[CLOSED] Philadelphia Roadmap to Safer Communities (the Roadmap): Marketing Strategy and Materials Development

The Managing Director’s Office’s Office of Violence Prevention (MDO OVP) is seeking quotes for proposals to design and implement a marketing strategy with materials to promote the City of Philadelphia’s gun violence reduction strategy known as the Philadelphia Roadmap to Safer Communities. Commonly referred to as (the Roadmap), this five-year (2019-2024) plan applies several initiatives to reduce the city’s rising gun violence.

There were 353 homicides in Philadelphia for 2018, and 355 at the close of last year. While the Roadmap is working in high gear and partnering with law enforcement to reduce those numbers for 2020, this campaign will make clear to the many diverse Philadelphia communities that every available resource is being called upon for this effort.

In January of 2019, Mayor Jim Kenney unveiled the Roadmap following the completion of a “Call to Action” mandating the Mayor’s Cabinet and senior leadership develop within 100 days a plan for how to dramatically reduce killings and shootings.

The Philadelphia Roadmap to Safer Communities is guided by four main goals:

  • Connected & Thriving Youth, Young Adults, & Families
  • Strong Community Engagement & Partnerships
  • Coordinated City Services & Planning
  • Safer & Healthier Neighborhoods

The MDO OVP is seeking a company for two primary tasks:

  • Roadmap brand and identity development  
  • Youth campaign for Philadelphia’s high-risk neighborhoods

Deliverables should support and raise awareness of the Roadmap.

Proposals must be under $34,000, and firms should demonstrate how they will achieve the following tasks:

  1. Develop brand identity, including but not limited to logo, slogan, hashtag for social media, and promotional tangibles for the Roadmap, with a focus on creating a clear, understandable message that raises the awareness of the citywide anti-violence plan. Promotional tangibles may include, but may not be limited to: Templates for handouts, postcards, door hangers, etc.  
  2. Develop summer 2020 youth anti-violence campaign and develop key campaign materials. This includes:
    • Campaign strategy, which may include both digital and traditional media.
    • Development of key campaign materials, which will be determined by recommended strategy.
    • Evaluation strategy of summer campaign.

The City prioritizes campaign materials that can be adapted for use across mediums, maximizing impact. Strategy and materials should be developed in collaboration with senior City leadership dedicated to this area of work.

  • Recommendations for transitioning summer 2020 youth strategy into a citywide campaign.

All deliverables must be made available in both the original, PDF, and vector format to the City. However, whenever possible, deliverables that are easy to reproduce by the City, without requiring Adobe InDesign or other tools, is strongly preferred. Printing of literature or purchase of ads will not be part of this request, and will be managed separately. All materials produced will become the property of the City.

Successful respondents should be able to meet the following proposed deadlines:

February 19, 2020 Notice of City’s request for services distributed
March 2, 2020 Questions due to Dave.Kinchen@phila.gov by 5PM
March 4, 2020[ Answers to questions posted by Big Ideas PHL by 5PM
March 6, 2020 Proposals due electronically to dave.kinchen@phila.gov by 5PM
March 20, 2020[ Interviews with MDO OVP[
March 27, 2020 Successful company notified
April 17, 2020 Task 1 (brand identity) to be completed
May 18, 2020 Task 2A (strategy) and Task 2B (key campaign materials) to be completed
May 29, 2020 Task 2C (evaluation) to be completed
June 12, 2020 Task 3 (long-term strategy) to be completed

MDO OVP will provide all details about the Roadmap and any necessary information to assist with the planning and design of the campaign.  Proposals are due by 5pm on March 6, 2020, and must be provided electronically to Dave Kinchen at dave.kinchen@phila.gov.

Proposals must include:

Background Information

  • Name, address, and telephone number of firm;
  • Description of Provider (corporation, sole proprietorship, partnership, consortium) and year formed;
  • State if the firm is qualified to do business in the Commonwealth of Pennsylvania and the City of Philadelphia. Include all that apply: federal tax identification number, City of Philadelphia tax identification number, City of Philadelphia business license number.
  • Name, title and business address of persons to whom communications respecting this activity should be directed, if different from above.

Organizational Description and Experience

Complete the following information:

  • Provide a general statement describing the firm, its size, number of employees, hours of operation and primary business areas.
  • Provide a description of the firm’s experience performing similar size/type projects for similar size/type clients. Include dates, locations and scale of these services. Provide contacts for 3 recent (within the last 3 years) clients for whom the firm has performed similar work.

