Scope: Seeking a CONTRACTOR to manage the development and execution of multichannel marketing campaigns. The role of the Marketing Consultant would be to assist the CEC in expanding the reach of their ongoing campaigns to a wider audience by identifying methods to assist the CEC to reach traditionally underreached Black and Latinx communities.
TASK 1: Meeting Coordination & Project Management This task will cover project management to define the tasks listed below within the allotted budget. The schedule should include planning sessions and webinar presentations to the CEC committee.
COG’s CEC anticipates the following meetings:
• Project Kickoff Meeting – CONTRACTOR should prepare a draft work plan based on the proposal submitted, including a proposed approach and timeline to the CEC committee via webinar. Work with staff and committee to guide decision-making and finalize the work plan.
• Approximately 6 one-hour consulting webinars with COG staff and CEC committee leadership, in addition to email communications,
• Several planning sessions with COG staff and committee leadership.
• One to two presentations to the CEC committee via webinar, and a final written report summarizing the campaign approaches, achievements, and recommendations for the future.
Deliverable: Provide a detailed work plan, schedule, and budget for managing and completing each of the tasks outlined below.
TASK 2:
Communication Plan based on Annual Survey CONTRACTOR shall develop a comprehensive strategic approach to promote the CEC’s campaigns through a tailored communication, outreach, and messaging plan. This plan should leverage insights from the CEC’s annual surveys and emphasize the public’s trust in Public Service Announcements (PSAs) and their utility companies. This plan must include but is not limited to:
1. Crisis Communication Planning for Drought in particular:
• Develop clear, actionable strategies for effective communication during water shortages, service disruptions, or environmental challenges (e.g., droughts, contamination events).
2) Dedicated Social Media Strategy:
• Create targeted campaigns for the CEC’s four ongoing campaigns (listed above).
3) Review and Enhancement of the Protect Your Pipes Website:
• Conduct an audit of the Protect Your Pipes website (https://protectyourpipes.org/). • Provide actionable recommendations to improve user experience, content clarity, accessibility, and engagement.
4) Annual Art Contest Promotion (https://www.mwcog.org/environment/planning-areas/waterresources/outreach-and-education/one-water-art-contest/):
• Propose outreach strategies and creative incentives to increase participation in the CEC’s annual art contest, engaging schools, communities, and local organizations.
5) Metrics and Evaluation: • Develop a methodology to measure the success of the communication plan and tools for tracking engagement and outcomes across campaigns.
Deliverable: Provide detailed communication, outreach and messaging plan for the CEC’s campaign goals.
TASK 3: Influencer Campaign
CONTRACTOR shall manage one or more influencer campaigns, including recommending which social media platforms should be used and why, and how many campaign themes can be covered within budget this year.
• Recruit influencer(s) who are local to metropolitan Washington, high-achieving, and relatable. They will be tasked with promoting key CEC initiatives on one or more popular social media platforms (Meta, Instagram, and possibly X). Influencers should also be selected on their ability to reach traditionally under-reached Black and Latinx communities.
• Manage contracts and payments with influencers while also specifying their target analytics (reach, link clicks, engagements, etc.).
• Develop a consistent approach for CEC approval of influencer messages and for reporting analytics to the CEC.
• Ensure that the influencer follows the guidelines established in the contract.
Deliverables:
• Present to the CEC the results of the initial influencer campaign and recommendations for subsequent ones via a webinar presentation.
• Summarize the results from all the influencer campaigns in an end-of-contract webinar presentation to the CED and a written report.
TASK 4:
Creative Resource Materials The CONTRACTOR shall collaborate with CEC and COG staff to develop creative resource materials to further promote campaigns (listed in II.C. Project Overview) and the CEC’s annual art contest promoting source water protection (https://www.mwcog.org/environment/planning-areas/waterresources/outreach-and-education/one-water-art-contest/). The materials must align with the overarching Communication Plan and reflect the strategic goals of the CEC campaigns. Example materials include social media content, icons, website content, audio advertisements, educational videos, and info graphics.
• Work with the CEC and COG staff to identify specific campaign needs and target audiences for the creative materials.
• Ensure all materials are informed by the Communication Plan, maintaining consistent messaging, branding, and tone across campaigns.
• Present drafts of creative materials to CEC and COG staff for feedback and incorporate revisions as needed.
• Ensure all materials adhere to accessibility standards and are appropriate for diverse audiences.
Deliverable: Media content including but not limited to graphics, website content, educational videos, and/or social media posts.
Contact: Gail Crichlow 202-962-3243
Due Date: 3/14/2025, 2:00 PM ET
