Media Buying RFP Issued For Sacramento Regional County Sanitation District

April 3, 2025

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Scope: SacSewer plans to contract with one or more media buying firms to meet various needs. The firm(s) should have experience in media strategy, planning, and buying in the Sacramento-area media market. Additionally, the selected firm(s) should have experience with measurement-related to cause‐related messaging for public agencies. The firm(s) should understand the target audience across all media, strategize reach, negotiate the best placement and rates, and leverage in‐kind publicity. Media buying services will require audience identification, budget parameters, negotiations with media outlets, placement of ads, management of make‐goods, verification, and post-buy analyses. The firm(s) will provide monthly and annual performance reports for all media campaigns, provide recommendations for campaign optimizations, and work with SacSewer to evaluate effectiveness and efficiency.

The firm(s) selected under this RFP will be required to develop a media plan at the beginning of the contract term for SacSewer’s approval. SacSewer will approve all individual media placements to ensure an appropriate distribution. In addition to buying media placements, SacSewer expects the firm(s) to request media outlets provide in‐kind publicity (e.g. public service announcements, strategic public events, etc.) from each media outlet.

The firm(s) will be responsible for achieving a variety of media placement objectives, including, but not limited to the following:

• Create a Media Buying Strategic Plan for each campaign, based upon market and media research;

• Utilize the most efficient combination of advertising media to meet stated strategic goals;

• Efficiently schedule, place, and manage media buys;

• Reach the target audience on a regular basis to maximize impressions; • Provide post‐buy analyses for each media outlet;

• Provide monthly and annual media performance audit for each campaign;

• Provide recommendations on campaign optimization opportunities throughout the campaign cycle;

• Process and pay invoices to media outlets directly. Affidavits should show evidence of satisfactory payment history between the firm and the media outlets.

Services requested include, but are not limited to, the following:

Administrative Services

• Day-to-day campaign management

• Presentations to client

• Coordination meetings with client

Media Strategy and Planning Services

• Research and strategic plan development

• Audience media usage analysis

• Market and industry reports

• Content curation for a variety of print, digital, and commercial scripting

• Creative services (including graphic design of advertisements and video production for commercials)

• Ability to translate content into multiple languages (Spanish, Vietnamese, Russian, etc.)