The Vendor is required to provide in specialized marketing, media planning, and media buying services.
- Developing plans and recommendations designed to support the agricultural industry in meeting its marketing needs.
- Marketing Plan – Develop a marketing plan to reach the target audience(s) with proposed event activations, media mix, and metrics for measuring results.
- Media Planning and Buying – Projects may include, but are not limited to, planning and placing all types of media and marketing activities such as TV, cable, radio, digital, print, social, outdoor, online shopping, couponing platforms, etc.
- Added Value - Added value should be included in the marketing plan.
- Creative Design/Consulting Services - Creative services may be needed to supplement internal creative work provided by the Division. An allowance for these services, at a minimum of 80 - hours per contract year, will be provided.
- Projects may include, but are not limited to, co-manage and update agency website to improve functionality and enhance user experience and modernize design elements, creating and designing digital ads, creating print ads, preparing POP materials, billboards video and webpage design and exploring opportunities to modernize the visual identity of the brand while maintaining alignment of the brand’s core values and recognition and the potential impacts of updating the brand look.
- The marketing plan should include development of multi-level campaigns utilizing strategic partnerships.
- Pre-campaign and post-campaign measurements are expected.
- Primary Target Audience
o Female grocery store shoppers, ages 25–55, with children
o These women are typically:
o The primary household decision-makers for food purchases
o Focused on nutrition, freshness, and value
o Interested in supporting local farms and sustainable practices
o Motivated by convenience, health benefits, and family appeal
- Messaging themes to emphasize
• Healthy, local produce your kids will love
• Support state farmers while feeding your family right
• Freshness you can trust, grown close to home
- Secondary audiences (in no particular order)
• Health-conscious millennials and gen z (ages 18–35)
• Young adults focused on wellness, fitness, and clean eating
• Often shop at farmers markets, organic sections, or specialty stores
• Active on social media and responsive to influencer content
- Messaging themes
• Fuel your lifestyle with state -grown freshness
• Local produce that fits your clean eating goals
• Snap-worthy meals start with website
- Retirees and older adults (ages 60+)
• Often have more time to shop and cook
• Value quality, tradition, and supporting local agriculture
• May be on fixed incomes and appreciate seasonal deals
- Messaging themes
• Taste the state sunshine in every bite
• Fresh produce that’s good for your health and your wallet
• Rediscover the flavors of state
- Restaurant owners, chefs, and other food service outlets
• Constantly sourcing fresh, local ingredients
• Interested in seasonal availability and farm-to-table appeal
• Can amplify brand visibility through menus and partnerships
• Educate buyers about the seasonality of Website produce and seafood, and to guide them on where to reliably source these products
- Messaging themes
• Elevate your menu with state finest produce
• Locally grown, chef-approved
• Website: the secret ingredient to unforgettable dishes
- Foodies and home cooks
• Passionate about flavor, quality, and seasonal ingredients
• Follow food blogs, cooking shows, and recipe trends.
- Marketing Plan: Marketing Plan - The marketing plan shall include the planned partnerships, media mix, target markets, flights, point levels, impressions and conversions. The marketing plan shall be presented at least three (3) months prior to campaign start date.
- Media Planning and Buying
• Media Schedules - Media schedules shall be provided at least six (6) weeks prior to campaign start date. Schedules shall include dates, times, programs/websites/social media outlets, estimated reach and frequency and television stations (if broadcast) and total rating points or estimated impressions. The Department reserves the right to approve or revise the media schedules as needed.
- Contract Period/Term: 5 years
- Questions/Inquires Deadline: February 18, 2026
