Bid Specifications Final.pdf

Information for 2026 Conservation Cost-Share Marketing Campaigns

The Iowa Department of Agriculture and Land Stewardship (IDALS) runs a short marketing campaign each year to promote the Department’s conservation cost-share programs. The summer campaign encourages farmers and landowners in Iowa to enroll in the state’s cost share program and add conservation practices, like cover crops, to their fields to improve the health of their soil and protect water quality in Iowa and downstream. This year, the campaign will also include a nutrient management component in the fall. The campaign will run in two phases beginning July 6 and continuing through

August 12, then resuming November 5 and running through December 11.

The campaign should include a mix of digital advertising and radio spots targeting the following counties: Audubon, Boone, Buena Vista, Calhoun, Carroll, Clay, Dallas, Dickinson, Emmet, Green, Guthrie, Hamilton, Hancock, Humboldt, Kossuth, Palo Alto, Pocahontas, Polk, Sac, Webster, Winnebago and Wright.

IDALS is looking for a qualified marketing partner to develop a paid media schedule, including radio spots and digital advertising, to promote both of these conservation programs.

Scope of Work

The successful Respondent shall provide the services to the State in accordance with the requirements as provided in this Scope of Work:

1. Marketing Campaigns

1.1. Uses a mix of 30-second radio ads on farm and rural broadcast stations, digital ads on news publications’ websites, and digital re-targeting strategies.

1.1.1. Respondent will produce and place 30-second radio ads.

1.1.1.1. One male and one female voiceover per campaign (4 spots total).

1.1.2. IDALS will provide the script and review and approve the final radio spots before they are placed.

1.1.3. Respondent will place and manage digital ads.

1.1.4. IDALS will create digital ads. Respondent will provide digital ad sizes.

1.2. Targets farmers and landowners age 18+ residing in these 22 counties: Audubon, Boone, Buena Vista, Calhoun, Carroll, Clay, Dallas, Dickinson, Emmet, Green, Guthrie, Hamilton, Hancock, Humboldt, Kossuth, Palo Alto, Pocahontas, Polk, Sac, Webster, Winnebago and

Wright

1.3. Estimates the size of the target audience and potential reach of the campaigns.

1.4. Includes weekly performance reports and a full performance report after each campaign ends.

1.4.1. Reach

1.4.2. Impressions

1.4.3. Digital ad engagement

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1.4.4. IDALS will own this data

1.5. Monitors the performance of the digital ads and optimizes them throughout the campaigns.

1.6. Summarizes the marketing campaign’s performance after it concludes.

1.7. Cover crop cost-share campaign will run for 4 weeks beginning on July 6, 2026.

1.8. Crop insurance discount program campaign will run for 4 weeks beginning after November 5, 2026.

1.9. The combined budget for both campaigns is $19,000-21,000.

1.10. Will run in conjunction with an IDALS run social media campaign.

1.11. Other requirements

1.11.1. The Respondent should have extensive experience in branding and marketing related to agriculture/crops in the State of Iowa.

1.11.2. The Iowa Department of Agriculture and Land Stewardship will approve the final radio ad script produced by the Respondent, approve the final digital ad copy produced by the Respondent and provide the digital ad graphics.

1.11.3. The selected vendor must produce the 30-second radio spots and production costs should be included in the cost proposal.

1.11.4. The selected vendor should provide contracting and invoicing through one contact.

Specifications Overview

The successful Respondent shall provide the goods and/or services to the State using the Contract in accordance with the specifications as provided in this Section. The Respondent shall address each specification in this Section and indicate whether or not it will comply with the specification. If the context requires more than a yes or no answer or the section specifically indicates, Respondent shall explain how it will comply with the specification. Proposals must address each specification. Merely repeating the specifications may be considered non-responsive and may disqualify the Respondent. Proposals must identify any deviations from the specifications of this RFP or specifications the Respondent cannot satisfy.

If the Respondent deviates from or cannot satisfy the specification(s) of this section, IDALS may reject the

Proposal.

Mandatory Specifications

All items listed in this section are Mandatory Specifications. Respondents must mark either “yes” or “no” to each specification in their Proposals. By indicating “yes” a Respondent agrees that it shall comply with that specification throughout the full term of the Contract, if the Respondent is successful. In addition, if specified by the specifications or if the context otherwise requires, the Respondent shall provide references and/or supportive materials to verify the Respondent’s compliance with the specification.

IDALS shall have the right to determine whether the supportive information and materials submitted by the Respondent demonstrate the Respondent will be able to comply with the Mandatory Specifications.

If IDALS determines the responses and supportive materials do not demonstrate the Respondent will be able to comply with the Mandatory Specifications, IDALS may reject the Proposal.

1. Work must be completed and delivered by January 15, 2027.

1.1. If work is not completed by January 16, 2027, there will be a 1% penalty per calendar day until completion.

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Technical Specifications

All items listed below are Scored Technical Specifications. All specifications will be evaluated and scored by the evaluation committee in accordance with Section 2 of the Administrative Terms.

1. Please provide an example(s) of a previously produced campaign by your organization including:

1.1. Past radio spots

1.2. Digital Advertising Placements

1.3. Provide past campaign performance reports

1.4. Provide schedules that use a mix of broadcast and digital advertising channels.

1.5. Provide at least one reference from a previous campaign.

2. Please provide a proposed strategy for both campaigns.

2.1. Provide an approximately one-page narrative explaining your strategies for the conservation cost-share campaigns. Explain how you will find efficiencies between the two campaigns and optimize ad performance.

2.1.1. What type of monitoring and adjustments will you do?

2.1.2. How will you allocate resources to different advertising methods?

3. Name the primary people who will be working on the campaign and include their professional credentials.