Outreach and Promotional Plan and Implementation

Request for Proposals (RFP) Hawai‘i Counts Campaign Outreach and Promotion for the 2020 Census

Outreach and Promotional Plan and Implementation

Summary: A contract with the Hawai‘i Community Foundation (HCF) to plan, develop and implement a statewide promotional plan for the 2020 Census relating to the State of Hawai‘i to ensure Hawai‘i residents are aware of the importance of the Census, receive accurate information about the process, and are encouraged to complete the Census survey. The work is slated to start in November 2019 and run through July 2020.

Proposals Due: Monday, December 9, 2019, 4:00 pm HST

Required Scope of Work: Applicant may propose all or a portion of the Scope of Work detailed below with accompanying explanation about the deleted section(s), if any.

1. Develop and implement a statewide outreach and promotional plan for the 2020 Census relating to the State of Hawai‘i. This will involve reaching the general population as well as the hard‐to‐count (HTC) populations and populations in low responding geographic areas as identified by the U.S. Bureau of the Census.

2. Develop visual brand, slogan and messaging for the 2020 Census that is relevant and appropriate for Hawai‘i. This work should consider cultural sensitivity and should include effective means to reach hard of hearing, visually impaired, and non‐English speaking communities.

3. Produce, distribute and manage promotional items and activities that help to increase awareness of and knowledge about the 2020 Census including, but not be limited to: a. Digital banners for use on landing pages, websites, social media and other digital communications channels. b. Promotional items which includes but are not limited to posters, banners, hand held signs, brochures and mail inserts. c. Audio and/or video promotional items to be used through the internet and other electronic means.

4. Develop and implement a media plan to promote the 2020 Census that includes paid and other types of distribution channels which include, but are not limited to, the use of television, radio, electronic text messaging, print, and mailings. a. The plan should also utilize social media and digital products including, but not be limited to, Facebook, Twitter, Instagram, YouTube, influencers, emails, video rolls, and podcasts.

b. Media efforts should include both traditional media and ethnic focused ones. The use of ethnic community media is highly encouraged.

5. Design, create and maintain a website with an easily accessible depository location where the promotional and communications materials listed above will be made available free of charge to the public for use in their promotional efforts. Other information such as a calendar of events where census awareness efforts will take place, and general information about the census should also be included.

6. Coordinate with other entities to display census messages such as at sporting events or on printed paychecks used by private employers.

Budget: The budget is subject to negotiation. The budget is all‐inclusive and should cover labor, expenses, travel, fees, overhead and administration, and all taxes. A separate budget for media buys, collateral production, other similar out‐of‐pocket expenses and related taxes should also be included. The contract is subject to the availability of funding.

Payment Schedule: Monthly payments (amount per month to be negotiated and determined as needed) will be available upon receipt and approval of monthly written reports and an invoice to HCF detailing expenses to date.

Reporting and Management: The consultant will report to HCF’s Director of Programs, Omidyar Initiatives and should plan to have regular communication with HCF staff and participate in regular meetings including in‐ person meetings, estimated as once per month, and as needed.

Written monthly reports must include, but should not be limited to, information on activities completed in the month prior and include data as to the estimated reach of the promotional materials and activities. A final report summarizing all of the work including samples of all materials and estimated reach will be due on completion of the project.

Other Conditions: All designs and materials developed under the contract shall be the property of the Hawai‘i Community Foundation, which shall own and control all media rights, including talent releases, so that produced media and collateral may be used in other media campaigns, and in subsequent years without dispute or further compensation.

Proposal Submission Proposal submissions should include:

A. Organizational Information and Documentation: Include official organizational name and mailing address and phone number, organizational status and tax identification numbers, and other relevant information. Also include primary contact and contact information including title, direct email, telephone number, and other relevant information.

B. Scope of Work: Provide a concise description of the proposed work plan.

C. Experience and Prior Work: Provide a concise summary and samples of previous or existing work that demonstrates the applicant’s experience with similar projects.

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D. Personnel: Provide estimates of level of effort and resumes for key personnel.

E. Proposed Budget: Provide a proposed budget detailing expenses related to the required scope of work.

F. References: Provide contact information for at least three references for similar past or current work.

Submit proposal materials electronically to: Robbie Kane, Director of Programs, Omidyar Initiatives, Hawai‘i Community Foundation Email: rkane@hcf‐hawaii.org

Questions regarding the initiative and this RFP can be submitted by e‐mail to Robbie Kane, Director of Programs, Omidyar Initiatives, at rkane@hcf‐hawaii.org. Responses to all questions will be shared with all bidders by e‐mail and/or posting on the HCF website www.hawaiicommunityfoundation.org.

