Purpose:
The Office of State Procurement (OSP) issues this Request for Proposal (RFP) on behalf of the Arkansas State Police (ASP) to obtain proposals and a contract for Comprehensive Advertising and Marketing Services. The mission of ASP is to protect human life and property in the State by providing the highest quality of law enforcement services to the public, which includes promoting highway safety policies and practices that assure safety for Arkansas’ motorists. Highway safety is administered through the Arkansas Highway Safety Office (HSO) and is critical to ASP’s mission.
ASP is looking to identify an advertising and marketing firm with a proven record of success in traffic safety advertising to develop, conduct, and manage a Statewide Highway Safety Media Plan for the Arkansas Highway Safety Office (HSO) of ASP. ASP-HSO’s safety program is funded by State and Federal highway safety funds and other resources to save lives and reduce injuries on all of the State’s roadways.
Background:
Arkansas Highway Safety Office
The Arkansas Highway Safety Office administers Federal highway funds from NHTSA and oversees Highway Safety Program efforts supported by these funds for the State. Each year the ASP-HSO prepares a data-driven Highway Safety Plan based on traffic crash statistics that identifies the State’s traffic related safety problems, establishes highway safety goals and objectives, and recommends programs and projects for funding during the year that are most effective in reducing traffic fatalities, injuries, and crashes.
The Highway Safety Plan is a State document, coordinated with the State’s Highway Safety Program that the State submits each fiscal year as its application for highway safety grants. The Highway Safety Plan describes the strategies and projects the State plans to implement and the resources from all sources it plans to use to achieve its highway safety performance targets. The 2018 Highway Safety Plan, which includes various highway safety partners and program goals, has been provided for reference as Attachment A: AR FY18 Highway Safety Plan.
The ASP-HSO provides leadership and innovation in partnership with traffic safety advocates, professionals, and organizations to develop and implement the Highway Safety Plan. The ASP-HSO also prepares an Annual Report that outlines progress made toward reaching established highway safety goals.
The ASP-HSO enlists evidence-based strategies to address the main causes of highway injuries and deaths. These strategies include:
• Utilizing high visibility enforcement of traffic safety laws publicized through paid and earned media support.
• Using traffic related data to identify and target high risk populations and areas.
• Creating and developing partnerships to magnify its efforts.
Research has determined that certain populations are at highest risk for traffic death and injury. ASP-HSO campaigns target those populations which include but are not limited to:
• Male drivers between ages of eighteen (18) and thirty-four (34).
• Teenage drivers.
• Individuals driving without a safety belt.
• Individuals driving under the influence of alcohol or other drugs.
• Minority populations.
ASP-HSO’s successful outcomes include:
• Passing legislation to make Arkansas’ seat belt law a primary law.
• Passing a Graduated Driver’s License Law to protect teenage drivers.
• Reduced drunk driving rates.
• A steady increase in Arkansas’ seat belt use rate.
Arkansas Highway Safety Program
The Highway Safety Act of 1966 was enacted to provide grant funds to States for the purpose of reducing highway fatalities, injuries, and crashes. The Act provides grant funds to States, Indian Nations, and territories each year according to a statutory formula based on population and road mileage. The grant funds support State planning to identify and quantify highway safety problems, provide start-up or “seed” money for new innovative programs, and give new direction to existing safety programs. The Act also provides that each Governor appoint a representative to administer the State Highway Safety Program.
The Highway Safety Program includes the planning, strategies, performance measures, and general oversight and management of highway safety strategies and projects to address highway safety problems in the State.
High Visibility Enforcement Mobilizations
The primary focus of High Visibility Enforcement activities has been a key ingredient to the success in reducing traffic related injuries and fatalities in Arkansas and across the nation. High Visibility Enforcement is defined as periodic high intensity and sustained enforcement efforts supported by a coordinated media publicity plan. It is critical to let the population know, through appropriate and aggressive communication strategies, that law enforcement agencies are actively enforcing specific traffic safety laws, such as safety belt laws, child restraint laws, and Driving While Intoxicated (DWI) or Driving Under the Influence (DUI) laws, and that officers are seen by the driving public undertaking these enforcement activities.
