AGENDA ITEM 7 DATE OF MEETING: March 20, 2008 ACTION: ___X____ INFORMATION: ________ Approval of Contract Extension CCFC - 6943 Public Education and Outreach SUMMARY OF REQUEST This is a request for approval to extend the First 5 California contract for public education and outreach for two years up to $7.4 million through May 31, 2010. BACKGROUND In 1998, California voters passed Proposition 10, the California Children and Families Act (Act), for the purpose of promoting, supporting and improving the early development of children from the prenatal stage to five years of age. The Act established the Children and Families Trust Fund. The revenues generated by Proposition 10 are deposited into the Fund and 80 percent are distributed to the 58 County Commissions based on the number of live births in each county. The remaining 20 percent of Proposition 10 revenues go to the State Commission. Consistent with the formula set forth in the Act, six percent of the State Commission’s funds are deposited into the Mass Media Communications Account. In addition to the six percent for Mass Media Communications, five percent is deposited into the Education Account, three percent is earmarked for Child Care, three percent for Research and Development, one percent for Administration and two percent for the Unallocated Funds Account. The public education and outreach objectives as stated in the California Children and Families Act are as follows: “Six percent of the funds shall be deposited in a Mass Media Communications Account for expenditures for communications to the general public utilizing television, radio, newspapers, and other mass media on subjects relating to and furthering the goals and purposes of this Act, including, but not limited to, methods of nurturing and parenting that encourage proper childhood development, the informed selection of child care, information regarding health and social services, the prevention and cessation of tobacco, alcohol, and drug use by pregnant women, the detrimental effects of secondhand smoke on early childhood development, and to ensure that children are ready to enter school.” (Health and Safety Code Section 130105(a)(1)(A).
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AGENDA ITEM 7 DATE OF MEETING: March 20, 2008 To accomplish the intent of the Act, and specifically the activities specified in those sections regarding the mass media communications, the State Commission authorizes funding for public relations and advertising contracts and directs staff to release Requests for Proposals to secure public education and outreach contractors through a fair, open and competitive bid process. In October 1999, First 5 California awarded a public relations contract to The Rogers Group (previously named Rogers & Associates). In April 2001 pursuant to a competitive bid process and in keeping with the principles of both the Act and state contract rules and requirements, First 5 California awarded a contract to The Rogers Group (CCFC-6823). In June 2005, The Rogers Group won the public education and outreach contract (CCFC6943) again as a result of a competitive bid process. Through the years, the contractor has been tasked and held accountable for the development and implementation of a state-guided public relations campaign. Specifically, the contractor has been required to work under the direction of state staff on statewide public relations campaigns targeted toward California’s diverse communities, including the African American, Asian Pacific Islander American and Latino communities, and other hard-to-reach communities, in addition to the general public. The multifaceted campaign educated all Californians who interacted with young children about various influences affecting the health and early development of children from the prenatal stage to age five. At the onset of the contract, staff and the contractor developed a quarterly work plan which includes, at a minimum, a detailed description of the services and deliverables to be provided; whether any services will be provided by subcontractors and, if so, the type of services to be provided; the target audiences to be reached; a timeline for completion of all campaigns; a detailed work plan budget estimate consistent with the original cost proposal; and unique clarifying work plan numbers. At the direction of staff, the public education and outreach efforts and campaigns have included, but have not been limited to: • The Hands-on Health Mobile Van which traverses the state to spread First 5 California’s important messages to California parents and caregivers at a grassroots level at community events. Stakeholder Outreach which has served to bring together alliances of community organizations and agencies of like mind providing similar services. A partnership with Univision, the major Spanish-language network, which results in our ability to reach a majority of Latinos across the state with important messages. Corporate partnerships to extend the reach of First 5 California’s public education and outreach campaigns.
