Request for Qualifications: Full-Service Marketing/Communications
Indiana Region 9 Workforce Board
WorkOne Southeast

ECONOMIC GROWTH REGION 9 BACKGROUND
Economic Growth Region (EGR) 9 is comprised of ten counties: Bartholomew, Dearborn, Decatur, Franklin, Jackson, Jefferson, Jennings, Ohio, Ripley, and Switzerland. It has a population of (2004) of 319,268.

Nearly 30% or 38,000 people in the region work in advanced manufacturing. The average wage for advanced manufacturing jobs in Southeast Indiana is $62,000 (20%-30% higher than the next largest employment sectors – wholesale trade, healthcare and education).

Healthcare services employ nearly 10% or 14,000 people in our region. In 2004, the average wage in the healthcare industry was $31,737.

Hospitality/tourism also employs nearly 10% or 14,000 people in the region. In 2004, the average wage was $16,611, based on a blending of the higher wages in Arts/Education/Recreation and the lower wages in Accommodation/Food Services.

Region 9 faces significant challenges related to education. Although about 3,000 students graduate from high school each year, the region has a 30% drop-out rate. The state average for those with a college degree or higher is 22% and the national average is 26%. Region 9’s average is only 15.5%.

The region estimates that it will need 6,500 additional employees in advanced manufacturing given the new Honda plant in Greensburg (2,000 jobs in 2 years); new Cummins Light Duty Engine Plant (800 jobs in 3 years, plus 1,000 scheduled retirements at Cummins); and the ripple effect on supplier companies and general employment needs.

INDIANA REGION 9 WORKFORCE BOARD
The Indiana Region 9 Workforce Board, Inc. is a 14-member volunteer board representing business/industry, education economic development, labor, and community organizations. The mission of the Workforce Board is, “To ensure Southeast Indiana employers have a competitive and flexible workforce by providing all citizens with opportunities and support to grow knowledge and skill for sustained employment in the global economy.”

WorkOne Southeast
The Workforce Board manages public employment and training programs in EGR 9. The Board oversees $1.5 million in federal Workforce Investment Act (WIA) funds to the region used to support services provided in the region’s 6 WorkOne Centers and 3 SHARE Network sites, collectively called WorkOne Southeast.

The 6 WorkOne Centers are located in Bartholomew, Decatur, Dearborn, Jackson, Jennings and Jefferson counties. Franklin, Ohio and Switzerland counties host SHARE Network sites. These Centers serve as the single point of contact between employers looking for the right people and people who are looking for the right job or career.

The Indiana Department of Workforce Development (IDWD) has defined the WorkOne brand promise for employers. “The WorkOne will help find qualified workers to meet employer needs.”

Services for Employers
• Cost-effective, convenient access to thousands of job seekers
• Candidate screening
• Job fairs and other recruiting services
• Valuable labor market information
• Information about applicable grants, ex. Training Assistance Grants (TAG) and tax credits

The Indiana Department of Workforce Development (IDWD) has defined the WorkOne brand promise for a job seeker. “The WorkOne will help Indiana citizens assess their skills, develop new skills through training, and find the right job match to meet their skills.”

Services for Job Seekers – Adult or Dislocated Workers
• Access to the state of Indiana’s new job matching system: IndianaCareerConnect.com
• Assessment tools to identify skills
• Training programs available on-site including workshops, GED and on-line resources
• Scholarship funding to attend occupational skills training
• Special services for veterans, job seekers over the age of 55 or people with disabilities
• Registration for unemployment insurance

Services for Job Seekers – Youth
• Career development services: work experience, job shadowing, mentoring
• Training programs available on-site including workshops, GED and on-line resources
• Scholarship funding to attend occupational skills training

This summer, Region 9’s WorkOne centers will offer new products and services, including the state’s new job matching system IndianaCareerConnect.com – all designed to expand its customer base, improve its image and debunk the perception that the WorkOne is simply the “unemployment office.”

