Request for Proposal:  Outreach and Social Media Campaign – RFP #2022-02

Proposal Deadline:  June 15, 2022

Florida Association of Healthy Start Coalitions, Inc.
2002 Old St. Augustine Road, E45
Tallahassee, Florida 32301


Outreach and Social Media Campaign in Support of Professional Development of Home Visiting Programs

To download a PDF version of this document, click here.

Section I:  Purpose

The Florida Association of Healthy Start Coalitions, Inc. (FAHSC) is the recipient of the State of Florida, Department of Education (DOE), Division of Early Learning (DEL) contract, #SR310, which provides funding for the Professional Development of Home Visiting Programs Project, which is hereby incorporated by reference.  Contract(s) resulting from this solicitation will incorporate by reference FAHSC’s DOE DEL contract, #SR310.  A copy of contract #SR310 is available upon request.

FAHSC is requesting proposals to support the Professional Development of Home Visiting Programs Project.  The purpose of this professional development project is to improve local service networks’ awareness of and coordination with home visiting programs; improve local communities’ awareness of and enrollment in home visiting programs; and to establish a sustainable infrastructure to maintain ongoing professional development, awareness, and coordination in support of home visiting services for families.  This project has two primary areas of work.  First, development and delivery of professional development products and services for home visiting and partner agencies to expand access and information to families on Florida’s home visiting programs.  Second, development and delivery of outreach and social media products and services to expand access and information to families and local service providers on Florida’s home visiting programs.  The Professional Development of Home Visiting Programs Project will target five high-needs Florida communities.  This project is planned to begin June 20, 2022, and be completed by June 30, 2023.

This RFP requests proposals for the development and delivery of outreach and social media products and services to expand access and information to families and local partner agencies on Florida’s home visiting programs, including the design and production of a Social Media Plan and Toolkit.  The Social Media Plan and Toolkit will include a variety of content developed specifically for various social media platforms as well as communication guides for partner agencies to facilitate customization and use at the local level.  Content will be informed by the research and policy work of leading national experts in the fields of maternal and child health and early childhood education, including, but not limited to:  Zero to Three; Start Early (formerly known as the Ounce); the Pew Charitable Trusts Home Visiting Project; the federal Office of Head Start; and the federal Health Resources and Services Administration.  Content will focus on key messages to promote the benefits of home visiting to families, educate families about available home visiting programs in their communities, connect families with these services, as well as provide general positive parenting tips and strategies.  In addition to creating original content for local programs, the Social Media Plan and Toolkit will include content that incorporates links to vetted early childhood education and care related websites, social media venues, and other platforms of interest to families with young children.  All content should be made available in English and Spanish.  The Respondent will design, propose a schedule, and deliver the planned social media campaign in each of the five high-need Florida communities, to include standard reporting of posts and views.

The Social Media Plan and Toolkit will be produced in a format that will be easily shared with local partner agencies during virtual professional development events.

When issuing statements or other documents describing projects or programs funded in whole or in part with a FAHSC contract resulting from this solicitation, the contractor shall clearly state (1) the percentage of the total costs of the program or project which will be financed with Federal money, (2) the dollar amount of Federal funds for the project or program, and (3) percentage and dollar amount of the total costs of the project or program that will be financed by nongovernmental sources.”  P. L. 103-333, the Departments of Labor, Health and Human Services, and Education, and Related Agencies Appropriations Act of 1995, § 508 – “Public Announcements and Press Releases”.

In addition, as required by s. 286.25, F.S., if the contractor is a nongovernmental organization which sponsors a program financed wholly or in part by state funds, including any funds obtained through a FAHSC contract resulting from this solicitation, the contractor shall, in publicizing, advertising, or describing the sponsorship of the program, state: “Sponsored by the Florida Association of Healthy Start Coalitions, Inc., and the State of Florida, Division of Early Learning.”  If the sponsorship reference is in written material, the words “State of Florida, Division of Early Learning” shall appear in the same size letters or type as the “Florida Association of Healthy Start Coalitions, Inc.”

A. Objective

FAHSC is required to develop an Outreach and Social Media Campaign Plan and Toolkit to support the Professional Development of Home Visiting Programs Project initially in targeted communities and statewide in the future.

