Opening Date: July 21, 2024
Single Point of Contact (SPC): Heather Hawes, Procurement & Contract Specialist
Address: 635 Capitol St. NE, Suite 100 City, State, Zip Salem, Or. 97301
Phone (voice) 503-986-4581
Phone (cell) 503-551-0465
E-mail: heather.hawes@oda.oregon.gov
Organization Background
The ODCC’s Mission is to enhance the image of the Oregon Dungeness crab fishery through promotion, education, and research. The ODCC strives to “enhance the image of Oregon Dungeness Crab” and the men and women who make up the commercial fishery. In addition, it is an important that we ensure a healthy ocean by maintaining the structure, productivity, function, and diversity of the ecosystem. Our commitment is to a sustainable fishery with long-term ecological benefits that will increase opportunities for success.
The ODCC, established by an act of the Oregon Legislature in 1977, is an industry – funded agency and part of the Oregon Department of Agriculture’s Commodity Commission Program. This unique program allows fisherman to tax themselves and then use the pooled funding to increase their commodity’s recognition, value, and use.
Budget
The ODCC has an annual budget of $145,000 to spend on marketing, advertising and all marketing and advertising agency related fees and commissions. The ODCC would like to see recommendations from agencies on the best and most effective way to maximize the advertising funding.
2.4 SCOPE OF WORK/SPECIFICATIONS
Strategy
The selected marketing and advertising agency will work closely with the ODCC team and marketing sub-committee to develop and execute a strategy through media placement, creative and brand development.
Target Audience
• Oregon state-wide coverage
• Primary Audience – Females 25-64.
• Foodies who frequent dining out.
• White tablecloth dining.
• Adults who travel.
• Single shopper earnining $75k+
• Couples earning $150k+
• Possible targeted of select national markets
Creative & Production
Develop an advertising approach that reflects the mission of the ODCC, encouraging consumers to learn and experience, and increase the awareness of Oregon Dungeness Crab. Creative avenues may include but are not limited to:
• Television/Video
• Digital/social media
• Outdoor
• Radio/audio
Content Planning
Regular content strategies for social media, industry newsletters, earned media, video cooking events, and all paid media outlets. Reporting: Monthly updated and reporting for the campaign to address the results and effectiveness of the campaigns. Account Support – Maintain regular communication with ODCC and marketing subcommittee throughout the duration of the relationship. Marketing and Advertising Agency Criteria To be considered, the following criteria must be met, and work examples must be submitted. If you do not meet the below criteria, please give an explanation why.
• Experience and demonstration of working on Oregon state-wide, multi-media campaigns, including but not limited to: o Broadcast/Cable o Over The Top o Digital/social media OregonBuys
• Familiarity of Oregon Dungeness Crab and past media/advertising campaigns managed by the ODCC.
• Ability to meet in-person within a 2-workday notice if needed. • Creative experience to include but is not limited to: o Commercials o Short form video o Documentary style video o Photography Deliverables The goal of the ODCC is to increase awareness of Oregon Dungeness Crab through effective marketing and advertising. To measure our success the following criteria are examples of what the ODCC is looking for in regular monthly reporting.
• Number of impressions
• ODCC website visits
• Social engagements