City of New York Department of Buildings Issues Media RFP

City of New York Department of Buildings Issues Media RFP

The Department seeks an appropriately qualified vendor to work with the Department to develop and execute a media and advertising program to promote construction safety in the City. This will include, assessing the Department’s current programs and outreach, developing a recommendations report, and creating and executing media and advertising campaigns, tactics, and programs. The contractor will produce a variety of materials, media formats, and safety messages geared towards construction workers, registered design professionals (Professional Engineers and Registered Architects), Licensees (skilled trades), Contractors and the general public as necessary, depending on program requirements.


The New York City Department of Buildings promotes the safety of all people that build, work, and live in New York City by regulating the lawful use of over one million buildings and construction sites across the five boroughs. With a focus on safety, service, and integrity, DOB enforces the City’s Building Codes, Zoning Resolution, and the New York State Multiple Dwelling Law through review and approval of building plans, permitting and licensing functions, inspections, Code and Zoning compliance review, emergency response and professional analysis of accidents to prevent future incidents. The Department is committed to education and outreach programs that provide the construction industry, property owners and tenants with a heightened understanding of construction safety awareness.

Scope of Work:

Department Goals and Objectives for this RFP:

The Department’s goals and objectives for this RFP are to develop and convey effective messaging to the general public and industry players on issues relating to construction safety through a variety of formats, media, and approaches. Through such strategy, the Department expects increased compliance with City rules and regulations and best practices, and decrease in construction incidents and casualties.

Department Assumptions Regarding Contractor Approach:

The Agency’s/Department’s assumptions regarding which approach will most likely achieve the goals and objectives set out above are:

1. Experience:

In order to accomplish the goals and objectives of this RFP, the Contractor is expected to:

  • Have experience developing comprehensive media strategies for clients
  • Employ a creative staff that sufficiently understands the principles of integrated marketing, copy writing, and graphic design, and consistently provides high-quality professional services;
  • Have experience purchasing media in the New York City market, and be familiar with a variety of placement opportunities;
  • Have experience developing and implementing media campaigns in a variety of formats, including new and digital media;
  • Have experience with executing marketing campaigns for government agencies or non-profits;
  • Have been in operation for a minimum of two full years;
  • Have experience assessing an entity’s communication practices and needs and developing an action plan based on such assessment

2. Organizational Capability:

In order to accomplish the goals and objectives of this RFP, the Contractor is expected to:

  • Be a full-service agency, capable of executing campaigns across a wide variety of media;
  • Have capacity to track campaign impressions and maximize advertising dollars to earn value- added placements;
  • Employ a full creative services team with experience in developing campaigns for major clients;
  • Provide one creative client liaison who is the main point of contact for all projects;
  • Provide a dedicated account representative to serve as a single point of contact for all services
  • Execute campaigns and projects under tight timelines with the understanding that the Department is not capable of making rush payments;
  • Have the ability to deliver creative media in all formats to media outlets; development of and track the success of campaigns;

3. Assessment and Recommendations Report

Contractor would perform a six to eight month assessment of the Department’s current communication practices and informational research that would direct the focus of a construction safety media strategy. Following the assessment period, the information garnered would be used to make adjustments to activities, themes, etc.

4. Media Work:

Parallel to the drafting of assessment and recommendations report and based on the final report, Contractor will engage in a variety of projects to execute a public awareness and media relations program on issues of construction safety targeting different audiences through a variety of formats, media, and programs. Such work will include:

O Media campaigns and slogans;

O Conducting market research/surveys/focus groups in order to prepare campaigns, evaluate the effectiveness of campaigns, assess attitudes and perceptions, and develop ways to improve the effectiveness of future campaigns;

O Assisting the Agency with speaking engagements and dissemination of collateral materials;

O Designing art work and/or write copy and for printed collateral, promotional items, and online materials;

O Producing print advertising for newspapers, magazines, transit systems and billboard advertising;

O Providing all creative services necessary for production in a variety of formats

O Completing all types/facets of campaign commercials at broadcast quality, including tapes and digital files for commercials and camera ready art for print;

O Assisting with the selection and execution of media placement;

Due Date:

May 28th


280 Broadway, 6th Floor

New York, NY 10007


New York PR firms include Rubenstein PR and Rubenstein Communications.

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