Traffic Safety Multimedia, Educational Content, and Media Buyer Services

The Vendor is required to provide for the services of an experienced full-service media agency.
- The selected contractor will: 1) develop creative services for the creation and production of a variety of creative concepts, messages and promotional/educational media elements to advance traffic safety messages and enforcement programs such as seat belt use, impaired driving (alcohol, cannabis and other impairing substances), distracted driving, speed, teen driving, etc.; 2) provide ad hoc creative services and deliverables for office traffic safety education and initiatives as may be required and requested; and 3) negotiate and administer paid media buys.
- Cover all aspects of creative development and media buying, including targeted diverse markets, terrestrial and digital audio, out-of-home such as billboards and restaurant/bar materials, digital and social, website, print, identifying and executing media buys, and supporting our earned media efforts with advertising resources.
- Services may include, but are not limited to:
• Developing creative concepts and designs for platforms such as print, publications, online, social media, collateral for traffic safety partners and out-of-home;
• Multi-media production;
• Media buy planning;
• Media buy placement;
• Web site development;
• Marketing research and audience testing; and
• Production that includes collateral, print, radio, television, online, social media and out-of-home advertising.
- Advertising Creative
• Create and produce various creative products, collateral or educational videos. Develop and conduct audience testing of concepts across mediums (TV, radio, print, out-of-home, web, etc.) Including radio and tv commercials; digital elements; out-of-home products such as billboards, gas station tv, light rail, table tents and window clings; websites; brochure and printed material development; infographics; social media concepts/strategies/direction/input; photo/video shoots; video/audio/photo editing; public relations events/ideas and execution; support of our earned media efforts with advertising resources; and other miscellaneous creative projects as may be required and requested by department. Department expects the selected contractor to provide creative media strategies and ideas for incorporating new concepts and communication channels to best deliver messages. The selected contractor may also be asked to review and provide feedback on department-developed creative and conduct surveys of new and existing department creative.
• Lead full-scale pre- through post-production efforts on all projects that could include: audience testing/focus groups; concept; scheduling; securing talent/release forms; securing general production needs and logistics (equipment, location, studio, etc.); videography, photography; post-production (video/audio editing); closed-captioning and other ADA compliance requirements; stock photography and music/sound effects procurement; copy writing; graphic design; web design needs and all associated work; courier services; as well as providing final products in desired format and native art files to department as requested.
• Final creative assets must be pre-approved by agency.
- Media Buyer Services
• Serve as representative of Department to media outlets and their staff.
• Provide information to media-buy outlets about office campaigns duration, scope, message and intended target demographic.
• Develop and propose media plans for Department and office review and written pre-approval, including reaching underserved communities and markets.
• Respond in a quick and timely manner to Department inquiries and requests for information.
• Negotiate price and terms of media buys.
• Buy media pre-approved by Department and office and process payments to the media outlets pre-approved by Department.
• Verify placement of media purchased by the media buyer to office through media outlet-supplied affidavits, — TV and radio schedules, etc., as well online reports.
• Maintain and provide database records showing buys, number of spots/rating points, impressions, dates, price, outlets, etc., and other relevant data for this project.
• Provide a calendar for each campaign to note deadlines, specs and contacts for creative needs.
• Facilitate trafficking of radio creative in timely and cost-effective manner.
• Facilitate trafficking of TV buys
• Facilitate trafficking of digital buys with appropriate vendors.
• Provide pre-buy reports for each campaign for Department to provide to the Administration. This report summarizes the flight dates, markets, mediums, the dollars toward each medium buy, and other details as required by Department.
- Engaged under the resulting contract to produce ad hoc video or other creative collateral for traffic safety educational purposes as may be required or requested by the State to address newly identified projects or legislative initiatives surrounding traffic safety and related driving behaviors and challenges.
- Advertising Transparency
• Total advertising/media placement expenditure, for the applicable fiscal year(s) for which Contractor’s services were invoiced;
• The total expenditure of advertising in local news organizations and the percentage that amount represents of the total advertising expenditure;
• A breakdown that identifies the total advertising expenditures of each category: newspapers, radio, and television. Breakdown shall identify for each category the total expenditure amount and percentage of total advertising expenditure; and
• A list of each vendor identified as a local news organization and the total expenditure associated with each vendor.