A California agency is seeking an experienced marketing firm or team to design and implement a community-based social marketing (CBSM) campaign that increases participation in its Zero Waste Program. The selected consultant will be responsible for a comprehensive approach, starting with initial assessments to understand current community practices, motivations, and opportunities for behavioral change related to zero waste goals.

Key responsibilities include conducting research to identify and prioritize behaviors with the highest potential impact, exploring the barriers and benefits that influence participation, and developing intervention strategies and communication methods based on research findings. The vendor will implement one or more small-scale pilot programs to test these strategies in real-world settings, utilizing the results to inform a scaled implementation plan.

The engagement is structured in multiple phases: behavior identification and baseline assessment, behavior prioritization research, barrier/benefit analysis with strategy recommendations, intervention strategy design and pre-testing, pilot program execution, and full-scale implementation with ongoing evaluation. Consultants are encouraged to propose tailored methods and deliverables that effectively support the desired increase in public engagement with the Zero Waste Program.