Marketing and Communication Services

The Vendor is required to provide for professional marketing, advertising, and communications services for its department, while the county may occasionally require comprehensive, full-scale marketing campaigns, the bulk of work under this contract is expected to focus on targeted paid media buys and efficient message delivery to specific audiences.
- The ability to support cost efficient advertising and the capacity to scale up for larger campaign needs when requested.
- The County seeks a professional, full-service marketing and communications firm to provide communications and marketing services on designated projects on an as-needed basis.
- Develop targeted paid marketing campaigns for agency programs and priority health and community issues, potentially to include the following (based on individual project needs):
• Research of issues and attitudes to support message development.
• Development and/or refinement of concepts, messaging, project timelines and measurable goals.
• Creative materials development (potentially including written; video; audio; etc.).
- Cost‑efficient planning and execution of digital and traditional media buys, focused on measurable reach against industry benchmarks, and targeted audience impact, potentially to include the following (based on individual project needs):
• Outreach and education of key stakeholders.
• Paid media buys, including digital (display, search, social media, email, etc.) and traditional media (print, television, radio, out of home).
- Campaign scope will vary. Some anticipated campaigns may include many of the above elements, while others may leverage materials already pre-produced by the County for media buys.
- These campaigns will target County’s demographically and geographically diverse population, as well as hard to reach communities or communities not reached through traditional media with culturally responsive messages.
- Audience analysis and segmentation based on provided research, including narrow targeting by geography or demographic characteristics.
- Integrating multiple platforms to reach and engage a mix of diverse, multicultural, multilingual audiences.
- Multimedia production including website development; graphic design; video and audio.
- Utilizing a variety of marketing and communications tactics, emerging technologies and platforms.
- Fostering collaborative relationships with clients, including clients’ direct staff, grantees, consultants and proposers.
- Public relations experience, coalition-building with organizations to jointly advance public education efforts, and partnership building among client staff and stakeholders.
- Crisis communications consulting, planning and messaging.
- Training diverse stakeholders and client staff on communications tactics and messaging.
- Evaluating and assessing the effectiveness and reach of public education and marketing campaign(s).
- Developing creative briefs, market research, and concept testing for diverse audiences.