BRAND DEVELOPMENT, MARKETING & PUBLIC RELATIONS FOR TENNESSEE’S LITTER PREVENTION CAMPAIGN
The State desires to procure marketing, public relations and advertising services that will include design, production, reports, and administrative reconciliation services to assist the Department of Transportation in its efforts to increase litter prevention awareness in Tennessee, including the “Nobody Trashes Tennessee” campaign. Specific categories that are to be included with these services are clearly defined in the Scope of Services. The estimated cost of these services is ten million dollars.
The State of Tennessee, Department of Transportation, hereinafter referred to as “the State,” issues this Request for Proposals (RFP) to define minimum contract requirements; solicit responses; detail response requirements; and, outline the State’s process for evaluating responses and selecting a contractor to provide the needed goods or services. Through this RFP, the State seeks to procure necessary goods or services at the most favorable, competitive prices and to give ALL qualified respondents, including those that are owned by minorities, women, service-disabled veterans, persons with disabilities and small business enterprises, an opportunity to do business with the state as contractors, subcontractors or suppliers.
Scope of Work:
A.1. The Contractor shall provide all goods or services and deliverables as required, described, and detailed below and shall meet all service and delivery timelines as specified by this Contract.
A.2. Definitions. For purposes of this Contract, definitions shall be as follows and as set forth in the Contract:
a. Public Service Announcement – a message of the Nobody Trashes Tennessee campaign, pre-approved by the State, that has the objective of raising awareness and changing public attitudes and behaviors.
b. Ad – the way in which messages of the Nobody Trashes Tennessee campaign are disseminated, including but not limited to written, audio, electronic, graphic, and digital.
c. Media Placement Plan – a detailed proposal, designed by the Contractor and approved by the State, for placing paid media ads and public service announcements to disseminate the litter prevention message of the Nobody Trashes Tennessee campaign.
d. Beautification Staff – employees of the State’s Highway Beautification Office.
e. Citizens Litter Prevention Hotline – the anonymous litter hotline established by TCA 54-1-401 et seq.
f. Keep Tennessee Beautiful (KTnB) – an organization that provides expertise in litter prevention education, litter law enforcement, community enhancement through beautification, and volunteer recruitment and management.
g. Trashsquatch and the Tri-Star Rangers – characters that are used to educate audiences on litter prevention in the state of Tennessee.
h. Clean Out Your Car Event – Grassroots marketing event encouraging Tennesseans to keep their car free of litter.
i. Nobody Trashes Tennessee – the State’s existing litter prevention campaign.
j. Visable Litter Study – The survey documents and the composition of litter across Tennessee, including its quantity, and locations, and the direct and indirect costs of litter to communities and businesses.
A.3. Brand Development:
A.3.1. It is the State’s goal to reduce the amount of roadside litter, reduce the amount of money spent on litter pickup, and maintain constant litter prevention education awareness. Additionally, the State’s goals are to build awareness of litter topics and the importance of litter reduction, including but not limited to public safety, economic, and environmental impacts. Brand development by the Contractor shall support these goals and include, but not be limited to, the deliverables included in
A.3 of this contract.
A.3.2. At the request of the State, the Contractor shall utilize the existing Nobody Trashes Tennessee brand campaign tactics that can be used and incorporated into the marketing of TDOT’s litter prevention efforts.
A.3.3. At the request of the State, the Contractor shall provide the development, or continuation, of advertising concepts and campaign tactics utilizing the brand with an integrated communications plan for a variety of audiences, including but not limited to, targeted campaigns in distressed and at-risk counties as well as urban and suburban areas along with a method to support, track, and maintain the brand in the promotion of the ‘Nobody Trashes Tennessee’ litter prevention campaign.
A.3.4 At the request of the State, the Contractor shall position or reposition the brand, and adjust or change the use of the brand, as needed to benefit the State’s litter prevention marketing objectives.
