RFP Auctioneers PR Campaign

1.0 The Contractor shall work with the Board to develop a campaign that identifies all auction businesses conducting business to the citizens of the State of Alabama by any traditional or electronic provider to notify them that all auction companies offering auction services to the public must be licensed. The Contractor shall have extensive knowledge and experience in the auction profession. Experience in public relations campaigns for auctioneers, auction companies, or the auction profession is preferred. 2.0 The Contractor is to record the results of the campaign and submit the results to the Board for review on a regular basis (monthly or quarterly). The Board will utilize the results to forward information to the unlicensed auctioneer or auction company to comply with the new online company licensure requirements. 3.0 The Contractor shall also provide the following services: Initial Campaign - New License Requirements for all Auction Companies - Traditional and Electronic. The Initial Campaign will run for 12 months. The campaign will reach approximately 50,000 to 100,000 related parties. a. 12 months of direct email marketing to licensed auctioneers, both in state and out of state to address the new license requirements and how to file a complaint against those not licensed or incompliance with Section 34-4-20, Code of Ala., 1975. b. The Contractor shall utilize its web services and social media platforms to direct auctioneers and online auction companies discovered during the campaign to the Board's website for the new online auction company law, rules and licensing applications. The Board does not have any social media accounts, nor does it desire to create them. c. Facebook ads targeted to auctioneers in the State of Alabama. d. Google ads targeted to auctioneers both search and display within the State of Alabama. e. Facebook ads targeted to people associated with auctions within the State of Alabama. Commented [GU1]: What is the estimated reach desired? Commented [KW2R1]: Added Second Campaign - Public Service Awareness of License Requirements for Auctions, Auctioneers, and Auction Companies. This PSA will run for 12 months. The campaign will reach approximately 300,000 to 400,000 consumers. a. Marketing campaign with all auctioneers to put standard language on the Contractor's website or social media accounts with links to the new laws. b. Email marketing to those same auctioneers. c. Facebook ads targeted to auction interests. d. Google ads targeted to the same auction interest both display and search e. Develop an email package to provide on our website where people can download describing the law, consumer protection and why it is important to look for license numbers and how they can do a license search on the board's website for license verification.