The selected vendor will be responsible for delivering comprehensive advertising services, overseeing all aspects of a marketing program and coordinating various initiatives. The scope includes regular, detailed reporting on campaign performance and key performance indicators to ensure transparency and track success.

Vendors will conduct market research and analysis to develop and execute a data-driven marketing strategy and media plan. Responsibilities also encompass creating brand positioning and producing creative materials suitable for multiple media platforms, including television, digital, and out-of-home channels.

Campaign efforts will utilize television advertising across New Mexico and select regional markets, as well as digital campaigns through Over-the-Top (OTT), Connected TV (CTV), and display ads targeting specific demographics. The statewide campaign will also involve billboard and transit advertising placements, coupled with securing and managing appearances and interviews on local media stations.