Advertising and Marketing RFP Issued By Nevada

The State of Nevada, Purchasing Division, on behalf of the Nevada Department of Public Safety (NV DPS), is seeking a single agency to manage its statewide advertising and marketing efforts.

In 2010, the Nevada Strategic Highway Safety Plan (SHSP) adopted a Zero Fatalities goal. This goal is consistent with the national Toward Zero Deaths strategy sponsored by the Federal Highway Administration (FHWA), the National Highway Traffic Safety Administration (NHTSA), the Federal Motor Carrier Safety Administration (FMCSA) and American Association of State Highway and Transportation Officials (AASHTO).

This RFP is for the continued implementation of the Zero Fatalities campaign. The successful proposer shall continue developing a marketing plan, designing and producing media materials, and developing educational materials for the strategies derived from the SHSP Critical Emphasis Areas (CEA), and the other priority program areas identified by DEPARTMENT through the State of Nevada Highway Safety Plan (HSP) and the Nevada Highway Patrol’s Commercial Vehicle Safety Plan (CVSP).

The current SHSP CEA are Occupant Protection, Impaired Driving, Lane Departure safety, Intersection safety, Pedestrian safety, Motorcycle safety and others. Other priority program areas include Drivers Age 20 or Younger, Distracted Driving, Trucker Seat Belt Safety, Badge On Board, and Work/Construction Zone Safe Driving. The successful proposer must develop an effective marketing strategy.

Although this is the main focal point of the solicitation, the DEPARTMENT will require other marketing campaigns, including recruitment campaigns, throughout the term of the agreement. The primary DIVISIONS using these services include but are not limited to: Office of Traffic Safety (OTS), Nevada Highway Patrol – Motor Carrier Safety Assistance Program (MCSAP) State Fire Marshal (SFM) and the Director’s Office (DO).


The awarded vendor will be responsible for providing marketing services, creative services, private sector partnership programs, media planning and placement services. The vendor may also be required to handle advertisement and collateral production, research, surveys and direct marketing on a project basis. All creative materials prepared for this account shall become the property of the State of Nevada. All original artwork, digital files and materials shall be provided to DPS upon completion in the final format.

The awarded vendor will work directly with DPS Division Staff to plan, implement and execute all projects. Each Division will work independently with the awarded vendor for each campaign. The awarded vendor will provide timely written documentation of all conversations, telephone calls, and meetings to confirm information discussed as requested.

The awarded vendor will be expected to provide the Division with a quote and statement of work (including all anticipated time and costs) for each project. The quote shall include the following criteria:

·       A listing of the project team, including all members working on the project and their roles and responsibilities.

·       A task plan, listing clear milestones. Hourly billing rates of each resource assigned to the engagement team and the number of projected hours per task.

·       Costs for media placements

·       Costs for any outsourced services

·       A listing of key deliverables (i.e. campaign briefs, media plans, creative, metrics).

·       A timeline for execution of the project/campaign

The awarded vendor shall provide timely project management and client services consisting of the development and management of media campaigns, monthly meetings to review performance and provide project updates, and coordination/facilitation between DPS Divisions and other agencies on integrated efforts. The awarded vendor shall also provide monthly spending summaries; review media invoices against delivered activity and provide full reconciliation of media dollars to the Department of Public Safety.

Current anticipated campaigns and deliverables include, but are not limited to, the following:

FY 22-23 Zero Fatalities Program

The successful proposer must develop an effective marketing strategy, including, but not limited to the following tasks.

Task 1: Website Hosting and Updates

Manage and maintain a dynamic web presence through and/or other websites as required, such as

1.       Web hosting

2.       Includes secure local servers

3.       Website maintenance, postings, analytics, and updates as needed to keep content current and to provide site visitors with the latest information

Deliverables: Include website hosting and site updates or edits as approved by the DEPARTMENT.

Task 2: Advertising and Media

A.      Conduct advertising and marketing efforts for the various campaigns statewide.

B.      Develop applicable advertising messages for statewide campaigns with emphasis on road users’ behavioral aspect.

C.       Develop advertising and media campaigns which include but are not limited to (by campaign event) the use of television, radio, outdoor, digital, and social media targeting impaired driving, occupant protection, lane departure safety, pedestrian safety, intersection safety, and motorcycle safety.

