UPDATED: Enroll Wyoming FAQ Page for RFP

Enroll Wyoming, a grant-funded nonprofit that helps families find affordable health insurance, has put out a request for proposals (RFP) regarding the paid marketing of the next five years of its grant.  Throughout the process, updates and answers to questions will be posted to this page.

What does the RFP entail?  The full text can be found here, but generally speaking the RFP is to create messaging and comprehensive campaigns to reach target populations to raise awareness about Enroll Wyoming and the free services it offers.  It will cover a period from Sept. 1, 2024, through Aug. 31, 2029.  This will include seasonal emphases such as open enrollment from Nov. 1 to Jan. 15, when most people enroll in the health insurance marketplace; special enrollment for people to access the marketplace outside of open enrollment; and ongoing outreach and education efforts.  The RFP also includes money to consider rebranding Enroll Wyoming.  

What are the major differences compared to recent RFPs?  Enroll Wyoming has previously limited RFPs to specific projects or seasons, such as special enrollment or Medicaid unwinding, or to a single year. However, in the current RFP will cover a period of five grant years.

What is the budget of the project?  We have an estimated $1,300,000 budgeted over a five-year period.  This amount is subject to change depending on Cheyenne Regional Medical Center’s award amount.

Each year’s expected breakdown is to include $200,000 to be spent on open enrollment advertising and $50,000 to be spent on consulting, the website, and other smaller projects.  An additional $50,000 has been budgeted to be spent on rebranding Enroll Wyoming.

What are important dates for the RFP?  

— Online question and answer sessions are scheduled for 2 p.m. on July 16 and 2 p.m. on July 23 and can be accessed here

— The deadline for proposals is 6:59 p.m. Tuesday, July 30, 2024.

— We expect to announce the recipient by Monday, Aug. 5, 2024

Where can we direct questions?  For more information, contact Enroll Wyoming Marketing Director Caleb Smith at caleb@enrollwyo.org or 307-371-6293.  You can also attend one of the virtual Q&A sessions on July 16 and 23.  Answers to the questions that are received will be shared on this website.

What companies has Enroll Wyoming worked with in the past?  Recent RFP awardees include Warehouse 21, Townsquare Media, and Kalen Marketing Solutions.

UPDATE ON JULY 12, 2024:

What are the population figures for the underinsured and uninsured in Wyoming?  There are roughly 60,000 uninsured people in Wyoming.  There is no data for the underinsured.  

What is the grant requirement for awareness and how is this measured?  Under our CMS Navigator Grant, Enroll Wyoming is expected to have at least 16,400,000 consumer impressions through marketing and promotional activities, which is a standard we have met for several years in a row.  We do not like this matrix because targeting our advertising is so important.  In your presentations, please take both of these into account.

We are also open to input in this area. If there is a matrix that would be helpful, please make suggestions.  

What has been the most successful tactic for raising awareness in Wyoming?  As stated above, that is hard to quantify and is part of our ongoing balancing act.  We have found success in mixing mediums including social media, online ads, streaming video and audio services, radio, billboards, and newspapers.  This has also changed over time. Two years ago, ads with “Super Dan,” or mascot Bandage Dan appearing as a superhero, performed exceedingly well.  Last open enrollment, he did not have the same effect.

What is the average monthly reach of recent campaigns?  A majority of impressions (typically 60-75 percent) take place during our open enrollment period from Nov. 1 to Jan. 15. This ranges from about 3.167 million to 4 million a month during our peak season.  That leaves another 7 million to 4 million impressions to generate over the remainder of the year.

Why is Enroll Wyoming considering a rebrand?  We recognize that our name does not fully capture and communicate what we do.  This can lead to confusion and questions as we explain we are focused on health insurance enrollment and not school or tribal enrollment.  We also know that our mascot Bandage Dan is seeing a decline in engagement.

Is a website rebuild/redesign to be included in rebranding efforts?  Yes, but we may be able to supplement the cost with additional funding beyond the $50,000 budgeted for rebanding if this is more complicated than anticipated.  A website redesign will likely have split responsibilities between Enroll staff and our RFT recipient.

Will the winning agency get access to existing ad and analytics platforms for tracking pixels, etc. and historical data?  Finalized artwork and any analytic information Enroll Wyoming has received from other agencies will be available to any future contractors.  

How many reviewers are on the scoring panel?  Five members.

If we have submitted a previous RFP to Enroll Wyoming, can we get a copy of the scoring results?  We are unable to share this information at this time.

On a scale of 1-10, how satisfied have you been with the results of previous campaign efforts?  Overall, we have been satisfied. However, our largest concern is that reaching our target audience (uninsured and underinsured) has been extremely difficult.

Do you have defined growth goals over this five-year award period? Growth goals we have on paper are directly related to the appointments our navigators have with consumers, rather than marketing impressions, etc.  That being said, this is the action item for all of our advertising, so it is related.  We set a goal of a 10 percent increase each year for all five years.