The Outreach and Social Media Campaign Plan will include the following information.

  1. Identification of key target audiences for outreach based upon the high-needs communities identified in the Outreach and Social Media Campaign Plan.
  2. Identification of key links and information to be shared on social media platforms.
  3. Identification of the platforms where the links and information will be shared.
  4. A schedule for regular releases to target audiences to ensure the resources and information about home visiting are accessible to families.  The schedule will include the social media platforms to be used (such as Twitter, Facebook, Instagram, etc.) as identified in the approved Outreach and Social Media Campaign Plan and Toolkit and provide for a minimum of two (2) unique social media posts on a weekly basis throughout the term of this project.
  5. Survey of stakeholders to solicit input on Outreach and Social Media Plan and content.

The Outreach and Social Media Campaign Plan will support the following project goals in the targeted high-need communities.

  1. Assist partner agencies with connecting families in high-needs communities to home visiting programs.
  2. Increase families’ knowledge and awareness of available home visiting programs in their communities and services the home visiting programs provide.
  3. Increase families’ knowledge and awareness of the benefits of participating in a home visiting program.
  4. Increase families’ knowledge of positive parenting strategies.
  5. Increase partner agencies, including specifically Early Learning Coalitions’ Community Resource and Referral Programs’ knowledge and awareness of home visiting programs.
  6. Increase local home visiting agencies’ knowledge and awareness of partner agencies, including specifically Early Learning Coalitions’ Community Resource and Referral Program services available in the targeted communities.

B. Deliverables and Timeline

Below is a list of deliverables and an estimated timeline for implementation of the Outreach and Social Media Campaign.  Respondent should include any revisions to the timeline that may be needed.


  1. Identification of key target audiences/communication contacts, key links, and key social media platforms
  2. Review and update of Draft Outreach and Social Media Plan (See Attachment II)
  3. Final Outreach and Social Media Plan
  4. Draft and Final Outreach and Social Media Tool Kit
  5. Survey of stakeholders (communication capacity and Draft Social Media Kit) and report of survey results
  6. Technical assistance to support training on local use of Social Media Tool Kit


The table below provides an estimated timeline for planning and implementation of the Outreach and Social Media Plan and Toolkit.  If deliverables can be met earlier, or if more time is needed, please include this in your proposal.

Grant funds budgeted for completion of all components of the Social Media Outreach Campaign may be awarded up to $60,000.

100% percentage of the grant funds budgeted for this project are financed with Federal funds.  No costs are financed by nongovernmental sources.

Section II.  Evaluation and Selection/Rejection Process

A. Evaluation and Selection Criteria

In order for an RFP Respondent to be considered for a FAHSC Professional Development of Home Visiting Programs Project contract, the Respondent must clearly demonstrate prior successful experience with the development and delivery of outreach and social media products and services.  Preference will be given to Respondents with demonstrated, successful prior experience with the development and delivery of outreach and social media products related to promoting home visiting programs, connecting families to services, and child and maternal health information. The table below outlines selection criteria and response scoring.

The specific details shown herein shall be considered minimum unless otherwise indicated.  The specifications, terms and conditions included with this RFP shall govern in any resulting contract(s) unless approved otherwise in writing individually by FAHSC.

B. Request for Additional Information

FAHSC reserves the right to conduct personal interviews, require presentations or request additional information prior to selection.  FAHSC is not responsible for expenses which Respondents may incur in connection with a request for additional information.

The Respondent shall furnish such additional information as FAHSC may reasonably require. This includes information, which indicates resources as well as ability to provide the services.  FAHSC reserves the right to investigate the qualifications of the Respondent as it deems appropriate, including but not limited to, background investigations at the entity level, and that of officers, directors, executives, and any individuals identified to be involved in providing RFP related services to FAHSC. Failure to provide additional information requested may result in disqualification of the proposal.

C. Selection Process

Submissions will be reviewed and scored by reviewers with expertise in child and maternal health and experience in working with families in high-need communities.