“Click It or Ticket” and “Drive Sober or Get Pulled Over” are examples of national High Visibility Enforcement mobilizations developed by the NHTSA that were coordinated by the ASP-HSO in Arkansas. Research in traffic safety has shown that integrated marketing communication campaigns that combine strong mass media advertising, strong enforcement, significant publicity about that enforcement, and strong community involvement are the most effective. This includes a diverse mix of paid media, sponsorships, public relations, collateral and promotional materials, and grassroots outreach to inform the public about the mobilization.
To track outcomes of the public awareness campaigns, the University of Arkansas conducts an annual Statewide telephone survey and Statewide seat belt observational survey. Excerpts are available in ASP-HSO’s annual reports, and the 2018 Highway Safety Annual Report has been provided for reference as Attachment B: AR FY18 Highway Safety Annual Report.
The Highway Safety Marketing Plan will include coordinating media, highway safety communications, and public education activities to influence the public to behave more safely in traffic. ASP-HSO’s Highway Safety Program is funded by State and Federal highway safety funds and other resources to save lives and reduce injuries on all of the State’s roadways.
ASP-HSO primarily uses National Highway Traffic Safety Administration’s (NHTSA) national campaign slogans such as “Drive Sober or Get Pulled Over” and “Click It or Ticket” as part of the its efforts to decrease impaired driving and promote safety belt usage, and to meet NHSTA’s High Visibility Enforcement mobilization grant criteria.
These national campaigns use multiple media opportunities to inform, persuade, and motivate the public (specifically Arkansans at high risk for traffic death and injury) to change attitudes and behaviors towards highway safety. Additional campaigns may include social norming initiatives to boost year-round awareness of the core campaign messages and may focus on motorcycle safety, distracted driving, teen driving safety, pedestrian and bicycle safety, and child passenger safety awareness.
Scope of Work:
HIGHWAY SAFETY MARKETING PLAN REQUIREMENTS
A. The Contractor shall develop and implement a year-long, research-based, strategic, and comprehensive Statewide Highway Safety Marketing Plan (Plan) for each year of any resultant contract.
1. As part of the Plan, the Contractor shall develop, conduct, and manage statewide earned and paid media public awareness campaigns as specified by ASP-HSO.
2. The Plan will be used by ASP-HSO staff to monitor the impact of specific campaigns.
B. The Contractor shall submit Plan components and campaign strategies to ASP-HSO for approval by the date specified by ASP-HSO of each fiscal year contract award with ASP-HSO having final approval on all submission requirements.
C. The Contractor shall specify measurable objectives and performance indicators within the Plan.
D. The Contractor shall determine and recommend the best strategies for reaching the target audience and achieving the greatest overall impact for saving lives and preventing injuries on Arkansas roadways.
E. The Contractor shall submit proposed allocations for media, highway safety communications, public education activities, and any other public awareness initiatives specified by ASP-HSO with allocation amounts categorized by media type and market within timeframes and in a format and manner approved by ASP-HSO.
F. The Contractor shall coordinate, create, test, produce, place, and manage all media, highway safety communications, public education activities, and any other public awareness initiatives specified by ASP-HSO that include a diverse mix of paid and earned media, social and digital media, sponsorships, printed promotional materials, and grassroots outreach.
G. The Contractor shall create campaigns using multiple media opportunities as requested by ASP-HSO, including but not limited to:
1. Brochure design and production.
2. Color magazine ad production and placement.
3. Newspaper ad production and placement.
4. Radio & television ad production and placement.
5. Annual report design and production.
6. Poster design and production.
7. Feature article.
8. News release.
9. Social media.
10. Website hosting and redesign.
H. The Contractor shall provide measurable evaluation methods to ASP-HSO for campaign outcomes.
CREATIVE SERVICES
A. The Contractor shall provide all creative concepting and copywriting for all of ASP-HSO’s traffic safety and public awareness and education campaigns, mobilizations, sports marketing, events, and programs as requested by ASP-HSO.
B. The Contractor shall research, produce and/or procure, and manage assets and content for traffic safety development and marketing purposes, including but not limited to artwork, illustration, photography, video, music, maps, voiceover, copy, literature, and brand identity pieces.
C. The Contractor shall research, produce and/or procure photography services, and manage the execution of photo and video shoots necessary to carry out programs and campaigns as required including but not limited to managing talent rights and fees for existing and newly created advertisements.
