Dnr Rfp Hmong Fish & Wildlife Outreach Marketing

Background
The Department of Natural Resources (DNR) of the State of Minnesota is seeking proposals to implement a marketing campaign aimed at Hmong anglers and hunters during the summer and fall of 2025. This initiative is part of DNR's mission to promote positive engagement with Minnesota's new fishing and hunting regulations, ensuring that the outreach effectively reaches the target audience.

Work Details
The selected vendor will be responsible for executing a marketing campaign that includes both traditional and digital advertising tactics. The primary tasks include:

1) Traditional advertising and outreach, which involves procuring advertisements in print media, TV, and radio targeting Hmong anglers and hunters aged 51 and older. The DNR will provide key messages, scripts, and imagery. The vendor must execute ad placements, monitor them, and provide metrics on reach and impressions.

2) Digital advertising and outreach targeting Hmong anglers and hunters aged 18-50 through platforms such as social media (e.g., Meta), display/search (e.g., Google), and podcasts. The vendor will coordinate with DNR staff to develop targeting parameters.

3) Creative development using DNR-provided image files and messaging to create ads that comply with DNR's brand guidelines. All ads must receive approval from DNR before going live.

The total campaign budget is capped at $25,000.

Period of Performance
The contract is anticipated to run from after May 10, 2025, until November 28, 2025, with an option for extension for an additional two years.

Place of Performance
The services will be performed in Minnesota, specifically targeting Hmong communities within the state.

Bidder Requirements
Bidders are encouraged to demonstrate previous marketing experience with traditional and digital campaigns targeted at the Hmong community in Minnesota. They must also comply with Minnesota's Digital Accessibility Standard effective September 1, 2010.