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?