Scope: The Vendor is to take the following factors into consideration for the accomplishment of the services:
1. Audience Differentiation and Messaging Strategy
The campaign must address two distinct target audiences with tailored messaging and outreach methods:
1.Rural Populations (Traditional Audience) Primarily composed of prospective H-2A and H-2B workers from rural areas who may have limited education, low literacy, and minimal access to technology. Messaging should focus on preventing victimization by false recruiters and tramitadores, highlighting warning signs of fraud and emphasizing no-fee recruitment.
2.Urban Youth (Emerging Audience) A growing demographic of younger, digitally connected Guatemalans, particularly interested in H-2B opportunities. While more media-savvy, this group is vulnerable to misinformation, visa fraud schemes, and poor personal decisions (e.g., overstays, misrepresentation). Messaging should deter fraudulent behavior, promote lawful participation in the program, and emphasize the long-term consequences of violating visa terms.
1. Character Development and Storytelling
•Manuel will remain the face of the rural-targeted messaging, sharing relatable stories grounded in trust and community.
•Manuel’s Nephew will be introduced as a new character representing urban youth. He is digitally literate, aspirational, and familiar with U.S. culture. His storyline should explore challenges like peer pressure, misinformation via social media, and the temptation to cut corners. His arc will show him choosing to act legally and responsibly, reinforcing the message that “doing things the right way” has long-term benefits.
1. Messaging Tone and Style
All messaging should be clear, engaging, and culturally relevant to each target group. Strong calls to action should be incorporated, such as:
•“Don’t overstay your visa”
•“Protect your future—don’t commit visa fraud”
•“Follow the legal path to work in the U.S.”
•“Don’t pay for fake promises”
1. Media and Distribution Requirements
The Vendor shall design, broadcast, and advertise the campaign using a blend of traditional and digital platforms. Specific requirements include:
Traditional Outreach (focus on rural populations):
•Radio jingles and host mentions
•Billboards and street banners
•Tuk-tuk and mobile ads
•Newspaper advertisements
•Printed outreach materials (e.g., posters, flyers, trifolds)
•SMS alerts
•Digital screens in public spaces
Digital Strategy (focus on urban youth):
•Short-form video content (TikTok-like videos, Meta/Facebook content, YouTube Shorts)
•Animated carousels and interactive storyboards (Meta/Facebook)
•Interactive digital content e.g. Vía WhatsApp, SMS, etc. (polls, quizzes, FAQs, infographics)
•Targeted SMS campaigns with youth-centric language in major urban centers (e.g., Guatemala City, Quetzaltenango, Escuintla)
Additional Distribution Notes:
•A detailed media distribution plan must be submitted, including:
oProposed radio stations and schedules
oBillboard and banner locations
oSocial media strategy by platform and audience segment
oDistribution plans for printed and promotional materials
•The Vendor must seek innovative and non-traditional channels to further the campaign’s reach and impact.
1. Materials and Creative Assets
•The Vendor is responsible for all creative content and must deliver the designs, modify artwork as needed, and adapt materials for other Embassy uses at no additional cost.
•Printed materials must align visually and thematically with the overall campaign.
•The Vendor must provide and distribute innovative promotional items (e.g., branded articles encouraging reporting of scams), along with a documented distribution plan and photographic evidence.
1. Monitoring and Evaluation
•The Vendor must submit monthly reports with evidence of broadcasting before payment can be processed.
•Two comprehensive market studies must be delivered, to evaluate campaign impact across all media platforms and offer data-driven recommendations to improve audience engagement in the next fiscal year.
