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
