All correspondence must be made through the Vendor Portal. Specifications include, but are not limited to: 3.1. Develop integrated marketing communication strategies and tactics in cooperation with, and at the direction of, the Department Public Information Office and senior management. Vendor will also be responsible to determine the appropriate public relations and paid media mix for the two campaigns and each campaign’s goals. The major goal of each campaign is as follows: 3.1.1. Public Education Campaign - Education of Nevada’s residents on general NDMV services, including how to best conduct business with the Department through efficient use of alternative services ; 3.1.2. Encourage public participation in the “SmogSpotter” Smoking Vehicle Observation Report program. (SVOR Campaign); 3.2. Develop advertising creative messages, media and materials to be utilized in the programs.; 3.3. Develop media buy schedules, purchase spots, ad space, and online ads to communicate each campaign’s messaging within budget and with consideration to the best use of resources.; 3.4. Campaign Planning and Tracking: 3.4.1. The NDMV will work together with the awarded vendor to develop a Strategic Marketing Plan and a Tactics Calendar for each campaign and each fiscal year. Both documents will be reviewed and adjusted throughout the year. The Tactics Calendars, in particular, are subject to change throughout the year as conditions dictate. The Strategic Marketing Plans and Tactics Calendars will be developed or revisited as the beginning of each fiscal year approaches.; 3.4.2. Tracking the success of the Campaigns: The success of the Campaigns must be measurable. Vendors shall define in their proposals how the success of the campaign will be measured and provide, quarterly and upon the completion of each campaign, progress reports on the success of the Campaigns in addition to the measurements as defined in Section 3.11, Advertising and Measurement. All statistical and analytical measurements must remain consistent across all reports to provide a clear understanding of growth, decay and effectiveness over time. Appropriate documentation includes, but is not limited to: Web page statistics and/or analytics; Marketing reports; Social Media interactions, reach, data, or other analytics; and Transaction counts supplied by NDMV, such as web services usage and SVOR reports; 3.5. Campaign-Specific Goals, Objectives and Tasks: 3.5.1. Public Education Campaign: Ensure advertising messaging meets legislative target goals for both reach and frequency, demonstrating continuous growth and education; Decrease physical location patron visits by agreed upon percentage; Increase dmvnv.com unique visitors by agreed upon percentage; Increase all web transactions by agreed upon percentage; Strengthen the agency's profile on social media; incorporate creative and efficient means of technology to better serve customers via social media outlets; 3.5.2. SVOR Campaign: Develop and execute a comprehensive media campaign to encourage public participation in the Smoking Vehicle Observation Report program.; Administer toll-free telephone number service for SmogSpotter number, 844-END-SMOG. ; Research, design and procure advertising specialty items for distribution at special events.