oOne at the midpoint of the contract
oOne at the end of the contract
II.TARGET LOCATIONS & CHANNEL-SPECIFIC REQUIREMENTS
The U.S. Embassy has identified several departments in Guatemala with a high concentration of potential H- 2 visa applicants, as well as significant activity by individuals or entities seeking to exploit them. This media campaign should prioritize these high-risk areas, ensuring intensive, multi-channel broadcasting. The targeted departments, listed in order of priority, are:
1.Huehuetenango
2.San Marcos
3.Quetzaltenango
4.Quiche
5.Totonicapán
6.Chimaltenango
7.Sacatepéquez
8.Jutiapa
9.Zacapa
10.Chiquimula
11.Jalapa
12.Sololá
13.Retalhuleu
14.Suchitepéquez
15.Escuintla
16.Alta Verapaz
17.Baja Verapaz
18.El Progreso
19.Santa Rosa
20.Guatemala City
21.Izabal
22.Petén
The Vendor shall tailor media placements to maximize visibility, frequency, and local impact in these priority regions, with the following specifications:
22. Billboards
•Billboards must be strategically placed in high-traffic areas and major intersections within the targeted departments (e.g., Los Encuentros).
•Each billboard must meet the standard dimensions of 6×3 meters and include:
oFull-color, weather-resistant printing
oProfessional installation and removal
oOngoing maintenance (cleaning, repairs, and washing)
oInsurance coverage against theft, vandalism, or weather-related damage
oAll necessary municipal permits or installation licenses
•The Vendor shall provide photographic documentation of each billboard upon installation and throughout the contract period to demonstrate upkeep.
22. Street Banners (Pasacalles)
•Street banner dimensions should be adapted to fit specific street sizes in each location.
•Banners must include:
oFull-color printing
oProfessional installation
oRoutine maintenance (cleaning, repair, and washing)
oInsurance against theft or damage
oApplicable municipal permits or approvals
•The Vendor must submit photos of banners at the time of installation and periodically during the contract to verify condition and visibility.
22. Radio Spots & Jingles
•The campaign must include 30-second radio spots and a campaign jingle, aired 10 times per day, on alternating 15-day cycles per month in each selected department.
•Broadcasts may include radio host mentions to enhance engagement.
•Radio stations must demonstrate significant reach and audience relevance in the target regions. The Vendor must include station coverage data with the proposal.
•Audio files of each spot and jingle, as well as broadcast logs, must be submitted with each monthly invoice to verify compliance.
22. Innovative Print Media (Optional)
•The FPU welcomes proposals for non-traditional printed campaigns (e.g., point-of-sale posters, stickers, flyers, market stall ads) that provide measurable impact like newspaper ads.
•These alternatives must be well-justified with a clear distribution strategy and visual examples.
III.REQUIREMENTS
3. Vendor Responsibilities
The Vendor shall be responsible for the following tasks and deliverables:
1.Targeted Demographic Focus
Design and execute the campaign with a primary focus on rural Guatemalan adults, ages 18 to 40, who are semi-literate or illiterate and typically engaged in manual labor. This group represents the highest risk for fraud victimization and misinformation related to the H-2 visa program.
2.Geographic Prioritization
Emphasize campaign implementation in rural communities within the high-priority departments identified by the U.S. Embassy. Messaging, materials, and distribution strategies must reflect the realities and communication preferences of these populations.
3.Tailored Media Mix
Utilize a media strategy that combines traditional outreach tools (e.g., radio, billboards, tuk-tuks, street banners) with accessible, audience-appropriate platforms. The mixture of media must be optimized for both reach and message retention among the target demographic.
4.Comprehensive Campaign Timeline
The campaign must run for a minimum of 10 consecutive months, from November 2025 through September 2026. The Vendor must submit a detailed marketing and distribution plan that includes proposed timing, geographic coverage, and platform-specific rollout strategies.
5.Impact Measurement and Market Study
The Vendor must conduct and submit two market studies assessing the national impact of the campaign on each contracted media platform:
oThe first study shall be delivered at the midpoint of the contract period.
oThe second study shall be delivered at the end of the contract. Each study must include:
oQuantitative and qualitative analysis of campaign performance.
oInsights into message penetration, public awareness, and behavioral shifts.
oActionable recommendations for improving campaign reach and effectiveness in future programming cycles.
Due Date: August 08, 2025 by COB 17:00 hours
Contact: Zayda Serech SerechZA@state.gov