Publicity RFP Issued By U.S. Embassy in Guatemala

Scope: The Public Diplomacy (PD) section of the U.S. Embassy in Guatemala seeks to advance U.S. foreign policy objectives by delivering impactful, timely messaging across Guatemalan audiences. Through targeted, high-impact publicity and marketing services, this contract will strengthen bilateral cooperation, counter malign foreign influence, counter transnational criminal organizations, and deter illegal immigration. In alignment with President Trump’s America First policy, these efforts will protect U.S. national security, promote lawful migration pathways, safeguard economic interests, and highlight the mutual benefits of strong U.S.–Guatemala partnerships.

I.                 Objectives

The primary objectives of this contract are:

• To provide a robust framework for strategic communication and publicity pieces or spaces across multiple media platforms.
• To maximize visibility and engagement through innovative publicity or marketing solutions.
• To deliver tailored publicity pieces to specific demographics and geographic regions.
• To complement other communication efforts, ensuring a cohesive and integrated approach.
• To address immediate public messaging needs in response to emerging priorities or crises.

II.               Specifications

The contractor will provide services to publish messages across multiple media platforms, ensuring flexibility to adapt to the Mission’s evolving communication needs.

1.  Outdoor Publicity:

1. Placement of content in high-traffic areas such as billboards, transit areas, digital screens, and other outdoor advertising spaces.
2. Innovative outdoor marketing solutions, including experiential marketing tactics to maximize

visibility and engagement.

2.  New Media and Digital Platforms:

2. Place tailored digital publicity content across web-based platforms and social media, including banner ads, sponsored posts, and search engine marketing, in alignment with specific requests from the Public Diplomacy Section to ensure effective audience engagement and outreach.
3. Utilization of programmatic advertising to target specific demographics and geographic regions.
4. Support for influencer partnerships and collaborations to amplify messaging.

3.  Broadcast Media:

3. Placement of advertisements on television and radio stations with high audience reach.
4. Production of audio-visual content, including public service announcements (PSAs), interviews, and short documentaries.
5. Strategic partnerships with broadcasters to ensure prime placement and maximum exposure.’

4.  Print Media:

4. Placement of advertisements in newspapers, magazines, and other print publications with

significant circulation.

4. Development of editorial content, advertorials, and sponsored articles to complement advertising efforts.

5.  Below-the-Line (BTL) Marketing:

5. Execution of targeted BTL campaigns, including direct mail, brochures, flyers, and promotional materials.
6. Organization of events, activations, and community outreach initiatives to engage audiences

directly.

5. Distribution of branded merchandise and giveaways to reinforce messaging.

Due Date: September 17, 2025 by COB 17:00 hours

Contact: SerechZA@state.gov