Marketing and Outreach Services

The Vendor is required to provide marketing and outreach services to increase public awareness, promote participant engagement, and support enrollment and sustained participation of the program through coordinated, accessible, and compliant marketing activities.
- Marketing strategy and work plan
•    Develop a comprehensive marketing and outreach strategy aligned with program objectives and priorities.
•    Identify target audiences within examples below, messaging frameworks, communication channels, and phased outreach approaches.
•    Written marketing work plan, including timelines and deliverables, for program review and written approval prior to implementation. 
•    Ensure strategies reflect equity, accessibility, and language access principles. 
•    Create partnership enablements and activation roadmap.
- Marketing collateral development
•    Design and produce digital and print-ready marketing materials, based on an already established brand guide which may include:
o    Flyers and fact sheets
o    Social media toolkits
o    Email templates
o    Presentation materials
o    Web-ready graphics and content
•    Ensure materials are written in plain language and meet accessibility requirements, including section 508, as applicable.
•    Revise materials based on program feedback prior to final approval.
- Social media channel creation and management
•    Establish official program social media channels on program approved platforms.
•    Develop content strategies, posting schedules, and engagement guidelines.
•    Create original social media content at least twice a week, including graphics and copy, consistent with program branding and communication standards.
•    Monitor engagement metrics and recommend adjustments.
•    Comply with state social media, records retention, and public communications policies.
- Outreach to participants and stakeholders
•    Support outreach efforts to inform and engage eligible participants.
•    Develop materials and establish partner enablement tools for use by community-based organizations, partners, and stakeholders identified by program.
•    Assist with digital outreach activities such as new letters and email distribution or text-based messaging content, subject to program approval.
•    Coordinate outreach activities with program staff to ensure consistency with program operations and messaging.
•    Develop customer testimonial deliverables and establish content library to build supporting the messaging strategy.
•    Create an ambassador’s program to further the objectives of the program.
- Earned media and public relations support
•    Develop earned media and public relations strategies.
•    Draft press materials, including press releases, media advisories, and talking points.
•    Support media pitching and coordination, subject to program approval.
•    Assist with preparation for media interviews or public announcements.
•    Coordinate all earned media activities with program communications staff.
- Reporting and performance monitoring
•    Establish key performance indicators (KPIS) related to awareness, engagement, and participation.
•    Track and analyze marketing activities and outcomes.
•    Submit written progress reports at intervals specified by program.
•    Participate in status meetings and present to board as requested by the program.