D. The Contractor shall select pre-produced media and develop new media as requested by ASP-HSO.
E. The Contractor shall create, test, produce, place, and evaluate television, radio, and online ads to promote traffic safety programs.
F. The Contractor shall create, produce, publish, and distribute printed promotional materials as requested by ASP-HSO, including but not limited to brochures, magazines, newspaper ads, annual reports, and posters.
G. Artwork for all printed and digital materials must be created using current industry-standard desktop, design, and publication applications approved by ASP-HSO.
H. The Contractor shall translate design and produce content translated into Spanish as requested and approved by ASP-HSO.
DIGITAL SERVICES
A. General Digital
1. The Contractor shall strategize, create, produce, procure, and prepare digital advertising content for distribution on online media channels, including paid, owned, earned, and social media platforms.
2. The Contractor shall negotiate rates and use for rights-managed assets.
3. The Contractor shall design and translate content for international, trade, and internal audiences as requested by ASP-HSO.
4. The Contractor shall design campaign content using static and dynamic data feeds and formats.
B. Social Media
1. The Contractor shall provide all social and digital media, web design, and digital imaging services for all of ASP-HSO’s traffic safety and public awareness and education campaigns, mobilizations, sports marketing, events, and programs as requested by ASP-HSO. Digital and social media communications and targeted marketing as requested by ASP-HSO.
3. The Contractor shall make updates and add crucial information to social media sites as specified by ASP-HSO.
4. The Contractor shall provide compelling, creative execution across all current and future social media channels.
5. The Contractor shall execute, measure, track, and evaluate all social analytics.
PUBLIC RELATIONS
A. The Contractor shall provide all public relations services for all of ASP-HSO’s traffic safety and public awareness and education campaigns, mobilizations, sports marketing, events, and programs as requested by ASP-HSO.
B. The Contractor shall identify and develop new partnerships and foster existing partnerships to bring awareness and education to the public regarding traffic safety.
C. The Contractor shall strategize, develop, execute, and support public relations campaigns and program activities, using both traditional and emerging social media approaches, including public service announcements, feature stories, email blasts, special news releases, special events, sporting events, news conferences, media interviews, talking points, and media kits.
REPORTING
A. The Contractor shall submit a Monthly Status Report to ASP-HSO in a format and within the timeframes approved by ASP-HSO.
1. The Reports must include but may not be limited to the following information:
a. Status update for all current projects, production jobs, and promotional events.
b. Website and social media analytics.
c. Timelines for all mobilizations or campaigns.
d. Monthly and year to date expenditures.
e. Current project balance.
B. The Contractor shall submit a detailed Annual Financial Report to ASP-HSO in a format and within the timeframes approved by ASP-HSO.
1. The Report must include the following information:
a. Summary of hourly and mark-up rates for third party costs on yearly basis.
b. Available funding in the ASP-HSO budget.
c. Amount of funding currently committed.
C. The Contractor shall submit a detailed Annual Programmatic Report to ASP-HSO in a format and within the timeframes approved by ASP-HSO.
1. The Report must include, at minimum, the following information for each campaign, mobilization, promotional event, website or social media initiative, public relations project:
a. A written recap and assessment.
b. Website and social media analytics.
c. Total expenditures.
d. Performance against performance indicators.
e. The overall impact.
D. The Contractor shall monitor and maintain current Media Flowcharts on an ongoing basis to determine and improve the return on investment and effectiveness of all media buys.
1. The Flowcharts must be submitted to ASP-HSO in a format approved by ASP-HSO, as requested, and must include but not be limited to the following information:
a. Media type.
b. Market tiers.
c. Gross Rating point (GRP) levels.
d. Creative rotation.
e. Costs for each campaign, summarized by month, quarter, and year.
f. Audience reach.
E. Upon request of ASP-HSO, the Contractor shall submit a Post Campaign Report following each High Visibility Enforcement mobilization to ASP-HSO in a format approved by ASP-HSO.
Due Date:
February 15th, 2019.
Address:
Office of State Procurement
1509 West 7th Street, Room 300
Little Rock, AR 72201-4222
Shift Communications and Makovsky PR have relevant experience.