Specifications include, but are not limited to: 1. Develop annual media campaigns aimed at the reduction of motor vehicle-related crashes, injuries, and deaths. The marketing campaigns must support existing programs established by the NMDOT Traffic Safety Division (TSD), such as, but not limited to, the Selective Traffic Enforcement Program, Operation Driving While Impaired (DWI superblitzes, checkpoints and saturation patrols), Operation Buckle UP, Underage Drinking Prevention, Click It or Ticket It, 100 Days and Nights of Summer, pedestrian safety, bicycle safety, and other related programs. In addition, the marketing campaigns must inform and educate the public of increased enforcement and other traffic safety initiatives based on social marketing techniques and principles that influence driving behaviors such as seatbelt usage, impaired driving, speeding, texting, aggressive driving, underage drinking, and other issues that may cause crashes. The contractor shall also develop other initiatives as directed by the Department. The Contractor shall utilize the “ENDWI” logo on all impaired driving campaigns and other campaigns or initiatives as directed by the Department. 2. Market, produce, and advertise, at the highest level of quality, department-approved campaigns through various media outlets, including, but not limited to, television, radio, print, outdoor advertising, collateral development, the internet, and educational videos for public use. The campaigns will also be used for advertising at major New Mexico sporting events, fairs, fiestas, and other major venues. 3. Provide the TSD with a proposed budget for each designated campaign to be marketed, produced, and advertised. Based on the proposed budget, the Department shall negotiate and set forth the final budget before initiating the designated campaign project. Upon receipt of the Traffic Safety Division’s written approval, the Contractor shall proceed with the marketing, production, and advertising the campaign through the appropriate media outlet. 4. When directed by the TSD, produce the advertisements in English, Spanish, or any other language that supports the culture and diversity of the State of New Mexico. 5. Work with the Department’s “Marketing Services Contractor” regarding translating advertising concepts, editing, directional, production considerations, and media placement. 6. Diligently provide “on-time” services, particularly surrounding critical law enforcement themes and programs, and dealing with time-sensitive media buys, material distribution, and coordination of law enforcement activities and press events. 7. Promote traffic safety, identify needed resources, prioritize campaigns, and monitor advertising performance, all aimed at having a positive impact on the reduction of motor vehicle-related crashes, injuries, and deaths. The results shall assist the Department in accomplishing its performance measures.
