a. Message Development. In collaboration with OBHPP, a vendor must develop targeted messaging for one or more of the agreed upon topics described above. The Messaging will be used in the development of campaign materials (e.g., social media content; flyers, posters, radio-spots, online ads, clothing, etc.). All formats must meet state accessibility requirements for the sight and hearing impaired, including closed captioning, alternate file formats accessible by screen readers, content transcripts, and other requirements as provided by OBHHP. The messaging must be available in multiple languages and vetted for cultural appropriateness. In addition to covering mainstream markets, vendors must target underserved and marginalized communities throughout the Commonwealth as specified by OBHPP and the Advancing Health Equity in Massachusetts (AHEM) Initiativehttps://www.mass.gov/info-details/place-based-investments. b. Digital Marketing. A vendor must develop and execute a statewide social media and digital marketing plan that incorporates a variety of social media platforms. The plan must include the development of infographics; the creation and dissemination of video testimonials that could be launched in OBHPP website, promotional materials, and ensure language and disability access. A preliminary digital marketing plan must be submitted by the vendor to the Assistant Commissioner of OBHPP by April 15, 2025. A final digital marketing plan including strategy for implementation must be completed and submitted by the vendor for approval no later than May 1, 2025. c. Traditional Media. A Vendor must develop and execute a traditional marketing plan that includes the use of newspapers, radio, television, transportation, and billboard advertising, etc. A preliminary traditional marketing plan must be submitted to the Assistant Commissioner of OBHPP by April 15, 2025. A final media marketing plan, including strategy for implementation must be submitted for approval by May 1, 2025.
