CLOSED: Digital Outreach & Engagement for a New Water Bill Assistance Program

DATE OF NOTICE: February 23, 2017

DEADLINE TO SUBMIT PROPOSAL: March 17, 2017

CONTRACT AMOUNT: Not to exceed $32,000

CONTRACT START DATE: April 15, 2017

CONTRACT END DATE: June 30, 2017

 

PROJECT DESCRIPTION:

Philadelphia Water Department’s (PWD) Public Affairs division is in search of digital engagement professionals to create and distribute digital media as part of the roll-out of a new customer assistance program. The program launches July 1, 2017. With this program, we anticipate approximately 60,000 more customers will be eligible for income based billing assistance. We need to create awareness of the program and to drive target customers to apply. The application for assistance can be filled out online, by mail, or in person with the help of area non-profit partners.

About the new program:

  • Available to customers whose income falls at or below 150% of the Federal Poverty Level (FPL) and those with special hardships
  • Provides consistent, affordable bills capped as a percentage of your income
  • Customers do not need to be delinquent to apply for the program
  • Applications go live July 1, 2017

Current use of email marketing, SMS and social media

  • We use Facebook, Twitter and Instagram but have limited experience launching a comprehensive digital campaign
  • We use Salesforce Marketing Cloud (Exact Target and Social Studio) for email and social media management but are open to using another platform
  • We have an existing email list of 13,000 customers but do not know how many are likely eligible for income based assistance
  • We do not have SMS capability

Current state of messaging and communication for the program

  • Messaging and communications strategies for print and web are in development
  • Transit ads and radio spots are being planned
  • A web page will be live mid/late March to collect contact info (email and phone) of customers interested in receiving follow up as the program rolls out
  • We want to use email, social media, and SMS to promote the program
  • Outcomes of the campaign could include:
    • Driving traffic to the website for more information
    • Driving customers to contact community partners for help preparing application materials
    • Sharing digital content
    • Sign up for updates or call back regarding program details as they become available
    • Receiving feedback or questions

EXPECTATIONS OF WORK:

  • Conduct a comprehensive kick-off and discovery session
  • Validate goals, metrics, and review anticipated timelines
  • Review current messaging and ad campaigns to inform and deliver an Integrated Digital Communications Plan document with implementation guidance
  • Support implementation of the plan according to established timelines and aligned with defined goals
  • Provide reporting and analysis of the digital campaign to evaluate success
  • Participate in regular project updates
  • Produce concepts for review with PWD Communications Staff
  • Access to the technology for sending/distributing content via:
    • Email
    • SMS
    • Social Media

REQUIREMENTS:

  • Collaborative approach to leverage existing resources within PWD. This may include graphic designers, social media admins and copywriters
  • Work with PWD communications staff, create messages with compelling copy and imagery to resonate with target audiences
  • Work with PWD Communications staff to create campaign specific, email and social media templates with visuals in mobile-friendly format
  • Provide a strategy for A/B testing to refine outreach messaging and approach
  • Provide performance reporting and actionable recommendations on message effectiveness

In addition:

  • A passion for connecting customers and constituents to helpful resources
  • A desire to help Philadelphia Water Department staff grow their capacity for digital engagement

TANGIBLE WORK PRODUCTS:

  • Digital Engagement strategy that includes:
    • Content development
    • Distribution
    • Soft launch user testing
    • AB Testing
    • List management
    • Media in English and Spanish
    • Mobile

PLEASE SUBMIT:

A proposal that outlines your project approach including:

  • Proposed phases for the engagement (timetable)
  • An overview of the technology used to deliver messaging
  • An overview of reporting capabilities and proposed success metrics
  • All relevant experience, skills, and aptitudes
  • Relevant digital portfolio or similar case studies
  • Cost proposal

 

RESPONDING:

Please send your proposal by 5:00 p.m. on Friday, March 17, 2017 to:

paul.fugazzotto@phila.gov

 

Proposals may also be sent via postal service by March 13, 2017 to:

Paul Fugazzotto

Philadelphia Water Department – Public Affairs Division

1101 Market St. – 3rd Floor

Philadelphia, PA 19107

 

QUESTIONS:

Please post any questions as a comment below this solicitation so that additional information provided will be available for all to review. Any questions sent via email will be posted to the comment section.

