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STATE OF MISSISSIPPI DEPARTMENT OF PUBLIC SAFETY DIVISION OF PUBLIC SAFETY PLANNING Mississippi Office of Highway Safety Media and Public Relations Contract 1. Parties. This agreement is entered into by and between the Mississippi Department of Public Safety, Division of Public Safety Planning, Office of Highway Safety, located with the address of: 1025 Northpark Drive, Ridgeland, MS 39157, hereinafter sometimes referred to as: “MOHS”, “MOHS (DPSP-MDPS)”, or “PI&E Provider” and, Mann Agency LLC [a Mississippi Corporation, with Federal Tax ID. Number 03-0450482 and Mississippi Business [.D. Number 710251], hereinafter sometimes referred to as “Mann Agency”; “Independent Contractor”; or “Contractor”, and which is located with the address of: 103 West ‘Washington Street, Ste. BS, Ridgeland, MS 39157. By entering their original individual signatures, cach person executing this Agreement certifies that, respectively, he or she is duly authorized to do so, and therefore, is authorized to execute this agreement. 2. Purpose. To provide marketing, advertising, and public relation services for the Mississippi Office of Highway Safety (MOHS), The marketing, advertising and public relations services shall assist MOHS in meeting the program objectives of MOHS by: + Increasing the public's knowledge, perception, and understanding of traffic safety issues including, but not limited to, impaired driving, seat belt use, child passenger safety, excessive speeding, and motorcycle safety, and to promote desirable patterns of behavior in the traffic safety system overal. + Supporting the State's law enforcement mobilization and crackdown periods through strong enforcement- oriented messaging (i, citations, arrests) in paid advertising and eamed media. 3. Perlod of Performance and contract term. The twelve (12) month multi-term contract period (March 1, 2014 — February 28, 2015) of performance will begin once the contract has been signed by the MOHS and the awarded vendor with option of four (4) yearly renewals under same terms and conditions as original contract. Contract renewals will be evaluated based on the availability of funds, changes in program direction, ability of the contractor to mect scheduled deliverables and milestones in a satisfactory manner and satisfactorily performing all duties of the contract. 4, Background. For many years, the MOHS, in conjunction with the Department of Public Safety (DPS) and the National Highway Traffic Safety Administration (NHTSA), has produced media campaigns that, according to research, produce high message recall using highly recognizable tag lines ("Drive Sober or Get Pulled Over," and "Click It or Ticket) that have led to reductions in impaired driving and an increase in seat belt ‘use in Mississippi. MOHS plans to continue to use nationally produced ads as well as create and produce state- specific radio and television ads designed for the Mississippi market to support its traffic safety programs. ‘The MOHS intends to accomplish its goals by integrating paid advertising with comrrrou LEGAL OFFICE: CoMMISsIONE! communications to achieve a measurable impact on its target audiences. While the paid advertising will allow the MOHS to reach audiences at the state Level, public relations/communications are critical to augmenting and amplifying the messages in ways that resonate with target audiences in select areas of the state. ‘The success of the contractor shall be determined, in part, in target rating points (TRPs) for paid advertising, media match from all media (TV, radio, print, internet); unaided recall of a campaign's tagline; change in altitude toward a specific traffic safety issue; and changes in behavior. ‘All materials developed shall be consistent with the NHTSA annual communications plan (http://trafficsafetymarketing.gov/commplans.cim), the NHTSA Region 6 Communications Plan Resource Guide (copy available from MOHS), the MOHS Highway Safety Plan (available from MOHS), and the MOHS ‘communications plan (available from MOHS). 5, Eligibility Requirements. The Contractor must demonstrate the following: «Knowledge of and experience with media, marketing and advertising as well as public relations and communications, particularly in areas relating to traffic safety, alcohol and substance abuse, and youth/young adult markets. «Experience in production of traditional (e.g., TV, cable, radio, print, outdoor) advertising and public service announcements, as well as alternative marketing (such as Internet advertising and use of social media). «Experience planning and implementing innovative and effective marketing, advertising, and public relations strategies for a state agency or other organization involving a large bureaucracy, multiple partner organizations, and complex issues. «Knowledge of Mississippi media markets and target audiences (including racial and ethnic media and audiences) and the challenges posed in reaching various targets with limited funding. «Experience in purchasing media in Mississippi. Further, the selected contractor must: ‘e Provide a staffed office in Jackson, Mississippi, or within a 30 mile radius of the MOHS for the duration of the contract. + Provide an account executive or agency principal with a minimum of three years of project management experience or similar services to serve as the day-to-day contact. «Have sufficient staff to work on multiple projects simultaneously. 