Proposed Staffing & Schedule

  • Describe the staffing plan for this project, and hiring plan if necessary. Please provide training and experience qualifications for each individual.
  • Indicate the proposed timeline for completing the project for anticipated project tasks, including final completion, and any key dependencies. 

Project Understanding & Statement of Qualifications

  • All applicants must demonstrate their knowledge and understanding of the project.
  • All applicants must explain why they are qualified to perform the work required.

Cost Proposal

Proposals must be under $34,000. 


One comment on “[CLOSED] Philadelphia Roadmap to Safer Communities (the Roadmap): Marketing Strategy and Materials Development
  1. Questions & answers:

    Q) Does the city have any brand guidelines you can share with us?
    A) Yes. That information can be found here: https://standards.phila.gov/guidelines/design-development/brand-elements/

    Q) What does the development of the campaign look like from your POV in terms of assets/deliverables? Are there mandatories (broadcast, social, bus wraps, etc.), and what will the scale of the total list of deliverables be? (five pieces? ten? etc.)
    A) The City is interested in recommendations for reaching youth as a part of a summer anti-violence campaign. This campaign should be the first step to a broader campaign associated with the City’s anti-violence efforts. Yes. Social media is a mandatory and primary deliverable. It would also include a logo, and slogan, plus template designs for handouts, door hangers, postcards, etc. The City is open to a script or copy for a PSA for radio and television, along with other suggested deliverables at a low cost to reach our target audience.

    Q) Are we to be treating the two tasks as two separate projects? (Philadelphia Roadmap to Safer Communities vs. Summer 2020 Youth Anti-Violence Campaign) Or should they be working hand in hand to achieve the overall goal of having safer Philadelphia communities?
    A) These tasks are two parts of one project. The tasks will be working hand in hand and should be treated as one effort since the summer 2020 youth anti-violence campaign will be supporting the Roadmap and its awareness.

    Q) Could you provide more details as of what you are looking for when it comes to the “evaluation strategy” of the summer campaign?
    A) Please provide a brief description on how you recommend evaluating the effectiveness of the campaign reaching our target audience. How does your company currently evaluate media strategies? Provide MDO OVP with a recommended plan of how to evaluate these efforts.

    Q) We noticed this was a 5-year plan. Are you looking for a long-term partnership, or someone who can provide you with a strategy, brand identity, and assets that can be used throughout the years?
    A) The City is looking for an agency that can provide a Roadmap marketing strategy, brand identity and assets for at least the first phase of this endeavor which will be implemented in June of this year. The decided upon branding treatment could last throughout the duration of the Roadmap (through 2024) or could be changed at any point if and as leadership sees fit. Additional work and partnership would be determined at a later date.

    Q) When the RFP says that the selected vendor should “promote the City of Philadelphia’s gun violence reduction strategy,” can you be more specific about what that means? Does that mean we just promote the existence of a gun violence reduction strategy in Philadelphia? Are we communicating/promoting that strategy to stakeholders, community leaders, service providers and other partner agencies??
    A) “Promote the City of Philadelphia’s gun violence reduction strategy” means to develop deliverables that communicate and promote the Roadmap to stakeholders which include the summer youth campaign’s target audience, as well as community leaders and the public as a whole. This means enabling the City to broadly show there is a strategy or “toolbox” as we call it, to reduce and prevent gun violence which are evidence-based and adopted by the mayor.

    Q) Who is the primary target audience for this effort? Other (secondary) intended audiences?
    A) The primary target is at-risk young people between 16-34 who live in communities that experience high rates of gun violence, as well as their families and community leaders who would be aware of the many prevention and intervention services available under the Roadmap.

    Q) Does Roadmap have completed audience research in Philadelphia that will be made available to support the development of a brand concept, media/materials, messaging and campaign strategy?
    A) Yes.

    Q) Who is the brand identity for? Will it be used outside of/beyond the initiative or strictly to represent the Roadmap?
    A) The brand identity is for the residents of the City of Philadelphia. However, all materials produced will become property of the City and the City reserves the right to share the brand with agencies and partners of the City’s violence prevention and reduction efforts.

