Specifications include, but are not limited to: Category A: Marketing RAP is seeking responses from vendors with demonstrated experience to perform various types of marketing, advertising, social media tasks and other marketing services as set forth below, to advance inclusivity in RAP’s programs and other department functions. Vendors qualified for this category may be called to provide services to any RAP program or function with the exception of the Youth Adaptive Sports Programs. Vendors seeking qualification for this category must have experience and be able to demonstrate projects in strategic communications including professional writing services, developing content, media relations, social media strategy, branding, and advertising. These tasks and services include, but are not limited to, the following: ● Create marketing assets including those that can be translated into various languages and that utilize best practices for individuals with visual impairments. Such marketing assets include, but are not limited to, marketing materials including press releases, flyers, social media posts, news ads, etc. ● Development of the marketing plan will include the following: ○ Securing media buys in English and Spanish (and possibly other languages as needed) to promote RAP programs; coordination with local media and RAP’s Public Information Officer to include media pitches for free and paid placement in various media (local newspapers, magazines, radio, etc.); Digital and Outdoor production (benches, bus stops, etc.) and social media ad buys. All media buys will include design, provision and installation of marketing assets where applicable. ○ Designing and producing banners, flyers and other printed materials for RAP’s programs and functions. ○ Formulating ideas, designs and providing promotional giveaways (“swag”) for special events and other marketing opportunities. ○ Monitoring media and sending relevant coverage. ○ Providing issues management support including drafting statements and rapid rebuttals. ○ Securing and training spokespeople for programs that represent the communities and populations RAP’s programs serve. ● Provide graphic design service to develop print assets in accordance with RAP’s branding guidelines. ● Designing, planning, and executing mass mailing campaigns. ● Draft talking points and messaging in coordination with the RAP Public Information Officer. ● Working with RAP staff to design reports with information provided by the department. Examples can include but are not limited to PowerPoint presentations, strategic plans, and annual reports at the end of each Fiscal Year. ● Assisting with the development and design of websites. ● Building newsletter and email lists for promotions using digital distribution platforms. ● Social media management (including content creation and measurement evaluation). ● Media relations ramp-up (including building relationships with local media and inviting them to attend programming and hold interviews to create positive local broadcast and editorial coverage). Category B: Community Outreach and Engagement RAP is seeking responses from vendors with experience in performing grassroots community outreach and engagement. Tasks and services may include, but are not limited to: ● Performing community outreach and recruitment to promote RAP programs to the residents of the City of Los Angeles (including to communities for whom English is not the primary language) in general and specific demographics including but not limited to youth and their families, communities of color, women and girls, low-income households, seniors, youth with disabilities, and the broader disability community. ○ Building and creating relationships with organizations, programs, schools, and neighborhood groups that primarily serve these populations. ○ Creation of project materials for community outreach and notification for Projects -- including for online media (email blasts, social media posts, YouTube), creation of dedicated project websites, materials for local media outreach (newsletter, newspapers, radio/TV), and grassroots outreach (door-to-door canvassing materials, phone banking, distribution of flyers or other printed materials, creation and distribution of mailers); creations of surveys; organization and hosting of focus groups. ● Planning and executing flyering campaigns and poster delivery. ● Identifying community events and other opportunities to host promotional booths. ○ Including identification of, and participation in, existing public meetings and community events where materials and information could be shared (open houses, tables/booths, etc.) and/or collected. It would also include the organization of dedicated public meetings/workshops/events (both in-person and online) -- including identification, securing, and setup/breakdown of meeting locations; creation of meeting materials; hosting and organizing meeting (including interpretation/translation services; A/V systems; presentations); provision of food or activities (to encourage participation). ● Hiring and managing a street team as-needed to assist in the promotion of RAP programs at community events and other opportunities for promotion. ● Work with RAP’s volunteer coordinator and assist with volunteer recruitment for special events. ● Fostering relationships with diverse and reputable local digital media, print media, and radio. ● Advising on community outreach partnerships and recruitment strategies to promote the department and its programs throughout Los Angeles and beyond. ● Providing ongoing strategic advice on all areas that require the integration of communications and marketing, including community outreach and recruitment, and ADA compliance.