As defined by IDWD, the WorkOne customer base can be divided into 4 primary groups:
1. Employers: Companies that will work with WorkOne and other workforce development staff to post jobs and hire candidates through the job matching system. Employers also utilize WorkOne centers for training assistance for their employees.
2. Job Seeker, Emerging: Students or returning workers who are entering the workforce and looking for work.
3. Job Seeker, Incumbent/Assisted Seeker: The “traditional” customer of the WorkOne system. Typically blue collar, unemployed or underemployed, low skilled, low wage workers.
4. Job Seeker, Incumbent/Independent Seeker: A new set of customers that most likely have never used WorkOne services. Typically white collar, already employed, highly skilled, high wage.

Indiana Region 9 Workforce Board Special Programs
In Region 9, the WorkOne Center is used as the “catch and referral” site for the Board’s other grant programs. The Workforce Board manages a variety of other programs including Dream It. Do It, the Strategic Skills Initiative and the Tomorrow’s Manufacturing Workforce program. The Board is also a primary player in the region’s EcO15 project funded with a $38 million grant from the Lilly Endowment.

The Workforce Board is leading an effort to promote Advanced Manufacturing as a career choice within the region. In partnership with the National Association of Manufacturers, Region 9 is conducting a media campaign called Dream It. Do It. This campaign is supported by career awareness activities, counseling, internships and educational programming. The goal of this effort is to improve the perception of “manufacturing” and increase the number of entrants into the manufacturing industry sector.

The Region 9 Workforce Board was awarded a $975,000 Strategic Skills Initiative grant from the Indiana Department of Workforce Development (DWD). The SSI program is a statewide program stemming from Governor Daniel’s focus on addressing Indiana’s critical job shortages. The goal of the SSI program is to increase employment opportunities and wages for Hoosier workers. DWD invested more than $14 million throughout the state for the program. Region 9’s Strategic Skills Initiative focuses on three areas: Advanced Manufacturing, Nursing and Hospitality/Tourism.

A Tomorrow’s Manufacturing Workforce grant of $657,500 was awarded to the Region 9 Workforce Board from the Indiana Department of Workforce Development to expand the region’s manufacturing workforce and increase the flow of high school and college graduates into manufacturing careers. This grant builds on other regional efforts to build awareness of advanced manufacturing as a high-growth, high-wage occupation.

This grant has several components:

Project Lead the Way: Upon completion of this middle or high school program, students will be prepared to take the MSSC Certification exam and prepared for a career in the manufacturing sector.

Dream It. Do It. High School Champions: The Dream It. Do It. coordinator has enlisted champions, teachers or guidance counselors, in all of the region’s high schools. The goal of this effort is to get the Dream It Do It campaign into each of the high schools. High school champions will be the single point of contact for communication and dissemination of materials and information to students and parents.

CNC Certification Project: Grant funds were used to purchase a CNC lathe for Southeastern Career Center, which is centrally located in the region and serves students from 12 high schools in Southeastern Indiana. As a result of this investment, the Career Center will be able to offer a national certification from the National Institute for Metal Working Skills (NIMS). CNC Lathe Operator has been identified as an in-demand occupation in Region 9.

Mechatronics Program: Grant funds were used to equip and implement a Mechatronics program offered by the Purdue College of Technology in Columbus. The goal of this program is to teach systems-thinking required to effectively operate, program, and problem solve within sophisticated production systems, such as mechanical, electrical, electronics and software. This instruction complements the Organizational Leadership and Supervision, Mechanical Engineering Technology, Industrial Technology and Computer Information Technology programs already offered under the SSI program.

Engineering and Management Program: Grant funds were used to support a team of 2-3 faculty members to develop a curriculum that will articulate technical and management courses and degrees. Various elements of the curriculum will be applied at the Bachelor Degree, MBA and Executive education levels.