Selection Criteria: HCF will evaluate the responses based on the qualifications, background, experience, and budget. HCF retains the right to negotiate the final proposed fee schedule prior to selecting any respondent for an award.

The successful applicant will demonstrate its ability to provide services as described above. In addition, specific requirements include: 1. Demonstrated knowledge and understanding of our goals, challenges and opportunities.

2. Quality of strategic thinking, recommendations and proposed plan.

3. Demonstration of ability to work collaboratively, flexibly and within strict time and budget timelines without sacrificing quality and integrity of the project.

4. Demonstrated ability to provide responsive and timely project management services for clients.

5. Proposed budget and plan to accomplish the required scope of work.

Projected Timeline: Thursday, November 14, 2019 Request for Proposals released Monday, December 9, 2019 Proposals due to HCF by 4:00 pm ~Friday, December 20, 2019 Proposal(s) selected ~Friday, December 27, 2019 Contract Awarded (pending final budget negotiations) ~December 2019 to July 31, 2020 Award term

Background: Census 2020 On a national level, the primary requirement served by the decennial census is the apportionment of seats allocated to the states for the House of Representatives. Decennial data are also used by government for redistricting congressional, state legislative and school districts, and voting precincts.

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More importantly for Hawai‘i, the Census Bureau also uses the census results to determine the statistical sampling frames for the American Community Survey (ACS). The ACS collects a wide range of data including employment, education, health, income, housing and general demographic information. The information from these surveys impacts commerce and the economy and is used to shape communities.

The decennial census numbers are also used to determine the level of federal funding to local communities for 10 years until the next census count and, therefore, an undercount can have a major impact on federal dollars available to each state. In other words, our communities are at risk of losing critical revenue for programs and services relied on by all Hawai‘i residents. For example, in 2016, through just 55 federal programs that are allocated based on Census data, Hawai‘i received $3.7 billion in federal funds that support many programs and services of importance to our most vulnerable citizens. Under current estimated funding figures, Hawai‘i would lose about $1,800 of federal funds per year for every person not counted.

Those with the most to lose from an undercount are the hardest to count, including Native Hawaiians, immigrants, young children, the homeless, the elderly, and the disabled. Many of the “hard‐to‐count” (HTC) individuals live in hard‐to‐reach rural areas and on our neighbor islands which also represent the geographic areas with the lowest initial 2010 self‐response rates. And while participation in 2010 went up on O‘ahu, the neighbor islands all had decreased participation.

Additionally, the Census Bureau is facing significant budget constraints and have instituted changes to the process for 2020 including collection of information online; and reduction of the number of local offices and staffing, including enumerators to conduct door‐to‐door outreach.

Considering the current political climate, it is likely that many individuals from HTC groups will be hesitant to complete the Census and provide information to the government. These changes increase the potential of undercounts, particularly in Hawai‘i’s neighbor island communities and in areas experiencing economic stress and high levels of poverty.

We are clear that without a coordinated effort in 2020, Hawai‘i is more than likely going to experience significant undercounts. The 2020 Hawai‘i Counts Campaign is a collaborative effort to encourage participation in the Census with a focus on communities at significant risk of being undercounted.

Hawai‘i Community Foundation (HCF) HCF was established in 1916 and incorporated as a separate entity in 1987. Today, HCF ranks among the top 40 largest community foundations out of nearly 790 across the nation. With over 100 years of community service, HCF is the leading philanthropic institution in the State of Hawai‘i. We steward over 900 funds, including more than 200 scholarship funds, created by donors who desire to transform lives and improve communities.

Over the last two years, we have developed a framework for CHANGE as a practical tool to apply an equity lens to the development of our grant programs, strategies and initiatives. The Hawai‘i Counts Campaign – Outreach and Promotional Plan

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framework uses data to highlight and analyze the greatest inequities in our state and identifies indicators to measure impact over time. The framework focuses on people and place to drive the power of collective action around shared goals to address Hawai‘i's most complex issues.

Each letter in the framework represents a sector of focus:

C – Community and Economy H – Health and Wellness A – Arts and Culture N – Natural Environment G – Government and Civics E – Education

Through the framework, our hope is to inspire a movement for CHANGE that will create a Hawai‘i where every person has the opportunity to thrive. The large scale, meaningful impact that we strive to deliver for Hawai‘i is fueled and supported by our deep community knowledge and partnerships with philanthropists, nonprofits, businesses, and government.

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