1. Utilizing Active Transportation for Pedestrian and Bicycle Safety Messaging Media Campaign:
a. Program Specifications:
A messaging campaign on active transportation assets to help amplify pedestrian and bicycle safety messages for all road users throughout Louisville’s bike share service area which will greatly increase awareness and exposure to pedestrian, e-scooter, and bicycle safety concepts.
b. Your proposal must include the following required submittals to be considered:
i. Verifiable experience with previous messaging campaign platforms and how the campaigns were funded.
ii. Propose a sample campaign based on Louisville Metro current bicycle and crash rates, determine messaging and content to be used to increase awareness and exposure about pedestrian, e-scooter, and bicycle safety
iii. Verifiable experience of similar scope of work to demonstrate the capacity to provide a messaging campaign that uses active transportation platforms.
iv. Cost per campaign asset and number of people targeted to be reached.
2. Bicycle and Pedestrian Safety Media Campaign
a. Program Specifications:
A multi-platform messaging campaign designed to generate awareness of the Look Alive Louisville campaign, educate the community, and reinforce rules of the road for pedestrians and motorists. Look Alive Louisville has developed messaging but is requesting media purchases to expand the campaign.
Radio- spots lasting 15 seconds throughout April, May and June
Facebook- Display advertising creates concepts designed to highlight safety tips and increase likes to the Look Alive Facebook page
Literature- Print material- educational concepts targeting motorists and pedestrians
b. Propose how you will incorporate the following key points, but still maintain your own ideas:
i. Provide similar experiences to describe previous bicycle and pedestrian safety media campaigns and how the campaigns were funded.
ii. Provide similar experiences in purchasing media that did result in high impression and activity rates.
iii. Provide a sample presentation tailoring the current Look Alive Louisville messaging and content to fit proposed radio, TV, print and social media content.
iv. Provide verifiable experiences to demonstrate your ability to effectivity project manage and meet deadlines.
v. Propose a 3 month campaign that would generate awareness of the Look Alive Louisvillecampaign, educate the community, and reinforce rules of the road for pedestrians and motorists. Include a flight plan that includes the following:
1. Channel
2. Target audience
3. Ad specifications
4. Number of ads
5. Estimated impressions/reach
6. Cost Per Mille/Cost per Click/Flat Free
7. Reach/Frequency
8. Total budget for each channel.
3. Bike to Work Day Encouragement Media Campaign
a. Program Specifications:
National Bike to Work Month is May and National Bike to Work Day is on the third Friday in May. Over the past several years Louisville Metro has hosted and promoted people to bike to work. Previous years Louisville has helped host four meet and ride locations and a lunch hour downtown bike work day celebration. This event has been promoted on the radio, print and social media. Louisville plans to continue the Bike to Work Day Event but is requesting suggested media purchases to increase the awareness of the event.
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b. Propose how you will incorporate the following key points, but still maintain your own ideas:
i. Provide similar experiences to describe previous Bike to Work Day encouragement media campaigns and how the campaigns were funded.
ii. Provide similar experiences in purchasing media that did result in high impression and activity rates.
iii. Provide a sample presentation tailoring the past Bike to Work Day messaging and content to fit proposed radio, TV, print and social media content.
iv. Provide verifiable experiences to demonstrate your ability to effectivity project manage and meet deadlines.
v. Proposed 2 month campaign that would generate awareness of the Bike to Work Day event while reinforce rules of the road for people who bicycle and drive.
Due Date: January 24, 2025 at 3 P.M.
Contact: Latrice Smith Latrice.Smith@louisvilleky.gov (502) 574-3913
