Specifications include, but are not limited to: 1.Design, implement, and support a year-round recruitment and messaging campaign-The recruitment and messaging campaign will build on the CEL brand and use diversecommunication strategies and platforms, including but not limited to traditional and new media, virtual and physical outreach, and other grass roots strategies likely to reach targeted program-eligible population. In coordination with input from the Mayor’s Office and CPS, campaign elements must:oTarget specific sub-populations that are considered the hardest to serve, including but not limited to families experiencing homelessness, immigrant and refugee families, families living in deep poverty, and other families facing adversities.oInclude strategies for reaching 0-3 children and their families.oInclude messaging concerning the importance of early learning, early learning principles, and best practices for parents and families to raise life-long learners. oIncorporate input on its design and implementation from external stakeholders, including but notlimited to families, child and community advocates, early childhood development experts, and direct service delegate agencies that provide CEL programs.oBe responsive to DFSS Community Needs Assessment data in its distribution and delivery. The latest DFSS Community Needs Assessment can be found here: https://www.chicago.gov/city/en/depts/fss/supp_info/CoC_CommunityAssessment2019.html).oMaintain and strengthen the current CEL brand, including the incorporation of funder messaging from federal Head Start and ISBE Pre-school for All and Prevention Initiative, as well as messaging concerning the relationship between CEL and Universal Pre-K, as needed.oEnsure all CEL recruitment campaign messaging align with the CEL Online Application and design updates to CELOnline Application splash pages/graphics as needed to ensure brand alignment. The website is available at:https://www.chicago.gov/city/en/sites/chicagoearlylearning/home/coming-soon.html2.Provide Traditional Media Outreach—The recruitment and messaging campaign isexpected to deploy the following traditional media strategies to reach CEL eligible children and families:oRadio Advertising—English and Spanish commercials for placement on urban, Latino ad mainstream radio stations, ads on stations’websites and social media pages, event participations and targeted email blast.Support negotiation with radio broadcasters and ensure messaging aligns with overarching campaign.DFSS may place these ads throughthe support service agency or directlythrough radio station. Thiswill be determined on a case by case basis. Prior to conducting any radio advertising, the selected Support Service Agency will be required to provide a formal quote. Written approval by the Commissioner or her designee will be provided in advance of any services being provided. The hourly rates listed in the RFP will be used as a basis for the proposal with additional services added for ad placement. oBillboards--Production and placement of English and Spanish billboards in community areas identified as high need by the last Community Assessment as well as in generally high traffic areas. DFSS will place all billboard ads directly. oPublic Transportation (CTA)--Production and placement of English and Spanish language bus media, including interior cards, tall displays, ultra super kings and digital rail displays. Placement selections determined by priority community areas. Includes summer and winter campaigns.DFSS will place all CTA ads directly. oCommunity Print Ads--Production and placement of English and Spanish ads and inserts in newspapers with targeted circulation. DFSS may place these ads with the support service agency or directly with the newspapers. This will be determined on a case by case basis. Prior to placing any community print ads, the selected Support Service Agency will be required to provide a formal quote. Writtenapproval by the Commissioner or her designee will be provided in advance of any services being provided. The hourly rates listed in the RFP will be used as a basis for the proposal with additional services added for ad placement. 3.Digital Media Outreach--The recruitment and messaging campaign will be expected to deploy digital marketing strategies that are likely to engage CEL eligible children and families, including but not limited to graphicsand videos to run as display adsand social media placements. Digital media should include English and Spanish videos, ranging from 15 seconds to 2 minutes for social media and websites. Videos shouldshowcase the value of early learning and services provided in center-based learning environments. Priorto conducting any digital media outreach, the selected Support Service Agency will be required to provide a formal quote. Written approval by the Commissioner or her designee will be provided in advance of any services being provided. The hourly rates listed in the RFP will be used as a basis for the proposal with additional services added for ad placement.