Advertising, Marketing, Public Relations and Creative Services

The Vendor is required to provide advertising, marketing, public relations and creative services.
- Must:
• Provide assistance, strategic planning advice, and recommendations to the program manager(s) for the development and maintenance of integrated campaigns to achieve agency program objectives.
• Coordinate with agency divisions to fully understand project needs, establish decision making, information sharing, and problem-solving processes to ensure project goals are clearly stated and understood by all involved.
• Provide a comprehensive strategy including work plan, timetable, and budget for agency approval. The strategy must be built upon the research and recommendations resulting from previous formative research as well as the contractor’s own research. The strategy must identify target audiences are reached with messages in the most cost-efficient manner.
• Provide comprehensive account services and account management, including meeting and consultation regarding campaigns and projects.
• Attend status update meetings with agency divisions. These meetings will be scheduled by agency program managers as needed, they may be in person, in agency or by conference call, determined by agency program manager(s). Status update meetings must be attended by appropriate contractor personnel and the contract manager.
• Attend additional project-specific meetings that will be scheduled on an as-needed basis to discuss the progress of ongoing campaigns or projects, which may be in person, in agency or by conference call, at agency program manager(s) discretion. Project-specific meetings must be attended by the contractor’s personnel appropriate to the project.
• Use agency resources and collaborate with agency staff when developing creative products and materials when available.
• Build on agency previous marketing campaigns and strategies, including making use of existing agency creative assets.
• The contractor must design integrated marketing campaigns that are scalable and adaptable to evolving agency objectives, market conditions, and program priorities. Campaign strategies must allow for future expansion and modification as directed by agency.
- Media Placement Services
• Collaborate with program manager(s) to develop a marketing plan and schedule for state markets where campaigns are being conducted. This must be done for each campaign or project. The marketing plan must be approved by program manager(s) prior to implementation, and a project service order may be required, at the program manager(s) discretion.
• Work with program manager(s) to identify each campaign’s target audience and recommend media outlets and placements, including but not limited to radio, television, outdoor and other media such as digital, internet, web banners, newspapers, newsletters and other campaign-related materials that may help agency reach its campaign objectives.
• Negotiate with the various media outlets for cost-effective rates, favorable schedules/showings and bonus runs.
• At a minimum, secure a negotiated one-to-one match (i.e. Earned media, free airings or in-kind contributions) when placing all media messages.
• Evaluate industry trends and emerging technologies to identify new outreach opportunities and make recommendations accordingly.
- Creative
• Create messaging that resonates with state consumers and citizens through innovative designs, viewpoints, and graphics. Foster deep connections between the public and agency program objectives. Envision imaginative content and communication techniques. Develop and execute approved campaigns, inclusive of creative concepts, to be used for multiple media and marketing channels.
• Provide media production services to develop and deliver creative materials for marketing and promotional programs in accordance with the project schedule. Services include, but are not limited to:
o Creative concept;
o Graphic design;
o Photography;
o Videography;
o Digital or electronic media creation and direction;
o Radio production;
o Editing;
o Dubbing;
o Writing copy;
o Illustration;
o Casting;
o Talent and ownership negotiations;
o Layout;
o Pre-press and printing;
o Proofing;
o Translation and;
o Obtaining the necessary rights to use all talent, copyrighted, or trademarked materials, information, images, sound, or property.