |
COMMITTEE | 2/6/2020 | |
BOARD | 2/18/2020 |
- 11 High Need Zip Codes - Tech Use 11/6/2019
- Book Club Reading Guide 1 11/6/2019
- Book Club Reading Guide 2 11/6/2019
- Bidders' Conference and Application Training Slides new 11/15/2019
- Communications RFP Debriefing Schedule new 12/5/2019
- Book Club Membership Target Projections new 11/20/2019
- 2019 Champions for Children Press Release new 11/22/2019
- Young Talent Big Dreams Talent Competition new 11/25/2019
- Spooky Symphony Halloween Concert new 11/25/2019
- RFP 2019-10 Book Club Implementation Vendors new 11/25/2019
- Book Club Expansion Reference Supplement new 11/25/2019
- Selected Characteristics for 11 Highest Need Zip Codes for Priority Enrollment in Book Club new 11/25/2019
- Debriefing Meeting Scheduled new 12/3/2019
- Interview Schedule new 12/13/2019
- Funding Recommendations for Adv. Creative and Media Buying new 1/3/2020
Q & A
- Is part of the budget for this RFP including the Media Ad spend?
- No.
- What marketing metrics resulted from these expenditures?
- We don’t have a brand awareness study available for FY 2019-2020. We do have the most recent Behavioral Science Research study form 2018. A link to access this study is in the RFP document.
- What dollars were spent Oct 1, 2018 – Sept 30, 2019 by media by program?
- Our marketing goals for FY 2019-2020 are different than previous years, as we will launch a new brand campaign and support brand new initiatives (expanded Book Club). Providing dollars spent during 2018-2019 by media by program would not accurately reflect our priorities for this current fiscal year.
- We have many files to upload to showcase our visual work for previous clients. However, one is a much longer video. Is 10 mins too long to upload?
- It would depend on what file format the 10-minute video is saved in. There is no stated limit to what size files can be uploaded, but we ask that they are kept to the smallest size possible while still being able to convey the quality of the work produced.
- You mentioned the talent for the TV spot would be provided by The Children's Trust. Would the talent for the Radio spot be provided by The Children's Trust too? If so, will it be provided in all 3 languages?
- Child talent typically consisted of volunteers for on-camera, radio and print. Historically, adult talent has also been volunteers, but professional actors are not ruled out. Our goal is to keep production costs as low as possible.
- Based on this section of the RFP Service Description "This includes the development and execution of all or partial creative elements of branding, multimedia marketing and/or social marketing campaigns related but not limited to the promotion of annual signature events and programs or initiatives funded by The Children’s Trust." Should we incorporate a Digital Ad campaign for your Branding on Google Ads, Facebook Ads and Youtube?
- Yes. Applicants are encouraged to propose as many traditional and/or non-traditional media outlets as appropriate to achieve the most effective outcomes.
- For content we create in Spanish and Creole how do you plan on reviewing the information for accuracy?
- Creative in Spanish and Creole is reviewed by The Children’s Trust Communications team and other staff at The Trust.
- How many events do you plan on promoting, sponsoring or participating in 2020?
- We don’t have an exact number as to how many events we plan to promote in the FY 2019-2020 as this varies depending on the community outreach applications we receive (typically between 20-25 per year). Our annual signature events are Champions for Children and the Family Expo. Additionally, we are presenting sponsors on big events like Young Talent Big Dreams and Spooky Symphony. Links to information regarding these events have been added to the Resources section. Other local major events that we sponsor are Miami Herald Spelling Bee, Silver Knights, Miami Book Fair and events around Martin Luther King Day in January, among others.
- How many individual programs are we focusing on in this RFP? Are all the programs listed in the RFP?
- As mentioned in the RFP document, “The Children’s Trust is seeking to refresh its institutional brand and general marketing. To this end, the purpose of this request is to obtain proposals from applicants, for the creation of a new brand campaign for The Trust as well as a book club initiative.” “The Children’s Trust is seeking proposals to identify a qualified applicant who will handle, in its entirety, the creative/marketing campaigns for The Children's Trust. This includes the development and execution of all or partial creative elements of branding, multimedia marketing and/or social marketing campaigns related but not limited to the promotion of annual signature events and programs or initiatives funded by The Children’s Trust. Some of the initiatives or programs that are part of The Trust’s yearly communications plan include: The Children’s Trust brand campaign, Thrive by 5, Thrive by 5 Book Club, The Parent Club, Miami Heart Gallery, The Children’s Trust App, Family Expo, Young Talent Big Dreams, summer programs campaign and back-to-school campaign.”
- Other Programs to revamp; e.g., Learn to Read for 3rd graders or other programs? Are any of The Children's Trust programs being sunset?
- To clarify: “Learn to Read for 3rd graders” is incorrect. The program that we’ll be expanding as the Book Club has historically been referred to as the Read to Learn Book Club, serving 3 year-olds (not 3rd graders). We don’t currently have plans to sunset any of our other initiatives.
