The Vendor is required to provide community-based social marketing (CBSM), behavioral science, or related disciplines to design and implement a comprehensive outreach, research, and engagement strategy.
- Objectives:
• Meeting all applicable requirements of the agency Innovation Grant.
• Increasing use of the HHW Facility by historically underrepresented communities.
• Developing and implementing research-driven outreach strategies that result in demonstrable and measurable behavior change.
• Building internal City capacity to apply CBSM principles and evaluation methods beyond the project term.
- Project Initiation and Research Framework
o Conduct a kickoff meeting with City staff.
o Review priorities, relevant funding requirements, and existing datasets.
o Establish baseline conditions and adoption benchmarks for targeted behaviors.
o Develop a CBSM-aligned research and engagement framework.
o Identify and map key stakeholders, including contractors, community groups, and regional partners.
- Market Research and Audience Segmentation
o Develop a research methodology to understand barriers and motivators related to desired behavior changes.
o Identify and segment key audience groups within the City.
o Identify data limitations and recommendations for data collection.
o Conduct surveys, questionnaires, and focus groups to collect quantitative and qualitative data.
o Identify perceived barriers and benefits associated with specific behaviors.
o Apply an equity lens to ensure inclusive and effective outreach.
o Ensure research meets accessibility and language-access standards.
- Behavior Prioritization and Design
o Develop a behavior selection matrix using CBSM criteria, including impact, feasibility, and equity considerations.
o Map behavioral and process pathways, including multi-step processes, such as home electrification.
o Design and test two to three intervention concepts.
o Document behavior selection rationale and refinement process.
- Strategy Development and Campaign Design
o Develop CBSM-informed outreach strategies using tools such as prompts, commitments, incentives, and social norms.
o Ensure strategies are culturally relevant, accessible, and appropriate for diverse audiences. Spanish is the predominant secondary language in city.
o Identify partnership opportunities with utilities, contractors, community-based organizations, and regional entities.
o Identify City vs. partner actions and assumptions.
o Develop a partnership engagement framework.
- Message and Collateral Development
o Coordinate with Strategic Communications and Public Affairs (SCP) Department staff to ensure brand, legal, and accessibility compliance.
o Develop and test messaging concepts using appropriate evaluation methods.
o Refine messaging based on testing results.
o Develop communication collateral, which may include digital content, print materials, web content, videos, and case studies.
- Pilot Implementation and Goal Tracking
o Implement at least one CBSM pilot campaign for stove electrification and one for HHW participation.
o Develop evaluation metrics during campaign planning.
o Collect and analyze performance data throughout implementation.
o Provide regular progress updates to City staff.
o Document results and recommendations.
- Questions/Inquires Deadline: February 24, 2026
