Request for Qualified Radio Partner Dekalb County
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REQUEST FOR QUALIFIED RADIO PARTNER No. 21-0202-RFQ46 OFFERED BY DEKALB COUNTY BOARD OF HEALTH RELEASE DATE: MARCH 19, 2021 DUE DATE: APRIL 1, 2021 INSTRUCTIONS Submission Information The Dekalb County Board of Health is accepting proposals from qualified radio partners to provide marketing and communications services. Proposal must be emailed to [email protected] no later than Thursday, April 1, 2021, at 12:00 noon, ET. Subject proposal “RFQ Response – Radio Partner No. 21-0201-RFQ46”. Proposals received after this date and time or in any other location will not be considered. The proposer is encouraged not to wait until the last moment to submit their proposals. The unforeseen technical issues could create an unforeseen challenge to submitting proposals by the due date and time. Questions / Explanation to Proposers All questions regarding this RFQ and site visit must be submitted in writing via email to [email protected], no later than March 24, 2021, at 12:00 noon, ET. For the email subject, use “RFQ Questions Radio Partner”. The answers to all written questions will be made available to all prospective proposers no later than the close of business on March 26, 2021. Restrictions on Communicating with DCBOH Staff From the issue date of this RFQ until the final award is announced (or the RFQ is officially canceled), Proposers are not allowed to communicate with any DCBOH staff regarding this solicitation except through the Issuing Officer named herein. Prohibited communication includes all contact or interaction, including but not limited to telephonic communications, emails, faxes, letters, or personal meetings, such as lunch, entertainment, or otherwise. DCBOH reserves the right to reject the response of any Proposer violating this provision. The only permissible communication is if a DCBOH staff member’s job requires contact with a Proposer in order to administer an existing contract, the staff member may work with the Proposer as required, however, the staff member is strictly prohibited from discussing this solicitation. 2 REQUEST FOR QUALIFIED CONTRACTOR RADIO PARTNER 1.0 OVERVIEW 1.1 The DeKalb County Board of Health (DCBOH) is seeking a qualified radio partner to provide marketing and communications services. 1.2 DeKalb County, the fourth largest county in Georgia has a population of 753,253, of which 414,289 (55%) are African American. Cardiovascular diseases are the leading causes of premature death among African Americans in the county and Diabetes is the eighth leading cause affecting 10% of adults. 1.3 Approximately 70.9% of African Americans living in DeKalb County are overweight or obese. 73.4% of adults and 79% of adolescents do not consume the recommended daily servings of fruits and vegetables. Additionally, 2017 community health assessment reports 32% of adults in the county disagree that their neighborhood provides access to healthy foods and 17.6% of adults are physically inactive. 1.4 Increased physical activity and fruit and vegetable consumption can decrease the risk of cardiovascular diseases, diabetes, overweight and obesity, and early death. 1.5 To address health disparities the Health Assessment and Promotion Department within DeKalb County Board of Health created the LEAD DeKalb (Local Efforts towards Addressing Disparities in DeKalb) initiative to improve health, prevent chronic disease and reduce health disparities of DeKalb County’s African-American population. Current activities under this initiative are funded by the Centers for Disease Control and Prevention (CDC) Racial and Ethnic Approaches to Community Health (REACH) grant. DCBOH will engage a qualified and experienced radio partner to develop a strategic promotion schedule to include radio, digital, and onsite outreach. 1.6 Services will begin upon execution of this agreement through September 10, 2021. 2.0 PROJECT GOALS AND OBJECTIVES 2.1 The marketing and communication goal of the LEAD DeKalb initiative is to increase the number of public education messages promoting healthy lifestyles related to nutrition and physical activity. 2.2 Specific objectives include: a) Disseminate messages about LEAD DeKalb health promotion strategies. b) Increase awareness of and support for healthy eating. c) Increase awareness of and support for physical activity. 3 3.0 TARGET DEMOGRAPHICS 3.1 Based upon the communication goals and objectives the following target audience has been identified: a) Residents of DeKalb County b) African Americans residing in 39 of the 43 eligible DeKalb County census tracts that have at least 20% of the population with income below the 100% federal poverty threshold. These areas include: ➢ Atlanta ➢ Clarkston ➢ McNair-Cedar Grove ➢ Tucker-Henderson ➢ Avondale-Towers-Columbia ➢ Redan ➢ Lithonia ➢ Stone Mountain-Stephenson 4.0 SCOPE OF WORK 4.1 With support from DCBOH program staff, the expected duties and responsibilities of the desired contractor are to: 4.2 Strategy Development 1. Meet with LEAD DeKalb/REACH staff to gain an understanding of previous radio and digital outreach and direction of the program. 