D. Proposal Rejection

FAHSC reserves the right to reject proposals with or without cause and for any reason, to waive any irregularities or informalities, and to solicit and re-advertise for other proposals.  Incomplete or non-responsive proposals may be rejected by FAHSC as non-responsive or irregular.  FAHSC reserves the right to reject any proposal for any reason, including, but without limitation, if the Respondent fails to submit any required documentation; if the Respondent is in arrears or in default upon any debt or contract to FAHSC; or has failed to perform faithfully any previous contract with FAHSC or with other organizations.  All information required by this RFP must be supplied to constitute a proposal.

Proposals may NOT be accepted unless cost proposals and all required attachments are included.  Since terminology may vary, Respondents are required to conform to the RFP Response Template.  Exceptions to the proposal specifications should be listed separately and defined, or they will be invalid.

FAHSC reserves the right to award, at its sole discretion, all, or part of the required service(s) to one or more qualified Respondents.

Late submittals, additions, or changes will not be accepted and will be returned to the respondent unopened.

Section III:  Terms and Conditions

A. Use of Grant Funds

Allowable and unallowable expenditures are delineated in Federal Public Laws, Catalog of Federal Domestic Assistance (CFDA), and Code of Federal Regulations (CFR).

B. Proposals Binding

All proposals submitted shall be binding for at least one hundred twenty (120) calendar days following opening.  FAHSC may desire to accept a proposal after this time.  In such case, Respondents may choose whether or not to continue to honor the proposal terms.

C. Representations and Warranties

In submitting a proposal, Respondent warrants and represents that:

  1. Respondent has examined and carefully studied all information provided, and any applicable addenda; receipt of which is hereby acknowledged.
  2. Respondent is familiar with and compliant with all federal, state, and local laws and regulations that may affect cost, progress, and performance of the goods and/or services in their proposal.
  3. Respondent has given FAHSC written notice of all conflicts, errors, ambiguities, or discrepancies that the Respondent has discovered in this RFP and any addenda thereto, and the written resolution thereof by the FAHSC is acceptable to Respondent.
  4. The RFP is generally sufficient in detail and clarity to indicate and convey understanding of all terms and conditions for the performance of the proposal that is submitted.
  5. No person has been employed or retained to solicit or secure award of the contract upon an agreement or understanding for a commission, percentage, brokerage or contingent fee, and no employee or officer of FAHSC has any interest, financially or otherwise, in the RFP or contract.

D. Contracting

  1. The terms, specifications and conditions of this proposal constitute the total agreement and no further conditions will be accepted.
  2. The successful Respondent shall be awarded a contract effective from the date of the contract.  This contract may be renewable by mutual agreement of the parties.  Option for renewal will only be exercised upon mutual written agreement and with the original terms, conditions and unit prices adhered to with no deviations. Any renewal will be subject to appropriation of funds by the FAHSC.  FAHSC, in its sole discretion, reserves the right to negotiate terms and conditions with the successful Respondent.
  3. FAHSC shall retain the right to cancel the contract at any time for cause.  Such cause for cancellation may include the failure of the contracted Respondent to complete or provide the specified services.  If the Respondent is not performing within the terms and conditions set forth by FAHSC, FAHSC will notify the Respondent that the contract will be terminated within ten (10) calendar days for cause from the date of the notification letter.  If the contract is canceled, FAHSC may elect to award the contract to the next ranked Respondent or reissue the RFP, whichever is in the best interest of FAHSC.  The contract may be canceled in whole or in part by either party by giving a thirty (30) calendar day prior notice in writing to the other party.  Any such notice or demand hereunder by either party to the other shall be affected by registered or certified mail, return receipt requested and shall be deemed communicated forty-eight hours after mailing, or by email with read receipt requested and confirmed.  The obligations of FAHSC under this award are subject to the terms and conditions established by HRSA.
  4. Any and all costs associated with the preparation of a response to this RFP are the responsibility of the Respondent and are not to be passed on to FAHSC.

