Occupant Protection Messaging Campaign

DUE DATE: 8/16/2023 2:00 PM MDT

Scope of Work for Vulnerable Roadway Users Messaging Campaign

1. Introduction

The purpose of this request for proposal is to enter into a contract between the Utah Department of Public Safety (DPS) and a qualified firm to provide the Utah Department of Public Safety and local agency partners within the State of Utah, public relations, outreach, and information management services for a vulnerable roadway users media campaign.

This RFP is intended to provide interested Offerors with sufficient minimum requirements. The requirements in the Scope of Work for this RFP are not intended to limit a proposal’s content or creativity. Offerors may submit innovative ideas, new concepts, and optional features in response to this RFP. Offerors are encouraged to expand upon the specifications to give additional evidence of their ability to provide the services requested in this RFP. However, Offerors must address the needs and requirements stated in the Scope of Work of this RFP.

2. Scope of Work

The Proposing Agency shall provide the STATE/DPS and local agency partners with public relations and

information management services. Public relations and information management services shall consist of extensive public relations support and marketing strategy, coordination of events, research, and perform other duties as needed. This work will be conducted for a government agency utilizing taxpayer funds to affect behavioral change with regard to issues pertaining to vulnerable roadway users.

The services to be provided by the successful contractor are described below. The agency selected must be able to design, produce, coordinate, and operate under strict deadlines and within budget, a statewide media campaign to:

a. Affect behavioral change among drivers with regard to their interactions with vulnerable roadway users

b. Affect behavioral change among vulnerable roadway users to increase their safety

c. Increase awareness of both drivers and vulnerable roadway users about issues regarding safe interactions on the roadways

d. Combine visibility elements and a publicity strategy with law enforcement efforts to educate the public and promote voluntary compliance with the law. The vulnerable roadway users program typically funds at least two enforcement efforts for pedestrian safety, Spring Enforcement Shifts in March and Back to School Enforcement Shifts in September.

e. Develop educational materials suitable for dissemination in partner offices and public spaces

f. Create messaging that aligns with Utah’s local campaigns on vulnerable roadway users, such as NHTSA’s National Bicycle Safety Month and Motorcycle Safety Month, both in May; Ride to Work Day in June; and Pedestrian Safety Month, including Halloween pedestrian safety, in October. Common NHTSA themes include “Share the Road,” “Get up to Speed on Motorcycles,” “Ride Sober or Get Pulled Over” for motorcycles, “Everyone is a Pedestrian,” and “Be a Role Model.”

3. Marketing Campaign Approval and Art Work

a. The Department of Public Safety gets the final decision and approval of work.

i. DPS holds the authority to make final decisions regarding branding and marketing and has the right to implement necessary changes to programs and procedures.

ii. The DPS Program Manager will guide the direction of all campaigns ahead of the creative development done by the agency.

iii. The vendor shall submit a work order and all creative materials to DPS for approval in advance of all material projects, including advertising placement.

iv. Final campaign materials must be presented for DPS approval at least 30 days before the launch date.

Scope of Work for Vulnerable Roadway Users Messaging Campaign

RR24-5 Attachment: B

v. The agency shall acknowledge the approval process through the DPS chain of command. Once

concepts are presented to the DPS program manager and Communications Manager, they must be approved through UHSO administration, DPS Public Affairs, and finally, DPS Headquarters.

b. Art Work Rights

i. All original advertising material or specific rights to material created or negotiated for or on behalf of DPS, such as copy, photography, illustration, video files, artist’s layouts, or design sketches and storyboards shall be the property of DPS at the time the contractor is paid.

4. Objective of Contract

The overall objective of this contract will be to perform any or all of the following services:

a. Create strategic communication plans

b. Public Relations Outreach & Education

c. Create a variety of graphic elements

d. Create TV, radio, print, and online ads

e. Media Buying

f. Create publications, articles, and printed materials

g. Video Planning and Production

h. Utilizing Existing Resources

i. Evaluation & Reporting

j. Bilingual

k. Annual Budget

l. Create opportunities for earned local media

m. Traffic safety research, focus groups, surveys etc.

5. Strategic Communications Plan

a. Proposing agency shall create a strategic communication plan both from a global (department-wide) standpoint and from a grassroots or individual program standpoint.

b. The agency will determine the campaign strategy at least annually and maintain flexibility to shift strategies year-to-year. The PM will determine the direction of the program each year.

c. This will include, but is not limited to, identification of publics, identification of key messages for those publics, and identification of tactics to deliver those messages.

d. Proposing agency shall create a strategic communication plan within a minimum of one (1) month.

