Opioid Prevention Communication Campaign Services

The Vendor is required to provide end-to end services for an opioid prevention communication campaign that raises awareness of the danger of opioid misuse, fentanyl and kratom.
1. Discovery and campaign strategy
•    Participate in message discovery with county (audiences, barriers, desired actions, tone).
•    Recommend a media strategy and channel mix across streaming audio, podcasts, and paid social, including fighting and budget allocation.
•    Provide a measurement approach (key performance indicators (KPIs) and reporting plan) aligned with campaign goals.
2. Creative development and asset production, including:
•    Develop creative concepts and key message frameworks aligned with county direction and public health best practices.
•    Write and produce culturally appropriate campaign assets in English and Spanish, including translation.
•    Include print ready graphic assets.
•    Produce platform-ready assets for:
o    Streaming and digital audio: scripts and produced spots (e.g.:15 and: 30; other lengths as proposed).
o    Podcast advertising: produced spots and host-read scripts (as supported by placements).
o    Paid social media: static and video assets in recommended sizes and placements.
•    Provide multiple variations to support testing and reduce fatigue (e.g., 2-3 versions per channel, as proposed and approved).
•    Ensure accessibility best practices (e.g. captions for video, readable text, and alt text where supported).
•    Provide a review and approval process, production timeline, and revision approach (e.g., “up to x rounds of revisions,” if you want to specify).
3. Media planning, buying and placement, and trafficking, including:
•    Purchase and manage media placements across the specified channels.
•    Set up targeting in accordance with county direction and applicable platform policies (geography, age ranges, contextual and interest, daypart, etc.).
•    Trafficking and quality assurance (QA): ensure correct links, tags, and placement before launch (including urchin tracking module (UTM) coordination if used).
•    Brand safety controls and placement exclusions appropriate for public health messaging.
4. Ongoing campaign management and optimization, including:
•    Monitoring performance at a regular cadence.
•    Adjusting targeting, pacing, and placements.
•    Rotating and refreshing creative assets and shifting budget across channels and placements as appropriate.
•    Documenting optimization actions in regular reports.
5. Reporting and closeout, including:
•    Provide reporting on a regular cadence and a final campaign summary including performance against KPIs, insights, and recommendations.
•    Provide final delivery documentation (final spend, impressions, reach and frequency where available, and creative performance learnings).
6. Ownership and licensing
•    County must receive usage rights sufficient to run the creative for the campaign period and reuse where appropriate.
7. Campaign audience(s)
•    The contractor will support county goal to raise awareness regarding opioids and substances with opioid-like effects (e.g., kratom), and reach the following audiences:
o    Pregnant women
o    Women of childbearing age
o    Unhoused individuals
o    General public (youth, adults, educators)
o    Residents in specific geographic areas (e.g., list zip codes if applicable)
8. Campaign key messages such as:
•    Risks associated with kratom use during pregnancy
•    Risks of opioid misuse and overdose
•    Stigma reduction (encouraging help-seeking; person-first, nonjudgmental framing).