2. Develop and submit one (1) radio and one (1) digital strategy to DCBOH for review. a) Radio strategy to include rotation schedule for up to (4) 30-second PSAs. Rotation schedule should align with program events and campaign promotion. b) Digital strategy should include social media outreach to target audience to increase attendance at various LEAD DeKalb/REACH activities and events through digital promotion. c) Schedule should include a variation of the following time slots: o Morning (6:00 a.m. – 10:00 a.m.) o Mid-Day (10:00 a.m. – 3:00 p.m.) o Afternoon Drive (3:00 p.m. – 7:00 p.m.) o Evening (7:00 p.m. – 12:00 a.m.) o Overnight (12:00 a.m. – 6:00 a.m.) 4.3 Radio Spot Recording 1. Use talent to record up to four (4) 30-second radio spots. DCBOH will provide approved text. Topics will include: a) LEAD DeKalb health promotion strategies b) Healthy Eating c) Physical Activity 2. All pre-recorded radio spots will require final approval by DCBOH prior to dissemination 3. All pre-recorded radio spots must include the following attribution: 4 a) “Made possible with funding from the Centers for Disease Control and Prevention through the DeKalb County Board of Health.” 4.4 Value Added 4. Develop targeted activities that will provide value added to this partnership at no cost to DCBOH. 5. Develop opportunities for cross promotion of LEAD DeKalb nutrition and physical activity campaigns to existing opportunities with the radio station. 4.5 Reporting 6. Submit monthly reports to include the following: a) Run of schedule for all spots b) Measured audience metrics c) Social media metrics. 7. Submit a final report to include the following: a) Total sum of impressions b) Total engagements across radio c) Total engagements across digital 5.0 ADDITIONAL INFORMATION 5.1 Nielsen ratings and specific station’s music genre • Station or station group must reach the target audience via “Inspirational,” “Urban,” or “Urban AC” music formats, as classified by Nielsen. • The proposed participating station(s) owned or operated by the media partner must have achieved an overall AQH Share for Persons 6+, Mon-Sun 6am-Midnight of 3.5 or above (based on Nielsen) for the January 2021 ratings cycle in Atlanta market. Nov Dec Hol Jan Station Format Owner 20 20 20 21 WSB-AM News/Talk Cox Radio 11.5 9.7 9.0 11.8 WSRV-FM Classic Hits Cox Radio 7.2 6.6 5.9 6.3 WALR-FM Urban AC Cox Radio 6.7 7.5 6.4 5.1 WVEE-FM Urban Entercom 5.3 5.1 5.5 4.8 WPZE-FM Inspirational New Mableton Broadcasting 4.0 3.6 4.1 4.5 WSB-FM AC Cox Radio 4.3 4.7 4.4 4.5 WAMJ-FM Urban AC Radio One 5.4 4.6 4.4 4.1 WFSH-FM Chrisitan AC Salem Media Group 4.2 4.5 5.6 3.8 WZGC-FM All Sports Entercom 3.6 4.0 4.1 3.8 5 5.2 Revisions & Final Deliverables Contractor will submit deliverables by specific due date. Contractor is agreeing to an unlimited round of revisions/edits. Deliverables will be classified as “Final” at the direction of the LEAD DeKalb/ REACH staff. 5.3 Intellectual Property Ownership All files are due prior to final payment. The DeKalb County Board of Health will own all files, drafts, and final deliverables. Contractor will submit all final products and editable files on a USB drive. All file formats must be submitted to DCBOH including files compatible with DCBOH’s system. 5.4 Invoicing Contractor is requested to submit monthly invoices by the 15th day of each month for payment of services rendered. All deliverables under the terms of this contract are due prior to release of final payment. 6.0 PROPOSED TIMELINE Description of Services Approximate Dates Strategy Development Meet with LEAD DeKalb/DCBOH 4/05/21-4/16/21 Submit radio and digital strategy 4/16/21-4/23/21 Record Radio Spots Work with DCBOH to record and finalize up to 4 radio spots 4/23/20 – 5/21/21 Radio Spot Rotation Run weekly PSA rotation 6/1/21 – 8/16/21 Digital Rotation Run digital promotion campaign 6/1/21 – 8/16/21 Reporting Submit monthly analytics reports 6/1/21 – 8/16/21 Submit Campaign Summary Report 9/10/21 Total Amount not to exceed $15,000.00 6 7.0 SUBMISSION REQUIREMENTS 7.1 The successful radio station must have the following minimal qualifications: 1. Ability to reach DeKalb County audience, 2 African American audience, 3 Experience targeting and engaging identified demographics; and 4 Experience with sponsored social media promotion and content strategy development. 7.2 Provide evidence of qualifications, as well as a signed affirmative statement that the responding organization is independent of the DeKalb County Board of Health and its component units, is required at the time of bid submission 7.3 Provide the following for the proposed project: a) Media Kit and demonstrated expertise targeting our desired demographics.