Advertising RFP Issued By Department of Environment, Great Lakes, and Energy
Scope of Work:
Project Request: Statewide Recycling Education Campaign (SREC) to implement the Know It Before You Throw It public education campaign.
Goals:
1) increase awareness of proper recycling practices,
2) improve the quality of recyclables collected in Michigan
3) increase the quantity of recyclables collected in Michigan;
and 4) measure behavioral changes of select populations towards recycling targeted by the SREC i.e. increase number of household recycling and collection of targeted material.
Target Audience: residents of Michigan with access to recycling.
Message: Know It Before You Throw It (educates the public about the importance of knowing the rules of recycling).
Status: Currently Active Additional Information: Please visit www.recyclingraccoons.org to see examples of campaign assets
Services and Staff to perform the work as indicated below for the State’s identified Marketing Campaigns and Projects:
A. Annual Communication Plan/Marketing Plan Plans must be: · Target audience specific, and include a message, along with strategy and communication vehicle(s) for communication delivery. · Updated to accommodate additional add-on projects or changes to current projects. · The Contractor may be required to utilize several different communication venues or tactics to meet the objectives of each marketing and communication SOW, project/campaign. · All other Original Contract Requirements Apply. Please proposed a communication plan, including a fully developed creative concept, message, strategy, and communication vehicles for delivery for the State Initiative identified above, as a separately labeled attachment — Indicate the attachment name below. Attachment Name(s): Bidder Response:
B. Market/Audience Specific Research The Contractor must conduct Market/Audience Specific research, if applicable, to better assess and understand the target population(s) the State is trying to reach. The Contractor must conduct research in order to develop metrics to assess campaign impact on behavior change in the target population(s). Contractor must collect data, analyze, and report on those metrics. Please note: All other Original Contract Requirements Apply. Please provide a market research plan for the State Initiative identified above as a separately labeled attachment — Indicate the attachment name below. Attachment Name(s): Bidder Response: Schedule E – Statewide Advertising Services: Additional Project SOW – Add-on Template 5
C. Social, Digital, & New Media Strategic Plan(s) Development The Contractor will be responsible for developing a Social, Digital & New Media plan(s) to promote the State’s identified Campaign/Projects Goals. ·
Due Date: Tuesday, November 2, 2021 3PM
Address:
The bidder must submit its proposal, all attachments, and any modifications or withdrawals electronically through www.michigan.gov/SIGMAVSS.
Relevant agencies to consider include Edelman PR and Zeno Group.
