NEWSPAPER ADVERTISING FOR THE DIVISION OF PUBLIC HEALTH BUREAU OF COMMUNICABLE DISEASE
This project will target print advertising toward underserved communities
considered as pockets of need. The target population includes Hispanic,
African American and low income uninsured people of all ethnicities in New
Castle, Kent and Sussex Counties. Advertisement will be in community
newspapers, which are free of charge and are readily accessible. Pockets
of need areas are defined as population that are at or under the poverty
rate as determined by the U.S. Census Bureau. The majority of the
populations that the Bureau of Communicable Disease needs to reach have
little means, which makes the community newspaper their primary source of
news. This is the population that would not necessarily think of being
immunized from communicable disease as a priority.
The type of ads that the Bureau of Communicable Disease will run will, at a
minimum, promote immunizations, increase awareness of the Aids Drug
Assistance program, provide education, treatment and testing options for
Hepatitis, HIV, STD and TB prevention. The ads would run at peak times during
the year, depending on the program. For example, a program could
highlight the importance of getting Immunization shots during Flu Season,
which is typically from October-March.
The ads would be designed, produced, approved and coordinated with the
vendor by the Division of Public Health, Office of Health Risk Communication
(OHRC). The vendor will be responsible for the placement, printing and
dissemination of the ad within target populations. The size of the ads would
be 3 columns by 7 inches, or as deemed appropriate through agreement by
OHRC and the vendor. To maximize program budget the ads will be placed
in as many community newspapers as possible.
The communicable Disease Bureau is seeking a response to this RFP that
includes the following specific items:
a. Any and all capabilities your company possesses to perform the
required services;
1. Company expertise;
2. Rates;
3. Location (geographically);
4. Readership/reach in target communities;
5. Number of communities served;
6. Number of community papers produced;
7. Frequency of paper, whether a daily, weekly or monthly
newspaper;
8. Dissemination/distribution of newspaper;
9. Companys process to place ads.
