Vendor needs to provide marketing communications support service marketing and communications campaigns regarding HSRI's individual and family offerings tend to target audiences.
1: MARKETING and COMMUNICATIONS PLANNING, MANAGEMENT AND ANALYTICS
- The plan should include campaigns that reflect the annual nature of open enrollment as well as ongoing awareness for special enrollment periods. Requires the vendor to have an open enrollment campaign live from November - January each year, and SEP awareness messaging live February - October each year.
- Any campaigns resulting from this RFP should remain cognizant of other health coverage and small business initiatives led by state government to ensure synergies and alignment as appropriate.
2: CREATIVES
- Print creatives (e.g., posters, billboards, etc.)
- Digital creatives (e.g., display ads, etc.)
- Original photography updated annually to refresh HSRI's library for such print and digital creatives (planning, site coordination, photographer's services; HSRI to own the product for unlimited and exclusive use)
- Video creative and production (e.g., YouTube, TV, etc.)
- Audio scripting and production (e.g., radio, Spotify, etc.)
3: MEDIA BUYS
- Collective digital campaigns (paid search, paid social, display, native display, YouTube) ran for 14 weeks and generated over 13.8 million total impressions, 61,000 clicks, 2.6 million video views and 5,427 website events (November 2022 through January 2023).
- Streaming TV ran 11/1 through 1/31
- Terrestrial radio ran 6 total weeks; streaming audio ran 13 weeks.
- Convenience store displays were on 36 digital screens for 8 weeks.
- Eight posters ran for 8 weeks; 3 digital full-size billboards and 4 static billboards ran for 4 weeks.
- Transit ads on bus sides (20 kings), bus shelters and interior digital displays ran for 12 weeks
4: WEBSITE MAINTENANCE
- Provide website maintenance for existing WordPress-based page (English, Spanish and mobile versions) (typically 10 hours per month for routine tasks and allowing for 150 hours per year for more substantial special projects).
- Security monitoring; updates; virus, malware and intrusion
- Update templates and page layouts on as needed basis
- Revise menus, widgets, icons, pages etc. on as needed basis
- Monitor traffic and provide monthly website data analytics.
5: COMMUNITY OUTREACH
- Direct community outreach, including planning, coordinating, targeting, scheduling, tracking and reporting grassroots activities in a culturally competent and linguistically appropriate way to the targeted communities as defined data on uninsured or at-risk populations.
6: SPECIAL ENHANCEMENT ACTIVITIES AS NEEDED
- These optional activities will be defined and agreed to in writing by both the State and the vendor before any enhancement work begins.
- There is no commitment on the part of the State to utilize any or all special projects and enhancement activities. All bidders must bid on Task 6 using the hourly rates established in the award.
↧