The Massachusetts Department of Conservation and Recreation (DCR) seeks a vendor under statewide contract PRF60, Advertising, Marketing & Event Planning Services for the continued implementation of a marketing campaign for the recruitment of “tree hosts” for new trees in targeted neighborhoods as part of the Greening the Gateway Cities Program. This contract will build upon existing work developed previously, maintaining consistency with the recent rebranding efforts.
There are 26 Gateway Cities in Massachusetts, midsize urban centers that anchor regional economies around the state. Once vital economic hubs, they have struggled as manufacturing jobs left, unable to rebuild and draw investment. These cities offer many in demand assets – active urban cultures, young and underutilized workers, walkable neighborhoods, infrastructure and transportation networks.
The Greening the Gateway Cities Tree Planting Program is designed to bring the energy efficiency and environmental benefits of a healthy tree canopy to Gateway Cities. So far, over 26,000 trees have been planted for free – primarily by DCR crews – throughout 14 Gateway Cities. Along with higher energy efficiency, Gateway Cities will see benefits such as:
- • A reduction in storm water runoff
- • Better air quality
- • An increase in property values and tax receipts
- • A safer, healthier environment for residents
Background:
The primary challenge to DCR tree planting efforts is identifying private tree hosts who agree to allow DCR to plant trees on their land and who agree to water the trees regularly for the first two years. Tree plantings are executed in specific neighborhoods that would benefit from increased tree density. The number of trees required to achieve the energy and other benefits is carefully calculated. About 20% of the trees are planted on public land, so private citizens need to participate in order to reach required numbers.
The DCR works with local organizations in each city to reach out to citizens to participate. This outreach has been updated to a mixed media campaign to reach a broad demographic base. Satisfaction ratings for those who do participate in the GGCP are outstanding. Visit www.maurbancanopy.org for current GGCP branding.
Scope of Work:
Enhance current recruitment efforts with strategically targeted marketing programs tailored to specific communities and neighborhoods. Additionally, update DCR Urban and Community Forestry information for distribution.
Strategies
- • Find the right audience – property owners in targeted neighborhoods
- • Craft a strategic message – property owner benefit driven, culturally appropriate for specific neighborhoods
- • Employ targeted media mix – enhance/support community outreach
- • Coordinate with contracted community groups to implement program
Target Audience
- • Primary: Property owners in identified neighborhoods in 26 Gateway Cities
- • Secondary: Renters of homes/apartments/store fronts in identified neighborhoods in 26 Gateway Cities
Deliverables
- • Marketing and media plans
- • Execution of materials needed to increase program participation
- • Post-program assessment and presentation of results
- • Implementation and tracking of programs in active planting and pending cities:
| ACTIVE | PENDING |
| Brockton | Attleboro |
| Chelsea | Barnstable |
| Chicopee | Everett |
| Fall River | Fitchburg |
| Haverhill | Lowell |
| Holyoke | Malden |
| Lawrence | Methuen |
| Leominster | Peabody |
| Lynn | Salem |
| New Bedford | Taunton |
| Pittsfield | Westfield |
| Quincy | Worcester |
| Revere | |
| Springfield |
Data Available
- • Specific number of trees by neighborhood
- • List of homeowners who have received a tree/already agreed to participate
- • Existing community marketing materials and plans by city
- • Urban and Community Forestry Fact Sheets and materials
- • Customer survey results
Timeline
The anticipated timeline for the contract is July 1, 2020 through June 30, 2021.
There are 2 planting seasons, for target focus, weather permitting as follows:
- • Fall: September 3 – November 16, 2020
- • Spring: April 15 – June 30, 2021
Requirements
- • Relevant case studies for integrated community outreach campaigns
- o Includes examples of work executed
- • (2) letters of reference from current clients
- • Estimated cost to design and implement programs for cities with existing plantings, including:
- o Time
- o Media
- o Production
- o Data purchase
- o Translation
- o Reporting/data model
Project Completion
At a mutually agreed to date after the fall planting season ends, selected agency will:
- • Deliver report of final results by city
- • Call out cities that need additional planting locations, with recommendations for how to achieve
- • Recommend best practices based on results
At a mutually agreed to date after the spring planting season ends, selected agency will:
- • Deliver final report by city
- • Recommend best practices based on results
- • Deliver marketing material templates
Budge
The total budget for this procurement is $60,000.
Due Date:
May 30
Address:
Julie Coop, Forester III
- o 617-797-3392
- o julie.coop@state.ma.us
Agencies worth considering for this assignment include Hunter PR and Magrino PR.