Comprehensive Advertising Services

The vendor is required to provide comprehensive advertising services to produce an overall messaging and ad buying strategy for all prevention/diversion services and community resource programs under the office.
- This includes, but not limited to, design and creation of various collateral pieces; content writing, copywriting, and editing; integrated marketing activities; social/digital media planning/buying, and other relevant components.
1. Media buying and placement management
• Negotiate and secure advertising placements across traditional, digital, social, broadcast, print, outdoor, and emerging media channels.
• Manage all media vendor relationships on behalf of department.
• Ensure timely trafficking, monitoring, optimization, and reconciliation of media placements.
2. Digital advertising optimization
• Continuously monitor and optimize active campaigns to improve performance and maximize return on advertising investment.
• Conduct a/b testing of creative, audience targeting, placements, and messaging where appropriate.
• Recommendations for budget reallocations based on performance data.
3. Community and geographic equity requirements
• Ensure media plans include equitable distribution of advertising across neighborhoods, with special consideration for historically underserved communities.
• Incorporate community-based and minority-owned media outlets where appropriate.
4. Crisis and rapid response advertising
• Maintain the ability to rapidly deploy emergency public information campaigns when requested by department.
• Develop expedited media placement recommendations for urgent public awareness initiatives.
5. Diversity and accessibility requirements
• Ensure campaigns comply with ADA accessibility standards where applicable.
• Provide recommendations for multilingual advertising and outreach.
• Ensure creative and media strategies reflect the diversity.