Specifications include, but are not limited to: 1. Research - Landscape analysis and audience research, particularly around the current state of parental understanding and feelings around mental health, the magnitude of misinformation, the role of schools in supporting the mental health of students, and even more, what key messages will work to change the hearts and minds of our audience. 2. Planning - The campaign planning process to include realistic goal- and objective-setting, targeted and hyper-targeted audience segmentation, strategy and tactic development, key message development, channels determination, and budget. 3. Execution - Brand, creative, and digital content strategy and execution will be paramount to this campaign’s success. The Supplier should be able to provide full-scale support in developing assets needed including but not limited to a microsite, short- and long-videos, social media content, advertising (print or digital), partnerships with influencers/strategic partners, event planning, etc. - Detailed action plan and calendar of activities that includes a description of each communications activity. 4. Evaluation - Measure the success of the campaign in accordance with initial goals and objectives, which could include evaluation of execution; evaluation of media coverage; evaluation of digital and social media, and evaluation of impact.
