Request for Proposals for Media Buying Agency of Record
October 10, 2014
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GENERAL INFORMATION
The purpose of this Request for Proposal (RFP) is to obtain proposals from qualified media buying agencies
interested in becoming The Louisiana Campaign for Tobacco-Free Living’s (TFL) media buying agency of
record by providing strategic media planning, purchasing and analysis.
RFP PROCESS AND RESPONSE FORMAT
Submitting firms are required to email completed proposals by close of business Friday, October 24,
2014. Late responses will not be considered.
Please send to:
Jason Melancon
Director, Division of Media and Communications
Louisiana Public Health Institute (LPHI)
1515 Poydras, Suite 1200, New Orleans, LA 70112
jmelancon@lphi.org
Agency responses will be evaluated by an internal selection committee, and Agencies will be notified
by Friday, October 31, 2014 if they are selected.
Responses to this RFP will be considered confidential and not shared with anyone outside the selection
committee or TFL staff.
All submitted materials will become property of TFL and will not be returned.
QUESTIONS
Please direct any questions via email to
Lauren Messina Conrad
Media and Communications Manager - Division of Media and Communications
Louisiana Public Health Institute (LPHI)
1515 Poydras St., Suite 1200
New Orleans, LA 70112
lconrad@lphi.org
No informational meetings will be held once the RFP has been released. Clarifying questions can be
sent via email until close of business October 16, 2014. Questions received after October 16 will not be
answered. All questions submitted in a timely fashion will be answered via email by close of business
October 20, 2014.
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WHO WE ARE
About The Louisiana Campaign for Tobacco-Free Living
The Louisiana Campaign for Tobacco-Free Living (TFL), a program of the Louisiana Cancer Research Center
(LCRC) and administered by the Louisiana Public Health Institute (LPHI), along with many collaborative, multisector partners and advocates is a statewide tobacco control program.
Our mission is to implement and evaluate comprehensive tobacco control initiatives that prevent and reduce
tobacco use and exposure to secondhand smoke.
Consistent with the best practices in tobacco control recommended by the Centers for Disease Control and
Prevention and corresponding with most Tobacco Control Programs throughout the U.S., the TFL campaign
goals include:
 To prevent initiation of tobacco use among youth
 To eliminate exposure to secondhand smoke
 To promote tobacco cessation among youth and adults
 To identify and eliminate tobacco-related disparities
 To facilitate effective coordination of all tobacco control and prevention initiatives throughout the state of
Louisiana
The Louisiana Campaign for Tobacco-Free Living follows these Guiding Principles to support its mission and
goals:
 Collaborative Leadership
 Community Mobilization
 Comprehensive, Coordinated, and Integrated Programming
 Evidence-Based, Data-Driven Decision Making
 Health Equity and Social Justice
 Information and Technology Transfer
 Institutional and Organizational Capacity-Building and Enhancement
 Population-Level Focus
 Public Health Policy and Environmental Change
 Strategic Thinking
 Targeted Evaluation
TFL provides statewide coordination of existing tobacco control initiatives, funding for innovative community
programming for tobacco control, a statewide media campaign, administration of a state hospital system
cessation program, and monitoring and evaluation of program impacts and outcomes.
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FY 2014/2015 MEDIA BUDGET
At this time, the 2014/2015 media budget totals $968,000 for three campaigns. The current breakdown across
campaigns is as follows:
1. African-American Male Cessation Campaign - $485,000
2. New Orleans Ordinance Advocacy Campaign - $150,000
3. Secondhand Smoke Local Ordinance Advocacy Campaign(s) - $333,000
This budget covers media planning and placement for the three campaigns listed above. Agencies should be
able to demonstrate good budget stewardship and success in leveraging modest, non-profit budgets to
achieve exponential results.
GENERAL SCOPE OF WORK
TFL is seeking a media strategy and buying partner to serve as the primary media planning resource for
the African-American Male Cessation Campaign, the New Orleans Ordinance Advocacy Campaign, and
additional Secondhand Smoke Local Ordinance Advocacy Campaign(s).
