The vendor is required to provide for services to department and its partners in the development of a statewide campaign to educate and encourage safe driving related to motorcycles.
- This campaign will utilize the existing motorcycle safety awareness messaging and slogans.
- Requirements:
• Provide a primary point-of-contact (POC).
• Conduct driver license checks annually on vendor staff that drive to and from department work locations to verify compliance.
• All personnel are fluent in english with the ability to receive, give, and understand written and oral instructions.
• Ensure personnel do not use personal multi-media devices while performing services for department unless furnished by the vendor to facilitate communication with department or the vendor.
• Motorcycle awareness campaign: this campaign will continue to use the current "look twice for motorcycles" slogan with the sub-heading of "share the road".
• The campaign will continue to use the message "there's a life riding on it".
• Due to federal guidelines and requirements for funding, the share the road slogan is required, therefore: department will continue the use of the “share the road” slogan.
• The campaign creative for motorcycle safety awareness may be renegotiated every fiscal year if the purchase order is renewed at no additional cost to the department.
• develop creative concepts, design collateral, and printed materials
o Provide a new creative plan for elements including, but not limited to: tv, digital ads, radio, social media, billboards and other out-of-home media, and printed educational pieces to support the major media platforms.
o Provide recommendations for collateral and printed educational pieces to support the major media platforms.
o Design and produce a coloring and activity book for children aged 3-8 years, which will educate about motorcycle awareness.
o Provide collateral and educational materials to department and partners.
o Provide a new creative plan. include recommendations and illustrations for custom-designed creative concept; or
o Use existing campaign concept and branding as a starting point, and indicate any adjustments, new variations, or new twists on the creative materials that you might incorporate to effectively build awareness of the motorcycle safety awareness campaign, and not to be used as a recurring theme in all media and materials.
o Provide materials in both English and Spanish.
• Provide media planning and placements
o Provide a measurable comprehensive paid media placement plan.
o Craft an efficient paid-media mix for this initiative to include (but not limited to) television, radio, print, outdoor signs, social media and digital ads. in addition, vendor shall be asked to secure free and leveraged airtime, so this media plan may include some leveraged (non-paid) elements.
o Provide a matrix showing the following for each paid media platform: placement/reach, number and name of markets, number, length and frequency of advertisements, estimated total airtime or GRPs, and estimated impressions
• Provide a detailed public relations plan
o Include press releases, promotional activities, civic engagement, sporting events, earned media, and social media, as applicable.
o Highlight plans to incorporate the use of social media to engage with potential audiences.
• Provide plan for campaign enhancements: value added opportunities and earned media
o Provide a detailed value-added plan
o This plan should clearly show how the vendor plans to identify and engage resources that can provide the non-paid media and value-added contributions required.
o Provide a list of potential partners and relationships.
o The ways they will contribute to the value-added plan.
o Provide their plan for enlisting the regular participation of radio stations and tv stations to participate in the program to air the public service announcements (PSA)s as a series.
o Provide a detailed earned media plan.
- Contract Period/Term: 3 years
- Non-Mandatory Pre-Response Conference Date: May 22, 2025
- Questions/Inquires Deadline: May 26, 2025