Advertising Communications and Outreach Services

The Vendor is required to provide appliance rules advertising, communications and outreach campaign:
•    Advertising ($1,500,000 Minimum) 
•    Media Relations 
•    Social Media/Digital Promotion
•    Public Opinion Surveys
•    Targeted Contractor Outreach
- This campaign will focus on how these rules impact the public, clarify any misconceptions, highlight compliance dates, and promote the incentives available for replacing old water heaters and furnaces with zero NOx appliances.
- Provide Advertising, Communications, Outreach and Survey Research Services for the Appliance Rules Amendments
- The Air District encourages the development of innovative approaches toward meeting the goals of its Advertising, Communications and Outreach program.
- Advertising
•    Early 2026 – Develop Advertising campaign collateral
•    Mid-2026 – Major regional ad campaign to increase public awareness of the Appliance Rules Amendments, proactive appliance upgrades, highlight health benefits and significant incentives.
•    The contractor will design the program and produce and implement all aspects of the advertising campaign – including but not limited to, concept, writing, design, production and media placement.
- Media/Public Relations
•    Work with the air district communications office to develop, produce and implement media/public relations/outreach that support the overall messaging goals of the campaign – that is to focus on how these rules impact the public, clarify any misconceptions, highlight compliance dates, and promote the incentives available for replacing old water heaters and furnaces with zero NOx appliances.
•    Media/public relations will support the campaign through media outreach and events, news interviews, speaking engagements, editorial board visits, op-eds, and other relevant messaging opportunities.
•    Design the program and produce and implement all aspects of the media/public relations components — including but not limited to concept, writing, design, production and media pitching.
- Social Media
•    Develop social media strategies including but not limited to concept, writing, design, production and technical services.
•    Create and curate engaging content for social media platforms.
•    Develop and manage content calendars to ensure timely publication.
•    Ensure digital content is engaging, relevant and supports the objectives of the campaign.
•    Implement social listening tools to monitor mentions of relevant topics.
•    Monitor engagement and define key performance indicators for each platform.
•    Take part in team meetings with air district staff and other air district contractors weekly or as needed.
•    Work with air district staff to ensure social media efforts are consistent with other air district social media outreach efforts.
•    Engage partners and other stakeholders via social media to support the overall campaign.
- Outreach Campaign
•    Produce public outreach materials that clear up common misconceptions about the rules and provide clear guidance on compliance.
•    Highlight the financial incentives available for upgrading to zero NOx appliances, making the information accessible to a broad audience.
•    Ensure the public is well-informed about key compliance dates.
•    Engage communities and residents that are disproportionately affected by unhealthy air quality.
•    Foster partnerships with contractors and installers, local governments and building departments, as well as other relevant stakeholders.
- Public Opinion Measurement Surveys
•    Design survey methodology and work with air district staff to develop and refine survey questionnaires, as appropriate.
•    Coordinate data collection to collect interviews, process data and produce topline results.
•    Process and weigh data, analyze results, prepare a draft report for air district review, and a final report based on review comments.
•    Collect statistically significant interviews for the campaign and collect data, process interviews and produce topline results.
•    Conduct in-language surveys in English, Spanish, mandarin and Cantonese- collect interviews, process data, and produce topline results.

- Questions/Inquires Deadline: October 6, 2025