Summary: Petaluma Bounty seeks proposals from qualified marketing professionals for a comprehensive values-based marketing campaign for farmers’ markets in Sonoma and Marin County, CA. The campaign is part of a four year research study to make farmers’ markets in the region more welcoming and inclusive to the whole community. The study is using community-engaged research to identify obstacles, opportunities, and innovations for low-income residents as well as people of color to shop at farmers’ markets. This is part of a collaborative project between Petaluma Bounty, the Center for Well-Being, UC Cooperative Extension, UC SAREP, and Farmers’ Market LIFE–a network of four farmers’ market associations operating 15-17 farmers’ markets in Sonoma and Marin County, CA.
Submit a proposal on this Google Form. Priority deadline is February 15, 2020 with applications accepted after that date until filled.
Goal: The goal of the campaign is to expand the customer-base of farmers’ market shoppers by: 1) promoting awareness of CalFresh and Market Match at farmers’ markets for low-income consumers; 2) making farmers’ markets in Sonoma and Marin County welcoming and inclusive to the whole community; and 3) mitigating obstacles and leveraging opportunities to shop at farmers’ markets, based on research findings.
Budget: Proposals not to exceed $39,000 inclusive of marketing plan, content creation and graphic design, branding toolkit, campaign costs, and capacity building training.
Deliverables: A comprehensive marketing campaign that promotes CalFresh and Market Match and is culturally appropriate and bilingual including:
- Marketing plan with monthly and annual goals
- Evergreen branding toolkit with templates, taglines, and key messages
- Media release and media contact list
- Comprehensive marketing campaign with large and small format print, video, and social media content
- Capacity building training for research team and market managers
Qualified applicants should be able to:
- Integrate community-based research findings into the campaign
- Refine culturally responsive and linguistically appropriate taglines and key messages that resonate with the community
- Comfortably receive and integrate feedback from community partners (market managers, research team, and community members) gathered through focus groups, interviews, market research, and pilot testing as part of the project
- Experience with culturally responsive, values-based marketing campaigns
- Bilingual English/Spanish and bicultural
- Familiarity with Sonoma and Marin County, CA
Timing: 8-18 month contract starting February 2021
- Feb 1, 2021- Request for Proposals released
- Feb 15, 2021 – Priority deadline for submission of proposals (proposals accepted on a rolling basis until filled)
- Feb 15-28, 2021 – Screening interviews with top applicants and contract awarded
- March 2021 – Review existing materials and research findings; develop concept proposal and submit draft plan
- April 2021 – Preliminary materials to be available in advance of CalFresh Awareness Month in May
- July 2021 – Materials available in advance of National Farmers Market Week which is the first week in August
- December 2021 and beyond – additional materials available on a regular basis, capacity building training, and conclusion of contract based on performance on deliverables
What success looks like:
- Consultant leverage existing artistic content when applicable including:
- Consultant effectively integrates existing findings from community-engaged research and is open to additional collaborative opportunities for market research, focus groups, interviews and/or pilot testing.
- Grows collaborators’ capacity to maintain the marketing campaign into the future through a branding toolkit with templates, capacity building training, and technical assistance that increases collaborators’ skills in marketing and community engagement.
- All partners (market managers, research team, and consultant) feel their input was heard and integrated and are committed to an iterative group process.