REQUEST FOR PROPOSAL
CREATIVE AGENCY OF RECORD
Hanley Foundation is seeking a creative partner for traditional media campaigns over the course of its 2018-19 fiscal year. Thank you for your interest. We look forward to hearing from you!
- WHAT IS HANLEY FOUNDATION:
In the early 1980s, Mary Jane and Jack Hanley retired to Palm Beach County to discover the absence of any facilities dedicated to quality substance abuse treatment. Through the couple’s visionary leadership, the Hanley Center and Hanley Center Foundation were established. Now known simply as Hanley Foundation (and no longer associated with its treatment namesake, Hanley Center), the charitable 501(c)(3) organization provides programming and grant support for statewide substance use disorder advocacy, prevention, education, and access to quality treatment. Thanks to federal, regional and private funding, the Foundation’s prevention programming is available free of charge to schools, churches, and community groups. Last year, Hanley Foundation provided over $2.1 million in prevention and education services in Florida, impacting the lives of more than 35,000 students, parents and caregivers.
- HOW DOES IT OPERATE WITH IMPACT:
The Hanley Foundation approaches its mission through three methods designed to have maximum efficacy in combatting substance use disorder: prevention, scholarships, and education/advocacy. The Foundation employs 25 educators working throughout the state, using such results-oriented programs as the Alcohol Literacy Challenge, Active Parenting workshops, Botvin LifeSkills Training and Mental Health First Aid to prevent alcohol and drug abuse by empowering students with tools to combat peer pressure and guiding parents in how to keep communication open with their children. In addition, the Foundation’s staff works to educate medical and paraprofessionals about the signs of substance use disorders and advocates positive change through local and national thought-leadership and programs like the upcoming Project C4OPE. Capping this three-pronged approach is a commitment to improving access to quality treatment and recovery resources for those in our community struggling with substance use disorder. Statistics show that fewer than 11 percent of those needing treatment receive it, and the Hanley Foundation is working to ensure local residents are connected to the quality services they need. In addition, development staff are working locally to raise funds to support the Foundation’s Lifesaver Society, a group dedicated to funding scholarships for quality treatment.
- SAMPLE RECENT PROGRAMS:
- Sponsored the ArtKids zone at ArtiGras in Abacoa in February 2018. ArtKids included the opportunity for families to post photos to social media using the hashtag #familytimeistimewellspent. The goal was promoting family time, which is proven to reduce the first age of substance use by young people. Hanley Foundation will again serve as sponsor for this area in 2019.
- Sponsored and hosted “When Lawful Drugs Come to Work,” a seminar for business professionals held in October 2017 at the Riviera Beach Marina Event Center. Jonathan A. Segal and Kevin E. Vance, Duane Morris attorneys and employment law public speakers, answered questions like “Now that medical marijuana is lawful in Florida, what obligations does a Florida employer have, if any, to accommodate its use by employees?”
- Reached over 10,000 students at Palm Beach County high schools during the 2017-18 school year through its Alcohol Literacy Challenge substance use prevention program.
SAMPLE EVENTS FOR 2019:
- Palm Beach Dinner
Hanley Foundation’s Palm Beach Dinner is an annual benefit with live music and an incredible silent auction, all to bring awareness and community resources to alcohol and drug prevention and treatment efforts.
- 24th Annual Family Picnic
To underscore the Foundation’s belief that “family time is time well spent,” the annual Family Picnic includes a one-of-a-kind silent auction with incredible items for both children and adults, gourmet picnic fare, face painting, animal encounters and classic outdoor activities for the entire family. Family Picnic benefits the Foundation’s substance abuse prevention programming throughout Florida.
- 20th Annual Golf Classic
The annual Golf Classic begins with a shotgun start, followed by 18-holes of competitive play. A silent auction is held during the awards ceremony with the always popular “Luncheon with the Suits,” which invites business leaders and community partners to join the awards ceremony, luncheon and auction portion of the day. All funds raised at the Golf Classic will help provide access to quality treatment to those who otherwise could not afford it.
WHAT SETS HANLEY FOUNDATION APART:
Hanley Foundation used its successful reorganization in 2017 to form new partnerships and enhance existing ones, expanding its reach in substance use disorder prevention, education and advocacy for access to quality treatment while building upon past successes. The Foundation maintains its commitment to programs that positively impact local youth. At the same time, Foundation staff work continually on identifying and applying for enhanced funding from partners such as the Southeast Florida Behavioral Health Network that allow the Foundation to further its educational reach and expand prevention programs throughout Florida. This year, thanks to these efforts, Hanley Foundation expects to expand services to six additional counties and 10,000 more students in Florida. Foundation leadership also strives to be actively involved with other groups seeking to enhance life our communities. CEO Jan Cairnes serves as a board member with the Palm Beach North Chamber and the Florida Alcohol and Drug Abuse Association. Chief Development Officer Turner Benoit has served as a committee member on behalf of the Peggy Adams Animal Rescue League and Palm Beach Butterfly Ball fundraising events. His lifelong career in substance use disorder advocacy helps the Foundation make invaluable connections between people and organizations that can help further its goal of providing access to quality treatment.
