DIGITAL MEDIA RFP ISSUED BY STATE OF NORTH CAROLINA
The purpose of this campaign is to promote awareness of Operation Medicine Drop (OMD) and the importance of proper disposal of unwanted, unused and expired medication and to drive people to the OMD website landing page to find drop box locations and take-back events.
The North Carolina Department of Insurance (NCDOI) is seeking proposals from qualified vendors with experience and technical expertise to produce a 30-second commercial and air the spot statewide. Commercials shall run in the following areas: Charlotte-Gastonia-Rock Hill, Greensboro-High Point-Winston Salem, Raleigh-Durham-Fayetteville, Greenville-New Bern-Washington, Wilmington, Norfolk (Outer Banks) Scotland and Robeson county markets or the state’s top media markets. The media campaign shall run five-weeks using statewide digital media buys and social media.
Scope of Work:
The scope of this engagement is focused on the development and execution of one :30 commercial to broadcast statewide for at least five weeks starting March 21, 2021 in the major media markets during prime dayparts. The budget cannot exceed $55,000.
Vendor shall produce and broadcast one 30-second commercial to run at least five weeks starting March 21, 2021. This commercial will highlight the Office of State Fire Marshal’s Operation Medicine Drop and will include ways on how to properly dispose of unwanted, unused and expired medication. Listeners can visit the OMD website to find a drop box location and take-back events. https://ncdoi.com/osfm/safekids/operation%20medicine%20drop.aspx?sec=omd Operation Medicine Drop is a partnership between Safe Kids North Carolina, the Riverkeepers of North Carolina, NC State Bureau of Investigation, Community Anti-Drug Coalitions of North Carolina and local law enforcement agencies working together to encourage the public to safely dispose of unused, unwanted and expired medication.
Vendor shall clearly describe the production work to be done to accomplish the above task in their proposal. Vendor shall describe the timeline for completion of the commercial/ads production in their proposal. Digital media buys and social media will be used to promote awareness of Operation Medicine Drop. The media campaign will be coordinated around the National Poison Prevention Week (March 21-27, 2021) and the Drug Enforcement Administration National Drug Takeback Day (April 24, 2021). The campaign shall begin on March 21 and run through April 24, 2021. Digital ads need to run on news stations and affiliates statewide to reach Charlotte-Gastonia-Rock Hill, GreensboroHigh Point-Winston Salem, Raleigh-Durham-Fayetteville, Greenville-New Bern-Washington, Wilmington, Norfolk (Outer Banks) Scotland and Robeson county markets or the state’s top media markets. Vendor shall clearly outline the markets where they propose to run commercials/ads in their proposal. Vendor shall submit the time the commercials will run in their proposal. Digital ads should be placed on Facebook and use geofencing techniques targeting people who have searched for “drug disposal” or other relevant key search terms using a person’s previous web browsing history. People who potentially use more medications through pharmaceutical and pharmacy applications such as Walgreens, CVS, and GoodRXs, and People ages 25-54 with children and older adults age 65 and older. This media campaign should include:
• Digital ads using Local Area Special Offer (LASO)
• Adhesion (advertisements that appear on the bottom of webpages and remain stable regardless of scrolling, “stick”)
• Run of Site (ROS)
• Social Media Ads
The produced advertisements will become the property of the Department and vendor shall provide the commercials in a format that is acceptable to use on websites, social media, etc. The Vendor will meet with the Department to discuss the project and then propose their creative ideas for commercials. Vendor will provide the scripts for the commercials with voiceover talent within three (3) weeks of the contract date. Vendor shall include their method to communicate the Department’s advertising needs in their proposal. Vendor shall identify the script writing process and production process in their proposal.
Wendy Holland Purchasing Officer Email: Wendy.Holland@ncdoi.gov Phone: 919-807-6038
Relevant agencies to consider for this include Hunter PR and Magrino PR.