Section IV:  Instructions and Timeline

A. Questions

Questions concerning this RFP shall be directed to Monya Newmyer, Director of Contracts and Grants Administration, at e-mail address, and to no other person or department at the FAHSC.  Questions and requests must be sent by e-mail and must be received no later than May 23, 2022.  All questions should contain the following information: RFP #2022-02, Respondent name, address, phone number, email address, and specific questions or comments.  Questions and answers will be posted to the FAHSC website at

B. Submission and Deadline for Submission and Withdrawal

The deadline for submission of proposals is June 15, 2022.  All proposals should be submitted electronically in pdf format to Monya Newmyer, Director of Contracts and Grants Administration at  Please include “FAHSC Professional Development RFP Response” in the subject line of your email submission.  Email must be sent with read receipt requested.

Respondents may withdraw their proposals by notifying Monya Newmyer, at e-mail address in writing at any time prior to the proposal opening date.

Proposals, once opened, become property of FAHSC and will not be returned.

C. Technical Assistance Zoom Meeting

A technical assistance Zoom meeting will be held on May 25, 2022, at 10:00 am Eastern time to review this proposal and respond to questions.  A Q&A document will be posted on the FAHSC website after the webinar at

To join the TA Zoom meeting:

Register in advance for this meeting:–tqTsvHdfHajre5JEGFDZEQvY33RIw

After registering, you will receive a confirmation email containing information about joining the meeting.

D. Format

In order to ensure a uniform review process and to obtain the maximum degree of comparability, it is required that the proposals be organized and include a Table of Contents, Timeline, and clear Scope of Work.  All information submitted by the Respondent shall be printed, typewritten, or competed in ink.  Proposals shall be signed in ink or use a legal electronic signature.

All proposals shall be submitted as specified in this RFP.  Any attachments shall be clearly identified.  If publications are supplied by a Respondent to answer to a requirement, the response should include reference to the document number and page number.

Respondents shall prepare their proposals using the format provided in Attachment I.

E. Estimated Timeline

May 19, 2022 RFP posted at
May 23, 2022Submission of Questions Due
May 25, 2022 @ 10:00 amTechnical assistance Zoom meeting
June 15, 2022Proposals due
June 17, 2022Award announcement posted at
June 20, 2022Anticipated project start



This Cover Page shall be completed, signed, and included in the Respondent’s submission.

Professional Development for Home Visiting Programs Project

  • Entity’s Legal Name:
  • Entity’s Mailing Address:
  • City, State, Zip:
  • Telephone Number(s): (Including area code)
  • Email Address:
  • Website Address, if any:
  • Federal Employer Identification Number (FEIN):
  • DUNS Number, if any:
  • Amount Requested:
  • Entity’s Fiscal Year End Date:
  • Contact Person for Application:
  • Authorized Signature:
  • Printed Name of Authorized Signature:
  • Title:
  • Date:
    1. Letter of Transmittal

    This letter will summarize in a brief and concise manner, the Respondent’s understanding of the scope of services and make a positive commitment to provide its services on behalf of FAHSC.  The letter must name all persons authorized to make representations for or on behalf of the Respondent, and must include their titles, addresses, and telephone numbers.  An official authorized to negotiate and execute a contract on behalf of the Respondent must sign the letter of transmittal.

    1. Table of Contents

    Include a clear identification of the material by section and by page number.

    1. Respondent Organization Profile and Qualifications

    This section of the proposal must describe the Respondent, including the size, range of activities, and experience providing similar services.

    Each Respondent must include:

    Documentation indicating that it is authorized to do business in the State of Florida and, if a corporation, is incorporated under the laws of one of the States of the United States.

    Resumes and professional qualifications of all primary individuals and identify the person(s) who will be the Respondent Organization’s primary contact and provide the person(s) background, training, experience, qualifications, and authority.

    Disclosure of any officer, director, or agent who is related to or is an employee or director of FAHSC or the Healthy Start MomCare Network, Inc.

    1. Experience

    The Respondent must describe its expertise in and experience with providing services similar to those required by this RFP.  Describe previous experience relating to the services requested in this RFP. Respondent should also include three references that FAHSC may contact.

    1. Cost Detail

    Respondent must include a price for each of the deliverables specified in Section 1.B., of this RFP.

    1. Timeline

    Respondent must include a proposed timeline of activities and deliverables to be completed which may be different than the timeline included in Section 1.B., of this RFP.

    1. Additional Information

    Any additional information which the Respondent considers pertinent for consideration should be included in a separate section of the proposal.