The vendor is required to provide for public awareness, education, and communication services and marketing research and evaluation services in accordance with the specifications set forth.
- The public awareness, education and communication campaign services, requirements outlined below and follow the work order process described herein.
• Work within the budget that is outlined in each work order.
• Manage accurate campaign budget accounting and invoices.
• Meet interim and final deadlines.
• Attend meetings as requested by department to discuss the campaign to include research in developmental and evaluation processes.
• Obtain and provide all talent releases from participants to department point of contact or designee before the start of any production using live talent.
• Communicate proactively with department to obtain clarification and provide feedback as necessary.
this will assist in eliminating unexpected or unplanned changes and misinterpretations of the requirements outlined in this RFP, the master contract, and the applicable work order for the duration of the campaign.
• Create campaign timelines to manage the delivery of campaign products.
• Manage subcontracting as needed to fulfill campaign goals, including the use of hub subcontractors.
• Provide progress reports for each campaign. reports will include measurable objectives at an agreed upon frequency, as determined by department at the time of the award of the work order. submission details will be provided during the kick-off meetings for each work order.
• Provide budget reports for each campaign at an agreed frequency.
• Provide additional reports, as determined by Department at the time of the award of the work order, depending on the nature of the campaign or the ordering agencies funding source requirements.
• Deliver a final report documenting the results of the work performed under the work order at the end of each campaign. share results by campaign deliverables as determined by department at the time of the award of the work order, using industry-standard measurements for all media channels
• Provide department tall final, original raw file before edits, and master files for all campaign elements, including:
1. video, web, and all related files;
2. Associated login credentials;
3. Stock and contracted photography files;
4. Documentation of usage rights;
5. Licenses for hardware and software; and
6. Tools or other creative elements necessary for ongoing use of materials created for the campaign on compatible department platforms, as set out by the department at the time of the award of the work order.
- Additional requirements and deliverables may include, but are not limited to, the following:
• Propose, develop, and execute public awareness campaigns that include strategic planning, brand and post-tests.
• This may include conducting formative research for post-campaign evaluation of marketing, education, or public-awareness campaigns
• Provide research brand strategies, brand identity, positioning and tracking, trend analysis, behavioral change, target audience profiles/personas including multicultural, message testing, communication audits, social media strategies, and market segmentation.
• Develop, produce and distribute audience-centered creative materials.
• Materials should be research driven and tested, unless otherwise directed, follow the department brand guide department and be suited to fit the format of the media vehicle or distribution strategy.
• Provide actual printed materials and/or provide electronic files to department for printing, as designated in a specific work order
• Develop social media posts on agency-approved platforms including, but not limited to x, (formerly twitter), Facebook, YouTube, Instagram, LinkedIn and Vimeo.
create a social media monitoring and response plan that includes after-hours activity monitoring as designated by department.
• Develop or obtain creative elements for the campaign including, but not limited to: social media materials and images; infographics, photography and music.
• Develop a strategic advertising plan including, but not limited to television and video-based advertising (including closed captioning), radio advertising and digital advertising (paid search as well as run-of-network or specific site advertising).
• Develop mobile advertising, including social media mobile advertising.
• Develop mobile apps and website development via Drupal unless the work order identified a different platform.
• Develop print advertising.
• Develop out-of-home advertising, as a reimbursable expense (see section 7.1 cost proposal) including, but not limited to: billboards, bus ads, movie theater ads, airport, transit panels, etc.
• Develop e-learning materials and training courses.
• Develop direct mail and electronic communications
• Develop print materials as a reimbursable expense such as displays, brochures, push cards and posters.
• Provide search engine marketing and search engine optimization to increase the quantity and quality of traffic to a website through search engine results.
• Provide promotional items, as a reimbursable expense (see section 7.1 cost proposal) including, but not limited to: branded office supplies, magnets, toys, household items, hats and t-shirts.
• Provide research-based media placement, earned media and purchasing services that include out-of-home, social media, television, radio, print, digital and mobile mediums.
this includes monitoring of media buys and metrics-based measurement of effectiveness.
• Provide online marketing and/or blogger outreach to create visibility and amplify department messaging.
• Identify and recruit partners to help extend the outreach campaign in communities that is sustainable beyond a campaign funding period.
• Provide presentations and educational/informational events.
• Provide stakeholder outreach to community leaders including, but not limited to hospitals, universities, faith-based organizations, libraries, and health departments. provide campaign-related news media relations support.
