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RESA REQUEST FOR PROPOSAL RFP# WRESA-01-2023-2024-06 Great Start Readiness Program Digital Marketing

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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:

 www.findfreepreschool.org

 (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

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