Specifications include, but are not limited to: 1. General Tasks A. Stay current with emerging commercial tobacco control-related topics, emerging commercial tobacco use trends, and new tobacco use data, and be knowledgeable about the following information: • Commercial tobacco use rates and disparities in Minnesota • The importance of cessation interventions as part of comprehensive statewide commercial tobacco control • Barriers to cessation for Minnesota’s communities that still use commercial tobacco • Best practices in health communications for commercial tobacco prevention and control • Past campaigns promoting cessation services in Minnesota • MDH’s mission and values B. Stay current and adhere to the state of Minnesota’s accessibility requirements. State law requires state agencies, including their contractors, to adhere to federal standards for accessible documents and websites. Ensuring all content meets accessibility standards. C. Coordinate a kick-off meeting with MDH to discuss and develop a table of deliverables, associated activities, frequency, and due dates. D. Coordinate approvals of timelines, work plans, media plans, creative assets, and all other deliverables with MDH. All collateral and assets developed as part of this work will need to be approved by MDH. MDH may take up to five business days to complete approvals. 2. Brand Management A. Use surveys, focus groups, competitive scan of other state quitline branding strategies, and other marketing research strategies to determine the brand equity of Quit Partner and track the historical change since the program launch. B. Continue to build and maintain brand identity for Quit Partner. Branding should be science-based and culturally informed and follow the tenets of social marketing best practices. • Collaborate with MDH and the Cessation Services Contractor to ensure all consumer-facing materials and media related to this work are branded appropriately. 3. Campaign Development and Implementation A. Develop and implement a campaign to raise awareness and promote Quit Partner and any youth-focused commercial tobacco cessation services. The campaign should be designed to engage Minnesotans who use commercial tobacco, encourage quit attempts, and increase use of these services. B. Develop a plan to use existing, relevant creative assets from similar statewide or national tobacco prevention or cessation campaigns. C. Develop and produce effective creative assets that helps change social norms around tobacco and promotes quitting. This includes targeted, culturally informed materials to reach populations most disparately impacted by the harms of commercial tobacco. D. Develop a plan for formative testing and developmental input for campaign materials with diverse target audiences. E. Develop, implement, and measure content and digital marketing strategies to support the campaign to ensure relevancy in diverse target audiences. F. Develop and execute public relations to promote the statewide cessation services, including event support, including but not limited to staffing and logistics of events noted in the work plan. G. Plan, negotiate and buy statewide media to effectively reach diverse target audiences and maximize budgets. This may include broadcast, print and out-of-home, digital, and other innovative or nontraditional media to reach populations most disparately impacted by the harms of commercial tobacco. H. Provide strong management and outstanding client service, including, but not limited to, detailed billings, creative briefs, weekly status reports, production timelines and calendars, and service reports to record decisions and next steps. I. Participate in campaign evaluations and reporting as directed by MDH. J. Provide access to staff in the company that are well-established and senior, when necessary. 4. Digital Media Management A. Serve as an administrator of the MDH quitline website. B. Develop, update, and manage content and design of the website in partnership with MDH. C. Follow best practices and MDH guidelines to create an inclusive and accessible user experience for all digital content. D. Track and evaluate web analytics to optimize performance and provide strategic direction. E. Collaborate with MDH and the Cessation Services Contractor to ensure seamless user experience between quitline website and cessation services.
