Outreach and Advertising Services

The vendor required to provide outreach and advertising develop and execute an integrated marketing, communications and community engagement effort to increase the number of consumers enrolling in the programs.
- Integrated marketing and advertising production and implementation
•    Evaluate the program website and social media efforts in order to increase the number of consumers signing up for the program. 
•    On-going evaluations and social media ad improvements may be necessary based on social media analytics. 
•    Develop an integrated advertising package and social media campaign designed to increase program policy sales which include, but is not limited to, the following:
o    Strategic social media calendar
o    Outdoor and indoor advertisements
o    Radio advertisements
o    Educational materials for use in community outreach
o    Materials must be designed for low-literacy audiences and include plain language, visual storytelling, and formats accessible to individuals with disabilities (e.g., large print, audio, asl interpretation).
•    Illustrate a strategy for achieving project goals and include recommended sequencing, frequency and ad placements for outdoor, digital and social media platforms. 
•    This strategy must include recommendations for complementary earned media outreach.
•    Identify methods by which populations will be targeted. 
•    Target populations include, but are not limited to, the following:
o    Income eligible state actively shopping for auto insurance or near the date of automobile registration renewal 
o    Underserved communities including indigenous populations; but are not limited to: individuals with limited english proficiency; residents of unpermitted or overcrowded housing; unhoused individuals; undocumented immigrants; people with disabilities; low-literacy adults; and workers in informal or unregulated labor sectors. 
o    Seniors 
o    Uninsured drivers 
o    Communities poorly served by public transit
- Research and analysis
•    Develop a report identifying analytics and anecdotal evidence that illustrates the effectiveness of the ad placements' engagement and relatability with targeted audiences. 
•    The data must be used for targeting and re-targeting purposes. 
•    The report shall collect and analyze the information through the duration of the contract period.
- Integrated marketing and advertising production
•    Research, evaluate and create messaging to develop a social media plan to increase the quantity of calls and website hits related to department ability to assist health insurance consumers and their health care providers. 
•    Submit social media plan to agency for review and approval. 
•    Once approved, execute the social media plan. 
•    Contractor shall implement and placement of advertisements and public service announcements on social media platforms and digital mediums such as, but not limited to, Facebook.
- life and annuity consumer protection program
1. Integrated marketing and advertising production
•    Research, evaluate and create messaging to develop a social media plan to increase the quantity of calls and website hits related to department ability to assist health insurance consumers and their health care providers. 
•    Submit social media plan to agency for review and approval. 
•    Once approved, execute the organic and paid social media plan. 
•    Contractor shall implement and placement of advertisements and public service announcements on social media platforms and digital mediums such as, but not limited to, Facebook.
2. Annual comprehensive report
•    Provide annual comprehensive written report. 
•    The annual comprehensive report shall provide an overall summary of the project tasks and quantify the activities and accomplishments of the project tasks.
- Budget: $1.2 million

- Questions/Inquires Deadline: February 11, 2026