Guidelines and Requirements
- The selected firm will be responsible for the concept and creative development, securing and oversight of media buys, overall project management and evaluation of the Campaign. The Campaign focus may include, but is not limited to, information about early brain development, parent and caregiver engagement, early learning and healthy development.
- The selected firm will be responsible for analyzing market and secondary research to influence the development and execution of the Campaign for all mediums, including, but not limited to, television, radio, print, outdoor and other emerging new technologies as a means to reach audiences across Fresno County.
- The Campaign must target Fresno County’s diverse population of parents and caregivers of children ages 0 to 5. More specifically, the Campaign should be developed for the English- language, Spanish-language and Hmong-language markets, as well as rural communities and other geographic regions and ethnic communities1, as applicable, in Fresno County. The selected firm will develop (either in-house or by subcontractor) language-specific, culturally sensitive messages for the aforementioned audiences.
- The Campaign must include creative concept, development, pre-test, production, implementation and evaluation components.
- Increase awareness of early childhood development topics among Fresno County residents and emphasize the importance of positive parent and adult interactions in a child’s first 5 years.
- Use strategic communication methods to effectively target and reach Fresno County’s diverse population, geographic regions and ethnic communities. A recent market profile is available in the F5FC 2016-2020 Communications Plan.
- Identify and implement a broad range of new and emerging media strategies and technology to reach and educate Fresno County residents about the importance of the first 5 years of life.
- Reinforce the brand of the Commission as a reliable source of information for children ages 0 to 5 and their families.
