Expansion Marketing and Media Outreach Campaign Services

The vendor is required to provide expansion marketing and media outreach campaign services to serve, aid, and protect needy and vulnerable children and adults in ways that strengthen and preserve families, encourage personal responsibility, and foster independence.
- Perform consultation and research: 
•    In consultation with department and other stakeholders, use department administrative data and other data to inform marketing and media efforts within the focus regions.
- Design and develop the campaign plan: 
•    Design and develop a complex campaign plan that builds trust with the focus population, increases awareness of agency; make agency accessible to a larger immigrant population; and improves the likelihood that individuals eligible for agency will participate in and maintain participation in agency for as long as they remain eligible. 
•    The campaign agency must include reimplementation and post-implementation production and deployment plans, timelines, and deliverables. 
•    The campaign plan shall also include the following:
o    Creative but simple and clear messaging that brands the agency expansion as a food benefit available to the focus population. 
o    Utilize various methods of advertisement and outreach featuring actual immigrant community members to promote the agency expansion complex. 
o    Focus on language access and culturally inclusive messaging that is translated to the focused languages. 
o    Marketing materials required for media and direct outreach. 
o    Distribution of an approved digital toolkit, along with guides that communicate the proper use of the toolkit and the timing of media implementation. 
o    Education and acknowledgment of barriers to program participation, including but not limited to knowledge about eligibility; the application process; fraud awareness; language barriers; fear of public charge; data privacy and security; and misperceptions about the program.
- Deploy the approved media and marketing materials: 
•    Deploy all radio, social media advertisements, digital toolkit materials, and outdoor and transit advertising in required focus languages and the focus regions as agreed upon in the final approved campaign plan.
- Create measurable outcomes: 
•    Track, report, and evaluate outreach campaign deliverables.

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: October 2, 2025