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RFP 2024-05 Advertising Creative

The purpose of this Request for Proposals (RFP) is to enter into a contractual agreement with a qualified agency for Advertising Creative Services. The Children’s Trust is seeking proposals to identify a qualified applicant who will manage, in its entirety, the creative/marketing campaigns for The Children’s Trust in English, Spanish, and Haitian Creole. 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. 

Solicitation Release Date: November 3, 2023

Bidders' Conference: November 8, 2023, 9 a.m. ET

Bidders' Conference Location: Zoom (Click HERE to Register)

Deadline for Submission of Questions on RFP: December 13, 2023, 5 p.m. ET 

Proposal Due Date/Time: December 18, 2023, 5 p.m. ET

Proposal Review Period: January 8 – February 11, 2024

Debriefing Meeting: January 23, 1:30 - 4 p.m. - Download Details

Award Recommendations to Committee: March 7, 2024

Award Recommendations to Board of Directors: March 18, 2024

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Timeline

RELEASE 11/3/2023
BIDCONF 11/8/2023 9:00 AM
QADEADLINE 12/13/2023 5:00 PM
APPDEADLINE 12/18/2023 5:00 PM
REVIEWSTART 1/8/2024 - 2/11/2024
DEBRIEFIGSTART 1/23/2024 1:30 PM - 1/23/2024 4:00 PM
COMMITTEE 3/7/2024
BOARD 3/18/2024 5:00 PM