- Current touchpoints/target audiences in the 11 Zip Codes document. Are counts/lists of other stakeholders currently on board available; teachers, clergy? Are counts/lists of touchpoints currently on board available; e.g., community centers, schools, after-care?
- Programs funded by The Children's Trust can be found on "Find a Program" area of our website.
- Is data available by year of birth for each year by Race/Ethnicity within the 11 Zip Codes document?
- Please refer to the new file posted in Resources titled: Selected Characteristics for 11 Highest Need Zip Codes for Priority Enrollment in Book Club
- In regards to revamping/refocusing Read to Learn Book Club for 0 – 6 years old What has worked/What hasn’t worked for current Book Club program directed towards 3 year olds? Is there a description of the revamped program? What stages of learning are planned for different ages? Are books being distributed. Will it become an online learning resource?
- To clarify, the book club program is being expanded to serve children ages birth to 5 (not 6). Please refer to new links added to the Resources section: 1) RFP 2019-10 Book Club Implementation Vendors, where background about this initiative can be found, and 2) Book Club Expansion Reference Supplement
- In regards to The Children's Trust Priorities/Goals/Expectations for Communications Efforts What are the major goals? Oct 1, 2019 – February 29, 2020 What is being done Externally? What is being done Internally?
- Each initiative that we support from a communications perspective has its own goals and expectations. Priorities/goals/expectations for our communications effort during this FY 2019-20 are: • Increase the brand awareness among Miami-Dade County residents, in particular parents and caregivers • Support the launch of the Book Club and Parent Club initiatives. •Promote our events to increase attendance. All of our marketing efforts (creative/media/event planning) are done by external partners. Our e-mail, web content, editorial content, social media and community outreach, among others, are handled internally.
- What staff efforts were made Oct 1, 2018 – Sept 30, 2019 in addition to external dollars; e.g., email, events, social?
- Efforts by staff to complement larger advertising creative campaigns have included email marketing (about 50K subscribers), paid and organic social media promotions, and deployment of street team for community outreach efforts. The Trust is also in the process of revamping our street team/community outreach approach, as well as our email broadcasting platform. Our annual signature events are Champions for Children and the Family Expo. Additionally, we are presenting sponsors on large events like the Young Talent Big Dreams countywide talent contest and the Spooky Symphony Halloween concert. Links to information regarding these events have been added to the resources section. Other local major events that we sponsor include Miami Herald Spelling Bee, Silver Knights, Miami Book Fair, and events around Martin Luther King Day in January, among others. Regarding social media, we have an in-house social media specialist who supports these efforts as needed.
- The Book Club's objective is to reach 90,000 children in five (5) years. However, how many children per age group per year are you hoping to recruit each year? What figure (per age group) would constitute success in year one?
- Month 1 is the launch of the book club. In the first contract year, we would like to reach 19,000 by Sept. 30, 2020. In subsequent contract years (which start on Oct. 1) we are expecting 1,500 per month net addition, scaling to 2,000 per month net addition, until we reach 2,500 per month net addition and/or we reach 90,000 participants. Net addition is calculated by the number of children aging out of each age group and the number of children being registered. I.e. if in one month we had 500 children age out, we would need to recruit 3,000 children in that month to get to 2,500 net addition. We don’t have the information broken out by age group as yet. However, we do know that we need to recruit birth to 11 months old children prior to the book club's launch to ensure we have sufficient children in that age group. Applicants may reference the newly posted Book Club Membership Target Projections document in the "Resources" section.
- Do applicants have access to previously submitted material?
- Previously submitted material is not accessible from this RFP. It is recommended that applicants upload files again for each application.
- Who owns the creative material submitted in responses to the Advertising Creative RFP?
- Although any material submitted in response to the RFP is subject to public records requests, after a recommendation has been made to the board, applicants continue to own the creative material submitted in their proposal until they are selected and contracted as a vendor.
- Do you currently have an advertising agency? What do you like best about the agency?
- We currently do not have a creative agency. What we look for in an agency is a partner who is continuously helping us find creative and innovative ways to achieve our goals while using our budget in the most efficient way.
- For the bidders' conference, will there be a conference call line available for agencies that are unable to send an in-person representative?
- There will be no call-in number available for this meeting. However, the slide presentation used will be posted to the Resources section and applicant's will continue to have the ability to submit questions through this system until 5 p.m. on November 22.
- Why am I being redirected from an email soliciting Media Buying RFQ to and Application for Advertising Creative? I have a video I will forward to the communications department.
- Thank you for bringing this to our attention. Notifications have been sent with an updated link.
- Is this RFP for video production services? If not, when will that RFP be released?
- This RFP is for the procurement of advertising creative services which may include a video production component. Information about the release of an RFP exclusively for video production services is not currently available.