ODOC-Media Planning & Buying Services- MMAF

1. PROJECT INFORMATION. 1.1     Project Title: Media Planning & Buying Volunteer Recruitment Ads 1.2     Posting and Due Dates: February 12, 2024- March 1, 2024 1.3     Inquiry Start and End Dates:  February 12, 2024- February 28, 20241.4     Department Background. The Ohio Department of Commerce (ODOC), Division of State Fire Marshal’s (SFM) mission is to safeguard the public, its property and the environment from fire and related risks through education, investigation, and enforcement.The Task Force on Volunteer Fire Service was formed to study and make recommendations to improve volunteer fire service in Ohio. Spearheading the effort is the Ohio Department of Commerce Director Sherry Maxfield, State Fire Marshal Kevin Reardon, and several local elected officials and firefighters.Data collected by the Division of State Fire Marshal shows more than half of registered fire departments in Ohio are staffed by volunteers. While there has been a 6.5 percent decrease in the number of volunteers in the state since 2018, there has been a continual increase in the number of emergency calls.  A key recommendation of the task force report was the delivery of video advertisements to recruit volunteer firefighters to support the increase in emergency needs.  1.5     Project Objective. The purpose of this request for proposal (RFP) is to obtain proposals from qualified agencies providing media planning and buying services. SFM is committed to building a dynamic and diverse team of firefighters for the future. To achieve this, we have developed engaging video advertisements that resonate with young adults and promote the firefighting profession. The selected agency will be responsible for planning, buying, and optimizing media placements to ensure our ads reach our target audience effectively.The agency would also be responsible for marketing to a specific target audience. COM has defined the target audience as:   Ohioans who are male between 20-40 years of age who reside outside major metropolitan areas, such as Columbus, Cincinnati, Cleveland, Toledo, Dayton, Akron/Canton.
The agency would also ensure the Project meets these objectives:   Ensure all creative content will be scheduled with the media to reach the defined target audience. Ensure a large percentage of the media budget shall be concentrated towards advertising on digital platforms, such as social media channels like Meta, YouTube, as well as via video streaming services that target the approved audience. The specific mix between social media and video streaming services will be determined after consultation with the approved vendor. Ensure all advertisements include a Call to Action (CTA) – website, QR code (unless it’s unwarranted). Identify and include tracking mechanisms.
1.6     Project Budget. Not to exceed $124,900.00 annually.1.7     Agreement Term.   5/1/2024 through 9/30/2024.1.8     Project Period.  5/1/2024 through 6/30/2025.  Upon mutual agreement, the contract may be renewed for an additional year.2. CONTRACTOR/CANDIDATE REQUIREMENTS.   2.1     Contractor/Candidate Expertise Requirements.          The offeror shall provide the following information:   Demonstrate ability and capacity to deliver impactful recruitment campaigns that achieve desired results. Provide three (3) examples of contractor’s portfolio that showcase agency’s capabilities and project experience that demonstrate successful results-oriented campaigns similar to SFM project scope and size. Provide education and project experience information for individuals within the department who play a role in the project.  Define the role of each participant.
3. SCOPE OF WORK/DELIVERABLES.3.1     Scope of Work Requirements.The agency will be responsible for the following:  
Conduct market research and audience analysis.
Provide an overview of the audiences that engage with various digital streaming video platforms and channels and compare that to the target audience identified in this proposal. Provide an overview of the audiences that engage with various social media platforms and compare that to the target audience identified in this proposal. Information will inform the department and cooperating agency of the most impactful opportunities available to place digital video advertisements that achieve maximum views, engagement, and impact with target audience. Develop a media plan and strategy.


Make recommendations on tactics to take to deploy videos to target audience. Make recommendations on video/social media platforms to utilize to engage audience. Make recommendation on other digital tactics that should be explored to drive optimal results.
Make recommendations on budget to put toward each tactic to ensure maximum impact. All plans and strategies are subject to department approval.
3.1.3     Negotiate and purchase media placements.
Share a detailed proposal with the department that includes the proposed budget spend as well as tactics being explored. Secure placement of video ads on channels/platforms in accordance with approved media plan and strategy. Inform COM of any adjustments that need to be made due to budgetary constraints. COM will approve all purchases.

3.1.4     Monitor and optimize ad performance.
Monitor metrics related to video campaign performance, such as impressions, clicks, cost per click, and shares. Utilize available tools to ensure ads are running at an efficient rate that meets or outperforms industry benchmarks. Provide recommendations on adjustments if needed due to budget or performance factors. Provide any additional metric information on an as-needed basis. Provide regular reports and recommendations.


Provide detailed weekly updates regarding campaign performance. Share relevant observations and trends taking place in the industry that may be applicable to this campaign. Discuss with department leadership how available metrics compare with leaderships’ observations. For example, if metrics show that the ads are performing at a high level, but that is not resulting in action or visits to the website, what steps should be explored/taken to improve? Make recommendations regarding tactics and/or any other adjustments to help strengthen overall performance of campaign.

Provide information and/or meet in addition to the weekly meeting if requested