Public Awareness Campaigns Services

The vendor is required to provide public awareness campaigns develop and manage paid advertising media plans and outreach materials, including designing some of the department’s outreach campaigns in various languages. 
- Educate and engage the target audiences for each campaign through a robust paid media plan that includes out-of-home advertising, radio, digital and social placements
- Develop heat illness prevention paid advertising plan
•    Contractor will develop paid advertising plan for the heat illness prevention campaign consistent with that identifies the following: (1) recommended dates for paid advertising campaign launch and conclusion, (2) overall projected budget expenditure for the paid advertising campaign, (3) projected budget expenditure by line for each aspect of the paid advertising campaign, (4) the target audiences and message goals for each campaign, (5) summary of recommended tactics for the paid advertising campaign including a description of why each tactic was selected (6) for out-of-home, digital, social tactics, include for each contractor: name of the contractor, type of placement (billboard, digital display, video, etc.), description of why the contractor was selected for the target audience(s), audience targeting, markets and areas, specifications of the placements (image size, video length, etc.), total paid placements and bonus placements if available, estimated impressions and budget, (7) for radio and digital radio tactics, include for each station: name of the station, description of why the station was selected for the target audience(s), market and areas, daypart with specific airtimes if available, ad length, language, total paid spots per week, total bonus spots if available, total weeks, total spots, estimated impressions and budget, (8) tracking by tactic for ethnic media outlets and community media outlets, as defined by government code section 65054, and include a plan to increase expenditures to these outlets over the course of this contract, as required by government code section 65054.2. 
•    Work with department project manager(s) and department working team to finalize the paid advertising plans, (9) recommend media plan in a flow chart with dates and budget by tactic.
- Develop workplace safety and health paid advertising plan
•    Develop paid advertising plans for workplace safety and health topics, including protection from wildfire smoke, and other topics as needed consistent with this scope of work that identifies the following: (1) recommended dates for paid advertising campaign launch and conclusion, (2) overall projected budget expenditure for the paid advertising campaign, (3) projected budget expenditure by line for each aspect of the paid advertising campaign, (4) the target audiences and message goals for each campaign, (5) summary of recommended tactics for the paid advertising campaign including a description of why each tactic was selected (6) for out-of-home, digital, social tactics, include for each contractor: name of the contractor, type of placement (billboard, digital display, video, etc.), description of why the contractor was selected for the target audience(s), audience targeting, markets and areas, specifications of the placements (image size, video length, etc.), total paid placements and bonus placements if available, estimated impressions and budget, (7) for radio and digital radio tactics, include for each station: name of the station, description of why the station was selected for the target audience(s), market and areas, daypart with specific airtimes if available, ad length, language, total paid spots per week, total bonus spots if available, total weeks, total spots, estimated impressions and budget, (8) tracking by tactic for ethnic media outlets and community media outlets, as defined by government code section 65054, and include a plan to increase expenditures to these outlets over the course of this contract, as required.
- Develop wage theft is a crime paid advertising plan
•    Develop paid advertising plans for labor law topics, including wage theft is a crime, and other topics as needed consistent with this scope of work that identifies the following: (1) recommended dates for paid advertising campaign launch and conclusion, (2) overall projected budget expenditure for the paid advertising campaign, (3) projected budget expenditure by line for each aspect of the paid advertising campaign, (4) the target audiences and message goals for each campaign, (5) summary of recommended tactics for the paid advertising campaign including a description of why each tactic was selected (6) for out-of-home, digital, social tactics, include for each contractor: name of the contractor, type of placement (billboard, digital display, video, etc.), description of why the contractor was selected for the target audience(s), audience targeting, markets and areas, specifications of the placements (image size, video length, etc.), total paid placements and bonus placements if available, estimated impressions and budget, (7) for radio and digital radio tactics, include for each station: name of the station, description of why the station was selected for the target audience(s), market and areas, daypart with specific airtimes if available, ad length, language, total paid spots per week, total bonus spots if available, total weeks, total spots, estimated impressions and budget, (8) tracking by tactic for ethnic media outlets and community media outlets, as defined by government code section 65054, and include a plan to increase expenditures to these outlets over the course of this contract, as required
- Monitor paid advertising plans
•    Monitor the paid advertising plans by maintaining communication with subcontractors and contractors on the status of placements. 
•    Identify areas for improvement with advertising plans and communicate with department project manager(s) to make recommendations. For out-of-home advertising, contractor will monitor and report on the condition of the physical media and inform department if any placements need to be replaced. 
•    Digital and social advertising, contractor will monitor performance and inform department if any placements need to be revised due to low performance.
- Maintain paid advertising data
•    Maintain data to be provided by department in monthly status reports, final campaign evaluation report and as needed to department project manager(s) and department working team. 
•    The data must include metrics of effectiveness such as the reach, cumulative audience, average frequency, effective frequency, impressions of the media campaign, and proof of placement photos for outdoor advertising, as well as data on printing and fulfillment services.