AMC-Evaluation and Planning for School of Pharmacy Communications
The School of Pharmacy is looking for a vendor that will review and evaluate its communication campaigns and
conduct research to develop future communications and marketing.
1/2/2020 8:00 AM MST
1/31/2020 12:00 PM MST
Request for Documented Quote
0% 0, Net 30
Professional Services & Training
16 January 2020
SOLICITATION HAS BEEN AMENDED TO ADD THE UNIVERSITY SAMPLE CONTRACT TO
THE BUYER ATTACHMENT SECTION.
All responses must be submitted via CU solicitation portal at www.cu.edu/psc/solicitations by date
and time noted above. All questions or proposals must be submitted using the solicitation portal.
Questions or proposals that are emailed to the Purchasing Agent will not be accepted.
SECTION I. BACKGROUND, OVERVIEW, AND GOALS
Housed within the University of Colorado Anschutz Medical Campus, in the Skaggs School of Pharmacy
and Pharmaceutical Sciences, the Colorado Consortium for Prescription Drug Abuse Prevention
coordinates Colorado’s response to the misuse of medications such as opioids, stimulants, and sedatives.
The Consortium partners with state and federal agencies and task forces, nonprofit organizations, health
care providers, public health officials, and other groups that address the prescription drug abuse problem at
the state and community levels. The Consortium’s mission is to reduce prescription drug misuse and abuse
in Colorado by developing policies, programs, and partnerships with the many Colorado agencies,
organizations, and community coalitions addressing one of the state’s major public health crises. These
partnerships provide the vehicles to improve education, public outreach, research, safe disposal, treatment,
and recovery support services.
Colorado has been fighting the opioid epidemic for many years, and it continues to be a major public
health crisis. The number of overdose deaths caused by opioids, both illicit and prescription, remains too
high, and substance use disorders linked to opioids is a devastating problem. One of the Colorado
Consortium for Prescription Drug Abuse Prevention’s mandates is to help coordinate Colorado’s response
to the opioid crisis, as well as to prevent prescription drug abuse. One of the Consortium’s activities is to
develop and implement awareness campaigns and conduct public outreach.
The Consortium has conducted two statewide communication campaigns. In 2014, the Consortium
developed the Take Meds Seriously public awareness campaign to educate the public about prescription
drug safety. The campaign launched in 2015 and focused on the abuse of medication such as opioids,
stimulants, and sedatives. Messages emphasize that “Prescription Drug Safety Starts with You,” and
focused on Safe Use, Safe Storage, and Safe Disposal.
For Take Meds Seriously, the Consortium worked with a communications agency to design a brand and
develop messages; develop a website (www.takemedsseriously.org) and social media assets; design print
collateral such as rack cards and brochures; conduct media and community outreach; host events; and
provide other communications services. Sub campaigns under the Take Meds Seriously umbrella include:
• Take Meds Back (www.takemedsback.org), a campaign to promote the Colorado Department of
Public Health and Environment’s prescription drug disposal program
• You’re the Solution, which informs seniors about how to dispose of their medications and how to
avoid dangerous drug interactions
• Get Serious, They’re Opioids, which provides information about how to talk to your doctor about
In 2019, the Consortium launched another public awareness campaign to educate people about naloxone.
That campaign, Bring Naloxone Home, also has its own brand, website (www.bringnaloxonehome.org),
social media assets, print collateral, out of home advertising, and community and media outreach.
16 January 2020
The Consortium is looking for a vendor that will provide a comprehensive review and evaluation of its
communications campaigns and conduct research that will be used to develop its communications and
marketing strategy for the next three to five years.
The Consortium has developed and supported one major social marketing campaign,
TakeMedsSeriously.org, which was launched in 2015 and continues today and which has included
subsidiary campaigns including TakeMedsBack.org. The Consortium also developed the Bring Naloxone
Home campaign (www.bringnaloxonehome.org), which informs the general public about how to obtain
and use naloxone to prevent an opioid overdose.
The Consortium also has provided support for campaigns developed and led by organizations such as the
Colorado Department of Human Service, Office of Behavioral Health and the Colorado Department of
Public Health and Environment.
Since the Consortium’s first public awareness campaign five years ago, the opioid crisis has changed
dramatically, as has public opinion. With drug abuse trends changing, the Consortium is evaluating its
existing public awareness efforts, which have relied on communications campaigns and community
outreach, and also researching current trends and public perceptions. This formative research and
campaign evaluation will be used by the Consortium to improve ongoing communication campaigns and
community outreach, develop new campaigns, and create a three- to five-year strategy.
Fiscal year 2019-2020 is the first year of a five-year allocation from the Colorado General Assembly that
will be dedicated to public awareness campaigns. Work completed as part of this project will be valuable
both to ensure that public funds are spent wisely and that the Consortium is effectively addressing a major
public health crisis.
