California looks for agency support for traffic-safety campaign worth up to $3.5m

The California Office of Traffic Safety is planning to award a firm a one-year contract worth up to $3.5 million to support safe-driving initiatives.

ELK GROVE, CA: The California Office of Traffic Safety is planning to award a firm a one-year contract worth up to $3.5 million to support safe-driving initiatives.

According to an RFP released last week, the office is seeking an agency that can "assist in the creation and development of marketing campaigns, PR activities, and advertising services" consistent with its mission of reducing deaths, injuries, and economic loss from collisions.

The agreement will run for one year beginning on August 1 with a budget of up to but not more than $3.5 million. It will have two year-long extension options.  

The winning firm will be required to depict the diversity of California, both geographically and demographically, according to the RFP. Outreach services should also "include the ability to issue information, influence attitudes, and create awareness, interest, understanding, and support for the state’s traffic-safety programs and initiatives."

The campaign’s PR themes would include conveying safety into elements such as brochures, newsletters, pamphlets, collateral educational and marketing items, and exhibits.

Male drivers ages 18 to 24 are the "primary target," according to the RFP, and all drivers are the "secondary target."

The office has asked bidders to submit two descriptions of their experience with community and constituency groups, according to the RFP. They must also show their ability to conduct focus groups, marketing surveys, or "any related search as needed."

Bidders have also been asked to submit a "hypothetical work plan" with a $750,000 budget to cover costs including media buys, outreach, public relations, media relations, subcontracting, and other expenses. Proposals are due by 5 pm on June 26. The office expects to award the contract on July 11.

Katz & Associates is the incumbent agency working on the account. Its contract will end on July 31, confirmed Chris Cochran, assistant director of marketing and public affairs at the Office of Traffic Safety.

A representative from Katz & Associates was not immediately available for comment.

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