Awareness and Marketing Consultant
Developmental Services Human Resource Strategy
Marketing and Awareness Campaign
Request for Proposals
Deadline for Proposals: Friday, October 30, 2009
Introduction:
The Marketing and Awareness Committee of the Developmental Services Human Resource Strategy is inviting marketing firms to submit proposals for the design and production of a province-wide campaign to recruit potential employees and position the sector as a valued, professional career choice. The campaign will be launched spring of 2010
Overview:
The lack of qualified people entering the developmental services sector workforce to provide supports and services to people who have a developmental disability has long been identified as an issue by service providers. These non-profit organizations across Ontario are struggling to attract and retain qualified employees. Historically, jobs in the sector have been perceived as low-status, low-paying work. Wages have increased considerably over the last few years but the image of the work in the sector still suffers.
In 2007 the Ministry of Community and Social Services (MCSS) convened an Expert Panel on Training. Based on recommendations by the Panel and the Deloitte Research Report Improving Training, Recruitment and Retention in Ontarios Developmental Services Sector, a partnership between the Provincial Network Human Resource Sub-Committee and MCSS to develop a Developmental Services Human Resource Strategy was formed. In-depth research into understanding the skills and competencies required in the sector was conducted. A recommendation from the Expert Panel on Training was that the developmental services sector should have a developmental services sector marketing campaign to improve awareness and recognition of developmental services workers and career opportunities. As a result, the Awareness and Marketing sub-committee of the Developmental Services Human Resource Strategy was established and began work in Sept 2008.
Definition of Developmental Disability
The Services and Supports to Promote the Social Inclusion of Persons with Developmental Disabilities Act, 2008 defines a developmental disability as a person who has the prescribed significant limitations in cognitive functioning and adaptive functioning and those limitations,
(a) originated before the person reached 18 years of age;
(b) are likely to be life-ling in nature; and
(c) affect areas of major life activity, such as personal care, language skills, learning abilities, the capacity to live independently as an adult or any other prescribed activity.
Developmental disability was at one time called mental retardation. We have been informed by people who have a developmental disability that they resent being labeled by this term. For this reason, we always refer to people for who they are (i.e. people who have a developmental disability), rather then by what they are (i.e. the "disabled").
Background
Employees who work in the developmental services sector play an important role in the lives of people who have a developmental disability. They provide support so that people can live their lives with meaning in the community. This might mean supporting a child to participate in a community camp program, just like any other child. Or it may mean supporting an adult to live, work and participate in their community. Some people may need 24/7 support, others may only need assistance a few hours a week with banking or grocery shopping.
Working in the developmental services sector is an honourable profession, but one, that over time, has become less valued. Until recently, wages have been very low and most entry level positions start as part-time.
There are approximately 340 organizations in Ontario that provide services and supports to children and/or adults who have a developmental disability. Over the last 10 years, the sector has seen a decline of qualified people entering the workforce. Some community colleges offer diplomas in the Developmental Services Worker (DSW) program, but there are not enough graduates to meet the needs of the sector. This problem is not limited to organizations. Some developmental services programs enable families to hire employees directly however; they too are experiencing difficulty in finding qualified, competent employees.
The goal of the campaign is to encourage the four target audiences (see below) to consider a rewarding career in developmental services supporting people who have a developmental disability to live a meaningful life in the community.
The overall goal of the Developmental Services Human Resource Strategy is to professionalize the sector making it an attractive career choice. A number of activities have been undertaken in this direction including:
- a study to determine the core competencies required for all developmental services employees;
- a provincial review of agency based training programs
- a provincial review of agency best HR practices
- strategies to work with other ministries and community partners in areas such as increasing the DS-related education of employees
In addition to the work of the Developmental Services Human Resource Strategy the provincial government through MCSS has provided wage enhancements
Awareness and Marketing Campaign
The Developmental Services Human Resource Strategy needs a brand image that is current, welcoming and engaging. It must speak to the identified target audiences. This brand must be adopted by all sub-committees of the Human Resource Strategy to ensure consistency in messaging and to communicate the message that this is a coordinated campaign, bigger than any local or provincial service provider. This effort is being made on behalf of the entire sector.