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AGENDA ITEM 7 DATE OF MEETING: March 20, 2008 • Childhood Obesity Prevention Campaigns designed to increase awareness about the health risks associated with the growing childhood obesity epidemic among young children. Tobacco cessation campaigns to stem the use of tobacco products by and around pregnant women and children, including the risks of second-hand smoke. Ethnic outreach targeting the African-American community, the Latino community and the Asian Pacific Islander American communities. Media and public relations technical assistance to county commissions, including crisis management, professional development and earned media opportunities at the local level. Development of language-specific and culturally appropriate materials. Promotion of the Kit for New Parents.
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The specifics of each program have been and continue to be delineated through a comprehensive work plan with a corresponding budget. All new ideas and any changes to existing work plans are reviewed and discussed fully with state staff, elevated as appropriate and authorization granted as needed. Historically, First 5 California funded with the six percent of dollars for mass media a three-tiered public education and outreach approach, which includes paid advertising, public education and grassroots outreach. As previously directed by the State Commission at its July 2007 meeting, staff is developing a Request for Proposal (RFP) for an advertising contractor who will work in collaboration with the current and future public education and outreach contractor. This graphic reflects the percentage of the Media Fund devoted to each of the three public education and outreach components.
6% 6% Mass Media
Grassroots Community-Based Organizations
Public Relations
15%
79%
Paid Advertising
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AGENDA ITEM 7 DATE OF MEETING: March 20, 2008
Each public education and outreach idea is fully vetted by staff prior to implementation. Many discussion results and recommendations are reviewed prior to the start of any outreach campaign. In some instances the Commission’s Public Education and Outreach Committee meets to review ideas and provide input. The public education campaigns compliment the advertising campaigns where appropriate. Social marketing campaigns are complex and difficult to measure, especially because moving the needle of public opinion takes place over a long period of time. However, we do continually monitor and track key indicators, such as media impressions generated by our public relation activities. For instance, since 2005, we have generated more than 200 million media impressions through statewide announcements, general market and ethnic media relations and grassroots outreach. In 2007 alone, our outreach efforts secured 86 million media impressions. We also measure our performance by measuring responses to “a call to action” generated by our campaigns. For the Spanish-language launch of our redesigned Kit for New Parents, we saw a 300 percent increase in call volume to the 800 line and a 1,600 percent increase in visits to our Web site. STAFF RECOMMENDATION Staff recommends extending the First 5 California contract for public education and outreach for two years and up to $7.4 million through May 31, 2010. The current contract reimbursement rates established in June 2005 will remain in effect through May 31, 2010 when the 2-year extension period will end. This extension allows First 5 California to continue to meet its mandate to devote applicable Proposition 10 funds to public education and outreach, as well as meet First 5 California’s strategic plan goals to broaden public awareness around the importance of the early years of a child’s life. The existing contract language states, "Contractor agrees, that if CCFC exercises its option to extend up to two additional years, that compensation and budget for the extension will be equal to or less than the budget for the final contact year, apportioned by the average weighted cost per budget category over the term of the agreement." DISCUSSION The Communications Division manages and directs the work of both the advertising and public relations contractors. Extending CCFC-6943 provides a seamless transition and continues the public education and outreach to California families as development work continues on the advertising contract RFP. All projects under the contract are fully vetted through commission staff. All work performed by contractor is reviewed on a regular basis. Contractor submits weekly activity reports to ensure all deliverables and projects are completed on schedule and Page 4 of 9
