RFP, Public Affairs & Communications Project Involving Urban Water Management & Flood Mitigation

Questions & Answers

January 17, 2020

Submitting firms are required to email completed proposals by 5:00pm CST Wednesday, January 22, 2020.

Proposals must be submitted electronically. Please email the file to Sam Randolph (sam@gnof.org). Your proposal must include a cost for proposal. All costs associated with delivery of the project should be presented in a flat rate, fee for service format.

The Greater New Orleans Foundation reserves the right to select more than one, or none, of the organizations/firms submitting proposals and to select proposals in whole or in part.

Candidate firms selected will be notified by January 29, 2020 if they are selected.

  • Can you please provide additional detail on if there is a specific call to action for the campaign?
    There is no call to action requirement, but recommendations along these lines are encouraged.
  • Will the campaign drive to existing Ready for Rain or is there a goal to create a new web destination?
    We will potentially be using the Ready for Rain website as a landing page. Proposals should include details for additional recommendations if proposed.
  • As per the RFP, we will suggest statistical ways to measure the success of the campaign such as impressions, engagement rates, website traffic, etc. However, are there any more material outcomes you all are hoping for, such as a noticeable change in behaviors or survey data? Please advise.
    In addition to impressions, engagement rates, website traffic, etc., a successful campaign will garner earned media and identify other metrics that partners could work towards in an effort to change behaviors.
  • Will this be a contract between the contractor and GNOF, or the contractor and SWBNO?
    This contract will be with GNOF.
  • Who will monitor the contract from the client side, GNOF or SWBNO?
    GNOF will monitor the contract.
  • Is it presumed that the period February 5 – March 31 will be for development and production of creative/collateral materials and the period April 1 through December 31 will be devoted to traditional and social media placement, special events and educational programs?
    That is correct.
  • When you say that the “project should be presented in a flat rate, fee for service format” do you mean that the contractor will not have to provide cost breakdowns for the four points of emphasis of the campaign (brand/creative development, media strategy/management, collateral development/design and metrics)?
    No, an overall cost breakdown is required. “project should be presented in a flat rate, fee for service format” means it the winning firm will not get paid hourly, but rather a flat fee for their work.
  • In a previous engagement on this program, consumer incentives in exchange for investing in an individual home owner’s flood mitigation improvements, such as a dollar-for-dollar reduction in the monthly SWB bill were suggested. Does this campaign anticipate the creation of a tangible benefit for such investments?
    Not at this time, however, the respondent should recommend it thinks is the best component for the most effective campaign.
  • Members of this team managed an educational program in a neighboring parish where voters were asked to pay a 5 mill/year increase for raising levees and improving structures. When the levees are maintained at this high level, flood insurance maps expand the areas for reductions in flood insurance rates. This was a simple equation: pay $50/year for higher levees and realize a $1,000 reduction in flood insurance bills. Voters approved the millage proposal with nearly 2/3 approval. Does GNOF/SWB envision a ballot proposition as part of, or as a result of this campaign?
    There will not be a ballot proposition as part of this campaign, but this educational campaign could help the residents see it’s value in the future.
  • Is there an incumbent firm?
    There is no incumbent firm.
  • Has GNOF engaged with other communications firms on similar initiatives? If so, which ones?
    GNOF has not executed a public awareness campaign in this form.
  • How is success currently measured with the existing Ready for Rain initiative? I.e. Do KPI’s include number of addresses searched, # of rain gauges requested, etc.?
    GNOF does not manage the Ready for Rain initiative. They have informed us that success measures with current Ready for Rain campaign include pageviews, address searches, social media engagement, and number of community events attended. In the future, we would also like to measure new flood insurance policies in geographic areas targeted by the campaign.
  • Is paid media expected to be in market for the duration of the contract or will GNOF accept media “burst” strategies to align with storm/flood seasons?
    Paid media is not required to be in market for the entire duration. The winning firm will demonstrate why their proposed strategies and tactics will be the most successful.
  • Is there a minimum percentage of the $200,000 budget that is required to be spent on paid media vs. agency fees?
  • Is GNOF interested in public relations/earned media strategies as part of the media strategy/management component of the scope?
  • Has GNOF conducted any media outreach in the past on this initiative? If so, what strategies have been most successful? i.e. Press conferences, media interviews, press releases, etc.
  • Has GNOF placed paid media in the past for this initiative? If so, what strategies have been most successful? I.e. Broadcast, social media advertising, etc.