Creative and Marketing Services Awareness Campaign Services

The Vendor is required to provide marketing, promotion, social media, and advertising services, supplies and materials to ensure awareness of messages within target audience identified.
- Requirement:
1. Strategic planning and development
• Conduct market research:
• Produce, duplicate, and distribute media materials.
• Provide public relations (PR) services and consultation – upon request.
• At the end of each campaign/project provide media campaign results.
• Media campaign/project result will be provided to the state in a mutually agreed upon format.
• Media campaign results must include return on advertising spend (ROAS) % and provide an actionable analysis and optimization of current campaigns.
2. Project management of multiple campaigns
• Maintain balance between existing projects, and the addition of new project throughout the life of the contract.
• Maintain and provide services for both large- and small-scale projects simultaneously.
• Make changes and adjustments to active projects upon request.
3. Market research
• Intercept & phone surveys
• Focus groups
• Observational research
• Message testing
• Other tools as approved to determine/refine the marketing message
4. Media management and development – concepts, materials & production
• 30-second TV spots
• 30 and 60-second radio spots and digital media placements
• 15-second internet pre-roll
5. Media plan development
• Media budget
• Target audience
• Flight dates
• Geography/media market(s)
• Advertising units/vehicles (TV, cable, radio, outdoor, print, digital, etc.)
• Media weight/gross point (grp) levels and expenditures for each medium in each market.
• Project outcomes:
• Provide an in-depth evaluation of all media units/vehicles (TV, cable, radio, outdoor, print, digital, etc.) available to the state, as requested.