PLEASE NOTE: TFL is only asking that you submit a media plan strategy for two (2) of the three media
campaigns referenced above, as details are only available for two campaigns at present. The two
campaigns to be addressed in your response are listed below.
1. African-American Male Cessation Campaign - $485,000
Situation Analysis: African-American males have a very high prevalence of tobacco use in the state of
Louisiana, and very low rates of successful quit attempts.
 Campaign Goal: Drive African-American male tobacco users in selected communities to call the
Louisiana Tobacco Quitline and receive Tobacco Cessation Trust services (the Quitline refers
eligible callers to the Cessation Trust).
 Target Audience: African-American males, ages 18-54
 Target Areas: New Orleans, Baton Rouge, Alexandria and Shreveport
 Messaging: TFL will use ads from the existing Center for Disease Control (CDC) “Tips from
former smokers” campaign.
 Timeline: 2-3 months - December 2014 through ~February 2015
2. New Orleans Ordinance Advocacy Campaign - $150,000
Situation Analysis: New Orleans is primed and ready for a local 100% smoke-free ordinance. In the
coming months, The New Orleans City Council will be voting on a local ordinance to prohibit smoking in
all local bars and gaming facilities.
 Campaign Goal: Create awareness and increased level of support and community engagement
among New Orleans citizens for a 100% local smoke-free ordinance that includes all bars and
gaming facilities.
 Target Audience: New Orleans citizens 18+
 Target Area: New Orleans
 Messaging: The creative and subsequent messaging will be enhancements of TFL campaigns
developed in previous years, featuring entertainers and bar and gaming facility employees. This is
to put a human face on this serious public health issue, reminding the public that these individuals
remain exposed to secondhand smoke in the workplace and deserve to be protected, just like
everyone else. There will be a more direct New Orleans focus in the language of this campaign.
Please note: Advertising Creative services are outside of the scope of this request for proposal and
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therefore not to be included in responses.
As part of the scope of services, the selected partner will work with TFL and its creative partners to create
an integrated media strategy and shall be able to (at a minimum, but not limited to) do the following:
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Conduct research on Louisiana marketing demographics and media based on an evaluation of
existing client data.
Utilize partner’s own research to develop a purchase strategy, media buy plan and schedule.
Purchase advertising based on the approved media buy plan.
Verify placements by submitting affidavits of performance and paid vendor invoices.
Affidavits must include cost per spot, time and day of placement, commercial aired, impressions
reached for print / outdoor / web, and donated time provided by media outlet.
Attend related media meetings as planned by client.
Compile a post-buy summary report and analysis on the media aired during each campaign,
including quantity, cost, outreach, donated air time, and other related market information.
Supervise all activities in the scope of services.
DESIRABLE QUALIFICATIONS OF AGENCY
Agencies should meet the following requirements:
To be considered for this campaign, responding agencies should have at a minimum (but not limited to) the
following:
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Be a Louisiana-based and operated media buying services company, with proven experience in
tobacco prevention and control as well as behavioral and cause marketing campaigns.
The preferred Agency should be staffed with a minimum of 5 full time media personnel to perform at a
minimum the following services, and within that employee list include a Project Manager and a Media
Buy Coordinator, skillset of employees include:
o Demonstrated experience in all phases of media placements based on demographic
determinations and industry standards
o Comprehensive knowledge of paid media campaigns
o Development of media buys and post reporting
o Experience in behavioral messaging
o Post all buys and keep up with added-value placements
o Coordinate traffic with all stations and assist with broadcast production details (dubs, setting
appointments/sessions, billing)
o Provide access to all ratings, data from Nielson, Arbitron, Tapscan Buyer’s Software or other
leading industry-recognized media rating and assessment services
o Field calls from all media reps throughout the year and evaluate offers, new media, special
packages
o Provide annual media plan analysis with evidence of meeting demographic and target market
criteria/parameters and evaluate success of each campaign
o Provide tear-sheets for each print submission in a timely manner
o Accounting and auditing invoices
Key project managers should have a preferred minimum 8 years of experience in media buying and
placement evaluation of cause and behavioral marketing campaigns.
