Get Home Safe Media Campaign Services

The Vendor is required to provide get home safe media campaign services for include:
- Brand stewardship and strategic messaging
• Apply the established brand standards – visual identity, voice, tone, and messaging framework – consistently and accurately across all deliverables.
• Develop a messaging strategy informed by campaign performance data and audience insights that sustains engagement with existing audiences while reaching new employer and employee demographics.
• Propose and present any recommended brand refresh, creative evolution, or messaging updates to agency for approval before implementation.
• Ensure brand consistency across all channels, partners, and co-branded materials throughout the contract period.
• Ensure all digital content—including web, social, video, and downloadable materials—is produced in compliance with current ADA and WCAG accessibility standards.
- Annual marketing and media planning
• A campaign strategy grounded in an analysis of the campaign’s performance to date, audience behavior, and the strategic challenge of sustaining impact in the campaign.
• Audience research and insights – drawing on available campaign performance data and new research – that inform channel selection, creative approach, and targeting strategy.
• A fully integrated media channel strategy covering both earned and paid channels, with rationale for each and performance benchmarks informed by prior years.
• A creative strategy that brings fresh energy and ideas while maintaining the brand recognition and audience trust built in the past couple of years.
• A 12month media calendar outlining planned content, eventbased activations, and generalawareness efforts, provided in annual segments and submitted to agency at least one month before each segment begins.
• A master campaign timeline mapping all deliverables, approval milestones, production deadlines, and launch dates, with all materials available to agency 30 days prior to each theme launch.
• A recommended KPI framework with benchmarks referenced against prior-year performance.
- Monthly social media calendars
• Post copy for all active platforms, aligned with the monthly safety theme and the established brand voice.
• Graphic design for all social visuals, sized and formatted to current platform specifications.
• Ensure all social media content adheres to digital accessibility best practices, including captioning, alt text, and ADA-compliant visual design.
• Scheduling coordination and management within a social media management platform. Subscription costs are to be identified as a separate line item in the agency’s proposal.
• Access to the platform shall be granted to the agency representative.
• Delivery of the complete calendar to agency for review and approval no fewer than 30 days prior to the first scheduled postdate.
• Monthly social media performance reports
- Conference and event coverage
• Filming and edited coverage of 1–2 get home safe conferences or events per year, including a highlight reel and additional cuts as directed.
- Paid media execution and reporting
• Develop and present an annual paid media plan for agency approval prior to any placements.
• Execute all media buying, vendor negotiation, contract management, and placement across approved channels.
• Traffic all creative assets to vendors with correct specifications and on-schedule delivery.
• Monitor performance in real time and proactively recommend optimizations to maximize reach, engagement, and impact against approved KPIs.
• Monthly paid media performance reports
• The media plan may include, but is not limited to:
• Outdoor and billboard advertising.
• Online geofencing and targeted display advertising.
• Digital video (pre-roll, connected TV, YouTube, and similar).
• Streaming audio platforms.
• Social media paid promotion.
• Print, radio, and broadcast television as determined in planning.
- Earned media and public relations
• Write and distribute monthly news releases aligned with safety themes, campaign milestones, and noteworthy outcomes or data
• Conduct proactive media pitching to state news outlets, trade publications, and relevant digital media.
• Facilitate media opportunities related to get home safe events, employer recognition, and campaign announcements.
• Monthly clipping reports documenting all earned coverage.