Creative and Media Buying Services

Vendors to provide full-service marketing, communications, and advertising services – including media planning and buying – on an “as needed” basis to support the department’s various programs, particularly for media campaigns and materials designed to raise awareness about public health programs and social services.
- Vendor must be able to handle all aspects of campaign development, including but not limited to research, strategy, graphic design, content creation, website development, data and mapping integration, translation, photography and video production, and the associated media buy across traditional media, social, connected television, and other channels to increase public awareness and knowledge of various DHHS programs and initiatives. Topics could include, but are not limited to:
1. Public health messaging focused on the prevention of disease;
2. Communications supporting crisis services and behavioral health;
3. Awareness campaigns focused on workforce recruitment;
4. Crisis communications needed quickly during a public health emergency or natural disaster;
5. Fact sheets explaining changes to a food assistance program;
6. Marketing materials to aid local health and social services departments such as toolkits;
7. Appropriate materials and targeted messaging for teens, older adults and populations that are “offline” or low-tech in their access to information
- Development of Marketing and Advertising Plans Including Research and Focus Group Testing
1. Provide market research, marketing concepts, focus group testing, current and future user demographic information, and user language preference data to help prepare a plan.
2. Collect, analyze and interpret research data for selected target audiences, including but not necessarily limited to: Demographic, socioeconomic, psychographic and lifestyle information, and health behavior risk factors. Analysis of target audience data should facilitate audience segmentation and contribute to an understanding of relevant behavioral determinants. (NCDHHS prefers that vendors have access to, and familiarity with, health-related marketing databases such as PRIZM and INFORM.)
3. The vendor must demonstrate capacity for the execution of research methods such as (but not necessarily limited to) surveys, focus groups, intercept interviews, usability testing, etc.; the ability to test concepts with focus groups or via other methods is considered by NCDHHS a key component in the development of a campaign. If budget allows and if vendor is directed by NCDHHS, all creative materials shall be pre-tested with representative target audience members to assess response and impact of messages.
4. Develop and recommend product(s) for a marketing campaign. Under the guidance of the NCDHHS Office of Communications, work collaboratively with the requesting Division or Program to develop and/or carry out all elements of its marketing needs, from concept to distribution, depending on budget.
5. Present plans and obtain approvals from NCDHHS staff, which will vary depending on the project.
6. An informed, community-driven approach is significant during the market research phase to build the right foundation for the full project. Experience reaching and incorporating input from vulnerable and hard-to-reach populations is critical.
- Creative Development
1. Develop and present plans for a fully integrated marketing campaign, with tactics including but not limited to printed materials, videos, TV and/or radio PSAs, digital display, social media content, customer correspondence concepts, website copy and graphics, direct mail, transit, outdoor, public education materials and presentations.
1. As determined by the planning process above and upon NCDHHS approval, undertake creative concepting and execution of appropriate elements of a marketing campaign including, but not necessarily limited to, the design and production of materials referenced above. Related services that might be needed include production and dissemination of marketing materials.
2. Vendor shall provide original and professional quality artwork and photography, which may include stock images and video, responsive to the specific components of the campaign or project needed by the division or program. Images should not be created through artificial intelligence, or AI, without explicit prior approval.
3. Produce videos on a minimal budget that showcase the Department’s programs or outreach efforts. These efforts may be more focused on narrative storytelling than traditional marketing and should include captioning. Vendor may work with NCDHHS video producers from an approved list if needed.
4. Both the individual Division or program project manager (subject-matter experts) and the NCDHHS Office of Communications must approve all creative work done by the vendor or subcontractors.
5. The vendor should assume up to three (3) rounds of feedback on creative work.
6. Provide editable, unlocked files (InDesign, EPS, video files, etc.) for all final creative materials developed. All materials developed and assets acquired under this contract should be considered property of NCDHHS.
7. All plans and materials should have a demonstrated equity component.