Safe Driving Media Campaign Services

The vendor is required to provide with one partner to create and oversee the development, implementation, and evaluation of a safe driving media campaign.
- The agency safe driving media campaign aims to inform state about the dangers of driving under the influence of cannabis, promote safer driving behaviors, and address indications that the public underestimates the risks of operating a vehicle after using cannabis.
- Proven experience creating behavior-changing media campaigns based on evidence based practices.
- Demonstrated success in executing traffic safety or other government campaigns that effectively reach target audiences and change behavior.
- Familiarity with state diverse populations and effective strategies for reaching them, including non-English speaking communities.
- Strong media planning, negotiating, and buying experience across state markets, including large metro, rural, and cable television properties.
- Project and contract management:
• Effective project management skills, ensuring on-time delivery and adherence to the client approval process.
• Ability to efficiently allocate resources for media creation and campaign implementation.
- Collaboration and communication:
• Ability to collaborate closely with the agency to address campaign needs and adapt to feedback.
• Excellent written and verbal communication skills for clear and effective updates.
- Resource optimization:
• Demonstrated ability to leverage paid media funds to deliver added value (e.g., free media placements).
• Ability to secure cost-effective media purchases to maximize campaign reach.
- Campaign creative development:
• Provide a detailed plan for creating compelling campaign messaging through multiple media channels, including radio, television/streaming, digital, and out-of-home.
• Develop a comprehensive communications plan outlining:
1. Campaign messaging themes
2. Paid media deliverables
- Campaign implementation and coordination:
• Purchase and place multimedia advertisements for a campaign lasting approximately one year or until funds are expended.
• Execute the campaign through various media platforms tailored to target audiences.
- Assessment and reporting:
• Regularly report campaign performance metrics.
• Conduct assessments of campaign effectiveness, including recalibrations or recommendations based on findings.
• Earned media opportunities (e.g., news releases, media availability).
• Grassroots outreach efforts, such as shareable toolkits, email campaigns, or community engagement initiatives.
- Contract Period/Term: 1 year
- Optional Pre-proposal Conference Date: March 18, 2025
- Questions/Inquires Deadline: March 12, 2025