ODOC-FY25-SFM Volunteer Fire Fighter Marketing Campaign Phase 2

3. SCOPE OF WORK/DELIVERABLES.
3.1 Scope of Work Requirements.
The agency will be responsible for the following:
3.1.1
Conduct market research and audience analysis.
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Provide an overview of the audiences that engage with various digital streaming video platforms and channels and compare that to the target audience identified in this proposal.
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Provide an overview of the audiences that engage with various social media platforms and compare that to the target audience identified in this proposal.
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Information will inform the department and cooperating agency of the most impactful opportunities available to place digital video advertisements that achieve maximum views, engagement, and impact with target audience.
3.1.2
Develop a media plan and strategy.
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Make recommendations on tactics to take to deploy videos to target audience.
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Make recommendations on video/social media platforms to utilize to engage audience.
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Make recommendation on other digital tactics that should be explored to drive optimal results.
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Make recommendations on budget to put toward each tactic to ensure maximum impact.
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All plans and strategies are subject to department approval.
3.1.3 Negotiate and purchase media placements.
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Share a detailed proposal with the department that includes the proposed budget spend as well as tactics being explored.
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Secure placement of video ads on channels/platforms in accordance with approved media plan and strategy.
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Inform COM of any adjustments that need to be made due to budgetary constraints.
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COM will approve all purchases.
3.1.4 Monitor and optimize ad performance.
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Monitor metrics related to video campaign performance, such as impressions, clicks, cost per click, and shares.
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Utilize available tools to ensure ads are running at an efficient rate that meets or outperforms industry benchmarks.
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Provide recommendations on adjustments if needed due to budget or performance factors.
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Provide any additional metric information on an as-needed basis.
3.1.5
Provide regular reports and recommendations.
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Provide detailed weekly updates regarding campaign performance.
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Share relevant observations and trends taking place in the industry that may be applicable to this campaign.
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Discuss with department leadership how available metrics compare with leaderships’ observations. For example, if metrics show that the ads are performing at a high level, but that is not resulting in action or visits to the website, what steps should be explored/taken to improve?
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Make recommendations regarding tactics and/or any other adjustments to help strengthen overall performance of campaign.
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Provide information and/or meet in addition to the weekly meeting if requested.

Itemized Quote. The quote shall be itemized and include the following: estimated shipping, company name, contact information, including name, phone number and email to which COM should remit the purchase order.
Nothing herein guarantees that the quote will be accepted by Commerce.
Form of Payment. Please state in the quote if you accept credit card as form of payment and if there are any additional fees applied to those purchases.  If so, please state the additional fees and/or surcharge in the quote.
Current State Contract or Agreement. If the products and/or services are currently contracted under a Department of Administrative Services (“DAS”) Contract, State Term Schedule (“STS”), Master Maintenance Agreement (“MMA”) or Master Cloud Services Agreement (“MCSA”), provide the contract number and confirm your quote pricing matches what is listed in the pricing section of the DAS contract.  If the pricing contained in your responsive documents fails to match the DAS contract pricing, your quote may be rejected.
If the product and/or service requested is not quoted from an existing DAS Contract or Agreement, please provide supplier’s Software License Agreement, Maintenance Agreement, and Terms and Conditions documentation when quoting.
If not all products and/or services are referenced on a DAS Contract, please provide two separate quotes: one for products and/or services addressed in the DAS contract and one for the products and/or services not addressed by the DAS contract.
If signature is required for products and/or services not addressed by the DAS contract, please provide the agreement and/or terms and conditions related to the purchase. This includes software license agreements.