KCHD: BABY & ME – TOBACCO FREE PROGRAM. RESPONSE TO RFP
OBJECTIVE:
To increase awareness of the benefits of the BMTFP program in order to decrease the number of women who smoke during and after pregnancy thus improving birth outcomes among babies born to women enrolled in the program.
Upon selection by the Knox County Health Department, Smarketing, LLC (Smarketing) will be engaged as Baby & Me – Tobacco Free Program’s (BMTFP) Agency of Record. Filling this role, Smarketing will deliver all the marketing expertise and resources to promote the BMTFP’s mission and taking the needs of the program to the targeted Knox County population.
WHO IS SMARKETING?
Smarketing is a fully integrated marketing and advertising agency with a twist, we combine experienced business strategists with top tier creatives and extra-disciplinary professionals in order to provide maximum impact to your program by functioning as your marketing department. In doing so, we help to analyze your program’s strengths and weaknesses, refine your brand identity, and more effectively engage with your target audience. Our design team develops and launches your creative purpose in a focused way, by taking your ideas and forming them into sellable programs and services and letting them speak to your audience.
SERVICES INCLUDE:
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DIGITAL MEDIA PRODUCTION
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CONTENT CREATION
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WEB DESIGN
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BRAND DEVELOPMENT + MANAGEMENT
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PRINT COLLAERAL
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SOCIAL MEDIA CREATION + MANAGEMENT
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ANALYTICS + ANALYSIS OF MARKETING EFFORTS
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MEDIA PLACEMENT
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ILLUSTRATION
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VIDEOGRAPHY
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DIRECTION + PRODUCTION
WORK PORTFOLIO
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Management Team
l to r: Ben Adams – Creative Director, Samuel Barnes – Content Manager, Fred Hess – President, CEO, Tracy Riggs – Market Specialist, Tara Anders – Marketing Manager
Contact Information
6312 Kingston Pike, Suite 101 Knoxville, TN 37919
865-963-0642
info@smarketing4u.com
smarketing4u.com
APPROACH + PROCESS
Our approach is an active collaboration between the KCHD and Smarketing to fuel awareness of the harms of tobacco use during and after pregnancy. Smarketing has contacted media companies to procure estimates, and once the RFP response is approved, will secure the October 15th launch date for campaigns to run. Prior to any design or content being created, Smarketing will conduct a discovery session with the KCHD BMTFP team. In this session, collaborative tactics for marketing the program will be established by learning the vision of the BMTFP team. Once key decisions have been made, Smarketing content writers and design team will deliver digital, print, and mass media campaigns, incorporating the use of official logo, to the KCHD for approval. Promotions developed by Smarketing with the KCHD will encourage participation in the BMFTP. Throughout the entire process, Smarketing will provide ongoing management and analysis of the program while remaining in contact with the BMTFP team.
Deliverables Related to Scope of Work
BMFTP Partnership & Branding
Smarketing Management Team will begin by conducting an analysis with the BMTFP team at the KCHD to fully develop strategic direction. The goal is to deliver a strong message to pregnant women, new mothers, family, and friends in order to encourage the cessation of smoking. This involves harnessing the voice of the BMTFP, as well as aligning the message to the desired market through avenues that are most frequented.
Media Purchases
Smarketing has secured estimates for the following:
- Lamar Outdoor Posters: Three poster locations/8-weeks, changing locations after every 8-week flight (flight is every 4-week billing cycle). The locations for these would be targeting lower income mothers. The estimated total cost for campaign, including production and installation, would be $7,650.
- Over-the-Top TV – TV remains one of the top ways to communicate with consumers. The estimated total cost for campaign, including production of commercials, would be $8,000.
- Radio – Biweekly spots on Hot 104.5 highlighting BMTFP, education, and incentives, plus providing contact information for the KCHD BMTFP. The total estimated cost for campaign, including production of commercials, would be $8,000.
Communication: Messaging + Tools
Smarketing will establish graphic design and content to educate the target market of the BMTFP, incorporating official logo in all media. The creative director will spearhead all designs sent to media companies, while content writers will ensure copy is informative, creative, and conveys the desires of the BMTFP program at the KCHD. Campaign messages will portray emotional, financial, and physical risks associated of smoking and to pull the audience into the campaign.
- Creatives: Design and artistic illustration of a female heroine on her journey as she struggles with the cessation of smoking while pregnant. Second creative is a flowchart to encourage smokers who are pregnant to think about their choices. Third is a big, bold design creation by creative team to evoke emotion.
