Contracting Opportunities

Scope of Work

Hager Sharp is seeking a media buying firm to plan, manage, and report on paid media buys for a national pediatric immunization communications campaign. The campaign’s target audiences include parents of children through age 18 and the health professionals who care for them. The media buying firm will be a subcontractor to the contract Hager Sharp holds under its NIH PICS II IDIQ contract for planning and implementing the campaign.


Specifically, the subcontractor would be responsible for:

  • Conducting audience research to inform media plans;
  • Developing media plans to reach the target audiences;
  • Implementing the approved media plans, including purchasing media, ad trafficking, quality assurance, and ongoing optimizations; and
  • Weekly reporting on the results of the media buys, including reach, cost, lessons learned and optimization recommendations.


About the Pediatric Immunization Communications Campaign

Goals and Objectives

The campaign, currently in development, will be a national social norming communications campaign with targeted, community-driven efforts to address vaccine confidence in pediatric populations, with a focus on improving disparities and increasing equity in immunization. This will include specific efforts to address certain vaccine-preventable diseases, including diseases for which catch-up is needed from missed vaccinations during the pandemic, such as measles, human papillomavirus (HPV) infections, whooping cough, and tetanus.



  • Parents of children through age 18
  • Health professionals who care for pediatric patients, including pediatricians, family physicians, pediatric nurse practitioners, pediatric nurses, school nurses, and physician’s assistants
    • Outreach in later phases of the campaign may include professionals such as pharmacists, OB/GYNs, nurses in public health departments, or others


Selection Criteria

Hager Sharp will evaluate proposals based on the following criteria:

  • Soundness of media approach and proposed tactics
  • Demonstrated knowledge, skills, and experience of proposed staff in conducting similar media buys for national communications efforts
  • Appropriateness of fee structures, projected expenses, and allocation of proposed budget


Proposal Components

The following outline is suggested; you may modify it to suit the needs of your proposal.

  • Description of company
    • Emphasize any prior work in conducting media buys for similar communications campaigns
  • Understanding of considerations when planning paid media for national public health campaigns
  • Description of your proposed media approach and potential tactics to reach audiences of the pediatric immunization communications campaign, including work to reach racial and ethnic minorities and rural audiences
    • Provide a rationale for the tactics proposed
  • Timing of key activities and deliverables
  • Staff resumes or bios
  • Previous experience
    • Highlight two to three examples of media buys you have conducted for similar campaigns
  • Proposed budget
    • Provide an allocation of budget across key activities and deliverables


Timeline for Submission and Award

  • Proposal deadline: Friday, April 8, 2022 at 5:00 pm ET
  • Anticipated award: Friday, April 15, 2022 by 5:00 p.m. ET
  • Anticipated start date: Friday, April 22, 2022

For more information on the budget and technical requirements and/or to submit a proposal, please contact:

Emily Zeigenfuse, MPH
Vice President, Director of Digital
Hager Sharp
Phone: 202-706-7479