Notice ID: 75FCMC25R0001
Related Notice: 250283
The purpose of this Indefinite Delivery, Indefinite Quantity contract (IDIQ) is to provide the Centers for Medicare & Medicaid Services (CMS) with a mechanism to support the agency in conducting a full range of activities associated with developing, implementing, and evaluating national integrated communications campaigns.
This IDIQ will primarily focus on conducting a full range of activities associated with executing CMS outreach, education, and communication campaign efforts and initiatives, coordinated with both internal and external stakeholders at a national, regional, state, and local level. Generally, task orders shall include, but not be limited to:
- Proposing a comprehensive campaign strategy and corresponding tactics built on data-driven planning to reach target audiences and motivate behavior change.
- Implementing national large-scale integrated communications campaigns targeting a sub-section of the national population; populations of at least 50 million people.
- Developing and implementing national, regional/local integrated communications campaign targeting underserved or disadvantaged communities and/or multicultural audiences (Spanish-speaking populations; African American; Asian American Native Hawaiian and Pacific Islander) to eliminate health disparities with the goal to help advance health equity. This may include translating and transcreation materials that ensure the intent and meaning of the work/materials are conveyed appropriately and effectively for the target audience.
- Developing robust amount of digital creative assets to be rotated into digital platforms.
- Developing and producing cutting edge creative assets (e.g., television, search, social, video, display) that resonates across target audiences, emphasize key messages, and motivate behavior change. These materials shall be able to be customizable by state or region.
- Implementing large-scale media buys ($60 million or more) in a short timeframe (as short as six weeks). This will include coordinating all facets of media planning and buying on behalf of CMS.
- Executing data-driven digital advertising approved under media planning and buying tasks, such as paid search, social, display, mobile and video. The advertising will focus on conversion-based marketing. Media buying tools should be used to ensure brand …
Period of Performance: 09/01/2025 to 08/31/2032
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