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First 5 San Mateo County
Early Brain Development Social Marketing Consultant RFP Applicants’ Conference
March 31, 2005
Proposition 10 and First 5
Background and history
What is Prop 10?
• A ballot measure passed in 1998 that added a $.50 surtax on tobacco products
• A new source of revenue to fund services for children 0-5 years old and their families
What is First 5 California?
• First 5 CA, also known as the CA Children and Families Commission, was established after voters passed Prop 10 in November 1998
Why Children 0-5?• Critical brain development occurs before age 3
• Brain development is strongly influenced by the child’s environment
• Stresses experienced during this critical period can have long lasting impact
First 5 Statewide Opportunities
• Kit for New Parents– Provided to every newborn (10,000) each year and
distributed locally
• First 5 Service Corps– Engaging VISTA and AmeriCorps volunteers
county-wide in activities that support school readiness
First 5 San Mateo County:
Success for Every Child• An average of $9 million per year in local
funds for kids 0 through 5
• A local Commission who determines funding priorities and policy direction
Commissioners• Maureen Borland, Director,
Human Services Agency, Vice Chair
• Patricia Bresee, Public Member
• Richard Gordon, Board of Supervisors
• Harvey Kaplan, MD, Chief of Pediatrics
• Christine Kennedy, Ph.D., Public Member
• John Mehl, Ph.D., Superintendent of Schools
• Patricia Miljanich, Public Member
• Margaret Taylor, County Managers Appointment, Chair
• Taara Hoffman, Public Member
• 2 Youth Commissioners
Funding Strategies Competitive Grant making
Implementation and Planning Grants $1,962,500 every 18 months
Strategic Initiatives $7 million per year over 10 years
10 Year Strategic Initiatives by Focus Area
Health & Well-Being: $4.3 million annually
• Healthy Kids• Early Brain Development
Child Care & Early Learning: $1.6 million annually
• Preschool for All• SmartKids Facilities Improvements
Family & Parent Support: $.1 million annually
• Exposure to Violence/Substance Abuse
Strategic Initiative Implementation Timeline
Early Brain Development
Initiative – Phase IIBackground
• $2 million per year was approved for the Early Brain Development Strategic Initiative
• $1 million per year of this amount was awarded to Pre-to-Three in April 2003 as part of EBD Phase 1
• Early Brain Development Design Group was convened in Spring 2003 to Develop a Strategic Plan
Background
Strategic Plan Goals1. Increase community awareness of the
importance of Early Brain Development
2. Increase investment and participation by all sectors of the community
3. Create an early brain development infrastructure that would share best practices and interventions based on neuroscience
Strategic Plan Goals Continued
4. Promote developmental assessment of all children and appropriate interventions
5. Strengthen community collaborations to expand services that promote best practices related to early brain development
EBD Research Findings
• Focus Groups: parents turn to their parents; prefer workshops/classes for additional information
• Family Survey: parental stress & depression
Select Recommendations
• Use existing resources
• Use word of mouth strategies
• Look beyond the usual suspects
Conclusion
• Altering parental behavior requires a tailored and consistent messaging campaign.
• EBD is a framework for a messaging
Implications for Social Marketing Campaign
• Information channels to consider include mass media such as television and radio, word of mouth strategies, door to door canvassing, community and other public events, the internet, and local print media.
Implications for Social Marketing Campaign
Engaging people through these channels means identifying nontraditional partners through nontraditional means:
opinion leaders, business leaders, and informal networks (e.g., places of worship, hair and nail salons, grocery stores, libraries, etc)
Early Brain Development
Social Marketing Consultant
RFP Guidelines
RFP Funding
• Up to $125,000 to support planning activities for F5SMC’s Early Brain Development Marketing Campaign
SupplantationNo First 5 San Mateo County funds can be used to
supplant state or local general fund money for any purpose.
– Prop. 10 funding may be used only to supplement existing levels of service and not to fund existing levels of service.
Proposal ProcessRelease of RFP March 22, 2005
Applicants Conference March 31, 2005
Proposals Due April 18, 2005
Proposal Process, contd.Oral Interviews with
Selected Applicants May 2, 2005
Negotiations with Selected Applicants Week of May 9
Appeals Within 5 calendar days after being informed proposal was not selected
Proposal Process, contd.Announcement of Award May, 2005
Project Begins June 1, 2005
Project Ends Dec 30, 2005
Proposal Format• Typed, double-spaced in 12-point font, margins no less
than 1” on any side, consecutively numbered pages
• Project Narrative may be no longer than 20 double spaced pages
• One original copy, unbound and six copies securely bound with a staple
Proposal Components• Cover Sheet• Table of Contents• Project Narrative• Scope of Work• Budget• Budget Narrative• Staff Information
• Proof of 501(c)3 Status (if applicable)
• MOU with subcontractors (if applicable)
• References• Sample Work
Products
Project Narrative (20 pages total)
Begin with a good summary of agency’s ability to produce a high quality social marketing plan
Follow the written instructions in the RFP
Write what reviewers need to know to understand the proposal
Be innovative and creative
Project Narrative: Applicant Capability
• Describe how your organization is qualified to design an effective social marketing plan
Project Narrative: Development of Social
Marketing Plan• Describe how you will conduct an
environmental assessment, segment the target markets, develop a marketing strategy and evaluation plan
Project Narrative: Staffing
• Describe proposed staffing for the project, including the responsibilities of each staff person, and his or her qualifications
Scope of Work
List the major objectives, activities and timelines, and the staff responsible for each. This should guide you in the implementation of your planning process.
Identify process measures and outcomes that will result from the planning process.
Budget/Budget Narrative• Present a line item budget with accompanying
budget narrative• Allowable activities are those necessary for the
completion of your grant• Identify consultants and subcontractors you will
use• Identify leveraged funds where appropriate• For-profit agencies should describe what their
profit margin is for this project
Required Attachments
• Job descriptions and resumes for Staff and Consultants• Proof of Nonprofit Status (if applicable)• MOU with Major Collaborators (if applicable)• References (at least two)• Sample Work Products
Signature
• The Cover Sheet must be signed by an authorized representative of the applicant agency. A proposal with an unsigned Cover Sheet will be rejected
Proposal Due Date
• All proposals must be received in hard copy (one unbound original and six stapled copies) by April 18, 2005
First 5 San Mateo County1700 S. El Camino Real, Suite 405
San Mateo, CA 94402
Review Process A review panel comprised of F5SMC staff and outside
experts will assess each proposal according to Review Criteria at the back of the RFP
Recommendations will be made to the Commission and the Commission will make the final decision
Proposal Review
April 26, 2005First 5 SMC Staff and
Community Experts review
May 2, 2005Selected Applicants interviewed by
Review panel
May, 2005Commission approval
How Do You Get More Help?
Call or email Michelle Sioson at
650-372-9500 Ext. 232, msioson@co.sanmateo.ca.us
Questions?