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California Correctional Health Issues Branding RFP – Everything PR

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California Correctional Health Issues Branding RFP
California Correctional Health Issues Branding RFP

The California Correctional Health Care Services (CCHCS) and
California Department of Corrections and Rehabilitation (CDCR) work together to
maintain a constitutional level of health care for patients in California’s 35
correctional institutions. To this end, CCHCS has created robust Medical,
Mental Health, and Dental Programs to provide quality care throughout the
state. These programs are supported by Headquarters based in Elk Grove and
multiple Regional Offices. With an emphasis on quality management, institutions
within the CDCR/CCHCS health care system are coming out of federal receivership
and competing with private sector health care employers for top talent. CCHCS’
Workforce Development Unit facilitates the hiring process of health care
professionals across multiple classifications, including Physician,
Psychiatrist, Nurse Practitioner, and Physician Assistant; and multiple
classifications within the Executive, Nursing, and Allied Health Programs.

CCHCS has identified a need to rebrand its overall
organizational image with the goal of transforming its current department brand
into one that will carry the organization into the future as it continues
moving forward establishing the threshold of correctional healthcare, setting
the proper tone to attract and retain top tier talent. The Contractor will
deliver a strategic, integrated, results-driven comprehensive branding and
marketing campaign for the department as a whole and its mission critical
classifications that will be implemented across the board in its recruitment
advertising and marketing materials that will ultimately be employed via print
and digital advertising, development of collateral pieces (flyers, brochures,
direct mailers, etc.), digital artwork to be used on CCHCS’ website, and
creation of exhibit materials.

When the current branding was initially developed, CCHCS was
under the full direction of a Receivership established by the United State
District Court for the Northern District of California as a result of the
State’s long-term inability to provide medical care to prison inmates at
constitutionally acceptable levels. At that time, CCHCS was looking to sell its
image as changing the standard of prison health care and becoming an employer
of choice. As CCHCS continues to meet the goals established by the courts and
move out of the receivership, CCHCS needs to develop a new message that
supports our image as a modern and current health care provider equal to that
of the private sector and further establish our department as an employer of
choice.

Background:

The California Correctional Health Care Services (CCHCS) and
California Department of Corrections and Rehabilitation (CDCR) work together to
maintain a constitutional level of health care for patients in California’s 35
correctional institutions. To this end, CCHCS has created robust Medical,
Mental Health, and Dental Programs to provide quality care throughout the
state. These programs are supported by Headquarters based in Elk Grove and
multiple Regional Offices. With an emphasis on quality management, institutions
within the CDCR/CCHCS health care system are coming out of federal receivership
and competing with private sector health care employers for top talent. CCHCS’
Workforce Development Unit facilitates the hiring process of health care professionals
across multiple classifications, including Physician, Psychiatrist, Nurse
Practitioner, and Physician Assistant; and multiple classifications within the
Executive, Nursing, and Allied Health Programs.

Scope of Work:

The Contractor shall:

A. Provide marketing/branding concepts for each deliverable that are of the highest quality and anchored in research. These concepts shall be of a unique design, shall reflect a newly proposed organizational brand, and shall provide an articulation of how they will be implemented across multiple forms of media. The contractor, at CCHCS’ request, will refine the chosen concept up to three times.

B. Design and provide recommendations of marketing/branding concepts taking into consideration current best practices. Recommendations shall include how a multitude of various types of information and messaging is best conveyed to the applicable target audience(s) as described in the Scope of Work.

C. Conduct necessary research on appropriate branding and messaging to ensure the effectiveness of each of the deliverables included in the final branding concept.

D. Meet with assigned CCHCS designee on a bi-monthly basis, either in person or via conference call, to report on progress regarding the current project, issues, etc.

E. Manage and monitor all activities, current personnel, and subcontractors for the entire contract term, and as specified in the deliverables.

F. Work at the direction of an assigned designee of CCHCS.

G. Meet with 1 to 5 internal work groups to elicit information that can be used in the development of CCHCS branding. Groups will consist of internal CCHCS employees. Each group will be tailored to the specific purpose (Department Leadership, Health Care Executives, Physicians, Psychiatrists, etc.).

H. Travel to the CCHCS Headquarters located in Elk Grove, California. Travel to Regional Offices (Bakersfield, Fresno, and Rancho Cucamonga, California) may be required to facilitate workgroup meetings.

Due Date:

California Correctional Health Care Services)

Acquisitions Management Section

8280 Longleaf Drive, Building D-2

Elk Grove, CA 95758

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