The goal of the Marketing and Awareness Sub-Committee is to create a consistent brand image for the Developmental Services Human Resource Strategy and develop marketing materials which can be used by service providers across Ontario, regardless of their provincial affiliation. The materials will be designed to recruit potential employees and position the sector as a valued, professional career choice.
There are a number of target audiences which the group considered, but given the limited resources, the Committee will focus on the following four major groups:
People who are either unemployed or looking to make a second career choice
Students: High School and Post-secondary
Aboriginal Peoples
Immigrants
Technology should be incorporated to ensure the recruitment marketing materials are accessible to and affordable for service providers across Ontario. Templates should be developed so that service providers are able to customize the materials with their local contact information while ensuring an identity for the broader Ontario-wide sector. Online and social media options should also be considered as tools.
Proposal Content:
In submitting your proposal, please include the following but not limited to:
description of services provided by the marketing firm;
account team, please outline the qualifications of the people who will be managing the project, and what expertise they bring to the project;
three examples of projects where a public awareness campaign was implemented from concept to finished pieces, and success measurements
a list of clients and three references;
outline approach to project including timelines;
a detailed budget for the following projects to finished art stage.
Project Requirements:
All elements of the projects to be supplied electronically and are the intellectual property of the Developmental Services Human Resource Strategy.
Brand Image including Tag Line
Develop a brand image for the Developmental Services Human Resource Strategy including a tag line to be used consistently on all awareness and marketing materials as well as by other Strategy sub-committees.
Print Advertising
Develop a print advertising campaign. The cost of printing does not need to be included in the proposal; however, the cost of photography should be included.
Web Portal/Website Development
Develop a web portal/website for a central point of recruitment marketing with links to service providers across Ontario. Please note that part of the province is on dial-up services. The website needs to have a portal where service providers can customize and download marketing materials such as brochures, flyers, posters, videos, etc.
Toolkits:
Create a toolkit that outlines step-by-step how service providers can use the materials to help them in their goal of employee recruitment. The toolkit should be available in hard copy and electronically.
Online Social Media:
Social Media tools that push out the recruitment messages, engage prospective employees, draw them to the website, and connect them with a service provider should be developed. Production of 4 6 videos for Youtube should be included in the budget proposal.
Time Frame:
Upon selection of the successful firm, projects will commence December 2009.
Proposal Evaluation:
Proposals will be evaluated by a sub-group of the Awareness and Marketing Sub-Committee, which is comprised mainly of human resource and communications staff from across the province.
The evaluation process will be based on a rating system including:
experience and success in developing marketing campaigns in the non-profit sector;
cost effectiveness;
capability and alignment with the values and philosophy of Developmental Services and the firm;
timing capabilities and ability to meet all deadlines; and
added value that the firm brings to the project.
Budget:
Budget for the creative development of the project is $55,000 this fiscal year.
Proposal Submissions:
Proposal budgets should include the following items:
Development of Brand Image
Concept Development (suite of materials in English and French required)
2 rounds of editing/revisions
Photography
Templates
Production of 4 6 videos for online media (i.e. Youtube)
Development of Website/web portal
Maintenance and tools for hosting of website
Development and tools for ongoing maintenance of social media tools
Launch event
Printing of Sample Materials promotion
Of the proposals submitted, a short list of agencies will be asked to present their capabilities and past projects at a 45-minute presentation on November 24, 2009.
Proposals should be submitted by noon on Friday, October 30. Please submit an electronic version to:
Holly Duff
Project Co-ordinator
Provincial Network Human Resource Strategy
E: [email protected]
Questions about the RFP may be directed to Holly Duff through email at: [email protected] or by calling: 519-576-3106.
