Media and Outreach Campaign Services

The vendor is required to provide media and outreach campaign shall have the following target demographics, communities, and organizations, and serve, at least, the six (6) listed geographic markets.
- Media and outreach plan
1. Market analysis
•    Identifies the priorities of the target audiences in the identified geographic markets with respect to hate incidents and hate crimes and connects these priorities to the contractor’s proposal. 
•    Supports the contractor’s proposed media mix to reach the identified target demographics with target geographic markets. 
•    Identifies the most effective messaging to accomplish.”
•    Supports the mix of languages that should be used to reach target demographics within target geographic markets.
2. Media and outreach
•    Creatively present and detail how it will meet the objectives and reach all of the target audiences “target demographics, communities, and organizations” based on its market analysis, professional experience, and other professional and reliable information sources. 
•    Identify any professional and reliable information source it has used by utilizing foot notes or another reference mechanism in its proposal.
3. Media and outreach mix
•    Provide a list and explanation of the design of its proposed media products and outreach activities.
•    These media products and outreach activities will be referred to as the “media and outreach mix.”
•    This design detail may include, but is not limited to, length and quantity of radio or tv media products, time of day and frequency of running and airing media products, size and visual themes of media products, information included in each media product, and what media outlets will be utilized to share each product.
•    This explanation shall also specify how each media product reaches one or more target demographic and geographic market.
•    Products for department are typically developed in the following target languages: english, Spanish, Tagalog, Korean, simplified Chinese and Vietnamese. 
•    Other languages to be considered include Punjabi, Amharic, Farsi, Arabic, Japanese, and Khmer. 
•    This list is for illustrative purposes only; the contractor shall not be required to produce products in all of these languages, although the contractor shall be responsible for utilizing media products in the languages required to meet the target demographics within the target geographic markets.
•    The overall media mix should include products from all of the following categories and meet or exceed the minimums of each media product.
- Development and implementation of media and outreach plan
•    Ordering and distributing printed media; 
•    Negotiating radio media spots with broadcasters; 
•    Negotiating television media spots with television broadcasters; 
•    Negotiating internet advertisement placements, including through social media influencers; 
•    Managing employees and subcontractors; 
•    Paying for and managing distribution, display, and broadcast of media as specified under the approved media and outreach plan; 
•    Monitoring locations and replacing missing or damaged printed materials during outdoor advertising; 
•    Tracking and verifying media presence through the campaign by documenting all graphic media placement and radio ads; and 
•    Engaging with organization that work with communities targeted for hate to get input on the campaign and to share material for distribution.
- Media exposure and outreach effectiveness report
•    Prepare a report evaluating the effectiveness of the media and outreach plan and its implementation.
•    This report shall include, at a minimum, pre-and post-exposure methodology to understand the impacts and effects of the media campaign.
•    The report should also include a measure of reach, frequency, and number of impressions.
•    Social media impact, the contractor shall provide metrics including traffic, clickthrough rate, and engagement. 
•    This report is due quarterly on the 5th of every month and must include photos of outdoor advertisements as well as details on locations.
- Budget: $1,650,000.00

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: October 16, 2025