Marketing Strategy and Advertising Services

The vendor is required to provide from strategic marketing agencies to develop a targeted communications framework that aligns our programs, initiatives, and educational offerings with distinct customer segments.
- Goals
• Increase awareness and engagement to drive customers to agency indoor or outdoor water efficiency resources. 
• Shift customer preferences for green lawns to more water-efficient, climate resilient landscapes and support behavioral and decision-making changes regarding landscape choices. 
• Encourage a change in watering habits, promoting a transition from the current Monday/Wednesday/Friday schedule to a more efficient Tuesday/Thursday watering routine. 
• Maintain 80%+ awareness and usage of water filters among lead reduction program enrollees. 
• Grow agency email database by 10,000 subscribers over three years. 
• Define KPIs and implement consistent measurement methodologies to track improvements in brand and program awareness, trust, engagement and behavior change.
- Strategic planning and campaign development
• Segment audiences: clearly identify and map customer segments to the most relevant agency programs, educational initiatives, and conservation efforts. 
• Message strategy: develop tailored messaging strategies that resonate with each customer segment, ensuring relevance, clarity, and alignment with agency brand and mission. 
• Channel strategy: recommend the most effective mix of communication channels to reach and engage each segment. 
• Potential channels may include mass media, direct mail, social media, email, sms, and community or business partnerships. 
• The agency is tasked to provide recommendations on the best approach within agency target budget options.
- strategy and execution
• Implement the approved strategy in coordination with agency internal team including, but not limited to: creative concepting, asset development and purchasing paid media.
- Evaluation and optimization
• Track, evaluate and report KPIs in a power bi-compatible format and offer recommendations for optimization.
- Creative assets requirements
• Agency will collaborate with agency to develop creative assets, considering but not limited to: print, digital, out-of-home (ooh), email, SMS and other non-traditional media formats. 
• Design intuitive, engaging website content that drives user actions and supports campaign goals. 
• Develop educational, action-oriented email content in both english and Spanish, ensuring it is culturally relevant.
- Branding
• All creative assets and materials produced (deliverables) must be bilingual (english/Spanish), ada compliant, and adhere to agency brand guidelines, which will be provided to the agency.
• Ensure all campaign elements—including creative development, digital assets, and media executions—fully comply with applicable local, state, and federal regulations. this includes but is not limited to:
o Advertising and marketing regulations
o Copyright and intellectual property protections
o Data privacy and consumer protection requirements.
- Budget: $600,000.
- Contract Period/Term: 5 years
- Pre-proposal Conference (Virtual) Date: July 09, 2025
- Questions/Inquires Deadline: July 10, 2025