The Vendor is required to provide a short marketing campaign each summer to promote the agency cover crop cost-share program.
- Marketing Campaigns
1. Uses a mix of 30-second radio ads on farm broadcast stations, digital ads on agricultural trade publications’ websites, and digital re-targeting strategies.
• Respondent will produce and place 30-second radio ads.
○ One male and one female voiceover per campaign (4 spots total).
• Agency will provide the script and review and approve the final radio spots before they are placed.
• Respondent will place digital ads.
• Agency will create digital ads. Respondent will provide digital ad sizes.
2. Targets farmers and landowners age 18+ residing in the state.
3. Estimates the size of the target audience and potential reach of the campaigns.
4. Includes weekly performance reports and a full performance report after each campaign ends.
• Reach
• Impressions
• Digital ad engagement
• Agency will own this data
5. Monitors the performance of the digital ads and optimizes them throughout the campaigns.
6. Summarizes the marketing campaign’s performance after it concludes.
7. Cover crop cost-share campaign will run for 4 weeks beginning on July 21, 2025.
8. Crop insurance discount program campaign will run for 4 weeks beginning in November/December 2025.
9. The combined budget for both campaigns is $19,000-21,000.
10. Will run in conjunction with an agency run social media campaign.
- Contract Period/Term: 1 year