RESA REQUEST FOR PROPOSAL RFP# WRESA-01-2023-2024-06 Great Start Readiness Program Digital Marketing
Proposal Due Date June 20, 2023 by 12:00 p.m. EST
Introduction
The Wayne County Regional Educational Service Agency (WRESA), established by the Michigan
Legislature in 1960, is the largest of fifty-six (56) such agencies throughout the state. It is governed
by a publicly elected Board of Education. WRESA provides a wide variety of services to thirty-three
(33) public school districts and approximately ninety-nine (99) public school academies in Wayne
County, Michigan; serving more than 261,000 students. WRESA, through various consortium
arrangements, provides a variety of services to other educational agencies throughout the state of
Michigan.
Wayne RESA (WRESA) is launching a digital marketing campaign from July 1, 2023 to Oct. 30,
2023 to increase brand recognition and student enrollment in the Great Start Readiness Program
(GSRP) in Wayne County. GSRP is the state-funded preschool program for four-year-olds, that is free
for families who meet certain eligibility requirements. Specifically, our goals include:
Full GSRP enrollment by Nov. 1, 2023, with at least 10,000 enrolled GSRP students in
Wayne County. This school year countywide GSRP served 8,831 children.
Fill GSRP classrooms that sat empty in targeted Wayne County zip codes that WRESA will
provide.
B. Scope of Work
Our target audience is Wayne County families, or those who have a three or four-year-old in their
lives, who are identified as at-risk based on a variety of factors including but not limited to poverty,
developmental delays, environmental risks, and multi-lingual needs. We want to educate people what
GSRP is and how to enroll by encouraging them to visit and/or text or call:
(313) 410-4588
We know that our families learn about GSRP from various sources, and there is not a one-size fits all
approach. To better reach new GSRP families, we wish to include the following digital tactics, but are
not limited to: airing public service announcement on radio stations, including read by live on-air
personalities, streaming and OTT, as well as the ability to run simultaneous radio data system (RDS)
ads to share the name of the website or number on the car dashboard crawl for listeners; run targeted
display and search ads; social media ads including on Facebook, LinkedIn, Instagram and YouTube;
and launch a Gas Station TV ad.
Itemized Deliverables
1. Multiple scripts for radio ads to be read live by on-air personalities and recorded
2. Graphics and/or video, and suggested copy, created that incorporate GSRP provided
branding, to be used for social media and targeted display and search ads.
3. Video created for Gas Station TV ad.
4. Regular campaign analytics reporting, including after the first few weeks, in order to
reallocate funding and tactics when needed to best capture our audience’s attention
