Advertising and Marketing Services

The Vendor is required to provide for comprehensive advertising and marketing services to develop, conduct, and manage an agency.
- Goals
•    Utilizing high visibility enforcement of traffic safety laws publicized through paid and earned media support.
•    Using traffic related data to identify and target high risk populations and areas.
•    Creating and developing partnerships to magnify its efforts.
•    Male drivers between the ages of 18 and 34.
•    Teenage drivers.
•    Individuals driving without a safety belt.
•    Individuals driving under the influence of alcohol or other drugs.
- Shall design campaign content using static and dynamic data feeds and formats.
- Shall research new insights into behavior modification advertising, identify effective ways to reach the target audience, and make recommendations to agency for the most economical use of the funds.
- Shall provide all multi-channel marketing, advertising, and strategic planning for all of agency traffic safety and public awareness and education campaigns, mobilizations, sports marketing, events, and programs as requested by agency.
- Must include coordinating media, highway safety communications, and public education activities to influence the public to behave safely on our roadways.
- Shall develop, conduct, and manage statewide earned and paid media public awareness campaigns as specified by agency.
- Shall create campaigns using multiple media opportunities as requested by agency, including but not limited to:
•    Brochure design and production.
•    Color magazine ad production and placement.
•    Newspaper ad production and placement.
•    Radio & television ad production and placement.
•    Annual report design and production.
•    Poster design and production.
•    Feature article.
•    News release.
•    Social media.
•    Website hosting and redesign.
- Shall collaborate with agency contractors, traffic safety advocates, professionals, organizations, and other partners to:
•    Maximize campaign impact.
•    Sustain campaign message.
•    Promote High Visibility Enforcement mobilizations and traffic safety events.
•    Meet creative idea and project deliverable deadlines.
•    Identify and implement new efficiencies and campaign message integration.
•    Encourage the sharing of best practices and lessons learned.
- Specified campaigns must be designed to change attitudes and behaviors regarding highway safety.
- Campaigns must include other social norming initiatives to boost the year-round awareness of the core campaign messages.
- Specified campaigns must target state at high risk such as male drivers aged eighteen (18) to thirty-four (34) and teenage drivers.