Media RFP Issued By North Carolina Department of Justice

Qualified Vendors will have extensive experience in researching, conceptualizing, designing, implementing and evaluating media campaigns. The awarded Vendor shall provide technical services related to:

· Developing and producing communication and outreach materials and advertising campaigns; and

· Providing strategic media planning and buying, including identifying, recommending and facilitating the optimum use of paid advertising media to maximize the impact of a limited marketing budget. 

The Vendor must demonstrate significant expertise in understanding principles and concepts of marketing and promotion as well as working with diverse populations. The Vendor will be involved in large scale projects with far reaching impacts, but also smaller scale projects as needed. Budgets for each project will vary based on available funding. The frequency and scope of various marketing campaigns will be determined according DOJ’s’ priorities, objectives and resources at that time and will change over the course of the contract. A Vendor awarded a contract as a result of this RFP will receive individual scopes of work as campaigns and projects are identified and funded. Projects could include the following services: 

· Strategizing, conceptualizing and producing materials for a large-scale media campaign that would then be placed in a variety of mediums by the Vendor. 

· Using ads already developed by DOJ partners and developing a media plan and executing the buy.

· Developing any array of creative materials needed by DOJ, such as a social media campaign, a video to support a program or a coordinated suite of materials (brochures, stickers, decals, posters, etc.) to support a program’s work.

· Identifying and reaching target audiences via paid media to help further DOJ’s goal of supporting victims and survivors of crimes including sexual assault, domestic violence, child abuse, and scams and fraud.

Campaigns may include work to inform and engage North Carolinians about scams and fraud and other issues DOJ works on. DOJ reserves the right to advertise on the open market any singular project or service that does not require the full range of services as described in the scope of this RFP. Proposals shall be submitted in accordance with the terms and conditions of this RFP and any addenda issued hereto


The North Carolina Department of Justice (DOJ) and the Attorney General work to protect the people of North Carolina. We work to prevent crime and support law enforcement, to safeguard consumers, and to defend the State, its people, and their constitutional rights. DOJ uses paid media services to engage with North Carolinians on a variety of topics, and is seeking proposals from qualified Vendors to provide full-service marketing, communication, and advertising services – including media planning and buying – on an “as needed” basis to support the department’s various programs, The selected vendor will help develop creative assets and place media buys with digital, print, television, and radio outlets on an agency-of-record basis.

Scope of Work:

The selected vendor will work on a variety of media campaigns related to DOJ’s efforts to protect the people of North Carolina. Campaign goals could include educating North Carolinians about scams and frauds that are on the rise, providing information about a specific aspect of DOJ’s work, building trust among victims and survivors of crimes such as domestic violence and sexual assault, and encouraging victims and survivors to take action in relation to their specific case.

One such campaign could include outreach to North Carolinians about how the state is responding to the problem of sexual assault and the untested inventor of sexual assault kits in local law enforcement custody. Goals may include Goals include building trust among victims and survivors of crime, informing actors within the criminal justice system about progress and victim-centered investigations, and restoring confidence in the state’s prioritization of finding justice for victims. The goal of this RFP is to select a qualified Vendor with proven experience in media buying, advertising, and creative development to serve as DOJ’s “agency of record” to develop and execute as needed a variety of integrated, multifaceted marketing campaigns to promote education and engagement among North Carolinians. It is anticipated that the bulk of the work that falls under this contract will be related to media buying and some creative production. The chosen Vendor must be able to execute a media buy that targets specific audiences as determined by DOJ but must also be able develop creative materials as needed. The Vendor should have a strong understanding of North Carolina’s demographics and media markets and experience in public affairs communications.

The amount of funding available for these campaigns/projects will be determined on a project-by-project basis, often based on the amount on the amount of funding available to DOJ for outreach and education on a particular issue.


The successful Vendor shall plan, coordinate, and execute specific portions of DOJ’s various advertising campaigns. The Vendor will work and interact with DOJ staff, partner organizations and other Vendors to provide full integration of advertising plans. The Vendor must also be able to effectively conceptualize, develop and deliver various messages to targeted audiences. At times this may be the development of a full-scale advertising campaign focused on behavior change, including the media buy. Other times, it may be the creation of materials (print, video and other marketing collateral) that support DOJ programs and initiatives or the placement of a campaign previously developed. The Vendor must be able to research, strategize, conceptualize, develop, and implement various marketing campaigns and the associated media buy to increase public awareness and knowledge of various DOJ programs and initiatives, Topics could include, but are not limited to:

a) Sexual assault kit testing, as described above,

b) Domestic violence resources,

c) Scams and fraud prevention,

d) Internet safety,

e) Human trafficking,

f) Crime and victims’ services.

