COMMONWEALTH OF VIRGINIA Office of the Attorney General REQUEST FOR PROPOSAL (RFP) # OAG141-2023-1 Operation Ceasefire Advertising/Marketing Campaign NIGP Commodity Codes: 91500 – Communications and Media Related Services

Issue Date: February 16, 2023 • Due Date/Time: March 20, 2023 – 1:00 P.M. EST


The Contractor shall furnish all goods and services necessary to provide an integrated and

interactive marketing campaign as described herein. The campaign shall run at least 12 months and

shall include, but not be limited to, the following:


1. The Contractor shall work with the Office of the Attorney General (OAG) to develop a project schedule defining and establishing all owner and consulting activities and

milestones for developing the advertising campaign.

2. The Contractor shall assign account management personnel to routinely work with the OAG personnel assigned to manage this contract. The contractor shall meet with the OAG personnel at least twice monthly. At times, these meetings may be required to take place weekly. Meetings shall take place at 202 N. 9th Street, Richmond, Virginia or at a location convenient and acceptable to OAG personnel. The Contractor shall meet the OAG within 48 hours after notification of meeting

requirements. The Contractors Office facility should be located within 2 hours or 50 miles of Richmond. The Contractor may not bill the OAG for any hourly rates or travel time or expenses for the meetings. The Contractor shall bear all costs.

How Governor Youngkin’s new plan hopes to reduce violent crime across Virginia Cameron Thompson, Posted at 8:20 PM, Oct 17, 2022, Scripps Media associated with their attendance at the meetings. If in person meetings are not feasible virtual meetings may be acceptable.

3. Authorization for the Placement of Advertising: The contractor shall not place Ceasefire or OAG advertising without the prior written approval of the OAG. The contractor shall provide the OAG, with the advertising medium’s affidavit showing that the advertisements were run and when they were run.

4. In accordance with the Virginia Public Procurement Act (VPPA), Ethics in Public Contracting, Article 6; 2.2-4367 through 2.2-4377 and with the Commonwealth’s Terms and Conditions, under no circumstances shall the Contractor accept any kickbacks, commissions, etc. from any of its suppliers or subcontractors. Penalties for violations shall be according to the VPPA, State and Local Government Conflict of Interests Act and the Virginia Governmental Frauds Act. The Contractor must ensure they are obtaining high quality goods and services at the most reasonable cost for the Commonwealth’s taxpayers.

5. Additional consultation regarding marketing content may be provided by the Office of the Attorney General. For example, OAG may provide the contractor with appropriate statistics from previous studies and campaigns, as well as information from Virginia legal code relevant to violent gang and gun-related crime.

6. The Contractor shall provide creative concepts for each component of the marketing campaign based on content consultation with the OAG.

a. Digital and Social Marketing

b. Radio Advertisements

c. Out-of-Home Media (OOH)

d. Television Broadcast Marketing

e. Short-Form Online Videos

f. Videos on violent crime

7. Contractor shall begin work no more than 30 days after the award of contract and the advertising campaign shall be completed before the end of the contract period.

The Contractor shall provide a compilation and analysis of data collected during the

campaign quarterly.

B. Marketing Campaign Execution

1. The Contractor shall develop, with the OAG, interactive digital marketing campaigns targeting specific IP addresses, both mobile and desktop, in high crime neighborhoods within cities across Virginia.

a. OAG will advise the contractor on campaign targeting using data from previous campaigns, data collection and research studies. The Contractor shall provide additional market data in order to supplement data provided the OAG.

b. The Contractor shall provide an interactive digital advertisement that will link to a 5–12-page microsite containing information on Operation Ceasefire, gang and gun-related laws in the state of Virginia, crime tip information, community resources and events, as well as alternatives to gang affiliation, prevention, and intervention programs.

c. The Contractor shall ensure that the microsite includes Google analytics for data collection and that the:

i. Website coding is accessible, Web Accessibility Initiative (WAI)- compliant, and design must be Cascading Style Sheets (CSS)-driven.

ii. Basic Search Engine Optimization (SEO) components should be present (keywords, metatags, accessible design, etc.).

iii. Hosting should be provided, using industry best practices for server security and backup.

iv. A web site maintenance plan and terms must be offered.

v. Site statistics must be provided as part of hosting package.

vi. Platform and programming must be flexible enough to support defined objectives and functionalities (for example – a js or php driven photo slideshow); and to support easy update and construction

of pages and database functionality as/if needed, all according to standard industry practices.

vii. A search function shall be provided.

viii. A survey function shall be provided.

ix. Resource map of available to search programs to reduce violent crime, substance abuse, intervention and prevention programs similar to 211 Virginia:

2. The Contractor shall develop, with the OAG, social media marketing campaigns with targeted advertising via social and digital media targeting demographic profiles determined by previous collaboration with law enforcement as well as contracted researcher. Law enforcement Computer-aided dispatch (CAD) and records management systems (RMS) data may be used to direct digital advertisement placement.

3. The Contractor shall develop, with the OAG, awareness media in the form of 30- second radio advertisements to be aired on select stations in Virginia.

a. The Contractor will create two direct message marketing broadcasts per market.

b. Selected radio stations must be consistent to target markets.

4. The Contractor shall develop, with the OAG, awareness media in the form of out of home advertisements, such as billboards, public transit marketing spaces, point of sale, etc.

5. The Contractor shall develop, with the OAG, short-form videos for online access.

a. Short-form videos should range from fifteen second to one minute in length.

6. The contractor should develop, with OAG, videos related to violent crime.

7. The Contractor shall meet with the OAG on a weekly basis by phone or virtually and a monthly basis in person, at the office of the OAG or contractor, to discuss campaign, statistical data, meet with community outreach coordinator, and adjust campaign, as necessary.

8. The Contractor shall develop, with the OAG, public service announcements for television and movie-theater broadcast to targeted markets.

a. Public service announcement must be high definition, television broadcast quality with required elements.

b. Public service announcement should be thirty seconds in length

C. Data Collection

1. The contractor shall collect and provide data on various marketing metrics from each component of the campaign within 15 calendar days after the end of each quarterly or as requested. The quarters end December 31, March 31, June 30, and September 30.

a. The Contractor shall provide data regarding reach, impressions, click-Thru rates, etc. by the 15th working day at the end of each quarter.

b. The Contractor shall provide data regarding microsite traffic such as number of users, sessions, and conversions as defined by OAG.

c. The Contractor shall provide data from OOH, radio broadcasts, and television and theater broadcasts. These data should reflect reach, frequency and share of market when applicable.

d. The contractor shall work with the researcher as needed to show correlation of media placement and crime reduction.

2. The Contractor shall provide a summary of results, analysis, and recommendations for the campaign in cumulative, monthly reports. Quarterly reports and a final analysis shall also be provided within 15 calendar days of the end of the quarter and the final report by February 15, 2025.

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