Social Marketing Campaign Services

The Vendor is required to provide develop creative assets, plan and procure advertising spots, message test, and analyze and report on campaign performance to deploy a one (1) month social marketing campaign for suicide prevention month in September 2026.
- Media production and marketing timeline and operational framework, encompassing planning, production, marketing, distribution, and reporting.
- General requirements
• Collaborate and regularly communicate with the division via videoconferencing, emails, and telephone calls during all phases of development, production, marketing, and distribution to provide status updates, ensure incorporation of the division priorities, and seek feedback from the division.
• Viability with a work-in-progress snapshot, including, but not limited to, still images, design and advertisement mock-ups, or sample social reel and video previews.
• Ensure that generative artificial intelligence (“AI”) shall not be used in the development or execution of this campaign without prior written approval from the division.
- Multimedia production
• Develop the following multimedia assets:
o One (1) horizontal video public service announcement (“PSA”).
o The horizontal video PSA shall be optimized for connected television (“CTV”), YouTube, and other horizontal digital advertising placements.
o Vertical video PSA shall be optimized for snapchat, Facebook and Instagram stories, and other vertical digital advertising placements.
o Twenty-four (24) social media posts.
o The social media posts shall each be optimized for Instagram, Facebook, and threads feed placements
• Develop authentic stories that are culturally relevant, applicable, and valuable to the state audience.
• Plan and execute all tasks associated with photography and videography shoot to develop multimedia assets.
• Edit videos and voiceovers and only use offeror licensed music and images wherever relevant.
• Render and export media files in the highest quality possible (meeting industry standards) in popular and accessible formats (captioned and subtitled as appropriate) for consumer distribution.
- Advertising programming and channels
• Provide advertising assets that are fully produced, approved by the division, and ready to air in the media platforms and channels listed below for the entire month of September 2026.
• Ensure that advertisements yield no less than seven hundred thirty thousand (730,000) digital impressions and one million (1,000,000) out-of-home impressions.
• Link advertisements to the division pixel ids and google analytics accounts, where possible.
• Program advertisements on all the following platforms and channels:
1. Social media.
o YouTube.
o Instagram.
o Facebook.
o Snapchat.
2. CTV
o Sports.
o Children’s programming.
3. Out-of-home placements
o Thebus.
o Other public transportation systems.
- Social media collaborations
• Identify and recommend ideal influencer(s) or campaign ambassador(s) that are young state residents with engaged social media followings who have a history of publicly discussing mental health and wellness topics.