Safe and Sober TV Media Buy
- This RFP had a pre-bid event.
- This RFP was uploaded by the owner.
Missouri Safe and Sober, is performing a search for a media buyer who can provide statewide television access in order to promote the Missouri Safe and Sober program, an underage drinking prevention program targeting parents and students. The program was established in 2004 by Kurt Larson of Larson Law Firm and is located at 3331 E Ridgeview, Springfield, MO 65804.
The purpose of this program is to increase awareness of underage drinking in our communities, educate parents and students about the myriad of negative consequences associated with underage alcohol use, and create a positive peer pressure environment to empower youth to choose not to drink until the age of 21. More information can be found at www.missourisafeandsober.com.
This RFP is administered by Silk Tie Communications, a partner company with Missouri Safe and Sober. Silk Tie is not participating in the RFP, but will be the primary point of contact for questions regarding the RFP. Contact information for Silk Tie is included in this document.
Objectives
The goals of the Safe and Sober television media buy are to:
1. Directly target parents of high school students with a message to "talk with your teen"
a. Call to action includes sending parents to our website at www.safeandsoberparents.com
2. Increase awareness of the underage drinking issue
3. Increase awareness of the Safe and Sober program statewide
Requirements
Safe and Sober will provide a :30 PSA to run Jan 18, 2015 through May 2, 2015. With a total budget not to exceed $100,000, our needs are the following:
1. Maximum reach to our Statewide Target Demographic of:
Parents of High School age Students, male and female age 35-55 years old, in all Missouri viewing areas, with emphasis placed on markets with Safe and Sober school participation(see addendum for school list).
2. Maximize available funds to attain lowest price per point by:
a. Purchasing ad space in highly rated programming among target audience.
b. Value-added opportunities such as, bonus/matching spots, website banner ads, etc.
3. Spots should receive horizontal and vertical rotation
a. Rotation can be determined by the respondent and justified in Response
b. Safe and Sober will provide the :30 spot and will be responsible for distribution to the stations. Any shipping and duplication costs incurred due to distribution of the provided spot will be the responsibility of Safe and Sober
c. Respondent MUST include the proper file format and delivery method required for spots
4. Safe and Sober must approve the plan prior to implementation
Response to Include
Safe and Sober requests responders provide a Media Strategy/ Schedule and detail what reach to our target audience can be attained by the responder with the budget amount provided, during the indicated campaign time frame. In your response please include for the defined demographics:
1. Flight Dates
2. Stations
a. # of Paid :30 spots
b. # of bonus :30 spots
c. # of other bonus spots
d. Total spots
e. Frequency
f. Target Rating Points
g. Cost per Point
h. Reach % overall and per market
i. Total market reach potential (# of households/individuals reached by that TV medium)
3. Value-added opportunities
4. Overall reach of the plan/schedule for the statewide campaign
