Scope: TDA is seeking a proposal(s) from respondents to (full conceptualization, planning, and implementation) media campaign that includes, but is not limited to, billboard, digital, radio and television public service announcement spots, as well as targeted email communication, for the 2025 Farm Fresh Campaign. TDA will oversee all performance of services, as further described in this Solicitation.
Placement of advertisements should reach the target audience as it is defined by TDA, creating a personal connection, and eliciting action. The selected respondent (Vendor) shall provide all services customarily performed by a media agency to successfully plan and implement a comprehensive media campaign, including, but not limited to, developing a media plan to reach outlined goals, developing placement schedules, negotiating pricing; purchase/place spots, creative development (as identified), and maintaining records and reconciling appropriate reports for the campaign. Some creative services are also required, as outlined in this RFP. TDA has the authority to lead on ideas and for Vendor to advise and/or follow TDA’s planning. Vendor must be open to feedback and criticism and implement it in its strategy. TDA has final signature authority on all project strategies and ideas. Respondents will be required to provide TDA with the deliverables specified in this RFP and as agreed upon under any contract(s) resulting from this solicitation.
GOALS AND OBJECTIVES
The goal of this RFP is to find new creative ways to promote the TEXAS Farm Fresh Initiative, encourage a Farm Fresh generation that is connected to Texas Agriculture, and emphasize local Texas products to support a Homegrown & Healthy Texas. The goal of this program is to bring awareness and empower Texas Producers and Child Nutrition Program Operators to incorporate local Texas products into Texas schools, childcare centers, and summer feeding programs participating in USDA-Food and Nutrition Services federal nutrition programs.
DELIVERABLES
§ Recommended list of Designed Market Areas (DMA)§ Listenership analysis of the targeted demographic in the recommended DMAs§ Market value assessments (weights of market)§ Recommended radio and television station list within proposed DMA§ Number of spots/ads placed on each media channel, including a breakdown for each recommended DMA§ Recommended vehicle mix for example: traditional media, radio and television§ Recommended day mix § Recommended flight dates § Per-flight objectives§ Proposed (realistic) bonus weight § Per-day part, per-market planning CPPs § Estimated per-market, per-day part and per-flight budgets § Creativity, forward thinking, and overall effectiveness § Any additional plan/buy recommendations § Designated marketing areas
Awareness Challenge
§ Market planning to increase awareness for the Texas Farm Fresh Initiative media campaign.§ TDA is looking for the best recommendation, keeping the following questions in mind:
What is the Texas Farm Fresh Initiative?
o How does the Texas Farm Fresh Initiative benefit Texans and local communities?
o What is the Farm Fresh Challenge?
o How does TDA support local foods in child nutrition programs and Texas agriculture? How can a farmer or rancher sell local foods to schools and connect students to Texas agriculture?
o How can students engage with Texas agriculture through child nutrition programs and other TDA initiatives?
The goal of this Solicitation is to obtain services from a Vendor who will provide turnkey operations for ARs/PRs for the school nutrition programs and other food programs administered by TDA.
REPORTING REQUIREMENTS
The Vendor will maintain records, collect data, and provide reports as requested by TDA. Any reports requested will be submitted via e-mail to designated TDA staff. TDA may utilize these reports as part of its review and oversight of Vendor’s performance.
PROJECT CALENDAR (IMPLEMENTATION)
The proposed schedule will ensure the completion of deliverables by specified dates. Workflow and milestones such as training, deliverables, invoicing, and quality assurance activities should be included within Respondent’s proposed price.
PROJECT PLAN – PRICE TO VALUE/BEST VALUE
While price is not the sole deciding factor, TDA expects the cost proposal to be based on the best value for the price proposed. This requires submission of a Project plan that aligns costs, resources, and activities for an overall determination of best value for the price. A draft Project plan detailing how Respondent will provide or implement the requirements of this Solicitation must be included within Respondent’s response. The draft Project plan must detail how Respondent would address the following:
• A description of the project organization
• A breakdown and detailed description of the different reviews/deliverables of the Project
• Expected dependencies that exist within the Project plan.
• A schedule and work plan for the different deliverables of the Project
• Any dependencies, caveats, or risks associated with the schedule
• The methodology Respondent will employ to ensure the schedule for each milestone is met
Due Date: 3:00 PM CST on Monday, May 12, 2025
Contact: Elizabeth Shane elizabeth.shane@texasagriculture.gov
