Specifications include, but are not limited to:. Vendor will provide marketing and social media services to the state to increase awareness and education about 2021 and 2022 open enrollments and the importance of enrolling in health insurance coverage by developing and implementing a strategic marketing and social media campaign. Marketing and social media messaging for plan year 2021 will occur in the fall of 2020. Marketing and social media messaging for plan year 2022 will occur in the fall of 2021. Vendor shall provide planning, development and placement for TV, radio, digital ads and social media, and oversee communications management. The marketing strategy will be developed, implemented and adjusted in collaboration with GCI and IDOI staff. The vendor will provide a communications plan; address campaign management style and include a timeline for reporting tactics and metrics to GCI; and a plan for implementation and execution of campaign elements (TV, radio, digital, transit, etc.). Vendor reporting timeline should also include a mandatory final report. Throughout the course of the contract, the vendor will remain nimble and responsive, adjusting management, plan and strategies as needed. Each paid advertising campaign will be running for three months (approximately 13 weeks). The vendor will submit weekly reports on the progress of the campaign and a final report within 2 weeks after the campaign ends. GCI will be responsible for posting and tracking organic social media posts and analytics. The vendor will track/measure ROI for the paid social media ads that run during the 3-month campaign period. The Vendor should assume a total operating budget including all expenses, salaries, advertising creative and media buys, of $2,000,000. 1.2.1. Campaign Management In driving campaign goals, the vendor’s team shall, at minimum: Direct and oversee subcontractors and vendors including graphic design, printing and video production services. Create, maintain and ensure consistency among integrative campaign elements. Coordinate and participate in ongoing marketing and communications calls with GCI team before, during and after open enrollment to discuss creative, messaging and to share campaign progress and results. 1.2.2. Communication Plan In addition to the Campaign Management Plan, the vendor will develop a strategic marketing plan that outlines tactics, including ethnic media tactics, and timelines for creating and placing local, regional and statewide communications. The vendor will share the campaign plan two weeks after contract execution for GCI’s review and approval. The plan will outline how the Vendor will utilize paid and earned media, and creative tactics to communicate the importance of enrolling in a health insurance plan and to increase statewide, the number of people who enroll. The Vendor is encouraged to think creatively, utilize mobile-friendly tactics and recommend innovative ways to effectively and quickly communicate to GCI’s diverse audiences. Vendor shall collaborate efforts with the GCI team to ensure the following: Tactics that occur before, during and after the open enrollment period. Marketing efforts complement the marketing efforts of the Federal CMS. Efforts and resources are not duplicated.
