Outreach and Education Services

The Vendor is required to provide to develop, budget, and implement outreach and education tasks.
- Program participation through various outreach and education activities, including public service announcements, media buying, billboard advertising, direct mail, email marketing, social media campaigns, paid search services, media library creation, and animated explainer videos in both English and Spanish.
- Public Service Announcement (PSA) - Audio Production (English)
•    Creative Development
o    Research topic and target audience to understand the key message;
o    Define the branded anthem's objectives;
o    Brainstorm and develop a catchy concept;
o    Write simple and memorable lyrics with appropriate rhyme and rhythm; and
o    Compose a complementary melody.
•    Pre-production
o    Develop a detailed production plan, including timeline, budget, and resource allocation; and
o    Source and select appropriate voice talent and musicians.
•    Production
o    Coordinate and manage the recording session, including studio booking, direction, recording, and travel (if needed).
•    Post-production
o    Produce a high-quality recording with professional mixing and editing to fit the desired length; and
o    Ensure appropriate masters are produced for media placement and future agency use.
- PSA - Audio Production (Spanish)
•    Creative Development
o    Research the brand and target audience to understand the key message;
o    Define the branded anthem's objectives;
o    Brainstorm and develop a catchy concept;
o    Write simple and memorable lyrics with appropriate rhyme and rhythm; and
o    Compose a complementary melody.
•    Pre-production
o    Develop a detailed production plan, including timeline, budget, and resource allocation; and
o    Source and select appropriate talent and musicians.
•    Production
o    Coordinate and manage the recording session, including studio booking, direction, recording, and travel (if needed).
•    Post-production
o    Produce a high-quality recording with professional mixing and editing to fit the desired length; and
o    Ensure appropriate masters are produced for media placement and future agency use.
- PSA - Video Production (English)
•    Creative Development
o    Research the brand and target audience to understand the key message;
o    Define the video's objectives; and
o    Develop a creative concept that utilizes the branded anthem.
•    Pre-production
o    Write the script, and create the storyboard;
o    Develop a detailed production plan, including timeline, budget, and resource allocation;
o    Select actors, scout locations, design sets and props; and
o    Hire the crew, secure necessary permits, arrange equipment rental, and conduct rehearsals.
•    Production
o    Set up equipment and the set;
o    Film the PSA, direct actors and crew;
o    Record sound;
o    Manage logistics; and
o    Monitor the footage for quality and consistency.
•    Post-production
o    Edit and assemble the footage;
o    Add sound effects and music;
o    Apply color correction;
o    Incorporate visual effects;
o    Conduct review and revisions; and
o    Prepare the final PSA video and once approved by agency, distribute it to the intended media channels.
- PSA - Media Buying Services
•    Media Strategy Development – Develop a PSA media placement strategy to maximize reach and impact.
•    Media Planning – Identify and select appropriate media outlets for possible PSA placement.
•    Media Placement – Once approved by agency, negotiate and purchase airtime on a targeted group of selected radio stations.
•    Tracking /Reporting – Monitor airtime and provide detailed reports on any placements and performance.
- Billboard (Outdoor) Services
•    Planning – Develop a detailed billboard advertising plan, including timeline, budget, and resource allocation.
•    Location Selection – Identify and select optimal billboard locations based on target audience demographics and traffic patterns.
•    Creative Development – Design visually compelling billboard ads that effectively communicate the key messages. Ensure alignment with agency branding and objectives.
•    Vendor Coordination – Manage relationships with billboard vendors, negotiate contracts, and secure placements.
•    Production – Oversee the production of billboard materials, ensuring highquality production and timely delivery to vendors.
•    Installation – Once approved by agency, coordinate the installation of billboard ads, ensuring proper placement and visibility.
•    Monitoring and Maintenance – Monitor billboard performance and condition, making or directing necessary adjustments.
•    Tracking/Reporting – Provide detailed reports on campaign performance, including reach, engagement, and impact metrics.
- Direct Mail Services
•    Plan Creation – Develop a direct mail plan to reach out to members of the public who may participate in the specified agency programs.
•    Mailing List Research and Procurement – Conduct research and procure targeted mailing lists.
•    Creative Development – Create and produce direct mail pieces, ensuring alignment with agency objectives.
•    Printing – Coordinate the printing process, including vendor selection and quality.
•    Lettershop Services – Manage the selection and coordination of a vendor for letter shop services (including sorting, addressing, and preparing mail for distribution).
•    Postage and Delivery – Handle postage requirements and ensure timely delivery of direct mail pieces.
- Social Media Services
•    Plan Creation – Develop a social media advertising plan.
•    Creative Development – Create and produce social media ads and content, ensuring alignment with agency objectives.
•    Audience Targeting – Implement audience targeting strategies to optimize ad reach and engagement.
•    Ad Placement – Place ads on selected social media platforms.
•    Monitoring and Optimization – Continuously monitor ad performance and optimize as needed.
•    Tracking/Reporting – Provide regular performance reports, including key metrics and insights.
- Paid Search Services
•    Plan Creation – Develop a detailed plan for search engine Responsive Search Ads (RSA).
•    Ad Creation and Placement – Create and place RSAs on search engine platforms.
•    Campaign Optimization – Regularly optimize the campaign based on performance data and agency feedback.
•    Tracking/Reporting - Provide weekly reports on campaign performance, including key metrics and recommendations for improvement.
- Media Library Creation
•    Consultation – Meet with agency staff to understand image needs and preferences.
•    Source Identification – Compile a list of existing royalty-free image sources tools or other sources and recommend suppliers for this effort.
•    Criteria Establishment – Define selection criteria and organize categories.
•    Image Collection – Secure and/or generate images, ensuring all are royalty-free.
•    Quality Assurance – Review and curate images for quality and relevance.
•    Editing – Enhance images to meet agency standards.
•    Metadata and Organization – Tag and organize images for easy search and retrieval.
•    Delivery – Deliver the final image library in both .jpg and .PNG formats.
- Animated Explainer Video Production
i. Creative Development – Determine the appropriate video genre (explainer video, kinetic typography video, whiteboard animation, etc.) and develop the concept, including defining objectives and key messages. Create clear, concise scripts that effectively communicate the required information. Produce detailed storyboards to visualize the animation sequences and ensure alignment with project goals.
ii. Pre-production – Develop a detailed production plan, including timeline and resource allocation.
iii. Production – Complete the following:
•    Design and create all necessary visual elements, including characters, backgrounds, and icons;
•    Utilize industry-standard 2D or 2.5D animation techniques to bring the storyboard to life; and
•    Cast and record professional voice talent for both English and Spanish versions.
iv. Post-production 
•    Under the creative direction of agency staff, complete the following:
•    Combine all elements, including animation, voice-over, subtitles, music, and sound effects;
•    Create or source appropriate music and sound effects to enhance the viewer experience;
•    Conduct thorough reviews and make necessary revisions; and 
•    Prepare the final versions of the animated explainer videos for distribution across various platforms.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: August 26, 2025