Specifications include, but are not limited to: A. Create all messaging, promotional material, strategies, and content which then must be approved by the DHHS public information officer (“PIO”) prior to any distribution or media campaigns. B. Create specific messaging targeting adults aged 30 years and older. C. Meet bi-weekly with the DHHS ADRD program designees to discuss public awareness campaign messaging and marketing strategy. D. Provide one Contractor representative as the primary contact for the DHHS ADRD program. E. Provide proofs of all drafts, editorial copies, videos, and audio to the DHHS ADRD designee to verify content, accuracy, and desirability prior to submission to DHHS PIO for final approval and prior to publication. F. Share available analytics or data with DHHS ADRD regarding the effectiveness and reach of the advertisements during the bi-weekly meeting and yearly report at the end of the state fiscal year. The yearly report will detail accomplishments and recommendations for future funding needed to reach the aging population. G. Use broadcast audio, social media, target emails, and YouTube at multiple touch points throughout the day to promote the DHHS ADRD program statewide. 1. Create social media advertising on Facebook and Instagram which includes: a. Managing ads through June 30, 2026; and b. Focusing public awareness campaign on users aged 30 and older in Utah. 2. Utilize broadcast audio on channels throughout Utah: Broadcast on channels specific to our target audience; and Put all media on YouTube for access by target audience and ADRD community partners. 3. Send targeted emails to Contractor’s subscribers within the target audience with information about dementia subjects. H. Direct all promotional material traffic to UtahAging.org since it is the website: 1. Where DHHS provides the ADRD program information; and 2. Which contains the Area Agency on Aging (“AAA”) locator function that shows the location of the closest AAA where the public can get more information, education, and resources regarding ADRD programs. I. Measure and analyze social media digital traffic and the effectiveness of social media advertising in order to optimize traffic reach and improve results. J. The DHHS ADRD media campaign budget can be used for: Development of marketing strategies and tactics; Digital graphic design and illustration; Digital advertising; Social media advertising; Billboard advertising; Targeted email; Broadcast advertising; and Copywriting.
