STATE OF MARYLAND ISSUES MARKETING RFP
The Administrative Office of the Courts (AOC), Maryland Judiciary, is seeking proposals from prospective agencies to award one contractor to develop an integrated marketing communications proposal, covering one year, to accomplish the Maryland Judiciary’s goals of increasing access to justice and building awareness of Judiciary resources for those in need of legal assistance across the state of Maryland. The Plan should include tactics that promote the Judiciary’s language service program, “My Laws, My Courts, My Maryland” video library, the Maryland Law Help app, and the statewide Self-Help Centers, as well as recommend area for brand advancement and identify new resources that may be helpful to the target audience.
The Administrative Office of the Courts (AOC) is the central support agency for the state judicial branch, and provides a broad range of support services to Maryland’s courts in operations, information technology, management, legal, government relations, financial, administration, and programs.
Scope of Work:
a. The Contractor shall create an integrated marketing proposal that covers a one-year period. The written proposal should include a detailed marketing plan, consisting of primary and secondary audience demographics and personalities, brand positioning, situational analysis, defined SMART marketing goals, message branding and style suggestions, recommended budget and timeline for campaign, media plan (including, but not limited to, social media, print media, local media, public relations efforts, etc.), and an evaluation plan for monitoring and tracking goals.
b. The plan shall address the Judiciary’s main goal of increasing awareness of public resources for self-represented litigants, as well as address secondary goals of increasing usage of those resources and establishing the Judiciary as top-of-mind for reliable legal information, advice, and referral.
c. The plan shall include tactics that promote the Judiciary’s Language Services Program, “My Laws, My Courts, My Maryland” video library, the Maryland Law Help app, and the statewide network of self-help centers, as well as recommend areas for brand advancement and identify new resources that may be helpful to the target audience.
March 06, 2020
Maryland Judiciary, Administrative Office of the Courts
Department of Procurement, Contract and Grant Administration
Relevant agencies worth considering for this assignment include Kaplow PR and Zeno group.