Career Advancement Accounts: Training accounts (scholarships) will be made available to adult incumbent low to mid-wage workers and workers who are dislocated. All training will result in a portable, industry-recognized credential: a degree, professional certification or licensure. The credential will also transfer across an industry regardless of specific employer.

EcO15 was funded with a $38 million grant from the Lilly Endowment. This goal of this grant is to create a truly regional system of life long learning. The system will connect the residents of Southeast Indiana through education to better economic opportunities by the year 2015.

The Community Education Coalition received $26 million; $12 million was awarded to Heritage Fund – the Community Foundation of Bartholomew County. The two organizations will provide leadership, oversight and management support services. The EcO15 Initiative is guided by a 40-member regional advisory council comprised of representatives from each of the 10 counties and includes leaders from community foundations, education institutions, workforce partners, private-industry employers, economic development organizations and government representatives. The Council is co-chaired by Patti Yount, Region 9 Board Chair, and Jon Bond, President of the Switzerland County Economic Development Corporation.

ECO15 is focused on three primary economic growth areas and coordinating services, which include:

Advanced Manufacturing: A substantial portion of the grant will be dedicated to developing an advanced manufacturing network of excellence, incorporating the regional Dream It. Do It. initiative. This network will establish a comprehensive advanced manufacturing education and training program that will use regional advanced manufacturing labs positioned throughout Southeastern Indiana.

Health Care: Proceeds of the grant will be leveraged to create a regional network of stationary and mobile clinical simulation labs that can be used for accreditation and advanced degree certifications.

Hospitality/Tourism: The grant will help create training and career pathway development for meaningful careers in the hospitality and tourism field.

The EcO15 initiative directly impacts all ten counties within EGR 9. The Heritage Fund is partnering with the community foundations in the region to distribute grant funds into each county. Furthermore, to coordinate and align the regional learning system, the grant will provide funds to staff an EcO15 coordinator located in each of the 10 counties. Each coordinator will have an understanding of process and programs to better guide students and will act as a liaison between industry and educational institutions.

SCOPE OF WORK
The Region 9 Workforce Board desires a full-service marketing partner to bid on the following two phases of work:

Planning Phase
• Develop a marketing analysis of our target market for WorkOne services and analyze how the Board could best use funds dedicated to marketing and outreach.

• Work with the Board’s professional staff to develop an overall marketing plan and media strategies to (1) promote the services offered in the region’s WorkOne Centers and (2) brand the WorkOne Centers as the clearinghouse of information and referral source for the Board’s special grant projects.

• Develop a plan for external media advertising development, a detailed plan for length of campaign (paid media proposal) and overall creative content and themes to promote WorkOne services and the Board’s special grant programs.

Implementation Phase
• Develop a full range of advertising and collateral materials based on the media strategy, including, but not limited to:
o A comprehensive website for Region 9
o Appropriate brochures and “fact sheets” describing available services and special programs
o E-newsletter, e-blasts, and printed newsletter templates
o Region 9 exhibit display and promotional items for use at events and job fairs
o Case studies for the WorkOne system and special grant programs
o WorkOne Southeast signage for offices
• Recommend an appropriate and cost-effective email marketing system.
• Provide public relations support, including the creation and distribution of press releases.
• Develop new forms of viral marketing to engage youth.
The chosen provider will collaborate with the Indiana Department of Workforce Development and the state’s chosen provider to leverage branding and advertising surrounding the state’s new job matching system, www.IndianaCareerConnect.com. The provider must also collaborate with the state’s preferred vendor for the development of the region’s WorkOne website.

The chosen provider must follow the IDWD’s branding policy for the WorkOne system. All work must be submitted to the Workforce Board’s professional staff for approval prior to dissemination.

PROPOSAL SUBMISSION INFORMATION
Please provide a proposal either electronically to Molly Dodge, molly@rivervalleyresources.com (attachments of 5MB or less, please), or in hard copy by August 25, 2008 to:

River Valley Resources
Attn: Molly Dodge
319 E. Main St.
Madison, IN 47250

No faxed proposals will be accepted.

