1. RFP 18-031 Digital Marketing
Pre-Submittal Conference
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2. UTMB Background
The state’s first Academic Health Center medical school established in 1891
127 years
Degrees
Medicine
Nursing
Biomedical Sciences
Allied Health Sciences
$1.7B Annual Budget
13,000 Employees Statewide
3,200 Students and 900+ Faculty
Three Campuses
85-acre Galveston Campus, 90 Buildings
65-acre League City Campus, 2 Buildings and Master Plan
40-acre Angleton Danbury Campus, 6 Buildings
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3. RFP Section 1 – Notice to Respondents
Contact for RFP –Terrie Beasley, CPTM Senior Acquisition Specialist
Questions – Section 1.5 Written questions deadline 2/22/18 9:00 am
Agreement Term – Section 1.6 Three (3) years, option renew two (2) additional years, total of five (5) years.
Criteria for Selection Section Company Profile (References, Qualifications & Prior Experience) Technical Submission (Approach, Service/Support, Quality & Deliverables to the RFP) The Value Added Services Cost
Historically Underutilized Businesses Section 1.14
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4. Historically Underutilized Businesses (HUBs) Subcontracting Requirements
In accordance with Texas Government Code 2161, each state agency, including UTMB, is required to make a good faith effort to assist HUBs in competing for, and receiving, contracts awarded by the agency.
UTMB has reviewed this solicitation in accordance with Chapter 1, Texas Administrative Code, Section (a) and has determined that subcontracting opportunities are probable under this solicitation.
HUB Plan gives you four (4) options for submittals – Consult the checklist included with the HUB Plan
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5. Historically Underutilized Businesses (HUBs) Subcontracting Requirements
Do not return all the Methods (pick one type of plan)
Only use UTMB’s HUB Plan document –agency information in the box and dated 02/17
Prime contractors prepare HUB Plan – not subcontractors
If your company is certified as a State of Texas HUB firm and your company is bidding as a prime contractor you must complete a HUB subcontracting Plan. There are no exceptions; it is a state requirement.
The individual preparing and/or signing the HSP document in Section 4 (if it’s not the same person) is responsible for the requirements of completing a compliant HUB Subcontracting Plan.
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6. HUB Subcontracting Plans (HSP)
HUB Subcontracting Plan (HSP)
Non-submittal will be grounds for disqualification
Include all required documentation requested by UTMB. Note: (UTMB reserves the right to ask for clarification on all the documents submitted. In addition, UTMB may request supplemental documents to clarify those documents)
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7. HUB Subcontracting Plans (HSP)
Method B – (specific posting requirements) HUB Subcontracting Plan posting requirements for Method B (Section B-3)
Allow sufficient time for posting subcontracting opportunities.
Must allow seven (7) business days for response. Normal business day of a state agency, not including weekends, federal or state holidays, or days the agency is declared closed by its executive officer.
Initial day the opportunity notice is sent/provided to the Texas HUBS and to Texas trade organization/development centers is considered to be “day zero” and does not count as one of the seven (7) working days.
Written notification to trade organizations/development centers located in Texas only; The notice provided to the Texas trade organizations or development centers is required so that those organizations can post the prime contractors’ notice of subcontracting opportunities to their members. One is not asking those organizations to bid on the opportunities
Provide supporting documentation with the HSP submittal (i.e., certified letter, , or fax). If you send a notice to a supplier and the bounces back then your company representative must correct the address and resend the notice. This constitutes a good faith effort that your company made an effort to reach the subcontractor
You may not have the subcontractors bid due to your company at the same time the bid is due to UTMB.
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8. HUB Subcontracting Plans (HSP)
Selection of Subcontractor when using Method B
Respondents cannot select a subcontractor unless they correctly complete the State of Texas HUB Subcontracting Plan process for soliciting for HUBs.
