Media buy for obesity prevention educational campaign materials

RFP #102153.001.002.001.002_RFP_02

Issue Date:September 6, 2017

Response Deadline:September 15, 2017

Submit Questions by: September 10, 2017

Expected Award:September 18, 2017

Answers in response to questions submitted for RFP 102153.001.002.001.002_RFP_02: Media buy for obesity prevention educational campaign materials

AUDIENCE

  1. Has CDC/client considered removing any states or U.S. territories due to impact of current hurricanes or upcoming hurricanes? Note: we are evaluating states that are affected today and aiming to remove Florida and Puerto Rico due to long term impact on infrastructure (versus campaign’s ability to resonate with audiences).

A1. Final selections on the geographic areas for media buy placement will be determined together with the CDC, FHI 360, and the selected vendor. Recommendations should take in to consideration environmental context as best as possible and are subject to change.

  1. Given urgency of timing, is national coverage + state specific coverage more important? Or reaching the states/areas with highest population of at-risk only?

A2. National coverage is preferred at this time. However, final selections on geographic areas for media buy placement will be determined together with the CDC, FHI 360, and the selected vendor and may take in to consideration other recommendations.

  1. Can FHI360/CDC provide a list of the 20 states in the 30% to less than 35% range?

A3. The 20 states in the 30% to less than 35% range are: Alaska, Delaware, Georgia, Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Missouri, Nebraska, North Carolina, Oklahoma, Oregon, Pennsylvania, South Carolina, South Dakota, Tennessee, Texas, and Wisconsin. Maps showing this and other data can be found at:

AVAILABLE ASSETS

  1. Other than print and digital (in English only) what assets does FHI360 have available for campaign? Examples: ‘digital-out-of-home’

A4. The final suite of assets has not yet been determined and FHI 360 may choose to involve the selected vendor in discussions about what materials to place based on media buy value and opportunities.

  1. Sensitive to timing and having approved advertising assets, is terrestrial or digital, streaming radio possible to include in campaign?

A5. Streaming radio can be considered as part of the media buy. All final media buy decisions will be made by CDC.

  1. Is traditional print a must-have/preferred medium by CDC client? National and regional print buys require long lead times. These assets might be formatted for use billboard and digital.

A6. The final media mix for the proposed buy will be determined by CDC, FHI 360, and the selected vendor. Many of the educational campaigns under consideration for placement include print materials so that is a likely channel. Please note, the media buys need to be secured and placed by September 27. There is an expectation that they will air/run later than September 27 due to lead times and other factors such as available inventory, etc.

  1. What format are the assets in? What sizes are prepared/approved? Note: knowing this in advance will allow us to quickly deliver assets to vendors, and ensure quicker approval time.

A7. The final set of materials has not been determined. The selection of what gets placed may involve discussions with the media buyer upon award to ascertain what would be the most efficient mix of materials from what is available.

  1. Is there one medium favored over the other?

A8. All recommendations are welcome and will be finalized after award in consultation with FHI 360 and CDC.

  1. What is earliest date that CDC/DNPAO-FHI360 prefers to start campaign? Example: week of September 18, 2017?

A9. The final media buy placements need to be secured by September 27. The final run dates, publications, and assets will be determined in consultation with the CDC and vendor upon award. There is an expectation that materials will air/run later than September 27 due to lead times and other factors such as available inventory, etc.

BUDGET

  1. Does FHI360 prefer to work on a sliding percentage scale? Examples: 15% on the gross-spend at $50K and $150K, 10% at $325K. Or does FHI360 prefer for our work to be on hourly rate and net total?

10A. For the purposes of this RFP, please budget at hourly rate and net total. However, this may be subject to further discussion and change upon award.

  1. Does FHI360 prefer to pay media vendors directly (upon final terms and agreement for media value) or pass-budget/net spend through [the vendor]?

11A. This will be a subcontract with an organization, not a consulting agreement with an individual.

MEASUREMENT/MESSAGE

  1. Is CDC/DNPAO campaign going to be measured on total impressions or ability to drive a population to an information source (click-through)?

Note: because this is a general awareness campaign, we recommend that the effectiveness of CDC/DNPAO campaign be based on total impressions and cost-efficiencies. The platforms that we recommend are for national AND local coverage, but because DNPAO is an awareness effort, the campaign will not translate to click-through.

12A. Ideally, both metrics will be considered. Driving people to an information source will likely be preferred but that will be determined by which assets are selected for distribution. The actual campaign to be placed has not yet been selected.