Proposals should include:
Agency Overview
- Description of the agency, its strategic and creative thinking capabilities and philosophy
- Names and brief bios of key team members that would oversee/execute the project
- Include a client list, with contact information for three (3) relevant client references

Experience
Please include case studies and work samples from 2-3 relevant campaigns undertaken within the last 4 years – relevant experience would include other workforce/economic development clients, youth-focused campaigns or educational initiatives. A supplemental broadcast reel may also be submitted.

Approach
Finally, please provide overall thoughts on your media and public relations strategy as well as creative approach. (Should not exceed 5 pages.)

After submissions have been received, selected agency finalists will be invited within two weeks to schedule in-person presentations with the selection committee. Following these presentations, the selection committee will invite their first and second choice to participate in budget negotiations.

Questions may be addressed to Molly Dodge at the e-mail address listed above. All questions should be submitted by August 15. Questions and answers will be posted on www.indianaregion9.org.

1. Does Region 9 or the state Workforce Development office have recent research data (such as consumer awareness studies or marketing return on investment reports) or market labor force and demographic statistics that could be helpful in designing the marketing program?
Research data is available on both Hoosiers by the Numbers (www.hoosierdata.in.gov) and Stats Indiana (http://www.stats.indiana.edu).

2. Has Region 9 or the state Workforce Development office done a marketing program in the past, and are there examples and indicators of success available?
To date, Region 9 has not conducted a professionally driven marketing campaign in support of the WorkOne system.

3. Is Region 9 under any mandated timeline to complete the stated Scope of Work?
Region 9 is not mandated to complete the stated Scope of Work. The contract for marketing services will expire June 30, 2009.

4. Is there a copy of the Branding Policy available for bidders to view/download?
The Department of Workforce Development has published branding policies, best practices and promotional materials on the website: www.in.gov/dwd/brandportal/

5. What is the overall budget allocated to the Scope of Work and/or to each Phase of the Scope?
After submissions have been received, no more than three agency finalists will be invited to schedule in-person presentations with the selection committee. Following these presentations, the selection committee will invite their first and second choice to participate in budget negotiations.

6. Are you looking for pricing estimates to be included in the August 25th proposal?
No, not at this time. (see question #5)

7. Will you consider proposals from a team of consultants (with a designated lead) partnering specifically for this project?
Yes, as long as there is a designated lead agency.

8. Have you undertaken a strategic planning process before like the one you’ve outlined in the RFP? If so, would you share the current strategic/marketing plan?
No, Region 9 has not undertaken a strategic planning process like the one outlined.

9. Have you implemented a comprehensive marketing program before like the one you’ve outlined in the RFP? If so, what were/are the strengths of that program and what were/are the weaknesses/gaps?
No.

10. How will the Region 9 Workforce Board define success from the marketing efforts? Success will be defined by several factors: the selected firm’s ability to produce high-quality analysis and strategic recommendations during the Planning Phase and the execution of the marketing communications tactics identified in the Planning Phase. We will also evaluate the selected firm’s effectiveness in meeting tactical deadlines and budgets during the Implementation Phase. As part of the Planning Phase, we expect that objectives will be identified that will help us evaluate the effectiveness and success of the marketing program.

11. When comparing yourself to other economic development/educational/youth-focused organizations, which organizations do you admire and wish to emulate?
This question is not applicable to the RFQ.

12. Is the IDWD’s WorkOne branding policy for the WorkOne system available for review?
See answer to question #4.
13. For different projects / campaigns within the scope, what is the average number of creative concepts you prefer see before selecting one strategic design direction?
Given that the Region 9 Board has never hired a professional marketing firm, we are unable to answer this question. The Board will entertain all quality concepts.

14. Please elaborate on your expectations for the marketing partner’s role in the “comprehensive website for Region 9.” Would this include?
• Strategy and planning
• Graphic design
• Copywriting
• Programming
• Back-end integration with other sites/databases
• Search engine optimization
Yes, all of the above but is not limited to all the above. These expectations will be discussed at length with all vendor finalists.

