The vendor required to provide employee and worker ownership initiative (EWOI) marketing and outreach, technical assistance, and financing services to help entrepreneurs, workers, and business owners understand, pursue, and successfully implement employee and worker ownership models across county.
- Marketing strategy
1. Strategy:
• Culturally responsive marketing strategy that outlines the target audiences, goals, and phases for the initiative's three ta tracks mentioned above.
• This strategy must be responsive to department guidance and align closely with the ta provider’s planned intake and services.
• Include, as part of the strategy, a plan for ongoing refinement informed by observed and reported metrics that support key performance indicators (KPIS) achievement.
2. Participant journey map:
• Define and develop a visual that illustrates the participant journey for each track—startups, transitions, and scaling—showing how businesses and workers move from awareness to consultation, education, and services to final transition to employee and worker-owned business models.
• This will be created in coordination with the ta service provider to ensure alignment with the service journey.
• The piece should serve as both an internal planning tool and an external-facing resource, designed to be visually clear, accessible, and adaptable for both print and digital use.
3. Channel plan, schedule, and media budget:
• Responsible for creating a channel plan and media budget that identifies communication channels, marketing approaches, and an outreach schedule and cadence for the full campaign. the plan should span paid media (ads, radio, print), earned media (press releases, media coverage), and owned media (county website, social media, newsletter), and leverage department newsletters, social media, and partner listservs as diffusion channels.
• The contractor should also plan and promote in-person and virtual informational events as part of the outreach mix.
• Include a final budget for the breadth and volume of channels and approaches as part of the strategy.
4. Brand identity and messaging:
• The existing brand identity and logo provided by department, change branding as requested by department, incorporating these visuals into the initiative’s campaign.
• The contractor will develop the messaging content (including visual and auditory formats) in coordination with department and the ta service provider, ensuring alignment with the initiative’s core messages and tracks.
- Content creation
1. Communications collateral:
• Develop assets aligned with the marketing strategy and consistent with the logo and branding guidelines provided by department.
• This includes producing assets for direct and partner distribution.
• Assets shall include: four (4) press releases to highlight ta and financial program launches and achievements; one page infographics for each business model; FAQs for each participant and business model type; guides for prospective and enrolling participants; a minimum of approximately thirty-five (35) program social assets – comprising three (3) per business model, three (3) per track, one (1) for the financial program, five (5) general program assets, twelve (12) for event promotions, and one (1) template for final initiative and program outcome and impact communication.
• Flyers shall also be produced to promote the initiative, each program and track, and events.
• Department may require additional production of any assets necessary to promote the program, respond to media, board, stakeholder inquiries, and demonstrate program impact.
2. Explainer video:
• Produce a minimum of one explainer video and commercial (captioned) that introduces the initiative and directs audiences to take next steps.
• generate a QR code that directs to the video and can be included across collateral and partner materials.
3. Website design and management:
• Manage a dedicated webpage for the initiative and ta financial programs within department existing economic mobility initiative website, including hyperlinks where interested individuals can sign up for a consultation with the ta service provider and access self-learning modules.
• Provide text and graphics to update the separate main department website.
• All data will be owned by department but managed by the ta service provider in accordance with department policies.
• Coordinate with department marketing and communications and information technology teams to ensure ongoing website maintenance, analytics integration, and consistent tracking of engagement data.
4. Event content:
• Create a master pitch deck providing program overview and specific sub deck for each of the three program tracks, for events hosted by department.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: January 14, 2026