As a point of clarification; if the respondent has a formal State of Texas Mentor Protégé Agreement signed with the a subcontractor (See Section B-2 HUB Subcontracting Plan) the state signed document constitutes a good faith effort to subcontract with a Texas certified HUB towards that specific portion of work.
Example: If the state mentor-protégé agreement is for the Respondent to mentor the HUB subcontractor on cement services then that is the only scope of work for which that agreement is valid. The respondent would have to have multiple mentor protégé agreements for other scopes of work. (A copy of the State of Texas Mentor-Protégé Agreement signed by the state Comptrollers office and the sponsoring state agency must accompany the HUB Plan submittal.)
Note: As a courtesy, the HUB Coordinator will review the HUB Plan to be submitted with the bid 72 hours prior to bid submittal; the review is done on a first come first serve basis and as time permits.
HSP Questions
For assistance with the State of Texas HUB Subcontracting Plan requirements contact Karen Gross, Manger of Supplier Diversity Programs/HUB Coordinator at or by at
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9. RFP Section 2 – Proposal Requirements
General Instructions
Preparation & Submittal Instructions One (1) electronic version No Links, Embedded Attachments, or Security Restrictions UTMB Server serve as official time clock
Submittal Checklist Execution of Offer Section Attachment A–Pricing Schedule & Addenda Checklist Section 5 Respondent’s Questionnaire Section HUB Subcontracting Plan Package Section 1.14
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10. RFP Section 3 – General Terms & Conditions
The General Terms and Conditions contained within the RFP Document shall be made a part of and govern any Purchase Order, unilateral or bilateral Agreement, if any, resulting from this Request for Proposal.
Respondents may offer alternate provisions to the Terms & Conditions:
Must refer to the specific article or section concerned.
General exceptions are not acceptable.
Terms & Conditions determined to be unacceptable may result in disqualification of proposal.
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11. RFP Section 4 – Scope of Work / Service Requirements
Overview
UTMB plans to extend its Digital Marketing initiatives and seeks a partner(s) to support institutional needs in this endeavor. While not limited to any specific venues or approaches, the primary solutions being sought include Search Engine Marketing (SEM), Social Media Marketing, Display and Mobile Display, Content Marketing, Retargeting and Geofencing.  
UTMB’s digital marketing efforts will primarily support clinical growth, and be composed of multiple overlapping campaigns. Demonstrated experience in healthcare and with campaigns targeting prospective patients is a prerequisite.  
UTMB seeks a partner(s) who can offer a full suite of services, including:
Consulting on campaign strategy and planning.
Development of creatives (supportive art, ads and copy as needed.
Management of ad buys and media placements, as well as setup of SEM (pay-per-click) campaigns.
Ongoing monitoring, campaign optimization, and campaign management (alongside/in conjunction with UTMB staff).
Reporting and analytics across all deployed channels.
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12. RFP Section 4 – Scope of Work / Service Requirements
UTMB shall consult with its partner(s) to set campaign objectives and goals, corresponding budgets, and regions/audiences to be targeted (based on expected return and competition).
For SEM, our partner must be able to spread the campaign dollars across multiple search products, including Google, Bing, Yahoo and others. In our experience, this strategy achieves better access and provides a stronger return on the investment.
UTMB requires access to real time metrics and analytics on status and results of all UTMB campaigns. The dashboard can be tied to a tool (such as Facebook or Google Analytics), or aggregate data from different sorts of campaigns. However, UTMB requires access upon request to the raw data.  
Included among the metrics UTMB requires to have captured and reported are:
Engagements: Campaign-generated s, calls and web events such as visit to appointment form or driving directions.
Impressions
Visits
Top Search Terms (search activity)
Top Matching keywords (keyword summary)
Most Effective Ads
Sources of Clicks
Clicks to Call, Clicks to Lead, Click Thru Rate
Cost per Click
Cost Per Lead
Call capture (ability to record & playback phone calls generated y UTMB SEM campaigns)
Social media behavior including comments, shares, reactions, post clicks and link clicks.

