2020 Media Campaign For Department of Fair Housing

Purpose:

The objectives of the DFEH media and outreach campaign is to reach as many Californian’s as possible and to accomplish the following:

• Create awareness of DFEH’s role and responsibilities. RFP 19-013 DFEH MEDIA CAMPAIGN 2

• Create an “Anti-Discrimination and Harassment” message for employment and for housing.

• Create media products to be used by DFEH.

Background:

The Department of Fair Employment and Housing (DFEH) is the largest state civil rights agency in the country operating out of five offices throughout California. DFEH’s mission is to protect the people of California from unlawful discrimination in employment, housing, and public accommodations, and from hate violence and human trafficking. To accomplish this mission, the DFEH receives, investigates, conciliates, mediates, and prosecutes complaints of alleged violations of the Fair Employment and Housing Act (FEHA), Unruh Civil Rights Act, Disabled Persons Act, Ralph Civil Rights Act, Trafficking Victims Protection Act, and statutes prohibiting discrimination in state-funded activities and programs. In addition, DFEH has an Education and Outreach program designed to increase and promote awareness of civil rights protections in California, including sexual harassment and abusive conduct prevention. DFEH seeks a contractor to assist DFEH, through various media and outreach campaign methods, with raising awareness of sexual harassment prevention, general anti-discrimination and harassment awareness in employment and housing, and DFEH’s role as a civil rights enforcement agency for Californians. To learn more about DFEH visit: http://www.dfeh.ca.gov/

Scope of Work:

The Media Plan must contain the following sections:

1.        Market analysis. The analysis must be completed with details on the following (6) geographic areas in California:

(1) Los Angeles

(2) San Diego/Imperial Valley

 (3) Riverside/Inland Empire,

 (4) Bay Area

(5) Sacramento/North State

(6) Fresno/Central Valley.

2. Media Objectives. See section 2.0 for the objectives.

3. Mixed Media. 

a. This plan will include the development of media to be used in the media plan.

b. The plan should include a mix of media in the following categories: I. Radio/TV Campaign II. Outdoor Advertising III. Internet and Social Media Advertising

c. The proposal needs to be specific as to how each media placement reaches one or more target markets (see section 2.0) in the geographic areas listed above.

d. The proposal needs to be specific as to how each media placement reaches the primary and secondary markets (see section 2.0) listed above.

e. The proposal needs to be specific on the language (English, Spanish, Tagalog, Korean, Simplified Chinese and Vietnamese, etc.) of the mixed media to be developed.

4. Media Strategy Development and Implementation Plan.

a. Requirement: The media campaigns will run July 1, 2020 through June 30, 2021.

b. Requirement: The Bidder’s proposal will be evaluated based upon media saturation in six (6) geographic areas in California: (1) Los Angeles, (2) San Diego/Imperial Valley (3) Riverside/Inland Empire, (4) Bay Area, (5) Sacramento/North State, and (6) Fresno/Central Valley.

Requirement: Mixed Media. 

1. The Housing “Anti-Discrimination and Harassment” Campaign will require the creation of a minimum of the following:

I. television Public Service Announcement (PSA);

II. radio PSA;

III. develop outdoor media campaign,

IV. a social media ad created for use on Google/Facebook/YouTube/Instagram, etc.

2. The Employment “Anti-Discrimination and Harassment” Campaign will require the creation RFP 19-013 DFEH MEDIA CAMPAIGN 4 of a minimum of the following:

I. television PSA;

II. radio PSA;

III. develop outdoor media campaign,

IV. a social media ad created for use on Google/Facebook/YouTube/Instagram, etc.

Due Date:

April 2, 2020 

Address:

ATTENTION: BUSINESS SERVICES – RFP 19-013 2218 Kausen Drive, Suite 100 Elk Grove, California, 95758

Relevant agencies include Hunter PR and Sloane PR.