6. Scope of Work Specifications, The Independent Contractor, will provide all needed assistance and will be responsible for placement of paid media, as well as, provide oversight for earned media efforts, so as to farther address the dissemination of critical public safety information and education programs to the media, ‘The Independent Contractor shall perform work and shall accomplish the following: 7. Scope of Work. ‘The Contractor shall perform the following; therefore, the Contractor shall: © Immediately, develop an annual contract year comprehensive communications plan and calendar, based ‘on the NATSA notional plan, the Region 6 plan, and the MOHS communications plan goals and objectives, that includes periods of paid advertising and public service announcements and earned media opportunities for the state throughout the duration of the contract. MOHS will furnish to Contractor @ copy of the NHTSA Region 6 ‘Communications Plan and Resource Guide. 2 Develop, with MOHS’s traffic records unit, measurement tools to ensure that the media and public relations goals are met; and apply such measures for all state-wide law enforcement campaigns to determine the effectiveness of the media campaign in both reaching the target audience and changing behavior. ‘Tailor materials provided in national NHTSA planners and by the Region 6 media contractor to be specific to Mississippi's target audience(s) and distribute such materials to law enforcement agencies and partners (¢.g,, MADD, SAD, Safe Kids, etc.) in a format and in sufficient time to ensure their widespread use to support MOHS’s program goals. New advertisements will be produced throughout the life of the contract. It is anticipated that these ads will be produced with short notice. The creative briefs, preliminary concepts and story boards must be approved by NHTSA and MOHS prior to filming/recording. Provide services for assistance with planning and coordinating press events including the preparation and dissemination of press releases, visuals and signage for press events as well as analysis of news ‘coverage and any follow up outreach to the media that might be required, Develop, produce, and distribute a series of model press releases, drop-in articles, and letters to the editor to support regional, county, and local law enforcement activities as well as social norming materials for times when there are no increased law enforcement activities. Tailor materials to be culturally and linguistically appropriate in order to reach all target populations, as determined by MOHS. ‘Attend the MOHS STARS (Safety Traffic Recognition Symposium) held they the MOHS office to take pictures for Annual Report, videos, do press releases for conference/Buckle For Life/DUI 100 Club, etc, Develop a media buy plan that includes the following: © Media strategies and rationale (including bonus spots) © Media flowchart (consistent with the communications calendar) © Media analyses (qualitative and quantitative) Purchase media time/space for messages appropriate to target audience(s) in accordance with approved ‘media buy plan, and monitor placed ads to make sure they run as negotiated, that they achieve set goals, and that any new placements are favorable to the MOHS. All media purchases will be completed on a flat rate rather than commission. Further, all advertising money is “pass through” and not subject to any general and administrative (G&A) fees or profit. Plan and implement innovative and effective media events and activities to engage the public in meaningful ways to achieve desired results. Assist MOHS grantees and partners to assess the effectiveness of materials provided at the local level including, for example, number of articles, letters to the editor, etc. Provide quarterly written reports on all work performed and data gathered for the previous quarter, with recommendations for revisions and improvements in the program; and detailing plans and activities for the upcoming quarter for the approval of the MOHS. Provide all required national and regional mobilization reports, which include results of media buys, compilation of all local and State eamed media, by grantee, to include sample clippings of pre-and po: ‘mobilization/crackdown media, and other requirements as may be defined by MOHS. Format and design the MOHS office annual performance report on or before December 1 of each year. This should include ensuring all statutory required information is met. Collaborate with MOHS on

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