AGENDA ITEM 7 DATE OF MEETING: March 20, 2008 consistent with pre-approved work plans and budgets. Contractor communicates daily with commission staff and meets in person as frequently as needed for planning purposes. Commission staff and contractor have established a good working relationship. Furthermore, since the beginning of the contract and for the duration, we withhold 10 percent of all invoices, which will be retained until the expiration of the contract and state staff determines that contractor’s work is completed and satisfactory. PROS OF STAFF RECOMMENATION • • • • • • Guarantees contractor will meet cost structure established in 2005 Allows for seamless continuation of public outreach activities once new advertising contractor is selected Continues existing activities: media technical assistance to county commissions, ethnic outreach, grassroots outreach, corporate partnerships Maintains individuals who are well-versed in our programs, priorities and audiences Eliminates learning curve required for new contractor Continues promotion of the Kit for New Parents through the 800 toll free line
FISCAL IMPACT Staff has designed a template for fiscal data which will be included in all future requests for funding and/or contract amendments as appropriate. The attached template identifies fund balances, percentage to balance, amount requested, terms and other relevant fiscal data to facilitate discussion of CCFC-6943. (Please note that the remaining $2 million under the current contract has been earmarked for planned activities consistent with existing work plans and is projected to be expended in FY 07-08). ADVISORY COMMITTEE REVIEW A committee structure was established (Health and Safety Code Section 130145) to provide guidance, facilitate discussions and make recommendations to the State Commission. At the time the Media Review Committee was established, the State Commission delegated authority on media issues to the committee. In 2007, the State Commission changed the name of the Committee to the Public Education and Outreach Committee to align more fully with the Goals and Objectives of First 5 California’s Strategic Plan. The Committee’s purpose is defined as having delegated authority to review and provide guidance and direction on behalf of the State Commission to state staff regarding the statutory mandate to execute public education and outreach campaigns. The committee is staffed by the Communications Director, and meets at various times during campaign development to review key messages, scripts, storyboards and timelines and to make recommendations and offer feedback. Currently, Vice-Chairman David Kears and Commissioner Carla Dartis serve on the Public Education and Outreach Committee. Since Commissioner Dartis’ tenure, which began on April 24, 2007, the committee has met on three different occasions. Page 5 of 9
AGENDA ITEM 7 DATE OF MEETING: March 20, 2008
On August 30, 2007, staff met with the Committee and provided them information pertaining to CCFC-6943, as well as other relevant public relations and outreach information. The agenda included an overview of public education and outreach campaigns and the historic review of advertising and public relations expenditures. At the same meeting, state staff gave a comprehensive presentation describing the RFP processes, state contracting requirements, amendment requirements, and types of county technical assistance provided by the public relations contractor. At a subsequent meeting on January 8, 2008, the Committee discussed the extension of CCFC-6943, criteria for First 5’s Corporate Partnerships initiative and the evaluation review panel for the advertising RFP, as well as timelines. At the January 2008 State Commission meeting staff requested approval of a time and money extension on contract CCFC-6943. The State Commission requested additional information be provided and reviewed by the Public Education and Outreach Committee. The Public Education and Outreach Committee met again earlier this month and discussed the following: • • Review of the upcoming RFP for an Advertising Contractor Fiscal information and deliverables related to the current public relations contract
STRATEGIC PLAN Strategy 3.l — Targeted media — Educate Californians about the healthy development of children and the importance of the first five years using a broad range of media strategies. Objective 3.1.1 – Develop and implement a comprehensive, three-year media plan. Objective 3.1.2 – Develop and implement a comprehensive, grassroots public education campaign.
ALTERNATIVES CONSIDERED Description of Alternative 1 Expiration of contract CCFC-6943 on May 31, 2008. Pros First 5 California would begin development of a new RFP for a public education and outreach contractor.
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AGENDA ITEM 7 DATE OF MEETING: March 20, 2008 Cons Existing programs and services developed through the current contract would cease resulting in a lack of valuable education and information available for California families. No new public education and outreach or communications strategies would be implemented and no county technical assistance would be provided until such time as a new contractor was fully on board. The 800-KIDS-025 would cease to be promoted through public education and outreach efforts which encourage new or expecting parents and caregivers to call the 800 line to obtain a Kit for New Parents. Staff would be dedicated to development of two RFPs, resulting in limited communications of First 5's important messages to California's diverse population. Depending upon RFP development, release, potential protest, and award, a new contract may not be operational until the end of 2008, or early 2009.
