The purpose of this solicitation is to seek and retain a contractor to develop and implement a regional public education campaign, promoting Vision Zero principles and improving safety. The lead agency is responsible for advertising campaigns, promotional marketing (including the use of social media), media strategies and tactics (including media buying), public relations strategies and innovative ideas to induce positive behavior change in roadway users. In addition, thorough analysis and research on the success of the campaign is imperative.
To successfully compete for and be awarded this contract, a firm must demonstrate the experience, capability, understanding and resources to handle this type of public education advertising campaign. The successful firm should have at least a solid knowledge of the Denver region – including geography, transportation, and demographics – and there is a preference for staff representation in the Denver metro area. Experience in transportation or government communications will be considered but is not required.
The Denver region includes many diverse target audiences that vary socioeconomically, geographically, and culturally. Experience developing effective communications programs that apply different outreach strategies to reach individual ethnic populations with varying cultural, linguistic, socioeconomic, geographic and educational levels and needs is highly desired. Firms that have expertise or resources to conduct media buys targeting the Spanish-speaking community or other diverse communities in the Denver region will be strongly considered.
The objective of a regional Vision Zero public education campaign is to promote Vision Zero principles and educate the public on changes they can make to improve safety. The selected respondent will recommend, create, and implement regional advertising, marketing, promotional and public relations campaigns that promote traffic safety through Vision Zero principles.
