Media Campaign Services

The Vendor is required to provide of a comprehensive statewide media campaign to promote the program.
- Goals:
•    Preventing the initiation of smoking and other tobacco use;
•    Eliminating exposure to secondhand smoke;
•    Helping tobacco-users who want to quit; and
•    Identifying and eliminating tobacco-related health disparities among populations by addressing health equity in each goal area.
- Shall submit campaign strategy and plan components to agency for approval before implementation.
- Shall initiate research, development, implementation, and evaluation of social marketing campaigns on various tobacco related issues as designated by agency.
- Shall adhere to best practices and utilize research to ensure that all campaign concepts are evidence or theory based.
- Shall provide key insights, segmentation, and suggestions for media placement for desired target audiences.
- Shall maintain clear lines of communication and responsibility within its organization
- Shall utilize a digital tool, such as Microsoft SharePoint, for effective project management and file sharing.
- Shall have a fully integrated creative development department.
- Shall create, test, produce, place, and manage media and social marketing campaigns using a combination of social, digital, electronic, print, grassroots and earned channels.
- Shall be responsible for media placement, purchase, production, pre-testing, and evaluation of the placed media.
- Shall work with agency office in the selection of pre-produced media, the development of new media, testing, production, placement, and evaluation of media components.
- Shall develop, coordinate, and execute all earned media activities including public service announcements, feature stories, special news releases, special events, news conferences, media interviews, talking points, and media kits.
- Shall research and identify effective ways to reach the target audience and make recommendations for the most economical and effective use of the funds.
- Shall conduct creative testing of any new advertising materials with focus groups or through surveys or other approved methodology, based on agency recommendations. The Contractor shall also provide examples of methods, with adequate rationales as to how or why to test proposed or new advertising materials.
- Shall place any campaign ads through a combination of both paid placement ads and public service announcements (earned media) of equal value, maximizing the exposure to target audiences.
- Shall only place approved in writing media.
- Shall provide optimal media coverage to ensure the budget is maximized.
- Shall conduct market research activities sufficient to inform campaign development, messaging, and media strategy, using methodologies appropriate to the project scope and target audiences.
- Shall collect and analyze data related to audience awareness, behaviors, trends, and perceptions to support evidence-based decision-making.
- Shall recommend adjustments to messaging, media placement, or strategy based on research outcomes, environmental scans, or emerging trends.
- Shall develop yearly marketing plans and strategies, including without limitation, competitive and situational analyses, goals, objectives, priorities, and audiences.