Experience with leveraging media buys to earn donated media air time. The client expects a minimum
of a 1:1 ratio of donated space to paid space.
Experience with placing media buys within markets specifically targeting African-American
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communities.
Preferred Agency to have statewide media buying experience with annual client budgets in excess of
$1,000,000. At least one $1,000,000+ client must buy all 7 Louisiana DMAs on an on-going basis.
Must have on-going subscriptions to media ratings/analysis tools such as Nielson, Arbitron, comScore,
Media Line, Tapscan, Scarborough or other industry-recognized media rating services to provide
unbiased and accurate analysis of radio, television and print media effectiveness. Please provide proof
of active subscription.
Sufficient financial resources to conduct large media placements in accordance with cost
reimbursement contracts. The client prefers a media firm that exceeds $5 million in net billing annually.
Must demonstrate existing media billing across all media channels throughout Louisiana, including
broadcast, cable, radio, non-traditional, digital, OOH, print.
Must have existing contract with 3rd party ad serving system for independent campaign reporting.
Please provide proof of contract.
Staff should have certifications in online reporting, other such media qualifications and experience in
reporting and analysis of same.
The agency must demonstrate flexibility in handling unexpected requests for buying services to support
additional campaigns for grant initiatives, special event or other unplanned media events with initial
recommendations provided within forty-eight (48) hours.
AGENCY CAPABILITIES AND REQUIREMENTS
To be considered, responding agencies should be able to exhibit at a minimum (but not limited to) the
following:
 Strong research and planning capabilities
 Relevant experience (experience and proven success in planning for campaigns related to tobacco
prevention and control strongly preferred)
 Traditional media campaign planning
 Social media campaign planning
 Digital strategy and execution
 Budget management and reporting
 Experience in researching and leveraging new or innovative media platforms
 Experience in researching and leveraging diverse markets and populations
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PROPOSAL CONTENT
Proposals should be prepared as simply as possible and provide a straightforward, concise description of the
Agency’s capabilities to satisfy the requirements of this RFP. Proposals submitted for consideration should
format and order the presentation as described below.
I.
TABLE OF CONTENTS
This section should serve to list the divisions of the proposal and the pages on which they start.
II.
EXECUTIVE SUMMARY
This section should serve to introduce the purpose and scope of the proposal. It should include
administrative information including, at a minimum, response date, Agency contact name and phone
number, and the stipulation that the proposal is valid for a time period of at least 90 days from the date
of submission. This section should also include a summary of the Agency's qualifications and ability to
meet TFL’s overall requirements in the timeframes set. It should include a positive statement of
compliance with the contract terms. If the Agency cannot comply with any of the contract terms, an
explanation of each exception should be supplied.
III.
CORPORATE BACKGROUND AND EXPERIENCE
1. The Agency should give a brief description of their company including a brief history, corporate
structure and organization, number of years in business, and copies of its latest financial
statement, preferably audited.
2. The Agency should name agency employees by function (research, implementation, supervisors,
accounting, etc.).
3. The Agency should include a current client list and identify names of accounts similar to this one,
which the agency has handled in the past or is currently handling.
o This section should provide a detailed discussion of the Agency's prior experience in working on
projects similar in size, scope, and function to the proposed contract.
4. The Agency should present at least 2 relevant case studies from another comparable client
campaign of comparable size, strategy and topic.
o Please make sure to include a detailed description of added value in the Case Study
5. The Agency must include prior experience with related campaigns across Louisiana.
6. The Agency must demonstrate the ability to reach African-American target populations.
7. References from previous clients including names and telephone numbers are to be included.
8. The Agency should describe their research and implementation capabilities and include samples of
media buy plans and the reported assessments/finding for the two campaigns listed in the RFP.
IV.
PROPOSED PROJECT STAFF
1. The Agency should identify their proposed project organization and staffing.
2. The Agency should provide detailed information about the experience and qualifications of the
Agency's assigned personnel considered key to the success of the project.
