Advertising, Communications, Social Media, Digital Promotion, and Survey Research

Advertising, Communications, Social Media, Digital Promotion, and Survey Research for the Spare the Air Program.
- Spare the Air advertising campaigns:
A. March through October - encourage transportation behavior change to reduce solo drivers on Bay Area roads and encourage remote work, transit, carpooling and walking or biking, and
other Spare the Air behavior change campaigns.
B. November through February - educate the public about the health effects of wood burning and how to access Spare the Air alert information.
- The contractor will design the program and produce and implement all aspects of the media/public relations components — including but not limited to, concept, writing, design, production and media pitching. The contractor will take part in team meetings with Air District staff and other Air District contractors on a weekly basis or as needed.
- Contractor will develop and implement social media messaging plans, promotions and contests, build social media following and engagement, and manage social media accounts that encourage behavior change through the Spare the Air program (summer and winter). The contractor will:
A. Develop social media strategies including but not limited to, concept, writing, design, production and technical services.
B. Create and curate engaging content and videos for social media platforms.
C. Develop and manage content calendars to ensure timely publication.
D. Ensure digital content is engaging, relevant and supports the objectives of the Spare the Air campaigns.
E. Implement social listening tools to monitor mentions of relevant topics.
F. Monitor engagement and define key performance indicators for each platform.
G. Take part in team meetings with Air District staff and other Air District contractors weekly or as needed.
H. Work with Air District staff to ensure social media efforts are consistent with Air District social media outreach efforts.