Request for Proposals for Marketing and Advertising Services

Silicon Valley Clean Energy (SVCE) seeks a creative agency to develop and execute comprehensive marketing campaigns that assist with customer inspiration, education, and awareness of clean energy for the purposes of electrification and decarbonization. SVCE is seeking a multi-year partnership that will provide integrated marketing services to help advance the agency's overall mission to combat climate change and promote specific programs as they are developed and launched. The scope includes: (1) Working with SVCE staff to identify goals and develop campaigns for eHub (online tools and resources for electrification), general SVCE awareness, and specific SVCE customer offers and services including development of themes, creative messaging, testing messaging, and marketing activations targeting different audiences with different socioeconomic circumstances and needs; (2) Creative development including creation of ad artwork and videos with sizing modifications for different platforms including digital display ads, social media ads for Facebook and Instagram, out-of-home ads for buses or bus shelters, videos in multiple lengths (1 min, 30 sec, 15 sec versions), and radio ads, with at least four different creative executions for each unless otherwise noted; (3) Multi-language deployment in Spanish, traditional Chinese, and Vietnamese in addition to English; (4) Deploying ads according to planned campaign timelines on an as-needed basis and working with media companies to negotiate rates on behalf of SVCE; (5) Providing SVCE with reporting on campaign performance and recommendations for optimization and improvements to help achieve identified goals. The scope assumes at minimum two main campaigns to deliver in 2022: Campaign #1 to promote eHub and associated resources (Solar + Battery, EVs and electric appliances) and Campaign #2 for whole home electrification program participation and/or rebates for major electric appliances. The scope involves background on SVCE's prior advertising campaigns including 2018-2020 market research and customer personas development, 2020 creation and launch of eHub, 2021 deployment of ads across social, digital and out-of-home placements, and participation as a funding partner of The Switch Is On electrification consumer education campaign. Bidders should be mindful of SVCE service area challenges in delivering targeted ads without spillover or waste, as SVCE territory in Santa Clara County does not serve the cities of Palo Alto, San Jose and Santa Clara, and the agency does serve unincorporated county communities scattered throughout.