Statement_of_Objectives.pdf

Office of External Affairs Media & Advertising Services Contract Support

Statement of Objectives

1 Background:

1.1 Build a Culture of Preparedness

Every segment of our society from individual to government and industry to philanthropy, must be encouraged and empowered with the information it needs to prepare for the inevitable impacts of future disasters. The Ready Campaign is instrumental to further FEMA’s vision to have a prepared and resilient nation. Making emergency preparedness relevant – vital and a social norm -- to all segments of society, is essential to ensure the Nation is better prepare before, during, and after disasters and become more resilient.

The Ready Campaign is the principle public awareness communications apparatus for conveying various preparedness messaging across a wide variety of mediums. The Ready Campaign was created in 2003 and had adopted the highline message relative to individuals and community preparedness of ‘Have a Kit, Make a Plan, Be Informed’.

However since the origin of the Ready Campaign has not been a wholesale reexamination of its preparedness communications channels and format. Therefore the overarching goal is to create a National Emergency Preparedness Campaign that includes both traditional and non-traditional advertising, with significant emphasis on financial preparedness as a noteworthy part of emergency preparedness.

1.2 Ready the Nation for Catastrophic Disasters

Work with strategic partners across all levels of public and private sectors to strengthen partnerships and access new sources of scalable capabilities to quickly meet the advertising and communication needs of overwhelming incidents.

2 Scope / Objectives:

The scope focuses on utilizing a broad range of communication methods to reach different target audiences through multiple multimedia channels including, traditional and non-traditional media, community engagement, strengthening and expanding public and private partnerships, and mobilizing communities from the ground-up by providing the information and resources needed to become better prepared and more resilient.

The objective is to position The Ready Campaign as the primary media and advertising vehicle -- the one-stop-shop -- to build a culture of preparedness to make the information and tools available to get the Nation ‘ready/prepared’ for disasters and catastrophic events through increased brand recognition of The Ready Campaign by using different marketing and public relations efforts to position The Ready Campaign as the cornerstone of preparedness. To identify strategies to reach new target audiences and engage them through multi-prong campaigns using and evidence based approach to measure effectiveness will be critical to the success in building a culture of preparedness.

There shall be a National Preparedness Month, the signature awareness campaign that occurs every September and involves all ten FEMA Regions, other Federal agency partners. There shall be a radio satellite media tour, release of advertising and marketing products to include digital, print, TV, out-of-home, etc. This scope also includes working with FEMA senior management to get the message out. Additionally, there are 40 to 50 supplemental campaigns annually that will be tied to the nature of the disaster event such as floods, hurricanes, fires, earthquakes and each one must be tied to a financial preparedness component.

3 Tasks:

Vendor will be given work assignments by the COR weekly, reflecting the current need of External Affairs and in conjunction with the strategic plan of the agency. The timelines and milestones will be provided by the COR and agreed upon with the Vendor.

All work will be reviewed by the COR.

3.1 Develop and execute national advertising campaign with many components

Develop and execute a multi-prong, multi-year strategic marketing, public service advertising, outreach and communications campaign that will formulate short and long-range goals to increase brand recognition by creating:

• Public awareness

• Community engagement

• Behavioral change - Think of preparedness an essential part of their lives

The campaign should have three phases: Redefining - Promoting –Evaluating

It should include:

Strategies and tactics, tailored to different audiences, to create awareness about being financially prepared and the impact of emergencies, engage and inform about the risk, what they can do to be better prepare, engage others, and direct them to the tools to take action steps to prepared.

The national campaign should: identify key messages, partners, actions, products, venues and materials that are most effective to support the goal and objectives.

3.2 Market Research, Media Analysis and Related Services

Conduct appropriate research to define methods, venues, and products to effectively support the goal and objectives of campaign.

Provide metrics and develop milestones to measure progress and results/impact of marketing/outreach/communications objectives.

Determine market trends and conditions that impact campaign effectiveness, determine what works and does not work and recommend appropriate strategies and tactics to meet the campaign objectives.

Market trends and analysis may be required; additionally other types of services such as conducting focus groups, quantitative research to evaluate methods, venues, and products. This includes, but is not limited to: Developing and refining the brand of The Ready Campaign, pilot products, testing impact of targeted messaging, measuring impact of new multimedia channels, developing approach and content (visuals, messaging, conducting individual interviews with different audiences, conducting surveys, compiling and analyzing results may be required, and presenting recommendations based on analytics.)

3.3 Multimedia products for Digital Marketing

Identify most efficient marketing communication tools and develop products to reach different target audiences.

• Mobile Advertising: placing Ads in mobile homes and other devices. Text Ads via SMS, banner ads that appear on website, download apps, or mobile games

• Social media: Twitter, Pinterest, Instagram, Facebook,

• Web: revamping Ready site to a fully response, interactive venue

• Online media: online news

• Traditional media: TV, Radio, Print

• Community Engagement: Identify key alliances to help as force multipliers

• Events: targeted to increase brand visibility amongst different target audiences.

