Specifications include, but are not limited to: 3.1 Develop a two-year marketing plan for the program including an awareness campaign for South Dakota Medicaid pregnancy coverage including specific focus related to accessing prenatal care and Medicaid covered services to promote healthy birth outcomes for both mother and child. The plan should include marketing strategies and align with the demographics of target audiences identified through focus group research completed by the firm. The response should include the Offeror approach for developing the plan. 3.2 The Offeror will execute and produce research-driven and evidence-based advertising and marketing campaign strategies through market research. The offeror may refine strategies with qualitative or quantitative research methods, including but not limited to focus groups, surveys, online testing, etc. to pre-test strategies, concepts, slogans, or messages. Importance will be placed on the Offeror’s ability to produce a research-driven media campaign, including audience delivery, cost, and efficiency analysis. The Offeror should describe their approach to this item. 3.3 The Offeror will plan, negotiate, and buy media to effectively reach the target audience. The offer should describe their approach to this item. 3.4 The Offeror will develop the program brand including, but not limited to developing program naming options and developing a program logo. The naming and logo options must be provided to the State for approval no later than April 1, 2024. The Offeror should describe their approach to this item. 3.5 The Offeror will work collaboratively with State staff on creative development including but not limited to the following: advertising concepts, messages, themes, slogans, design of advertising and publication layouts, production of videos from concept through storyboard to final production, copywriting for print, video, radio, television, social and digital media, digital photo collection (South Dakota specific), design of promotional items, and web development. The Offeror will agree to consider all materials, evaluations, reports, recommendations, documents, drawings, plans, specifications, technical data and information, copyrights, patents, licenses or other products produced as a result of the services rendered under this Agreement the sole property of the State, except for photography with previous copyrights. The Offeror will agree to provide the working files. 3.6 The Offeror will agree to be responsible for developing and designing documents in formats suitable for print and web, for printing of advertising, public relations, and promotional materials, and for providing specifications for the production of printed materials and promotional items as agreed upon with the State for purchase through the State procurement system. Initial printed and promotional material must be provided to the State for approval no later than February 1, 2024. 3.7 The Offeror will agree to evaluate media and provide schedules that deliver advertising in appropriate media environments to the specified audience efficiently and at satisfactory levels. The Offeror will be asked to evaluate and execute media plans which may include, but are not limited to, television, radio, print, social, digital, and out-of-home media outlets. The Offeror will process all invoices from media outlets and provide the State with an itemized monthly bill as directed by the State. Offeror may also be required to provide cost, delivery, efficiency, and bonus value summaries as directed by the State.