The Vendor should always strive to ensure the most effective use of limited resources, particularly in regard to paid media, which will encompass a significant amount of the selected Vendor’s work. The Vendor is responsible for acquiring desirable time slots and media space for DOJ campaigns. Using market research information, such as demographics, media usage, ratings, click-through, impression and engagement rates, the Vendor must choose the best possible venue or medium for an advertising campaign as well as the most cost-effective. This will require the Vendor to keep abreast of industry figures, including distribution, reach and audience figures. The Vendor must have established good relationships with advertising sales agents in North Carolina media markets to obtain the best prices and value for advertisement placements, campaigns, or even media bundles. They should continue to develop those relationships with media companies and forge new ones to continue to provide DOJ with the best advertising opportunities. The Vendor must also monitor the purchased media to make sure the advertisements appear as planned, and then credit or bill DOJ as necessary to settle accounts. At times, the Vendor may be asked to attend in-person meetings on site in Raleigh, N.C. Note: The subject matter of campaigns will be determined by DOJ. Budgets for developing campaigns, marketing materials and doing media buys will be dependent on available funding. Deliverable due dates will vary depending on the frequency of the various marketing campaigns. At times, work must be done under a tight deadline. For each project, DOJ will provide a scope of work, budget and deadline and the Vendor will propose a plan to DOJ on how to execute the work and any accompanying media buy. The Vendor must obtain DOJ approval prior to beginning work and notify DOJ prior to beginning any work will require funds above the agreed upon budget.

5.2 TASKS/DELIVERABLES While tasks will vary for each campaign or project, the qualified Vendor must be able to provide the following as needed and directed by DOJ. Development of Marketing and Advertising Plans Including Research and Focus Group Testing 

a) Provide market research, marketing concepts, focus group testing, current and future user demographic information, and user language preference data to help prepare a plan.

b) The Vendor must have a demonstrated capacity for the execution of research methods such as (but not necessarily limited to) surveys, focus groups, intercept interviews, etc. The ability to test concepts with focus groups or in other methods is considered by DOJ a key component in the development of a campaign. If budget allows and if Vendor is directed to by DOJ, all creative materials shall be pre-tested with representative target audience members to assess response and impact of messages. 

c) Develop and recommend product(s) for a marketing campaign. Under the guidance of the DOJ Office of Communications, work collaboratively with the requesting Division or program to develop and/or carry out all elements of the marketing mix, depending on the needs and resources of the program. This should include creative ideas to place media to reach the target audiences.

d) Present plans and obtain approvals for plans from DOJ staff, which will vary depending on the project.

Creative Development 

a) Develop and present plans for a fully integrated marketing campaign, with tactics including but not limited to: printed materials, videos, TV and/or radio PSAs, digital display, social media content, customer correspondence concepts, website copy and graphics, direct mail, transit, outdoor, public education materials and presentations.

b) As determined by the planning process above and upon DOJ approval, undertake creative concepting and execution of appropriate elements of a marketing campaign including, but not necessarily limited to, the design and production of materials referenced above. Related services that might be needed include production and dissemination of marketing materials.

c) Vendor shall provide original and professional quality artwork and photography, responsive to the specific components of the campaign or project needed by the Division or program.

d) Produce videos on a minimal budget that showcase the Department’s programs or outreach efforts. These efforts may be more focused on narrative story-telling rather than traditional marketing and should include captioning. 

e) Both the individual Division or program project manager (subject-matter experts) and the DOJ Office of Communications must approve all creative work done by the Vendor or subcontractors.

f) The Vendor should assume up to three rounds of feedback on creative work.

g) The Vendor should follow existing brand guidelines and use existing and approved logo assets from DOJ.

h) Provide editable, unlocked files (InDesign, EPS, video files, etc.) for all final creative materials developed. All materials developed under this contract should be considered property of DOJ. 

Media Buying 

a) Analyze and recommend specific marketing mediums (both paid and unpaid across direct mail, social, transit, outdoor, digital display, print, television, radio, partnerships) or a combination of mediums that most effectively communicates the message to the designated audience.

b) Research media channels and placement opportunities, including media usage, ratings and the strength of each media channel, and make recommendations for placements that:

· meet the department’s budget for the campaign;

· are primarily targeted at residents of North Carolina that fall within the designated demographic and geographic audience of a campaign; and 

· would be timed well to reach the target audience.

c) In developing media buying plans, ensure the most effective use of limited resources. Aim to reach the highest number of people within the assigned budget, always seeking to ensure the Department receives the greatest value possible for its spending and is a good steward of its resources.

d) Work with media sales representatives employed by newspapers, magazines, cable services, digital and social media companies, and radio and television stations. Negotiate contracts with various media outlets. Negotiate all rates, special placement and added value by medium for each campaign. Document all negotiations, make goods and credits.

e) Present and gain approval for media plans from the DOJ Office of Communications and the Division developing the campaign.

f) Produce a work schedule that indicates dates for the milestone delivery as well as expectations for client approvals of plans.

g) Maintain all media buys and be responsible for the post-buy results of all buys.

h) Follow the Department’s purchasing process to ensure invoices are properly submitted and media companies and their representatives are paid on time.

i) Monitor placement on behalf of DOJ to ensure advertisements appear as planned and the completion of all paid and unpaid media schedules. Credit or bill clients as necessary to settle accounts.


a) Track and report on success/impact of campaigns using industry standard evaluation metrics.

b) Monitor and optimize effectiveness of campaigns.

c) Provide updates on the performance of all media suppliers’ activities to ensure that

a) all services purchased are delivered and

b) actual performance meets or exceeds the industry standard for that medium. Frequency of updates will depend on the length of a campaign but would generally be at midpoint and end of campaign.

Due Date:

June 19, 2020


Todd Self Purchasing Officer Email: Phone: 919-716-6427

Agencies worth considering include Hunter PR and Magrino PR.

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