D.      Deliverables: Include optimization and distribution of spots to media partners, stock photography for creation, printing, and installation of all outdoor media, pooling of funding for previous spot talent renewals, digital resizes of outdoor media for all billboards, animated and static banners with each new set, serving/managing banners from ad server, static ads for all campaigns, printing for posters or signs (as needed), and mass media messages and running paid media.

Task 3: Social Media Management

A.      Through the use of social media, educate, engage and inform Nevadans of the Zero Fatalities goals and objectives, for the purpose of increasing overall awareness. Include other priority areas as identified by DPS.

B.      With the oversight from the Zero Fatalities strategy team, develop and disseminate compelling content for social media channels that message targeted individuals on the six (6) Critical Emphasis Areas (CEA and other traffic-safety topics. Link into partner events and themes where appropriate, with the goal of leveraging and strengthening reach and voice, on messages where appropriate (e.g., National Highway Traffic Safety Administration (NHTSA), Regional Transportation Commission (RTC), etc.). Monitor overall social media traffic safety channels and messages. Respond to comments and questions within two (2) businesses days. Regularly review other channels and pages for ideas, trends, and opportunities to tie in the Zero Fatalities program. Share appropriate citizen comments and cross promote other traffic safety messages.

C.       Using a strategic planning framework, incorporate social media strategies throughout the Zero Fatalities program; monitor and measure ongoing social media campaigns to evaluate and implement changes to improve campaigns when needed. Identify new opportunities and tools, while guiding the course of social media’s role in the campaign

D.      Develop campaign-specific graphics, images and assets to use for the content calendar and on social media channels. Include the time for creative development and budget for outside purchases.

E.       Prepare media budgets to run Promoted Posts and Sponsored Stories on Facebook, Instagram, and Twitter, boosting the reach of posts to supporters and non-supporters, resulting in higher engagement and growth in those supporting the program goals and objectives.

F.       Deliverables: Comprehensive and ever-growing social media presence on Facebook, Instagram, Twitter, and YouTube. Also includes graphics, images and other assets that will be posted to social media channels.

Task 4: Outreach

A.      Expand the reach and effectiveness of the Zero Fatalities program through one-on-one and group interactions, and educational programs.

B.      B. Proactively plan, solicit, staff, and conduct statewide grassroots outreach activities, and sponsorships including, but not limited to school events, public service organizations, businesses, sporting events, community events, and other educational outreach outlets the DEPARTMENT or DPS deems appropriate.

C.       Create and sustain a focus on Spanish speaking populations, by providing translation of presentation and handout materials and supporting community events with Hispanic attendees.

D.      Create and procure items that are designed to drive stakeholder engagement, keep top-of-mind awareness, and reinforce the Zero Fatalities brand.

E.       Deliverables: Monthly report of outreach events attended, and upcoming activities and opportunities.

Task 5 Partnerships and Sponsorships

Utilize, solicit, and coordinate numerous partnerships and sponsorships that provide opportunities to expand the reach and effectiveness of the Zero Fatalities program to a larger population.

a.       Maintain existing and solicit new professional opportunities to sponsor within the community to gain a stronger Zero Fatalities presence among target audiences.

b.       Provide strategic support for partnerships and sponsorships on behalf of Zero Fatalities, thus aligning our messages with other audiences supporting the cause of public roadway safety.

c.       Provide professional services to partnerships and sponsorships deemed necessary by these parties. Professional services may include design, programming, scripting, etc.

d.       Regularly coordinate with and follow-up with partners to grow the relationships.

e.       Partnerships include relationships with organizations such as RTC, Universities, Reno Aces, etc.

f.        Deliverables: Monthly report detailing the Zero Fatalities brand exposure at community or professional organizations as requested and approved by DEPARTMENT or DPS.

For additional information, please contact: 

Heather Moon, Purchasing Officer II 

State of Nevada, Purchasing Division 

515 E. Musser Street, Suite 300 

Carson City, NV 89701 

Phone: 775-684-0179 

Email address:

Deadline June 28 

Agencies to consider include MWWPR and Zeno group.

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