In developing these new products and repurposing them, the Contractor will be responsible for the research, creation, production, distribution, and launch for the general market, Hispanic market, business market, online media market, social media channels, mobile media venues, and other segments of the population as needed.

Secure placement products in a wide variety of communication venues through different resources, including but not limited to established relationships with media and other organizations including but not limited to public service directors and recognized national distribution channels for donated media space.

Contractor will be required to conduct public relations tactics around different events such as annual the National Preparedness Month and throughout the year supplemental emergency preparedness messaging campaigns.

Performance Metrics and Track the Place and Use of the Campaign’s Multimedia products:

All of the Campaign’s products need to be tracked to see when, where, and how often they are place and provide analytics that shows milestones on moving the brand recognition. Therefore, the Contractor needs to demonstrate ability to track, and measure the Campaign’s progress. The Contractor will be required to conduct annual tracking studies to measure they Campaign’s progress. These studies need to be conducted each year to measure the impact the online market, general market, Hispanic market, business market, the campaign is having in the different target audiences; how all segments of the population are receiving the Campaign messages and how much recognition the brands is getting and how important preparedness is for them (actions taken). . From these results quarterly reports shall be prepared for the Campaign.

Online media tracking:

Google analytics of the website and banner/digital ads.

Streaming Radio:

PSA placements and ad impressions tracking ability. This can service can be provided via a third party audience measurement service/ad server for Internet radio.

Print (Newspapers & Magazines):

Provide a monitoring service for tracking newspapers and magazines - - including publisher rate cards to value each product placement; Monitoring data should be supplemented with self-reporting from publishers and incremental tear sheets, particularly to capture regional placements.

Interactive Media:

Values are determined using self-reporting from sites and site/network-specific rate cards, based on ad size and placement location.

3.4 Materials and Development

Materials The Contractor may be required to update, rewrite and/or edit materials and products.

Types of service may include but are not limited to developing content and materials for multimedia venues use, conceptual web design and layouts, sketches, drawings, publications designs, typographic layouts, photography, etc.

3.5 Strategic Partnership Opportunities

The Contractor may be required to distribute the Campaign’s messages through new and existing partnerships. This may require the developing of new relationships and maintenance of existing ones with a wide variety of public and private sector as well as online, traditional media and non-media organizations to distribute the Campaign’s messages and identify outreach opportunities.

3.6 Event Planning Services

The Contractor may be responsible for providing a wide range of services in support of conference and event planning.

The Contractor may be required to make necessary arrangements for conference, press events and meetings.

The Contractor may be required to conceptualize, design, and produce supporting campaign materials and offer support at appropriate events such as town hall meetings or other community events.

3.7 Digital Engagement – Online, Social Media and Public Relations Services The Contractor must demonstrate a fully integrated capacity to use produce content and placement on this space, monitor, audience and valuation services widely accepted throughout the industry to capture placement and impact across all broadcast, advertising and social mediums.

The Contractor may be required to continue and expand distribution the Campaign’s messages through online, social media, traditional media outreach and public relations efforts.

This may include creating and maintaining social media projects such as social network pages, widgets, smart technology applications, etc.

This also may include preparing media materials including but not limited to background materials, press releases, media alerts, speeches, presentations, and press kits; conduct media outreach efforts to promote the Campaign -- including Satellite and Radio Media Tours, press conferences, and other activities.

This includes media outreach efforts around disaster preparedness calendar of events, and other key events such as National Preparedness Month, yearend preparedness tips and the ‘teachable moments’ leading up to and after an emergency occurs and other news worthy events.

The Contractor may be required to prepare outreach materials (i.e., toolkits, presentations) for the Campaign’s existing strategic partnerships, as well as other efforts as they are needed – such as National Preparedness Month and year end preparedness tips.

The Contractor will coordinate a full flesh multimedia campaign that includes mobile and social media, traditional media TV and radio media tour in support of National Preparedness Month and yearend preparedness campaigns.

4 Performance Metrics:

Tasks

Product Assignment

Product delivered

3.1 Develop and execute a multi-prong campaign

Per COR As agreed upon by COR and Vendor

3.2 Market Research, Media Analysis and Related Services

Per COR As agreed upon by COR and Vendor

3.3 Multimedia products for Digital Marketing

Per COR As agreed upon by COR and Vendor

3.4 Materials and Development

Per COR As agreed upon by COR and Vendor

3.5 Strategic Partnership Opportunities

Per COR As agreed upon by COR and Vendor

3.6 Event Planning Services

Per COR As agreed upon by COR and Vendor

3.7 Digital Engagement

– Online, Social Media and Public Relations Services

Per COR As agreed upon by COR and Vendor

5 Period of performance:

One year base with four, one-year options

6 Place of Performance:

Services shall be performed primarily at the contractor’s facility with occasional meetings to occur at FEMA HQ - 500 C Street, SW, Washington, DC 20472