Omaha-Council Bluffs Metropolitan Area Planning Agency Issues Public Relations RFP for Clean Air Partnership Campaign
MAPA requests proposals from qualified firms with experience in public surveying, graphic design, marketing, advertising, and media buying and placement for assistance with the MAPA CMAQ Clean Air Partnership Campaign in 2020-2022. This project is anticipated to utilize federal Congestion Mitigation/Air Quality (CMAQ) funding. As such, this project is subject to all rules, regulations, and applicable laws including, but not limited to, the Nebraska Guidelines Manual for LPA Projects. The selected firm or team will provide creative, project management, and material production and sourcing support to MAPA and partner organizations’ public education and outreach activities—including facilitation of a Clean Air Action Plan and Clean Air Partnership with regional stakeholders.
The objective of the campaign is threefold: 1) to enhance public awareness of ozone and other air quality issues which affect the MAPA region through targeted media placement and community outreach efforts, 2) to coordinate and communicate air quality-related efforts in the MAPA region, and 3) to promote the implementation of Travel Demand Management (TDM) strategies to reduce single-occupancy vehicle trips in the MAPA region. Specific emphasis will be placed around ozone “action days”. The ozone action day framework is established in the Memorandum of Understanding between MAPA, Douglas County Health Department (DCHD) and the City of Omaha Public Works. Action days are declared based on the forecasts provided by DCHD, when the forecasted Air Quality Index (AQI) is at least 67 (equivalent to an ozone reading of 66 ppb).
Background:
The Omaha-Council Bluffs Metropolitan Area Planning Agency (MAPA) is the designated Metropolitan Planning Organization (MPO) and Council of Governments (COG) representing the five‐county Omaha‐Council Bluffs metropolitan region. Its essential duties are twofold, one statutory and one voluntary. The statutory obligation, defined in Title 23 of the United States Code, is to undertake regional transportation planning and discharge fiduciary duties associated with programming and administration of Federal transportation funds. The voluntary duties relate to community economic development planning, and include assistance with disaster and recovery planning, administration of revolving loan funds, and preparation of community comprehensive plans. MAPA is governed by a board of directors, all of whom are elected officials representing local jurisdictions in the five‐county region.
Scope of Work:
Scope of Services Work will be conducted on this project as part of the following tasks: Task 1 – Project Management & Administration Task 2 – Graphic & Media Design Task 3 – Media Coordination & Purchasing Task 4 – Community Outreach & Partnerships Task 5 – Air Quality Awareness Survey
Task 1: Project Management & Administration
Coordinate project between firms performing work mentioned in the General Scope of Services and MAPA. Schedule and coordinate meetings with the project management team to include MAPA, City of Omaha, DCHD, Metro, WELLCOM, and other stakeholders to monitor the air quality media campaign,
Task 2: Graphic & Media Design
Firms or teams must demonstrate a capacity to undertake the following tasks:
1) Develop and implement paid and earned media strategy including, but not limited to, paid advertising placement
2) Conceptualize and execute the design of ads for selected media (print, web, TV, and radio) centered on air quality awareness and issues in the Omaha metropolitan area consistent with the Little Steps Big Impact campaign. Ads may include information regarding specific transportation-related events and promotions.
3) Update the Little Steps Big Impact website & social media platforms to highlight air quality issues, community outreach activities, and provide additional website support as needed;
4) Develop marketing materials for meetings, briefings, presentations and other activities as determined by the project team.
Task 3: Media Coordination & Purchasing
Firms or teams must demonstrate a capacity to undertake the following tasks:
1) Perform due diligence on pricing the cost of advertising across media outlets and provide recommendations on the most effective means of marketing the campaign within the project budget. The anticipated total marketing budget for this campaign is limited and; therefore, the project approach must be strategic and cost-conscious;
2) Provide promotional copy which is formatted properly to media outlets and others directed by MAPA;
3) Coordinate with local meteorologists and other media outlets to inform the news media about the Little Steps Big Impact campaign and provide them with editorial and graphical media-friendly information.
4) Manage direct payments to media outlets and secure proper documentation of all advertising.
Task 4: Community Outreach & Partnerships
Community outreach will generally take three forms through the LSBI project:
1. Employer Outreach: Support MAPA’s development of a network of potential corporations/businesses to promote the campaign and educate employees about the Little Steps campaign and alternative transportation opportunities. This effort will supplement the employer outreach activities provided by WELLCOM.
2. Clean Air Partnership: Development of a Clean Air Partnership for the Omaha-Council Bluffs region through the Little Steps effort to promote a broader coalition of partners on air quality issues. Potential members of this group include public utilities, Nebraska Department of Environment & Energy (NDEE), the Nebraska Clean Energy Alliance (NCEA) and members of the Heartland 2050 Natural Resources Committee, as examples. Clean Air Partnership meetings are anticipated to occur less frequently than Steering Committee Meetings and focus on air quality-related efforts beyond the marketing campaign.
3. School Ozone Monitor Program: MAPA also plans to continue the Little Steps Ozone Monitoring program with area schools, and this outreach in coordination with local educators, DCHD and Omaha Air Quality Control. This includes implementation and promotion of air quality curriculum developed through the LSBI program.
Task 5: Air Quality Awareness Survey
Telephone surveys of air quality awareness in the MAPA Region have been conducted since the spring of 2012. In recent years online survey tools have been used to supplement telephone surveys and reach a broader demographic. An update of the telephone and online surveys will be completed annually to determine the effectiveness of the program. The survey is intended to be conducted annually in order to monitor public awareness of air quality issues.
Due Date:
September 6, 2019
Address:
Sue Cutsforth
Issuing Officer
Metropolitan Area Planning Agency
2222 Cuming Street
Omaha, NE 68102
Relevant agencies include APCO Worldwide and Edelman PR.
