Specifications include, but are not limited to: A. Advertising - The contractor will work with the Air District Communications Office to develop, produce and implement the following Spare the Air advertising campaigns: • March through October - encourage transportation behavior change to reduce solo drivers on Bay Area roads and encourage remote work, transit, carpooling, walking or biking and Employer Programs, and other Spare the Air behavior change campaigns. • November through February - educate the public about the health effects of wood burning and how to access Spare the Air alert information. • Year-round - encourage employers to adopt permanent remote work options for employees, promote alternatives to driving alone (like taking transit), and provide information on wildfire smoke preparedness and associated Spare the Air alerts. The contractor will design the program and produce and implement all aspects of the advertising campaign – including but not limited to, concept, writing, design, production and media placement. The contractor will take part in team meetings with Air District staff and other Air District contractors on a weekly basis or as needed. B. Media/Public Relations - The contractor will work with the Air District Communications Office to develop, produce and implement media/public relations that support the overall messaging goals of the Spare the Air program. Media/public relations will support each Spare the Air program through media events, news interviews, speaking engagements, Op-Eds, and other relevant messaging opportunities. The contractor will design the program and produce and implement all aspects of the media/public relations components — including but not limited to, concept, writing, design, production and media pitching. The contractor will take part in team meetings with Air District staff and other Air District contractors on a weekly basis or as needed. C. Social Media - The contractor will develop and implement social media messaging plans, promotions and contests, build social media following and engagement, and manage social media accounts that encourage behavior change through the (1) Spare the Air program (summer and winter) and (2) Spare the Air Employer Program. The contractor will: • Develop social media strategies including but not limited to, concept, writing, design, production and technical services. • Create and curate engaging content for social media platforms. • Develop and manage content calendars to ensure timely publication. • Ensure digital content is engaging, relevant and supports the objectives of the Spare the Air campaigns. • Implement social listening tools to monitor mentions of relevant topics. • Monitor engagement and define key performance indicators for each platform. • Take part in team meetings with Air District staff and other Air District contractors weekly or as needed. • Work with Air District staff to ensure social media efforts are consistent with Air District social media outreach efforts.
