1. Overall Provide a total market media strategy plan and project management across the campaign aimed at educating California Adult-use Cannabis Consumers age 21 and up on how to purchase legally. 2. Strategy Development a. Conceptualize, develop, implement, monitor, and evaluate a strategic, integrated statewide media campaign. The campaign should include population-based strategies and customized efforts to reach the priority audience. b. Educate and influence social norms, behaviors, knowledge, and attitudes for the priority audience. c. Prepare and submit plans including detailed deliverables, a timeline, and budget. d. Develop and execute a plan for incorporating existing advertising, public relations, real.cannabis.ca.gov site and RCC Search Tool, retailer RCC QR Codes, and other RCC assets that align and can be supported by current DCC substantiation into the Real California Cannabis Campaign. Also identify existing assets from other local, state, or national and international campaigns for possible inclusion. Placement of existing assets should occur within 6 months following contract execution and should occur concurrent to the development of new assets.
