Marketing Services

The vendor is required to provide a range of marketing approaches designed to educate and raise awareness among targeted consumer groups, including, but not limited to:
• Adult individuals with disabilities;
• Parents and guardians of children with disabilities;
• Members of underrepresented racial, cultural, ethnic, geographic, and linguistic groups with disabilities;
• Recipients of benefits such as supplemental security income (SSI) and social security disability insurance (SSDI);
• Clients of service providers, such as regional centers, independent living centers, family resource centers, assisted living programs, and healthcare providers;
• Individuals (including veterans) with disabilities that began between the ages of 26 and 45 who will become eligible January 1, 2026; and
• Working adults, including those with disabilities and those who support loved ones with disabilities.
- Marketing services
• The contractor must work with the board, executive director, and agency staff, as well as key internal partners such as the 529a plan manager, the state treasurer’s office (including the communications office), and the board’s other contractor(s) at the board’s request (internal partners) to develop an annual marketing plan that describes targeted education and outreach campaigns to ensure enrollment numbers meet the expectation of approximately 22,000 participants enrolled in funded accounts by march 31, 2027.
• The contractor must work with the board, executive director, agency staff, and internal partners to design and implement cost-effective marketing campaigns that use existing and prospective networks, including indirect channels via organizational partnerships.
• These campaigns should be strategically designed to reach target communities identified by the board.
• These campaigns may include, but are not limited to, print, broadcast, digital, online, website, social media, and email promotional vehicles, as well as community outreach activities.
• The contractor must monitor and report to the board on the effectiveness and/or shortcomings associated with each campaign activity using quantitative data where possible, such as the number of new enrollments and growth in assets.
• Each marketing campaign must include a work plan, marketing methodologies, concept development, outreach strategies, timeline for development and implementation, benefit to the overall program mission, and an estimated budget within the constraints of the board.
• Marketing budgets will not carry over into the following fiscal year and direct costs shall be spent proportionately within each quarter or according to the marketing campaign as directed by the board.
• These parties include service providers, other government agencies, financial advisors, advocacy groups, and disability centric publications and media services.
• The contractor must design materials with specialized messaging for these parties, including translated materials for different target groups as necessary.
• The contractor will support efforts to develop partnerships with other parties, such as creating materials to encourage sponsorship of agency (to include philanthropic support).
• The contractor must work collaboratively with the board, executive director, agency staff, and internal partners to develop and implement a marketing and public relations program in state and on a national scale that focuses on agency eligible population.
• This marketing must include targeted efforts for key populations, creating tailored campaign materials relevant to them.
• These key populations include, but are not limited to:
o Adult individuals with disabilities;
o Parents and guardians of children with disabilities;
o Members of underrepresented racial, cultural, ethnic, geographic, and linguistic groups with disabilities;
o Recipients of benefits such as supplemental security income (SSI) and social security disability insurance (SSDI);
o Clients of service providers, such as regional centers, independent living centers, family resource centers, assisted living programs, and healthcare providers;
o Individuals (including veterans) with disabilities that began between the ages of 26 and 45 who will become eligible January 1, 2026; and
o Working adults, including those with disabilities and those who support loved ones with disabilities.
• The contractor must work to shape and project the image of the program as a viable financial savings tool for people with disabilities in the state and nationally, including supporting the design of brand materials, such as logos, toolkits, factsheets and marketing taglines, as necessary.
• Identify and develop financial literacy educational materials that promote opening or maximizing a agency account to gain future financial independence.
• Provide work product and materials built around consistent messaging in the various promotional vehicles to drive stakeholder engagement through program information-sharing.
• Assist and advise the board, executive director, agency staff, and internal partners on maintaining brand consistency in the production of newsletters and program updates for public consumption across various media channels, including internet and email, social media, and other channels with proven history of reaching the targeted audiences.
• Identify and develop effective marketing materials that promote collaboration with disability groups nationally, statewide, and locally by building on existing programs with shared consumer interests to support the recruitment and retention of program participants.
• Assist the agency staff with the development of social media posts, campaigns, materials, and strategies.
• Advise agency staff on their development of additional organic social media posts, providing recommendations to improve visibility and effectiveness.
• Create at least two social media posts per week.
• The contractor shall develop ads for social media and search engines, including advertising organic social media posts created by agency staff.
- Measurable outcomes
• The marketing conversions must support the enrollment strategy and will be measured on a biannual basis.
• Prepare weekly reports on paid advertising and media.
• This should include the number of impressions, clicks, google search results, other search engine results, and reach.
• Prepare monthly reports on paid advertising and media.
• This should include demographic data, campaign updates and outcomes, social media data, key recommendations for marketing improvement, and, to the extent possible, the number of enrollments associated with marketing efforts.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: May 15, 2025