Q & A

Fiscal
Are you required to accept the lowest-cost bid?
No. As stated in page 3 of the RFP, the contract "...will be awarded through written notice to the qualified and responsive agency(s) whose proposal is determined to be most advantageous to The Children’s Trust, taking into consideration expertise, strategy, price, and other criteria."
Is the $440,000 budget inclusive of out-of-pocket costs such as video production, photography, music? Or can that just be considered agency fee?
Yes - the $440,000 is inclusive of agency costs and agency fees.
What was last year’s advertising creative services budget and what is next year’s advertising creative services budget?
On page 5 of the RFP document is the budget information for FY 23-24, which was the same budget for FY 22-23.
General
When submitting an overall creative 'umbrella' concept for a campaign, do we need to provide visuals for each area in the scope of work on the RFP? Or can there be a few assets presented and a narrative about how it can be applied to other areas?
Although not all asset designs need to be included in a response, applicants should provide enough mock-ups to convey the general idea/concept of their proposed campaign.
I am working on the Grant where do I send the We Transfer link as it has an expiration date prior to the Media grant deadline
WeTransfer links can be added to your supporting documents or in the narrative space provided for each section. Support documents sent this way will be downloaded after the entire RFP response is submitted. Therefore, applicants should include WeTransfer links as close as possible to the time of their submission to ensure ample time for downloading. It is not necessary for applicants to wait until the application deadline to submit their applications. As long as the application is ready before the RFP deadline, it can be submitted at any time. As soon as proposals are submitted, our staff will check to download files from WeTransfer links. IMPORTANT: Sending files by WeTransfer is not the only option. Before creating the WeTransfer link, try uploading file directly to Trust Central. The WeTransfer option only applies to very large support files. Uploading multiple smaller files or documents directly to Trust Central is possible.
Is there a preference for a local/Miami-based firm?
No. The selected vendor may be based outside of Miami-Dade County. However, as stated on page 2 of the RFP: "Applicants should be qualified to conduct business in the State of Florida under the laws of Florida per Chapter 607, F.S., and must be qualified to conduct business on or before the contract beginning date. Eligible applicants must remain qualified to conduct business in the State of Florida for the duration of their contract. The selected vendor must be available to conduct business mainly during office hours in the US East Coast time zone, and beyond those hours as needed for time-sensitive matters."
Is there an incumbent agency who you expect to bid on this work?
This question falls outside of the scope of work for this RFP.
Is there an incumbent agency who you expect to bid on this work?
This question falls outside of the scope of work for this RFP.
We have an agency working with us on this bid, we'd like to know if you only need their resumes or is there a specific place or way to disclose that they're working with us? We, Prediq, are the lead agency.
Applicants should describe partnerships with other firms in the Company Overview section. Additionally, resumes for all team members that will work on The Children's Trust projects should be provided in the Project Team Information section, describing what company they work for.
For the Parent Club campaign, could you please clarify who the target is? The objective per RFP is "To have 10,000 FREE parenting workshops throughout Miami-Dade County, per year." Are the "parents" that will enroll on the site the main audience?
Yes - the target audience are parents and other caregivers of children up to 16 years of age to sign up for parenting workshops.
Can you confirm the approx. number of creative assets typically required for each Trust Initiative (i.e., brand campaign, Find a Program, Book Club, Parent Club, Summer Camps, Family Expo, Young Talent Big Dreams)? And/or, can you please share last year’s media buys/marketing plans that support each initiative?
There is not a set number of "required" assets for initiatives. Some campaigns may involve the production of several assets, while others require dozens.
Is this RFP being sought because Children’s Trust feels there are current quality / results-related issues with the PR program, or is the RFP contractually required based on number of years of service already provided by the incumbent agency? If there are quality / results concerns, what are they?
The decision to release this RFP is not based on current or past vendors' performance for PR or any of the other services. It is in accordance with the Trust's procurement policy, available at www.TheChildrensTrust.org/Procurement
Do you accept foreign vendors for this project?
Foreign vendors may apply as long as they are currently qualified and registered to conduct business in the State of Florida, under the laws of Florida per Chapter 607, Florida Statutes, and must be qualified to conduct business on or before the service and contract start date(s). The RFP document as well as our website www.TheChildrensTrust.org/content/eligible-applicants provide more information about eligibility.
Can we submit responses to questions in one overall presentation document (searchable PDF under 2 GB) or are we expected to respond to each answer in less than 400 words individually and any documents submitted must separately support each question vs a holistic response?
Yes, you have the flexibility to submit responses in various ways. You may choose to respond within the 400-word space provided for each section or opt for a larger document that addresses all sections. Additionally, it's acceptable to submit one document per section, ensuring that the document clearly supports the corresponding section. If you decide to provide a comprehensive document, it is recommended to include a note in the 400-word space designated for each section, indicating that the detailed responses for that specific section are available in the attached document. This way, you can choose the approach that best suits your preferences and ensures clarity in submitting your application.
As opposed to WeTransfer - can we provide a link to the actual document or a link to a Google folder?
No. Large files must be sent only via WeTransfer links to ensure that all documents received cannot be modified after they have been submitted or after the RFP deadline.
If an agency chooses to apply to multiple RFPs, is one (1) general application submission recommended or is one (1) submission per RFP?
Applicants must apply separately to each RFP they are proposing to provide services for.
I conduct business with the Trust through a non-profit. However, for the Advertising RFP 2024-05, can I proceed with my for-profit?
Yes. Applicants may be for-profit or nonprofit organizations currently doing business with The Trust.
Services
Thank you for the information. While we acknowledge that the number of assets per initiative may vary, having some historical context would greatly assist us in aligning our work with the scope. Would it be possible to share details of past media buys and/or approximate total number of assets to produce in the coming year either in total or by initiative and whether existing visuals and content could be leveraged where possible to provide us with a better understanding?
The amount of assets will vary considerably between initiatives and from year to year. A sample asset grid has been added to the Resources section of the RFP for reference, but this is NOT the only indication of what applicants should expect to produce in a given year. Again, the number and type of assets needed will vary considerably, based upon dynamic priorities.
Are there any other creative projects that need to be considered within creative services outside of above stated initiatives, such as annual report development?
Yes - as stated on page 5 of the RFP, "Please note that the initiatives of focus in subsequent years will vary, and advertising creative will be adjusted to reflect the new priorities in those years."
Given the dedicated focus of this proposal on creative services and the existence of a separate proposal for media buying, it appears that the question "What is the proposed media mix and the role each media will play in said strategy? Specify, as applicable, per media platform (TV, radio, print, out-of-home, digital, and other)" may not be relevant. Could you please confirm whether we should proceed with providing details on the proposed media mix in this context?
Yes, applicants are asked to include a recommendation of what media their creative can be placed in, including both traditional and innovative media that will work best to execute effective advertising campaigns.

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