Common use of Communications Plan Clause in Contracts

Communications Plan. In addition to the Campaign Management Plan, the Contractor will develop a scalable strategic voter outreach and public education plan and timeline (Communications Plan) that drives a local, regional (media market) and statewide coordinated outreach effort, and also provides the best value for the State. As the SOS Office’s Communications Department has already developed the branding and preliminary messaging for the Vote Safe California campaign, the outreach and public relations plan should build on that foundation. The Contractor should also review and utilize Vote Safe California assets to inform its outreach plan. The voter outreach and public education plan will outline how the Contractor will creatively utilize paid and earned media, strategic partnerships, and creative tactics to communicate the election changes to the 2020 General Election to every registered voter. Contractor is encouraged to think creatively and utilize technology, such as mobile devices and social media, to recommend innovative ways to effectively reach our various audiences. Contractor should use existing messaging from the SOS Office and community partners who have conducted message testing to inform the campaign. The Communications Plan shall also include innovative tactics and tools that can be used to identify, report, track, and rapidly respond to misinformation campaigns, which seek to target California voters and discourage their participation to vote-by-mail or in- person. The Contractor should be available to advise on layout and presentation of SOS Office websites and tools. The SOS Office requires the Contractor to prioritize campaign efforts for and provide tailored media strategies for reaching: • First time vote-by-mail voters • First time voters • Inactive Voters • Student/younger voters • Seniors/Older adults • Voters with Language Access needs • Voters with disabilities • Californians who are not registered to vote, but are eligible • All Registered Voters Statewide messaging and branding must be inclusive to address all California voters, yet culturally and regionally adaptable for effective outreach to various audiences. Messaging should take into consideration the SOS Office’s language accessibility standards. Statewide messaging must integrate audience segmentation, which considers characteristics used to segment an audience, such as: demographics, language, geography, attitudes, needs, motivations, and previous engagement as a voter. Statewide messaging must reach all 58 counties in California and should utilize media markets effectively as identified by the SOS Office below: Los Angeles Area Inyo, ▇▇▇▇, Los Angeles, Orange, Riverside, San Bernardino, Ventura San Francisco Bay Area Alameda, Contra Costa, Lake, Marin, Mendocino, Napa, San Francisco, San Mateo, Santa Clara, Solano, Sonoma Sacramento, Stockton, ▇▇▇▇▇▇▇ ▇▇▇▇▇▇, Calaveras, Colusa, El Dorado, Nevada, Placer, Plumas, Sacramento, San ▇▇▇▇▇▇▇, Sierra, ▇▇▇▇▇▇, ▇▇▇▇▇▇▇▇▇▇, Sutter, ▇▇▇▇▇▇▇▇, ▇▇▇▇, Yuba San Diego San Diego County Fresno-Visalia Fresno, Kings, Madera, Mariposa, Merced, Tulare Monterey-Salinas Monterey, San ▇▇▇▇▇▇, Santa ▇▇▇▇ Bakersfield ▇▇▇▇ Santa ▇▇▇▇▇▇▇-Santa ▇▇▇▇▇-San ▇▇▇▇ Obispo San ▇▇▇▇ Obispo, Santa ▇▇▇▇▇▇▇ ▇▇▇▇▇-▇▇▇▇▇▇▇ Butte, ▇▇▇▇▇, ▇▇▇▇▇▇, Tehama, Trinity Palm Springs Riverside Eureka Del Norte, Humboldt *Reno, NV Alpine, El Dorado, Lassen, Mono *Yuma, AZ Imperial *Medford, OR Modoc, Siskiyou Regional messaging may shift during the length of the campaign due to communication priorities. Contractor and subcontractors must be able to make rapid adjustments to campaign messaging and tactics to address the needs of the SOS Office. Contractor’s messaging plan must address how rapid messaging adjustments will be made and what resources and tactics will be utilized. Contractor shall use Vote Safe California campaign branding to inform the development of collateral, which can consist of, but is not limited to: • Digital advertisements • Web-banners • TV/Radio PSAs • Videos • Social media graphics • Billboards • Bus shelters • Newspaper advertisements • Newspaper inserts • Event signage Contractor shall assist the State in the creation of additional in-house branded Vote Safe California campaign content for use by the SOS Office, based on contractor recommendations and State approval. The Contractor shall name suggested ethnic media subcontractors and media partners to produce strategic, in-language, media content. The plan shall consist of detailed strategies and implementation timelines for tactics such as, but not limited to: • Earned Media: o Contractor will provide earned media and logistical support to the SOS Office for statewide and county specific earned media opportunities and events (virtual) – such as convenings, press conferences, etc. o Contractor will amplify state and local 2020 Election efforts and events through earned media and integrate as designated by the SOS Office. o Contractor will provide a campaign strategy and timeline that will influence, inform, and support the SOS Office’s earned media strategy, and identify event opportunities. • Paid Media: o The Contractor will provide a paid media strategy and timeline. o The Contractor will coordinate with the SOS Office and local county elections officials to avoid duplicating paid media buys. • Social Media & Digital Media: o The Contractor will provide a social media strategy and timeline, which includes the development of campaign branded channels and targeted advertisements. o Contractor shall provide a campaign strategy and timeline that will influence, inform, and support the State’s internal social media efforts. o The Contractor shall identify opportunities to utilize the existing social media channels of “influencers,” including celebrities, media partners, ethnic media partners, and community organizations to amplify our efforts and reach. • PSA & Animated Videos: o The Contractor will provide support in developing Television and Radio PSAs, to be targeted effectively via media buys throughout the state. o Contractor will work with the SOS Office’s Communication Team to develop animated videos that can be used via social media channels (both paid and organic) to target diverse voting audiences in California. • Community Communications Coordination: o Contractor shall work with county election officials, community-based organizations, and philanthropic entities to ensure communications efforts remain consistent. o Contractor shall be available for task force calls between SOS Office and county elections officials and be available to provide additional regional updates on ad-buys (when appropriate). o Contractor shall develop advertising and marketing campaigns that complement the efforts of pre-existing communications efforts. • Rapid Response: o Contractor with work with the SOS Office to rapidly deploy a strategic response via the most effective channels as it may relate to crisis communications. o Contractor shall develop unique innovative digital solutions and tools, which provide effective solutions challenges ahead of the General Election – such as rapid responses to regional and national updates. o Contractor should secure any necessary subcontractor(s) and/or vendor(s) required to develop and produce innovative prototypes.