C. GOALS FOR THIS PROJECT:
The primary goals of this evaluation are to:
• Inform the Consortium and stakeholders about the effectiveness of its public awareness campaigns,
especially regarding behavior change and change in public attitudes, and identify areas of
• Ensure the Consortium is using best practices to improve public awareness about prescription drug
abuse prevention, the opioid crisis, and related subjects
• Enable to Consortium to create effective communication and outreach campaigns that have
measurable and meaningful impact on public awareness and attitudes and promote positive behavior
The secondary goals of this evaluation are to
• Review the Consortium’s community outreach strategy as it relates to public awareness and identify
areas of improvement
• Identify new partnerships that could efficiently extend our messages
The budget for this research and evaluation project is $120,000. Additional funds could be available for
ongoing research and evaluation after successful completion of this project.
The Consortium will work closely with the vendor for the duration of this research project.
16 January 2020
SECTION II. STATEMENT OF WORK
The successful vendor will collaborate with the Consortium staff and its public awareness work group on
this project. The project must be completed by June 30, 2020.
Components of this project include:
• Development of an evaluation plan for the Consortium’s communications work
• Evaluation of the Take Meds Seriously and Bring Naloxone Home campaigns, including a review of
strategy, messages, tactics, and creative assets
• Formative research, likely to include large-scale surveys and focus groups
• Guidance that can be used to improve existing campaigns or develop new campaigns based on the
findings of formative research and evaluation
• Assessment of the role communications can play in the Consortium’s community and stakeholder
• A plan for ongoing evaluation of the Consortium’s communication and outreach campaigns
The the selected supplier will conduct research that will help the Consortium with the following:
• Understand public awareness of and attitudes about prescription drug abuse and the opioid epidemic
• Measure public interest in prescription drug safety and abuse, the opioid crisis, and other areas related to prescription
drug abuse prevention
• Understand attitudes about sometimes controversial subjects such as naloxone, medication-assisted treatment, harm
• Determine if the Consortium’s campaigns were effective in raising awareness or changing behavior
• Gain insight about what messages might be relevant and effective in impacting awareness and behavior
• Identify potential high-need target audiences, such as seniors, youth and transitional-aged young adults, that could be
reached through the Consortium’s communications campaigns
• Improve communication and outreach to select groups, such as Latinos or members of the LGBTQ-IA community
The project also will:
• Evaluate the Take Meds Seriously campaign in light of new findings, reviewing the effectiveness of
campaign strategy and tactics and relevance of its messages and the effectiveness of
• Evaluate the Bring Naloxone Home campaign, reviewing the effectiveness of strategy and tactics
and message/creative development and implementation
• Identify ways to improve the Consortium’s coordination with other stakeholders to develop and
implement communication campaigns
• Identify new stakeholder groups and potential partners such as nonprofits, businesses, or faith-based
organizations, that could effectively partner with the Consortium to amplify its message
• Study the Consortium’s public and stakeholder outreach work to identify areas of opportunity and
improvement regarding its link to public awareness and communication
We expect this research and evaluation project to generate the following results:
• A thorough evaluation of the Consortium’s past and current public awareness campaigns
• Development of a three-to-five-year strategic communication plan that would guide public
• Identification of campaign goals and objectives that are specific, measurable, attainable, relevant,
16 January 2020
• Creation of a long-term vision for how the Consortium could expand to public awareness campaigns
about other prescription medications that could be abused, such as benzodiazepines or
The vendor must include the following deliverables:
• An evaluation plan that will be used to review the Consortium’s existing campaigns as well as
inform future campaigns; the plan will include goals, objectives, timelines and a monitoring plan, as
well as information about if/how campaigns have led to behavior change and change in public
awareness and attitudes
• Formative research about public opinions about the opioid crisis, prescription drug safety and
misuse, and related topics that establish a baseline for understanding public perceptions; that
research will be used to establish the Consortium’s goals for public awareness campaigns. The
vendor will present the findings from the research in a presentation and report.
• An evaluation of the Consortium’s current communications campaigns, which will include a review
of its message strategy, key messages, tactics, creative assets, and implementation; it also will
review elements of its external relations strategy in regards to public awareness. This evaluation will
be presented to the Consortium as a report and presentation
• A strategic communications plan that will be used to improve current communications campaigns
and/or develop new campaigns Deliverables might be altered as the project progresses.
*Deliverables may be altered as the project progresses.
MINIMUM MANDATORY REQUIREMENTS:
• Offerors must have a history of evaluating public awareness/social marketing campaigns in public
health. Familiarity with the opioid epidemic or drug abuse prevention and treatment and past
experience evaluating awareness and prevention campaigns and conducting formative research are
• Demonstrated success within the past five years in evaluating public health communications
campaigns that include qualitative and quantitative formative research
• Completion of past communications evaluation plans, as well as evidence of how those evaluations
were used to improve or develop campaigns
• Show the ability to implement mass media evaluation, including evaluations that assess differences
among priority populations
• Evidence of providing culturally responsive evaluation services
MINIMUM SERVICE REQUIREMENTS:
Offerors must have an assigned person or persons who will manage the project and work with the
Consortium to develop and implement the evaluation and research projects. Project managers must be
available for regular meetings with Consortium staff and provide updates to the Consortium’s work groups
and stakeholders as necessary.
Term of Contract:
The target project completion date is June 30,2020, but work may extend beyond that time upon mutual
agreement between the Consortium and the awarded supplier. The term of the contract resulting from
award of this solicitation shall begin upon execution of the contract and end December 31, 2021.
16 January 2020