Advertising/social marketing agency to develop and produce a marketing campaign on residential stormwater practices.
The Commonwealth is seeking a Contractor to serve as advertising agency of record and to work in tandem
with DCR and other partners of the Chesapeake Bay Program to develop and produce, under the
Chesapeake Club brand, a research driven, social marketing campaign to focus on behavior change(s) to
come from a suite of residential stormwater practices.
3.1 The Contractor shall:
A. Retain the Chesapeake Club brand including the slogan Save the Crabs, then eat em.
B. Recommend an appropriate media mix to include traditional media (television, radio, television,
internet) and newly developing techniques and technologies (YouTube, MySpace, Facebook,
etc.).
C. Recommend strategies on the use of a restaurant component and/or an on-the-ground component
similar to the Chesapeake Club treatment work with lawn care companies.
3.2 The campaign will engage residents in the Richmond, Hampton Roads and Washington, DC media
markets and to a lesser extent the Baltimore market. The campaign components will also be
designed and packaged so it can be adopted for other Bay watershed localities. It is envisioned that
the public campaign will run in either a spring or fall window. Selection of the practices to be
promoted will drive campaigns timing and duration. However, it will be ready for public viewing no
later than April, 2011.
