Specifications include, but are not limited to: III. Scope of Work General Requirements The contractor will be overseen by COG/TPB staff, with advice from an Advisory Committee. It is anticipated that the selected contractor will be a full service public relations firm that has the ability to develop and implement a comprehensive public outreach and education campaign to improve pedestrian and bicyclist safety in the Washington metropolitan region. Goals 1) Increase public awareness of pedestrian and bicycle safety issues and help reduce the number of pedestrian and bicycle injuries and deaths. The public includes all drivers in DC, MD and VA as the primary audience and pedestrians, bicyclists, employers, driver education providers, judicial agencies, law enforcement and tourists as secondary audiences. 2) Improve all drivers behavior to reduce the incidence of pedestrian and bicycle injuries and deaths through increased public awareness and education in conjunction with increased law enforcement. 3) Evaluate the campaign by conducting pre- and post-campaign surveys to determine public awareness and attitudes toward pedestrian and bicycle safety and to measure the change in awareness and attitudes as well as driving behavior that may result from the campaign. 4) Make motorists, pedestrians and cyclists more safety conscious by: o increasing awareness of behaviors most often involved in collisions o recommending actions to reduce risks Tasks 1. Develop and Implement a Pedestrian, Bicycle and Traffic Safety Education Campaign A. The contractor shall create new materials or adapt the existing Street Smart campaign materials to help the region achieve the overall objective of reducing the number of pedestrian/vehicle and pedestrian/bicycle collisions and their associated deaths and injuries by ten percent. B. The contractor, through the development and implementation of a public education and outreach campaign, shall help the region achieve the short-term objectives of increasing the proportion of motorists, pedestrians, and bicyclists who: a. Are aware of the behaviors most often involved in pedestrian collisions b. Are aware of the proper procedures regarding crosswalks c. Are aware of the rules regarding right of way for pedestrians and bicyclists, especially at intersections d. Are aware of police efforts to enforce rules regarding pedestrian and bicycle traffic e. Take measures to reduce the likelihood of a pedestrian/vehicle collision. C. The contractor shall provide experienced and creative production personnel to develop and implement pedestrian and traffic safety program advertising, educational, and promotional efforts. D. The contractor shall work directly with the designated COG/TPB staff person to coordinate and manage the project activities. The contractor shall provide a high degree of internal quality control of all draft and final products prior to delivery of these products to COG. E. The contractor shall develop a work plan with a timeline for the completion of the work outlined in this task. The contractor shall adhere to the schedule outlined in the approved work plan, unless changes to the work plan are approved by COG/TPB. F. The contractor shall develop a new pedestrian, bicycle and traffic safety public education and outreach campaign or revise the existing Street Smart campaign materials including development of creative concepts, a graphic identity, and slogans. The contractor shall justify to COG/TPB the choice of the campaign creative concepts and the range of RFP #12-016 Street Smart Public Awareness Campaign 4 outreach activities recommended. It is recommended that the contractor use professionally managed focus groups, drawn from the target demographic, to identify and shape messaging as well as methods to better serve the audience. Final selection and approval of the campaign will be made by COG/TPB. The contractor must develop or revise and implement the campaign elements, as approved by COG/TPB, which may include, but are not limited to: print and radio ads, television ads, public service announcements, posters, brochures, flyers, bus cards, bus backs, internet ads, a web site, and other campaign elements. One or more campaign media may not be developed, revised, or executed if COG/TPB determines it is not cost-effective, in order to focus resources on the more cost-effective media. The contractor shall provide all goods and services necessary to design, execute, and place advertising and promotions, including, but not limited to providing typesetting, graphic design, printing, web site design, and securing of all supplies. The contractor shall work with an advisory group convened by COG/TPB, and shall provide conceptual, draft, and fully formed campaign materials sufficiently far in advance to allow the advisory group adequate time for review and comment. G. The contractor shall develop a prioritized list of campaign activities. The contractor shall prepare a strategic plan for the FFY2013 campaign and a prioritized list of additional activities to be conducted during this year of the campaign if additional funds are made available. H. The contractor shall prepare campaign strategic plans for FFY 2014 and FFY 2015 that build and expand on FFY 2013 activities if they are successful in meeting program objectives. In the strategic plan, the contractor shall provide for the possibility that the FFY 2013 approach did not meet expectations. The contractor must prioritize activities for FFY 2014 and FFY 2015. I. The contractor shall identify campaign target audiences for the campaign in Fiscal Years 2013, 2014, and 2015. The contractor must provide justification for the approach that is recommended, and final approval of the approach will be made by COG/TPB. J. The contractor shall prepare plan and implement an outreach campaign for reaching non- English speaking residents. The contractor must include in Fiscal Years 2013, 2014, and 2015 a detailed methodology for reaching non-English speaking residents, focusing on the Hispanic/Latino target audience at a minimum. The contractor shall, for campaign elements approved by COG/TPB, include adaptations of the basic campaign or new campaigns that use culturally-specific approaches and materials developed in multiple languages. The contractor shall propose ways to make pedestrian and traffic safety themes, slogans, messages, and materials culturally relevant. The contractor shall propose methods for reaching target audiences, using multi-cultural media or enlisting public resources, agencies, and various ethnic organizations to distribute culturallyspecific campaign materials and information. K. The contractor shall develop a plan that maximizes the use of free media through highly visible seasonal events. The contractor shall use free media to the greatest extent RFP #12-016 Street Smart Public Awareness Campaign 5 possible, including negotiating free matching advertising time, and holding at least one major press event to publicize the program. L. The contractor shall produce collateral materials. The contractor shall recommend whether any of the limited campaign resources should be used for production of collateral materials, or revision of the existing materials, and, if so, prioritize which materials should be developed. The contractor shall outline how the materials will be developed, how they should be distributed, and how to gauge their effectiveness, subject to approval by COG/T
