Specifications include, but are not limited to: FHP Recruitment Campaign Advertising Plan 4.1.1 The prospective Contractor shall develop and maintain a comprehensive FHP Recruitment Campaign Advertising Plan (Campaign Plan), as proposed, that describes how the prospective Contractor will develop marketing strategies and tactics to ensure an effective campaign. 4.1.2 The Campaign Plan must contain sufficient detail to demonstrate the prospective Contractor understands how to successfully market a campaign of the size and scope anticipated by this contract. The prospective Contractor shall create and utilize, upon Department approval, a media-buy strategy that maximizes the exposure of advertisements and provides the highest quality impressions and/or highest number of impressions per medium selected. 4.1.3 The Campaign Plan shall include, but is not limited to, the following components: a) Overall campaign strategy and objectives; b) Campaign timeline; c) Campaign Budget Breakdown with performance expectations (impressions, reach, etc.) for each proposed ad placement; d) Advertising platform plan to include Google, Facebook and Twitter at a minimum. Additional advertising on other social media (Snapchat, YouTube, Etc.) or online channels shall be included at the prospective Contractor’s discretion; e) Retargeting Plan; f) Plan to maximize custom reach based on the following demographics and target audiences: i. Male (ages 19-34) ii. Female iii. Military veterans iv. Bilingual (Spanish-speaking) v. College students vi. Individuals residing in Pensacola, Gainesville, Orlando, Melbourne, Dade City, Bradenton, Sarasota and Ft. Lauderdale Florida; and vii. Individuals residing outside the state of Florida. g) Overall strategy to execute ATTACHMENT B – SCOPE OF SERVICES, section 4.2, Production and Graphic Design of Advertising.