15. What is the role of the State’s preferred vendor for the development of the WorkOne website? Front end design? Back end development/management? Other? (See original)?
See answer to question #30.

16. In addition to developing “templates” for an e-newsletter, e-blasts and printed newsletter, would you like your marketing partner to write, layout and distribute these communications pieces throughout the year?
We expect to require external assistance on these longer-term marketing communications tactical activities; however we will need to address these issues following the Planning Phase of the assignment where we create the marketing strategy and its resulting tactical applications. It is difficult to predict what our tactical needs will be until we have the marketing strategy in place.

17. In addition to developing a plan for external media advertising, would you like your marketing partner to design and place your ads?
Please see response to #16, as this is a similar tactical issue.
18. Please elaborate on your expectations for “thoughts on media and public relations strategy as well as creative approach.”
We would like to gain your perspective on how you approach media and public relations challenges, particularly those that are similar to the Indiana Region 9 Workforce Board challenges outlined in the Background section of our Request for Qualifications. We are attempting to gain an understanding of how your firm works and the processes you follow to ensure a productive and creative partnership with clients, including how you might staff an account like ours.

19. Which program/project will fund the marketing efforts: WIA ($1.5 million), Lilly Endowment Grant ($38 million), Strategic Skills Initiative grant ($975,000), Tomorrow’s Manufacturing Workforce grant ($657,500), other(s)?
The specific source of the funds will not be relevant to the vendor. The Regional Workforce Board will charge the costs associated with this work to the appropriate funding source. It is anticipated that the majority of the cost will be charged to the WIA resources of the Region.

20. Is there an established budget for this marketing effort? If so, what is it? Also, what is the budget for media buys?
We are working within budget guidelines and will share those with the finalist firms as we enter the negotiation stages.

21. Would you share the 2007 and/or 2008 Region 9 Workforce Board’s marketing budget (please include all line-items: PR, advertising, media buys, printing, collateral, signage, Web, e-mail, direct mail, events, promotional products, etc)?
That information is not salient for the Request for Qualifications. Please see response to question #20 for when that information would become available.

22. Does the Region 9 Workforce Board currently work with any marketing, PR, advertising vendors? If so, which?
No.

23. If you already work with other marketing/PR/ad vendors, are you trying to replace or are you trying to supplement their services?
Not applicable.

24. Do you have internal marketing staff/capacity? If so, please describe personnel, resources and areas of expertise/focus.
Yes, one employee, but in a limited capacity. Molly Dodge serves as Director of External Relations for the Region 9 Service Provider, River Valley Resources, Inc. Ms. Dodge will serve as the selected vendor’s “point person” on marketing efforts.

25. “Work with the Board’s professional staff to develop an overall marketing plan and media strategies…” How many staff members will take part in the planning process? Is there one direct report for your marketing partner of choice, or a committee?
Please see response to question #24 for daily “point person” responsibility. However, our entire staff team and the Region 9 Board of Directors will be involved in the marketing effort by contributing ideas, reviewing plans and recommendations, and providing programmatic oversight/executional support.

26. In the second phase, implementation, to whom will your marketing partner report/work with on a daily basis?
Ms. Dodge (see question 23).

27. What key qualities are you looking for in selecting a marketing partner?
At this stage of the process, we are attempting to learn: 1) Your firm’s general capabilities and professional experiences, and 2) A sense of your operating processes and philosophies.

Because this will be a very intensive and hands-on type of engagement, we are looking to partner with a firm that: a) demonstrates a strong and proven sense of teamwork, b) can provide creative thinking and ideas, c) assumes responsibility for marketing tactic implementation, d) recognizes the importance of producing creative products but not to the exception of reaching business goals, and e) assumes accountability for its work/actions/decisions.

28. Would you describe the ideal relationship with the selected marketing partner? Please see response to question #27. Our key focus is on partnership and building a quality relationship – both require two-way communication and respect.

