Agency Health Department

Contractor National WIC Association (NWA)

SWIFT Contract Number 0000198108

Project Name NWA National Recruitment and Retention Campaign

Project Number (if applicable) {Empty}

Summarize purpose of the contract, including why it was necessary: Participation in the national WIC outreach campaign coordinated by the National WIC Association with Meredith Corporation for the state of Minnesota WIC Program. The national outreach campaign includes English and Spanish online digital advertising, parent/pregnancy magazine print media, targeted email blasts, health care provider point-of-care media advertising, advertising to health care providers, a central WIC enrollment website with text-to-enroll, targeted social media, and a local activation toolkit with printer-ready advertisement files and posters, Facebook posts, videos, and detailed instructions for WIC employees to utilize toolkit.
The objectives of the campaign are to: Campaign Objectives
+ Increase enrollment of WIC eligible moms
+ Retains moms and children in the WIC program
+ Increase positive perception of WIC
+ Create national brand recognition

Project Duration

Start Date Sat, 06/15/2019 - 00:00

Original end date Fri, 12/31/2021 - 00:00

Actual end date Sun, 12/31/2023 - 00:00

Did project finish on time? Yes

Total billable hours utilized (if applicable) {Empty}

Contract Amounts

Original contract: $138905.73

Amendments $90000

Contract total $228905.73

Did project finish within budget? Yes

What was the funding source? USDA - FNS

Is this a sole source contract? Yes

If this was a single source contract, explain why the agency determined there was only a single source for the services (if applicable) The National WIC Association (NWA) received multiple proposals for the campaign, but selected Meredith Corporation to be the sole provider of the national outreach campaign for the WIC Program. NWA determined that Meredith is best suited for this campaign since Meredith is the largest provider of parenting content in the country in both English and Spanish; has unrivalled access to the WIC audience through digital and print media, as well as point of care environments; has an in-depth understanding of the WIC program due to a long history working with WIC and WIC parents. Also, the size of the campaign would not be cost effective on a state-by-state basis and Meredith is able to utilize its large, proprietary network to build a comprehensive campaign. This allows all participating state agencies to benefit from all the advertisements, materials and tools developed.

Evaluator Name Tina Breitenbach

Evaluator Email Address tina.breitenbach@state.mn.us

Evaluate the contractor's timeliness They had a good plan and timeline for various communication tools such a digital advertising, national social pages, point of care literature, health care provider advertising, local activation toolkits, and magazine print media.

Evaluate the contractor's quality Good quality, updated and modern graphics.

Evaluate the contractor's cost On higher end, but typical for cost spent on advertising.

Evaluate the contractor's overall performance excellent, easy to work with and connect with.

Would you engage the contractor's services again? Yes

Describe any negative action taken during the duration of this contract (i.e., termination, pursuit of suspension, etc.): {Empty}

Please rate the overall experience with the contractor 4 - satisfied