2025-2030 Ready Campaign Market Research Request for Information (240426-1308).docx

Ready Campaign 2025-2030: Market Research – Request for Information (RFI) This RFI seeks vendor responses to the following questions and statements:

1. FEMA’s national public awareness campaigns use broadcast, print and web Public Service Announcements (PSAs) with the goal of engaging 100% of the top 50 Designated Market Areas (DMAs) and at least 95% of all 210 DMAs covered in the US. Has your company managed a national multi-year campaign? If yes, what percentage of the 210 DMAs did this campaign include? What percentage of the top 50 DMAs were included? Provide detailed examples of the PSAs with weblinks, general costs and include any data on the average Return On Investment (ROI) in earned or donated media (as defined as airing of public service announcements). If not, what is your plan to reach all goals listed above? Please provide a document of no more than three pages that provides specific and detailed plans to meet the engagement with the DMA as covered above.

2. Within a one-year period of performance contract, has your company sustained donated media – not inclusive of earned media values? If yes, briefly explain what it was for and how it was applied, including what was the approximate dollar figure for donated media? If not, please provide a short document (no more than three pages) that provide a specific and detailed plan to reach sustained donated media.

3. Has your company developed a strategy to distribute and amplify PSA campaigns across platforms including print, mobile, social and traditional media? If yes, provide links to campaigns, the value of the media coverage (cost equivalent of both earned and paid placements) and the number of impressions or impact achieved.

4. Has your company partnered with award-winning creative firms to create a PSA campaign, including having the partner create final creative deliverables for use on platforms including print, mobile, social and traditional media? If yes, provide examples and the names of partners with links to campaigns and the cost to develop the PSA. If not, please provide a plan on how you would go about building these partnerships that includes the projected cost and timeline to conduct research and polling for outreach with targeted communities.

5. Has your company leveraged relationships with other companies to broadcast public service announcements without charge or at a reduced advertising rate, on platforms including print, mobile, social and traditional media? If yes, provide examples and the value of the media earned (cost equivalent if this was paid) and the number of impressions or impact achieved.

6. Has your company secured talent at PSA rates? If yes, provide detailed examples.

7. Has your company managed culturally competent targeted PSA campaigns with a focus on Black, Latino, older adults, Asian Americans, Native Hawaiians, Pacific Islanders, Tribal Nations or similar audiences? If yes, provide detailed examples. If not, provide a plan on how you would research and connect with culturally competent resources. Please include a timeline and projected budget for execution.

8. Has your company utilized influencer marketing for specific audiences with a focus on Black, Latino, older adults, Asian Americans, Native Hawaiians, Pacific Islanders, Tribal Nations, etc., that received significant impressions and engagement? If not, provide a plan on how you would research and connect with culturally competent resources. Please include a timeline and projected budget for execution.

9. Has your company supported federal and/or state government customers with targeted campaigns in English and Spanish using PSAs for television and radio broadcast, Out of Home (billboards, bus stops, windows…) and print? If yes, please provide detailed examples, including cost estimates.

10. Has your company supported public relations activities that include planning logistics for news conferences, presentations and media tours executed in collaboration with partners to increase media support? If yes, provide examples with weblinks where possible.

11. Has your company leveraged relationships with major film or television studios to create PSAs promoting preparedness using video clips, stills or on-screen scripted talent appearances? If yes, provide examples and the value of the Return on Investment in terms of the media earned (cost equivalent if this was paid) and the number or impressions or impact achieved.

12. Has your company conducted evaluations to analyze public communication campaigns in real-time through dashboard reporting tools that provide a holistic view of campaign performances (including website analytics, social listening and earned/donated media dollar value, and detections and impressions across PR, TV, radio, print and digital media)? If yes, please provide examples and screenshots of dashboards and additional anecdotes of course correcting a campaign that is not achieving the goals and how to measure ultimate success.

13. Has your company conducted national quantitative tracking surveys of target audiences to measure and evaluate changes in exposure, attitudes, behaviors and awareness of a campaign, which establishes benchmarks for these key metrics and then tracks progress against them on a continuous basis? If yes, please provide details and any examples of how you tracked success and course-correction activities is benchmarks weren’t being met.

14. (Option 14a. – Budget for a Ready National Preparedness Month) In full review of the submitted DRAFT Performance Work Statement (PWS), please provide an outline for anticipated costs required to support the Ready Campaign’s yearly National Preparedness Month that takes place in September (TASK 4 in PWS). Please include an overview of your organization’s approach, with a cost and timeline to develop the concepts, drafts and 508 compliant Ready Campaign culturally competent outreach products, including a 30 second broadcast quality PSA, out of home advertising assets such as posters and web enabled graphics, all translated into Spanish (4.1) in addition to a satellite media tour (4.2). Provide a line-item breakdown for National Preparedness Month that would be needed to achieve all objectives in the PWS.

(Option 14b. – Budget a full Rough Order of Magnitude supporting one year of the Ready Contract) In full review of the submitted DRAFT Performance Work Statement (Tasks 1 - 6), please provide a full cost estimate required to implement one year of the Ready Campaign contract. Provide a line-item breakdown for one year that would be needed to achieve all objectives in the PWS.