Outreach and Advertising Services

The Vendor is required to provide outreach and advertising services for include:
- Integrated marketing and advertising production and implementation
• Evaluate the program website and social media efforts in order to increase the number of consumers signing up for the program.
• On-going evaluations and social media advertisement improvements may be necessary based on social media analytics.
• Develop an integrated advertising package and social media campaign designed to increase program policy sales which include, but is not limited to, the following:
o Strategic organic and paid social media calendar
o Outdoor and indoor advertisements
o Radio advertisements
o Press conferences
o Educational materials for use in community outreach
o Materials must be designed for low-literacy audiences and include plain language, visual storytelling, and formats accessible to individuals with disabilities (e.g., large print, audio, ASL interpretation).
o Work with cdi program manager and meet weekly to review program actions where materials, creative and plans will be submitted for cdi review and approval before execution; timelines and stages will be specified by project.
• Illustrate a strategy for achieving project goals and include recommended sequencing, frequency and ad placements for outdoor, digital and social media platforms.
• This strategy must include recommendations for complementary earned media outreach.
• Identify methods by which populations will be targeted.
• Target populations include, but are not limited to, the following:
o Income eligible actively shopping for auto insurance or near the date of automobile registration renewal
o Underserved communities including African American, Latino, and indigenous populations; but are not limited to: individuals with limited English proficiency; residents of unpermitted or overcrowded housing; unhoused individuals; undocumented immigrants; people with disabilities; low-literacy adults; and workers in informal or unregulated labor sectors.
- Research and analysis
• Develop a report identifying analytics and anecdotal evidence that illustrates the effectiveness of the ad placements' engagement and relatability with targeted audiences.
• The data must be used for targeting and re-targeting purposes.
• The report shall collect and analyze the information through the duration of the contract period.