 

Reservation of Rights Statement

The City reserves the right to reject any or all proposals and re-issue the notice of contract opportunity at any time prior to execution of a final contract, issue a new notice of contract opportunity with terms or conditions substantially different from those set forth in this notice of contract opportunity, or cancel this notice of contract opportunity with or without issuing a new notice of contract opportunity.

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3 comments on “CLOSED: Digital Outreach & Engagement for a New Water Bill Assistance Program
  1. jessica.yang@govdelivery.com says:

    Hello,
    1) Can we access the approximately 60,000 more customers will be eligible for income based billing assistance? Does PA Water currently have their email/SMS information? Can we use this information to directly contact them via email/SMS?
    2) Can you tell us a little more about the application launch plan and timeline. What happens after July 1? Is there a specified date for customers to apply by or in perpetuity?
    a. New Web Page live March 31, 2017 (includes the ability to sign up with contact information)
    b. Contract start date: April 15, 2017
    c. Applications go live July 1, 2017
    3) Can you describe more about the roll of the call back regarding program details as they become available?
    4) Who is the vendor/partners for traditional media outreach? Is there opportunity to integrate a digital call to action across print/broadcast? Is outreach in multiple languages? If yes, what are the languages?
    5) What are the reporting requirements frequency?
    6) What are the key performance indicators for success?

    Thanks,

    • Q: Can we access the approximately 60,000 more customers will be eligible for income based billing assistance? Does PA Water currently have their email/SMS information? Can we use this information to directly contact them via email/SMS?

      A: We have access to some contact information for the 10,000 customers already enrolled in our income based assistance programs. These customers are part of our target audience and may be contacted. We hope to reach the 50,000 delta through outreach efforts. Interested customers will be able to opt-in to information from the PWD through email, text, or through call-backs until the application is availalbe on July 1.

      We have approximately 13,000 additional contacts from another list of customers that have previously opted in to receive Philadelphia Water Department newsletters. These customers may also be contacted.

      Q. Can you tell us a little more about the application launch plan and timeline. What happens after July 1? Is there a specified date for customers to apply by or in perpetuity?

      A: Applications will be available on July 1 in perpetuity. Customers may apply at any time and will be required to recertify on an annual basis to maintain the program benefits.

      Timeline:

      March 3, 2017: Information posted to http://www.phila.gov/water/billhelp
      March 31, 2017: Preliminary Program web page/microsite go-live
      April – June: partner workshops
      June Newspaper, Social Media
      July Newspaper, Social
      July Press Release, Editorials, SEPTA advertising,
      July 1, 2017: applications available online, by mail and in person.
      July – September: Press and Social Media
      September – SEPTA Advertising

      Q: Can you describe more about the role of the call back regarding program details as they become available?
      A. We anticipate that some customers will prefer to receive information and/or request an application over the phone. These customers can opt in to get a call back once the application is available (July 1, 2017). It is not likely we will call interested customers prior to July 1.

      Q. Who is the vendor/partners for traditional media outreach? Is there opportunity to integrate a digital call to action across print/broadcast?
      A. For SEPTA advertising we’re woroking with Intersection. Our print ads will be placed in the weekly and daily papers. Our outreach partners include other city agencies and non-profit organizations. Our Broadcast partners are TBD.

      Q. Is outreach in multiple languages? If yes, what are the languages?
      A: Yes; Spanish and English.

      Q: What are the reporting requirements frequency?
      A: Program reporting requirements are not available at this time.

      The digital outreach reporting requirements will be developed as part of discovery with the selected vendor.

      Q: What are the key performance indicators for success?
      A:

      Applications submitted
      Successfully completed applications
      Approved/enrolled applicants

  2. Q. The due date is listed as Friday, March 13th. Could you clarify whether the due date is Monday, March 13th or Friday, March 17th?
    A. The due date has been corrected to Friday, March 17.

    Q. Have you worked with out-of-town agencies before, or are you hoping to work with a local firm (if possible?)

    A. We have worked successfully with out of town agencies and are open to working with out of town agencies on this project.

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