29. Is the Region 9 Workforce Board looking for an agency of record?
Please see question #16.

30. “The chosen provider will collaborate with the Indiana Department of Workforce Development and the state’s chosen provider to leverage branding and advertising surrounding the state’s new job matching system, www.IndianaCareerConnect.com. The provider must also collaborate with the state’s preferred vendor for the development of the region’s WorkOne website.” Who are these additional agencies: one engaged to focus on statewide advertising of IndianaCareerConnect.com; and a Web agency/developer engaged to manage the WorkOne Web site? Are these agencies/firms eligible to respond to this RFP?
The State has engaged Asher Agency of Indianapolis to market the state’s new job matching system. The state has also recommended an agency, Fusework Studios, to create WorkOne websites in all regions; however the State has only recommended this firm.
31. What is the length/duration of the contract?
See answer to question #3.

32. How many agencies have responded to your RFP to-date?
None. Proposals are not due until August 25.

33. How will proposals be evaluated or scored?
Agency Overview: 30 points
Experience: 30 points
Approach: 40 points

No points will be awarded to a firm based on their location in Region 9, however the Board, whenever possible, desires to contract within the region.

34. Will points be awarded in the evaluation process to firms located in Region 9?
See answer to question #33.

35. How many agencies will be selected as “finalists” to present in-person to the selection committee?
No more than three agencies will be selected as “finalists.”

36. Who is on the selection committee and what is their background?
Proposals will be evaluated by the professional staff to the Regional Workforce Board. The staff will recommend three finalists to the Region 9 Executive Committee who will serve as the selection committee.
Patti Yount, Bernardin Lochmueller, (Jennings)
Beth Blasdel, Blasdel Enterprises (Decatur)
Don Heiderman, (Jefferson)
Mike Rolland, Aisin USA (Jackson)
Ron Timms, Crestmont Co. (Ohio)

37. What type of questions will you have of our client references?
We will want to further understand, from their perspective, your professional capabilities, your ability to execute within deadlines and budgets, and your approach to client service.

38. Imagine you are using the following criteria to determine which firm you will select as your marketing partner. Rate each of the following factors in priority order: 1 – 9:
• Creativity
• Experience with workforce/economic development, education and youth-focused initiatives.
• Experience implementing comprehensive marketing initiatives as you’ve detailed in the RFP (strategy, planning, creative, Web site work, collateral development, advertising, e-mail marketing, case studies, PR and viral marketing).
• Minority status (MBE, WBE, small business, etc)
• Indiana headquartered agency
• Proximity to the Board’s office
• Price
• Chemistry with the agency’s staff and leadership
• Other factor(s)
All of the criteria noted in the question will be considered.

39. When will you make your final partner selection?
Final selection will be made on September 5. We expect to begin interviews by September 1, 2008.

40. When would you like work to begin?
Work will likely begin on or before October 3, 2008.

41. As part of our response to your RFP, may we submit Internet links to high-resolution, large-file portfolio pieces or do all submissions have to be made via e-mail attachment?
Links are acceptable; however we cannot guarantee that we will access them as part of our evaluation of a submission.

42. What is the ideal length of the case studies?
Case studies will vary in length depending on how they will be used.

43. The RFQ outline contains a bullet under the Implementation Phase for a web site. Is this for a new Region 9 web site or a Region 9 WorkOne web site?
Both. The scope of work will include a Region 9 WorkOne website and a second website that specifically describes the activities/mission of the Region 9 Workforce Board.

44. Is there a proposed budget for each phase (planning and implementation)?
Please see question #5.

45. How many hard copy proposals should be submitted?
We would appreciate it if vendors would submit five (5) hard copy proposals. However, since this was not an explicit requirement in the RFP, if a vendor chooses to only submit one (1) hard copy, staff will make copies for the selection committee. Vendors are also welcome to submit proposals electronically to molly@rivervalleyresources.com.