3. The Agency should provide evidence of its ability to meet or exceed the qualifications.
a. This information should include education, training, technical experience, functional experience,
specific dates and names of employers, relevant and related experience, past and present
projects with dates and responsibilities and any applicable certifications.
b. This should also specifically include the role and responsibilities of each person on this project,
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their planned level of effort, their anticipated duration of involvement, and their on-site
availability.
c. Resumes for critical staff should be included.
d. Customer references (name, title, company name, address, and telephone number) should be
provided for the cited projects in the individual resumes.
4. The Agency should clearly identify any subcontractor arrangements, if applicable, and have prior
approval of the client prior to beginning work.
V.
APPROACH AND METHODOLOGY
Each Agency should address how they will meet all requirements of this RFP with particular attention to
the following:
1. Agency’s understanding of the nature of the project and how their proposal will best meet the needs
of TFL.
2. Agency should define their functional approach in providing the services.
3. Agency should define their functional approach in identifying the tasks necessary to meet
requirements.
4. Agency should provide a proposed Project Work Plan that reflects the approach and methodology,
tasks and services to be performed, deliverables, timetables, and staffing.
5. Agency should describe their approach to Project Management and Quality Assurance
VI.
QUESTIONNAIRE (use these questions as additional response guidelines)
Please make sure to answer the questions below within your proposal to provide us with insight into
the capabilities, capacity and philosophy of your agency.
1. Please tell us about your agency and your team.
a. How many full time employees do you have?
b. What is the average tenure of employees at your agency?
c. Who would work on the TFL account?
d. What is your agency’s vision?
2. Please provide an overview of your agency’s scope of services
a. Briefly describe your agency philosophy, specifically, your planning and buying approach.
b. Briefly describe your capabilities
c. Do you plan to outsource any of your work? If so, how do you keep outsourced work in
touch with the account?
3. Please tell us more about your work.
a. Please include a list of your clients in descending order of size and include the number of
years you have worked with them.
b. Please also include the names and clients added in the past two years and names of clients
lost in the past two years.
c. Did you provide pro-bono work in 2013-14? If so, for which client(s)?
d. Please provide at least two (2) relevant case studies that best represent your agency’s work
i. Please make sure to include added value in case studies
4. Describe your approach to creating a strategic media plan. Please include:
a. How you solicit your clients
b. What role TFL would play in the development of a campaign
c. A description of how you manage typical agency to client communication
d. A description of how your agency evaluates the success of a campaign.
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5. Please outline your recommended billing structure, including any pro-bono work that may be
provided.
VII.
COST INFORMATION
The proposer shall provide a commission rate, stated as a firm, fixed percentage (commission should
not exceed 7.5%) to be charged for media placement services. The Agency shall provide a net media
placement cost based upon an estimated budget of $968,000.00.
NOTE: LPHI is currently in negotiation with the funder to finalize the budget for the campaigns
referenced in this RFP. Therefore, any contract (and value of such contract) awarded as a result of this
procurement is contingent upon the availability of funding.
VIII.
TECHNICAL REQUIREMENTS (90 points)
1. The understanding of and functional approach to identifying tasks necessary to meet the
requirements of the project (15)
2. Understanding of behavioral messaging and the difference between product sales and behavior
change (15)
3. Corporate background and experience, proposed staff’s experience and qualifications; tobacco
prevention and control experience preferred. (15)
4. Net Billing as the total amount of media placed annually. Total should not include commission. (10)
5. Proposed commission rate from media placements (10)
6. Proposed work plans and time tables that reflect the methodology (15 points)
7. Experience with leveraging paid media buys to earn donated placements (10 points)
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EVALUATION CRITERIA
Proposals will be evaluated on the following criteria:
1. Insight and approach to developing a strategic media plan. Based on agency experience,
relationships and staff that have resulted in successful, results-oriented campaigns.
2. Demonstrated ability to develop smart media campaigns that utilize a unique mix of traditional
and non-traditional media to engage audiences and achieve results.
3. Understanding of and functional approach to working with a non-profit organization with
multiple stakeholders; demonstration of passion and commitment to TFL’s mission.
4. Qualifications, experience and fit of staff that would be assigned to the TFL team.
5. Cost structure
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