A.4. Strategic Planning:
A.4.1 The Contractor shall create and develop a strategic plan for litter prevention in Tennessee. Such plan shall include traditional and digital advertising as well as media placement that supports the brand of Nobody Trashes Tennessee. This plan shall be submitted to the State within sixty (60) days of contract execution for the State’s written approval prior to the strategic plan being implemented by Contractor.
A.4.2. The Contractor shall incorporate the State’s present Nobody Trashes Tennessee campaign as well as any new brand(s) that may be developed to market the State’s litter prevention efforts.
A.4.3. The Contractor shall provide bi-annual updates to the strategic plan throughout the term of the Contract as requested by the State. Plan updates shall include proposed marketing and media strategies to expand promotional efforts within the State of Tennessee.
A.4.4. The Contractor shall, at the State’s request, conduct a Visible Litter Study in each grand division in Tennessee. The study should include, at a mimimum, conducting focus groups on the rationale of ‘why people litter’ of Tennessee residents of urban, suburban and rural counties and completing a review of the impact and efficacy of the Nobody Trashes Tennessee litter prevention campaign. The Contractor shall use this research to make recommendations to the State, in keeping with the overall objectives of the State litter prevention program, as to how to best promote the State’s litter prevention efforts to groups, including but not limited to:
a. Urban, suburban and rural residents of the State of Tennessee; and
b. Specific or target demographic, geographic, psychographic consumer targets by means of paid, earned and owned media opportunities.
A.5. Marketing Services:
A.5.1. Traditional Advertising: The Contractor shall perform creative, production and related traditional advertising services for the State as described below:
A.5.1.1.Provide creative services such as concept development, copy writing, art direction, layout and design, video and image collection, graphic design, asset organization and management, and other creative services needed to support, develop and track the State’s litter prevention brand and marketing campaign(s);
A.5.1.2.Provide production services capable of supporting all aspects of a given campaign, including but not limited to: print design; television spots; radio spots; direct marketing; outdoor advertising design; and other forms of production services necessary to support the State’s marketing campaign(s); and
A.5.1.3.Adjustments or changes to the campaign(s) as directed by the State to meet the State’s marketing objectives.
A.5.2. Digital Advertising: Contractor shall perform creative, production and related traditional advertising services for the State as described below:
A.5.2.1.The Contractor shall be responsible for understanding the overall objectives of the State’s digital advertising which generates contacts to the State’s telemarketing site, or visitation of the State’s Website, www.NobodyTrashesTennessee.com, resulting in increased litter and brand awareness and a decrease in roadside litter.
A.5.2.2.The Contractor shall utilize the strategic plan created for digital advertising and provide a high level of expertise in digital marketing management either inhouse or in using a subcontractor. The determination to utilize in house or subcontractor services is subject to the State’s prior approval. Services to be provided shall include, but are not limited to;
a. Implement digital litter prevention promotion and advertising concept(s) with art direction, layout and design, image collection, graphic design, and other production services as requested by the State to support, develop, and maintain such digital advertising campaign(s);
b. Adjust or make changes to the digital advertising campaign(s) as directed by the State to meet the State’s digital marketing objectives;
c. Integrate social media and user-generated initiatives to develop and maintain the platforms throughout the term of the Contract;
d. Utilize available research to support Contractor’s digital advertising recommendations, subject to the State’s approval; and
e. Perform a complete marketing analysis as to the effectiveness of the State’s digital advertising campaign(s) implemented during each year of the Contract and provide a written report of the results to the State.
A.5.2.3.Provide senior-level supervision of the digital advertising services, and document and communicate with the State as to the status and timeline of each on-line advertising effort either monthly or upon request by the State.
2:00 p.m. October 9, 2020
Jennifer Garrison Department of Transportation 505 Deaderick St., Nashville, TN 37243 615-532-8165TDOT.RFP@tn.gov
Relevant agencies to consider include Zeno Group and Headline Media.