California Department of Transportation

Buyer seeks to develop and execute a statewide public education campaign about stormwater pollution. The campaign aims to motivate Californians to change behaviors through education about protecting waters from pollutants. Buyer requires a detailed approach to behavioral research, social marketing, advertising, and public relations that can demonstrate quantitative results. The campaign must be motivational and usable across California without singling out specific groups as pollution sources.

• 3/25/2025 - Optional Pre-Proposal Teleconference
• 3/28/2025 - Written Question Submittal
• 4/17/2025 - Proposal Due Date
• 4/28/2025 - Oral Interviews (estimate)
• 5/5/2025 - Posting of Notice of Intent to Award (estimate)
• 5/12/2025 - Proposed Agreement Award Date (estimate)

• Prime contractor in Public Relations Services for minimum five years
• Media Buying House with at least five years experience
• Project Manager with five years experience in advertising/marketing
• Completed two advertising campaigns with annual budget of $1.5 million
• Prime must have an office location in California

• Develop a statewide campaign to reduce stormwater pollution
• Conduct behavioral and market research to inform campaign strategy
• Create motivational messaging targeting the public, school children, and multiethnic audiences
• Execute strategic media buys across traditional and digital channels
• Gather quantitative data to demonstrate campaign impact and influence
• Develop a Media, Outreach and Engagement Strategic Communications Plan
• Create partnerships with local, regional, state and national organizations
• Design a targeted multicultural outreach plan for underserved communities
• Implement a mini-grant program for community-based organizations
• Collect metrics to prove campaign effectiveness and behavioral change
• Develop messaging in multiple languages for target audiences
• Design a motivational campaign that does not target specific groups
• Create educational materials for public distribution
• Coordinate stormwater education across multiple stakeholders
• Establish key performance indicators to measure campaign success