    Q) Can the development of the Roadmap brand identity include changing the name of the campaign and slogan, as well as the creation of a brand/logo?
    A) No. It would be too confusing to change the name of the Roadmap considering it has been called The Philadelphia Roadmap to Safer Communities for more than a year now. However, we are seeking a new brand identity, including a new slogan, branding/logo.

    Q) Will the final deliverables created for this project (logo, creatives, campaign strategy) be tested with the intended audience(s)?
    A) The City is looking for the selected contractor to determine a pathway for evaluation. However, discussions at MDO OVP on this subject are ongoing as to how the City would obtain feedback from the community regarding the deliverables.

    Q) What does “design and implement a marketing strategy” mean? Does strategy mean a marketing/social marketing campaign?
    A) The City is leaving this up to the selected agency. Please refer back to the text of the Roadmap marketing proposal at http://www.BigIdeasPHL.com.

    Q): A year in, have there been any updates or progress reports related to the Philadelphia Roadmap to Safer Communities?
    A) Yes. The City produces updates roughly every quarter detailing progress. They can be found here: https://www.phila.gov/documents/the-philadelphia-roadmap-to-safer-communities-progress-updates/

    Q) Would you be the person responsible for overseeing this project for the City and the key decision maker, as well, or will it be someone else? Or, will there be multiple decision makers during the approval process?
    A) There will be a core project group, including the Mayor’s Office of Communications.

    Q) Is the messaging framework, including calls-to-action for each audience group, already in place for this campaign?
    No. The City is looking to launch a new campaign.
    Q) Given that the target market most affected by gun violence in Philadelphia is young black males, we believe that the best approach is one that emphasizes mobile and digital messaging. The RFP, however, has considerable mention of promotional tangibles. Do the decision makers for this RFP require tangible traditional marketing materials? A) We agree. Mobile and digital messaging should be the primary concern, but we also have a particularly diverse audience.
    Q) The timetable on page 3/5 indicates that “Task 3 (long-term strategy) be completed by June 12, 2020. That said, I don’t see any details related to long-term strategy, and what is expected for it, on the document. Please advise. A) The City is looking to the selected firm to develop the dynamics of the long-term strategy. As the proposal states, the City is looking for a, “campaign strategy, which may include both digital and traditional media,” and “…development of key campaign materials, which will be determined by recommended strategy.” Please see full request for proposal above.
    Q) The budget is $34,000, however, page 3/5 indicates that “printing of literature or purchase of ads will not be part of this request.” Does that mean that $34,000 budget is essentially the agency fees? A) Yes.
    Q) Assuming that all publisher and printing costs are indeed in addition to the $34k budget, is it necessary for the agency to give an estimate of the costs associated with the planned media and printing required for the campaign? A) No. It is not necessary but could be beneficial if offered up by the selected firm.
    Q) Since the Roadmap is a five-year plan, is there a chance that the agency might be renewed for further work beyond the initial year’s campaign? A) Yes. However, per City policy, an RFP will be required for this process.
    Q) Has the Philadelphia Roadmap to Safer Communities utilized an agency relationship in the past? A) No. There has not been a marketing agency connected to the Roadmap prior to this point.
    Q) Will preference be given to Philadelphia city-based agencies? Will preference be given to Philadelphia regional agencies? A) The City welcomes all proposals from interested vendors.

    Q) Develop brand identity, including but not limited to logo, slogan, hashtag for social media, and promotional tangibles for the Roadmap, with a focus on creating a clear, understandable message that raises the awareness of the citywide anti-violence plan. Promotional tangibles may include, but may not be limited to: Templates for handouts, postcards, door hangers, etc. (1, Would Radio units, Streaming units, Digital Video, Display Ads, Social Media Video, Messaging, and Ad qualify as Promotional tangibles? 2, What the Campaign Window Dates)
    A ) Please refer back to the post of the proposal above. This campaign is for the summer of 2020.

    Q) Develop summer 2020 youth anti-violence campaign and develop key campaign materials. This includes: (1, What’s the target Demographic age range 2, What the Campaign Window Dates )
    • Campaign strategy, which may include both digital and traditional media.
    • Development of key campaign materials, which will be determined by recommended strategy.
    • Evaluation strategy of summer campaign.

    A) The target demographic age range is young people between 16 and 34; particularly men of color living in areas that experience high rates of gun violence. The window dates could go past summer. For more details, please refer back to the posted proposal.

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