RFP- PHPA 3106 Implement Communications Campaign for Pathways to Bright Futures

Background
The Maryland Department of Health (MDH), Office of Oral Health (OOH) is seeking a contractor to implement a communication campaign for the Pathways to Bright Futures (PBF) program. This initiative aims to connect young individuals living in Dental Health Professional Shortage Areas (Dental HPSAs) with career opportunities in dental professions. The campaign will utilize existing communication tools and media, and the contractor will be responsible for tracking and reporting the results.

Work Details
The contractor will work directly with MDH, OOH, and the Director of Social Marketing to implement all aspects of the communications campaign. Key responsibilities include:
- Utilizing provided communication materials and media to promote PBF.
- Tracking implementation and impact on target audiences.
- Reporting results in a final written report.
- Developing a comprehensive media implementation plan within three weeks of the kick-off meeting.
- Purchasing necessary media once the plan is approved.
- Implementing the campaign through various media channels including print, radio, television, and social media.
- Monitoring campaign activities and making adjustments as needed based on performance metrics.
- Delivering a final report summarizing all aspects of the campaign including strategy, reach statistics, evaluation methods, and lessons learned.

Period of Performance
The contract period will begin on December 1, 2024, and run until June 30, 2025. The communication campaign is expected to last between 14 to 16 weeks within this timeframe.

Place of Performance
The primary geographic focus for the campaign includes three Maryland Dental HPSAs: The Eastern Shore, Western Maryland, and Baltimore City.