Marketing Campaign Services

The Vendor is required to provide marketing campaign that advances three priorities– strengthening family engagement, promoting early literacy development birth through 5th grade utilizing concepts from agency.
- Requirement:
• Develop a cohesive campaign strategy and creative approach under the unplug and play great lakes bay brand that can be used consistently across all five districts and adapted for local audiences.
• Create family-facing messaging that promotes balanced, developmentally appropriate screen use and encourages screen-free or lower-screen routines that support conversation, play, reading, writing, and family connection.
• Develop messaging and campaign materials that reinforce early literacy development from birth through 5th grade using family-friendly concepts aligned to state literacy essentials and family engagement for literacy resources.
• Michigan’s family engagement for literacy guidance is specifically intended to help schools build families’ capacity to support literacy at school and at home.
• Ensure campaign messaging is accessible, practical, culturally responsive, and relevant to families with children across multiple developmental stages, including early childhood and elementary grades.
• Produce a suite of print, digital, social media, and promotional assets that can be deployed regionally and customized locally by participating districts and partners.
• Establish a visual identity, messaging framework, and content library that allows the campaign to remain recognizable while supporting multiple themes, timeframes, and audience segments.
• Incorporate strategies for storytelling, community engagement, and public awareness that elevate local voices, encourage family action, and promote consistent messaging across the region.
• Provide a rollout plan and campaign calendar that includes phased promotion, suggested implementation guidance, and recommendations for amplifying content through schools, community organizations, and family-serving partners.
• Include methods for measuring reach, engagement, and campaign performance, along with recommendations for continuous improvement over the life of the campaign.
• Campaign will run through September 30, 2027.