The selected vendor will develop and execute a comprehensive marketing and outreach strategy that aligns with specific program objectives and priorities. This will involve identifying target audiences, crafting messaging frameworks, selecting appropriate communication channels, and designing phased outreach approaches. A detailed written marketing work plan outlining timelines and deliverables must be submitted for program review and approval before implementation.

Additionally, the vendor will be responsible for the creation of both digital and print-ready marketing collateral, adhering to an established brand guide. Expected materials may include flyers, fact sheets, social media toolkits, email templates, presentation assets, and web-ready graphics and content.

The scope also entails establishing and managing social media channels, developing content strategies with regular posting (at least twice per week), and maintaining engagement consistent with program branding and communication standards. The vendor must monitor engagement metrics and recommend strategic adjustments as needed, ensuring compliance with state policies regarding social media and public communications.

Earned media and public relations support are also required, including the development of PR strategies, drafting of press releases, media advisories, and talking points to help maximize program visibility.