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AGENDA ITEM 7 DATE OF MEETING: March 20, 2008 FUNDING REQUEST FISCAL DETAIL
Title of Request: Amount of Current Agreement: Current Term of Agreement: Time extension of 2 years with funding increase for CCFC 6943 - The Rogers Group Up to $ 10,957,525 Through FY 07 - 08 New Amount Requested: Up to $ 7,400,000 308,333 3,369,897 .06% Through Account Number Up to $ 18,357,525 Total Amount of Agreement: Percent of Available Fund Balance Affected by Agreement: 06/1/2005 Proposed Funding Term: First 5 California Account Name: Mass Media Communications Expenditures to Date: 5/31/2008 Fiscal Year Detail FY 08 - 09 FY 09 - 10 3,700,000 3,700,000 .07% 5/31/2010 0631 3,391,667 3,391,667 .09% FY __-__ Contract Program Disbursement Special Disbursement $ 8,945,738
6/1/2005
Statutory Purpose: Health and Safety Code 130105(d)(1)(A) Yes (explain) No
Fund Availability Yes No Confirmed For expenditures for communications to the general public utilizing television, radio, newspapers, and other mass media on subjects relating to and furthering the goals and purposes of this Act, including but not limited to, methods of nurturing and parenting that encourage proper childhood development, the informed selection of child care, information regarding health and social services, the prevention and cessation of tobacco, alcohol, and drug use by pregnant women, the detrimental effects of secondhand smoke on early childhood development, and to ensure that children are ready to enter school. State Funding Leveraged Total Funding
Do our funds leverage others? Explanation:
Key Deliverable Descriptions Develop and execute program launches, media announcements and press event planning for target audiences to: (1) support key First 5 initiatives such as childhood obesity prevention, health care access, school readiness, parent education and other areas identified by the state commission; and (2) connect parents/caregivers and others to First 5’s 1-800 number, Web site, county commission programs, etc. Activities include, but are not limited to radio news releases, satellite media tours, mobile van tours, market surveys, press releases, Op-eds and other media materials, reaching approximately 100 million Californians Provide approximately 45 counties per month with public relations technical assistance including topical media and community outreach materials and media relations generating approximately 50 media stories per month with local First 5 messages, reaching nearly 50 million Californians Plan and execute next phase of APIA childhood obesity prevention campaign including media relations and community outreach Implement and expand statewide outreach program enabling leading ladies of African American churches to educate members of their congregations and surrounding communities on the importance of school readiness in at least 10 counties
Deliverable Date
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010
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AGENDA ITEM 7 DATE OF MEETING: March 20, 2008
Manage all aspects of Hands-on Health mobile van tours including development of four tour schedules, coordination of van appearances at general market and ethnic events, negotiation of sponsorship packages, oversight of vehicle and exhibitory maintenance/repairs, as well as tour vendor and staff Identify and secure corporations to partner with First 5 California in educating target audience about nutrition and physical activity through corporate sponsorship programs Provide issues management/strategic communications counsel to state and county commissions in a variety of areas including social marketing; legislative/public affairs; trends and demographic shifts; media inquiries and program development Conduct media outreach aimed at Latino, APIA and African American parents, caregivers, stakeholders and faith leaders on behalf of state and county commissions, as well as transadaptation of media materials for Spanish- and APIA-language media Develop and update state commission stakeholder database as well as create content and distribute e-newsletter on a quarterly basis to more than 2,000 stakeholders Identify and coordinate opportunities for First 5 to be in a leadership position with other childhood development experts, opinion leaders and media, including preparing talking points/speeches, event planning and staffing Develop and produce informational collateral materials such as fact sheets, brochures, flyers and child-friendly tools to educate and engage parents and caregivers on First 5 issues Develop and lead a minimum of six county professional development trainings providing counties with targeted public relations techniques and information to build internal communications capacity Monitor and track media coverage of First 5 and childhood development issues related to programs; provide monthly media reports for state commissioners and county commission executive directors, including translation of Spanish- and APIA-language clips mentioning First 5 or issues of interest Develop weekly and monthly reports outlining state and county commission activities and results
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010
June 2008 – May 2010 Sept. 2008, Feb. 2009, June 2009, Sept. 2009, Feb. 2010 and May 2010
June 2008 – May 2010
June 2008 – May 2010
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