13. RFP Section 4 – Scope of Work / Service Requirements
In addition to call capture, the SEM dashboard should have an embedded ability to “rate” calls and other leads, or leave notes (to qualify and flag a lead as a sale, prospect, or non-revenue encounter). The dashboard shall also track and display campaign data over time for comparison’s sake, and data should be exportable. UTMB shall also track results via Google Analytics; experience with Google Tag Manager would be a benefit Mirroring the traditional ad agency model, UTMB seeks a scenario where the respondent will take a percentage of the total campaign budget allocation as a fee for its services
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14. RFP Section 4 – Scope of Work / Service Requirements
Using expertise gained from working with similar clients and past successful campaigns, advise on the best digital marketing strategies and solutions to accomplish UTMB’s goals.
Advise on creation and maintenance of effective campaign landing pages (these web-landing pages will be built and managed by UTMB) that serve/complement any digital marketing initiative.
Develop core creatives (supportive art, ads and copy as needed) across all strategies, including SEM ads and keywords, social media ads, display banners, etc.
Manage ad buys and media placements, as well as setup of SEM campaigns.
Provide ongoing monitoring and campaign management (alongside/in conjunction with UTMB staff).
Understand and advise on changing market conditions and geographic variables to extend the reach of campaign dollars; conduct conference calls mid-cycle to discuss performance of each campaign.
Provide monthly executive report on all campaigns summarizing statistics over time to include—but not limited to--monthly budget, impressions, visits, calls, clicks to call, clicks to lead, click thru rate, cost per click and cost per lead.
Offer a product, service and strategy that embraces mobile users and is forward looking, dynamic and responsive to new and emerging technologies.

15. RFP Section 4 – Scope of Work / Service Requirements
Guide development of campaign strategies.
Create associated digital marketing assets.
Develop core creatives (supportive art, ads and copy as needed) across all strategies, including SEM ads and keywords, social media ads, display banners, etc.
Manage ad buys and media placements, as well as setup of SEM campaigns.
Manage ad buys/placement of campaigns across multiple channels (SEM, social, display, content marketing, etc.).
Provide detailed analytics and reporting on campaign outcomes across all activities.
Offer a call capture feature for SEM.
Respondent must have broad experience in healthcare and performing scope of work with hospitals and/or health system clients.

16. RFP Section 4 – Scope of Work / Service Requirements
Minimum Requirements
Respondent shall have five (5) years of experience in Digital Marketing to be considered for the initial engagement.
Respondent shall have experience working with health systems, academic medical centers or other larger (500+bed) tertiary care hospitals.
Respondent shall provide three (3) examples of digital marketing campaigns representing a similar scope of work described in this RFP performed for current and/or former healthcare institution clients of similar size and scope within the last three (3) years. Campaign examples should demonstrate vendor experience with creative, targeting, and media strategy development and execution. Examples should show integration of a multi-media digital mix for execution across multiple channels. The analysis should include a comparison of the target and actual Key Performance Indicators (KPI’s) established before the campaign was launched to evaluate the effectiveness of the targeting strategy and media strategy. For each campaign, include a sample of a monthly campaign analysis report provided to the client, and a final report and analysis if one was created.
Respondents shall provide documentation demonstrating their capability in meeting and performing all specifications of this RFP.

17. RFP Section 5 – Price and Delivery
Attachment A – Price Schedule Submitted in Excel Format Only
The $1,000 per cycle pricing is an example only; actual budgets will fluctuate depending on the campaign and venue. Respondents shall provide a percentage (%) of the total campaign budget allocated for agency fees and services.
Addenda Checklist
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18. RFP Section 6 – Respondent Questionnaire
Company Profile (References, Qualifications & Prior Experience). Technical Submission (Approach, Services/Support, Quality & Deliverables to the RFP). The Added Value Services.
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19. RFP Section 7 – Execution of Offer
MUST BE SIGNED & COMPLETED
Not doing so will result in the rejection of your proposal
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20. Questions?
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