Over the past 12 months, Hanley Foundation addressed timely topics related to substance use by capitalizing on its specialized resources and partnerships. In February
2018, the Foundation participated in the launch of the 100-Day Challenge, a collaborative plan to turn the tide on the opioid epidemic. The effort involves care navigators, treatment centers, certified recovery residences, hospital representatives, law enforcement, first responders, and peer specialists in the recovery field working to streamline access to quality treatment and follow-up care for those struggling with opioid addiction. Looking to the future, in March 2018, the Foundation hired a Director of Education to begin Project C4OPE. This program is designed to connect families who share the experience of a loved one who has died of opioid overdose, survived an overdose, or are at high risk for overdose. The sessions, to be held in North Palm Beach and three other county locations through September 2018, will offer a safe space for families to discuss overdose prevention and education topics of interest.
- STATEMENT OF NEEDS:
Hanley Foundation will seek a partnership with a proposer who can creatively address the Foundation’s goals for awareness and quickly react to evolving mission-related needs by assessing marketing decisions and providing creative solutions.
- A successful proposal will look for ways to:
- Strengthen brand awareness with Hanley Foundation’s target audience and stakeholders including potential donors and funders, and brand partners and allies.
- Serve on a team consisting of Hanley Foundation leadership and the Foundations’ outside PR counsel. This team will meet monthly to report on activity and establish goals.
- Prepare strategic, proactive, thoughtful, creative, eye-catching, diverse and buzz-worthy campaigns and collaterals with a strong and compelling call to action to address needs for sponsored events, donor events, brand awareness, and targeted outreach.
- Leverage any media buys with added value and negotiate with targeted budgeting.
- Report on measurable outcomes with ROI analytics and reports.
- Develop an annual calendar of all proposed initiatives and provide ample timing for Foundation review and approval of creative concepts.
- Provide overview of organization, including brief history and any certifications
- Must have a minimum of five (5) years prior experience in marketing/advertising.
- Must provide a minimum of three (3) references of clients who have utilized services as identified in this RFP.
- Provide the name and resume of the person who will be the account manager for the contract, as well as principals, key staff and other employees who will be directly and indirectly involved in performing the work
- Identify projects of a similar nature in which the identified staff member has been involved.
- Provide a maximum of three (3) samples supporting the proposer’s ability to satisfactorily perform the requirements listed in the scope of work, Samples provided must be within the past five (5) years.
- Prepare 5 hard copies of proposal and hand-deliver or mail to Hanley Foundation no later than Thursday, May 24, 2018 at 4 p.m.
Center for Philanthropy
700 South Dixie Hwy., Suite 103
West Palm Beach, FL 33401
- Kindly direct any questions to: firstname.lastname@example.org. Please do not call the Hanley Foundation office, and do not reach any Hanley Foundation team members directly. You will be disqualified from consideration.
- Questions will be attempted to be addressed by the end of the next business day, and all questions/answers will be compiled and shared with all proposers on Monday, May 14.
Q- Is there currently a Creative Agency of Record that Hanley Foundation is working with, and if so, why are you looking to make a change?
A- Yes, we have been working with an agency for nearly a year. Our board has asked us to review at least 3 proposals for new opportunities. Last year’s agency has been invited to participate as well.
Q-Have media placements/buys in the past been in print, radio and television? Are you looking to use all of these channels moving forward?
A- As a nonprofit foundation, we have limited paid media ad dollars. However, past buys have mostly been in traditional print media and we have worked with our PR agency to secure earned media in both print and broadcast outlets.
Q- Are the ROI analytics and reports you’re interested in reviewing in relation to the media purchases?
- Scope of Project will include but is not limited to:
- Foundation donor and programming event collaterals including save the dates, invitation packets, sponsorship materials and print ads for these events as appropriate.
- Foundation ads for event programs, website banners, onsite signage, etc., where Hanley Foundation is a sponsor
- Brand ads and media buys
- Development of an annual report
- Fundraising campaign initiatives including Great Give, Annual Campaign
- RFP announced – Friday, April 27, 2018
- Proposals due – Thursday, May 24, 2018 at 4 p.m.
- Top 3 Proposers notified for Presentations – Thursday, May 31, 2018
- Presentations scheduled for final 3 – Tuesday, June 19, 2018
Hanley Foundation is seeking an annualized retainer agreement. Proposers should submit anticipated monthly retainer, keeping in mind that this is a nonprofit organization, and last year’s annual for a similar program (without the annual report) was budgeted at $20,000. The Foundation understands that this fee does not include media buys, printing and production costs, photography, mailing, etc., but that all content generated is under the ownership of Hanley Foundation.