- Video Production: Script writing conducted to convey strong messages to pregnant mothers who smoke aligning with the message of the BMTFP. Filming, production, and editing of film by videographers and producer. The goal is to produce several videos of varying lengths of time designed to deliver different messages. Videos could utilize humans or be animated, again utilizing a female heroine figure, or all of the above. The videos can then be used on the campaign landing page, social media, doctor office monitors, You Tube channel, etc.
- Print Collateral: Posters and rack card created, printed, and mailed and/or delivered to medical facilities, such as OB/GYN, pediatric, and walk-in clinics in targeted market.
Ongoing Management & Analysis
Smarketing will conduct an analysis of each area of the advertising and marketing deliverables utilizing Google Analytics for PPC and Social Media Insights and report these to vested staff of the KCHD. Desired outcomes will be continually readdressed, and management of program will be ongoing.
Smarketing understands that strong brand reputation is critical in that it builds loyalty and, ultimately, positively affects the health of newborn babies as well as any individual who could be exposed to secondhand smoke.
Project Management + Process
Phase 1 – RFP and Selection – August 27, 2019 – September 15, 2019
Smarketing researches, prepares, and presents response to RFP. KCHD BMTFP makes selection.
Phase 2 – Research and Discovery - October 29, 2019 – November 21, 2019
Initial strategies begin with Discovery Session between Smarketing Management Team and KCHD BMTFP Team. Solidify tactics through extensive research and analysis for marketing. Content creation and design process begins. Prepare media to send to WBIR, Lamar, Hot 104.5, and others for launch date, create campaigns, videos, and print collateral.
Phase 2b - Soft Launch – November 1, 2019
Corresponding to the Great American Smokeout date, first teaser publications and videos will launch, engaging targeted audience at what is to come with the campaign.
Phase 3 – Launch – January 1, 2020
Get excited! The launch of the BMTFP will be exciting! OTT, radio, billboards, posters, and all else go live.
Phase 4 – Ongoing Management – October 29, 2019 – June 30, 2020
Management of all BMTFP marketing will be handled through Smarketing with direct collaboration with the BMTFP Team. Ongoing analysis, meetings, and updates during the campaign.
Schedule + Budget
| Tasks | Deliverables | Phase |
Timeline
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Budget |
KCHD Approval Needed |
| Request for Proposal |
Smarketing creates actionable deliverables and marketing campaign to fulfill the RFP set forth by the BMTFP.
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1 | 9/15/19-10/28/19 | Yes | |
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Smarketing Team Development
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Content and landing webpage development, graphic design, creation of heroine illustration, print collateral, video direction, and script writing. Ongoing management.
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2 | 9/15/19-6/30/20 | $11,349 | Yes |
| Video Content Creation |
Production, editing, and creation of video material. Options: 1. Animated video shorts 2. Live action videos 3. Inclusion of heroine figure and her struggle to victory
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2 | 10/29/19-1/1/20 | $10,000 | Yes |
| Print Collateral |
Design, print, and mail posters/rack card for local medical facilities within targeted audience.
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2 | 10/29/19-6/15/20 | $5,000 | Yes |
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Soft Launch of BMTFP Campaign
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In conjunction with the Great American Smokeout on November 21, 2019, the BMTFP Campaign with begin with a soft launch as a teaser into the upcoming program.
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3 | 11/21/19 | Yes | |
| Promotion of BMTFP |
Launch statewide campaign recognition!
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3 | 1/1/20 | ||
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Television and streaming commercials
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1. Over the Top Television (OTT) spots: Game consoles, Smart TV (in-TV apps like HBO Go and Netflix, Hulu, Sling), Streaming Boxes (Samsung Allshare Cast, Amazon Fire TV, Apple TV), Internet-enabled smart blue-ray/DVD players, HDMI sticks (Amazon Fire TV Stick, Chromecast, Roku) 2. Creation and production of spots |
4 |
1/1/20-6/30/20
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$8,000 | Yes |
| Lamar Poster Product |
Three poster locations for 8 weeks, running in 4 cycles throughout the dates.
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4 |
1/6/20-6/14/20
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$7650 | Yes |
| Radio |
Airtime on 104.5, introduce heroine’s voice and storyline.
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4 |
1/1/20-6/15/20
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$8,000 | Yes |
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TOTAL BUDGET
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$49,999 |
In Closing
Smarketing would like to thank the Knox County Health Department for the opportunity to respond to this Request for Proposal. Smarketing believes that this program will encourage and support pregnant women, and their families, to cease smoking and tobacco use and positively reduce diseases and long-term effects of secondhand smoke, and thereby promote longevity and a better quality of life.