• Department press office teams must review and approve work prior to distribution.
• Provide translation services when department offices of communications deem necessary.
• Requests for translation services to be performed by an eligible contractor must be approved in writing by department office of communication.
• Provide copy that is appropriate for the medium, e.g., print, website, social media, media releases, e-mail, video script, banner, brochure and other deliverables.
• Copywriting must use correct grammar and spelling.
• Copywriting must also be written in plain language, have no errors, and include correct source reference and citation as appropriate.
• Copywriting must be consistent with webster’s new world college dictionary, fourth or fifth editions, and the Gregg reference manual.
for standard style usage, copywriting must align with the associated press stylebook.
• Creative materials must meet all target-audience language service requirements in english and Spanish including, but not limited to, language translations, copywriting and visual and hearing-impaired modifications as deemed appropriate by department.
• Contractor must provide evidence and examples in english and Spanish of meeting this requirement in past projects completed by the contractor.
• Provide event management including, but not limited to: talent acquisition, development event program and event materials.
• Provide progress reports for each campaign. reports will include measurable objectives at an agreed upon frequency, as determined by department at the time of the award of the work order.
• Provide all electronic materials, including websites and documents, that comply with federal, state, department accessibility standards and pass testing before public release.
- Marketing research and evaluation
• Contractor will provide expertise to department programs including qualitative and quantitative marketing research and evaluation services that meet industry standards and adhere to industry code of ethics or standards, as well as oversee the quality and timeliness of work performed by the contractors’ staff and subcontractors involved in any phase of the research process.
• Throughout the duration of the master contract, maintain proper accreditation or certifications such as professional researcher certification (PRC) from the marketing research association, and subsequent knowledge of and adherence to current marketing research industry standards.
• Offer a platform with methods that help identify the values and perceptions that underlie and influence audience behavior as well as provide strategies for communications.
d. conduct formative research for, or post-campaign evaluation of marketing, education, or public awareness campaigns.
• Conduct primary and secondary research.
• Conduct multi-lingual/multi-cultural audience research “competitor” analysis evaluation.
• Research brand strategies, brand identity, positioning and tracking, trend analysis, behavioral change, target audience profiles/personas, message testing, communication audits, social media strategies and market segmentation.
• Research attitudes, beliefs, preferences, and behaviors on topics related to the mission of department for the purpose of developing public awareness and marketing campaigns.
• Assist department in identifying and defining research needs and objectives, target audience(s), markets, and methods to reach target audiences and markets.
• Design and field quantitative and qualitative marketing research studies that include, but are not limited to, the following:
1. Focus groups (in-person, online, or asynchronous bulletin board), online surveys,
secondary research, ethnographic research.
2. Moderated online panels, data analysis, and observational and mobile market research.
3. Biometric market research techniques, including, but not limited to:
a. Prediction markets;
b. Virtual shopping;
c. Live audience response;
d. online collaboration tools;
e. Social media market research; and
• Quick response (QR) code surveys
• Collect qualitative and quantitative research data including, but not limited to observation, in-depth interviews, focus groups, field and action research, surveys, polls, and pre- and post-tests.
• Prepare research application for programs for institutional review boards (IRB), if required.
• Independently retrieve, interpret, analyze, evaluate, and report online and multichannel analytics.
• Hire and supervise all project-related subcontractors, as needed.
• Oversee and coordinate all research activities that are outsourced, such as: focus group facilities; independent researchers (e.g., moderators); data-processing and statistical-analysis firms; mall facilities; telephone facilities.
• Some research projects may include people with disabilities, which may require additional staff, services or equipment
• Analyze data and report findings in written and/or oral presentations, as requested by department.
• Gather baseline data to gain insight into particular dimensions of the target audience, selecting most appropriate methodology to meet research objectives (i.e., secondary research, primary research).
• Receive approval at key checkpoints, as specified by the department.
• Collect and report information that has strategic or content impact on specific project and/or on program-client activities.
u. Conduct literature reviews on relevant department topics.
• evaluate key findings and their strategic or creative implications and present findings in written report and/or oral presentations, as specified by department.
this includes participant verbatims, as appropriate or as requested.
• Provide progress reports for the market research and evaluation activities.
include measurable objectives at an agreed upon frequency, as determined by department at the time of the award of the work order.
- Contract Period/Term: 5 years
- Pre-Proposal Conference and HSP Training Attendance Is Optional Date: March 14, 2025
- Questions/Inquires Deadline: March 17, 2025