Vision Zero Road Safety Strategic Plan-Education Campaign Services

The Vendor is required to provide this assignment will onboard a strategic communications consulting firm who will have responsibility for the development and delivery of twelve (12) education campaigns contemplated as part of the region’s road safety strategic plan (RSSP).
- This will include:
•    Development of an annual Communications and Engagement Plan;
•    Key messages/themes for each campaign (with sample creative assets);
•    Identify recommended delivery channels;
•    Development of final creative assets for each campaign, including up to four (4) ‘explainer’ videos for embedding in the region’s website.
- Internal Region Communications staff will remain responsible for:
•    Website updates;
•    Media buying;
•    Social media posting.
- Campaign Context Review Workshop
•    Review of the RSSP;
•    Discussion of the rationale, target audiences, and desired outcomes for each proposed campaign;
•    Discussion Regional capacity, timelines, and available delivery channels.
- Interested Parties Engagement
•    Support targeted engagement with interested parties to shape messaging and identify priorities.
•    Facilitate up to six (6) virtual meetings with relevant groups (e.g., agricultural associations, commercial vehicle operators, school boards, road safety advocates) as identified collaboratively with regional staff.
•    Input shall be used to identify key concerns and suggested insights into campaign themes and frameworks.
- Campaign Development
•    Clear articulation of the campaign purpose and desired outcomes;
•    Identification of primary and secondary target audiences;
•    Development of key messages and supporting message points;
•    Consideration elements such as tone, framing, inclusiveness, and accessibility.
- For each campaign the proponent shall develop a minimum of three (3) sample creative concepts that are indicative of the proposed themes. Creative examples should represent different example delivery channels (e.g., social media, digital, and/or community-facing materials, etc.).
- These concepts are intended to demonstrate how messages could be expressed visually and verbally across multiple delivery channels, and are not intended to represent final, productionready assets.
- For each education campaign, the proponent shall further identify recommended delivery channels appropriate to the target audience, message, and Regional capacity taking into account:
•    Suitability for the target audience and message;
•    Regional staffing, time, and resource availability to deliver;
•    Opportunities for partner amplification and community engagement.
- Message and Theme Validation Workshops
•    Each workshop will cover six (6) campaigns to ensure manageable review and discussion;
•    The proponent will present draft messages, themes, indicative creative concepts, and delivery channel recommendations for each campaign;
•    Regional staff feedback will be solicited and documented;
•    The proponent shall incorporate feedback into revised campaign materials.
- Creative Asset Development
•    Responsible for the complete development and production of these assets, including concept refinement, copywriting, graphic design, and preparation of final production ready materials suitable for Regional use.
•    Confirmation of campaign frameworks, the proponent shall develop the full creative assets required to implement each campaign, including all materials necessary to execute the recommended delivery channels identified within the approved campaign frameworks. 
•    This includes, but is not limited to, assets required for social media, digital media, traditional media, print materials, community-facing materials, and other communication platforms as applicable.
•    Development of the creative concept and script;
•    Planning and coordination of filming or animation production;
•    Shooting and/or creation of visual content;
•    Editing, narration, graphics, and post-production;
•    Delivery of a final, web-ready version to the Region for posting and ongoing use.