6. Public Relations Outreach and Coordination

Proposing agency shall conduct public relations (PR) management and have experience in implementing PR tactics, such as:

a. The ability to generate local and national public interest in a variety of advocacy or transportation-related safety topics without using paid advertising.

b. The ability to pitch local and national media and place stories in those mediums.

c. The ability to use grassroots tactics to generate public and media interest in issues relating to vulnerable roadway users.

d. Proposing agency shall communicate in a variety of formats to Utah’s diverse publics.

e. Proposing agency shall proactively identify and incorporate personal stories into public relations activities.

f. Proposing agency shall create a public relations outreach program within a minimum of three (3) weeks.

7. Create Graphic Elements

a. Proposing agency shall create color logos and graphics to communicate and reflect strategic messaging.

b. Proposing agency shall create engaging interactive designs for both print and online-based mediums.

c. Agency shall create graphic elements relating to behavioral change.

d. Proposing agency shall create graphic elements within a minimum of two (2) weeks.

8. Create TV, Digital, Radio, Print, Media, and Online Ads

a. Proposing agency shall create strategic advertising in a variety of formats, including for various social media platforms.

b. Proposing agency shall create TV, radio, print, social media, and online ads within a minimum of one (1) month. Potential broadcast media ads would be anywhere from 6 to 60 seconds in length and potential topics include issues related to vulnerable roadway users.

9. Media Buying

a. Proposing agency shall make effective media buys with radio, print, online and television outlets that reach the campaign focus demographic. Agency shall provide examples of past-negotiated rates with said outlets.

b. Proposing agency shall identify and evaluate the effectiveness of paid partnerships with media, entertainment and other outside entities.

c. Proposing agency shall negotiate “in-kind” and bonus advertising.

d. Proposing agency shall provide in-house media buying experience and media buying analysis capabilities.

e. Proposing agency shall purchase ad-time with media outlets within a minimum of one (1) week.

10. Media Events and Press Conferences.

a. The proposing agency shall gather, catalog, and utilize personal stories from road users to develop a message and/or media hook for the event.

b. The proposing agency shall suggest event locations, backdrops & visuals.

c. The proposing agency shall understand the current media climate surrounding vulnerable road users’ issues and suggest topics appropriate for campaign events.

d. When planning earned media events, the proposing agency shall consider appropriate media event styles (media availability v formal remarks).

e. The proposing agency shall prepare related documents in coordination with the Program Manager and Communications Manager/PIO. (press releases, talking points, advisories, articles, fact sheets, etc.)

11. Publications

a. Proposing agency shall produce easy-to-read, visual, and creative publications to be used to communicate with a variety of external audiences.

b. Proposing agency shall create and supply DPS with publications within a minimum of one (1) month.

12. Video Planning and Production

a. Proposing agency shall plan and produce videos for use as public service announcements, web videos, and educational videos.

b. Proposing agency shall create videos within a minimum of one (1) month.

13. Utilizing Existing Resources

a. Proposing agency shall utilize existing creative resources provided by other entities.

b. Proposing agency shall work with the Department of Public Safety’s Public Affairs Team and Highway Safety Office and utilize its in-house resources.

c. Proposing agency shall minimize expense outlays for talent and third-party entities when creating campaign materials.

14. Evaluation and Reporting

a. Proposing agency shall evaluate the effectiveness of the awareness and behavioral change campaigns.

b. Proposing agency shall conduct behavioral/belief/attitudinal studies and surveys of the campaign’s target demographic audience about the campaign and all aspects of vulnerable pedestrians, motorcycle riders, and cyclists using the roadways. Per the Program Manager’s direction, Pre & Post campaign effectiveness surveys may be done as the budget allows.

c. Proposing agency shall generate campaign recommendations based on the feedback received from the focus groups/surveys etc.

d. Proposing agency shall report analytics, metrics, and KPIs of campaign tactics at least monthly.

e. Proposing agency shall submit quarterly and annual reports within 30 days following the end of each

quarter, with the exception of State and Federal year-end deadlines, when reports may be requested earlier.

f. Quarterly reports shall include descriptions of campaign activities, including messaging, media events, media mentions, KPIs, research, etc.

g. To ensure the program’s success, key personnel assigned to the project must manage services according to guidance from the DPS Program and Communication Managers. DPS shall be entitled to propose changes in program personnel if program outcomes are not meeting the scope of work expectations. Personnel assignments must be reviewed and approved by DPS prior to official assignment and may be changed at any time per DPS’ request.


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