LEAP Management of Advertising and Marketing

Background

The Colorado Low-Income Energy Assistance Program (LEAP) is a federally funded initiative aimed at assisting eligible Coloradans with their winter home heating costs, home weatherization, and repair or replacement of primary heating systems. The program is administered by the Colorado Department of Human Services, Office of Economic Security, Division of Food and Energy Assistance, with funding from the U.S. Department of Human Services. LEAP operates seasonally from November 1st to April 30th and has processed an average of 136,620 applications annually over the past three years. The program seeks to maximize access to services for individuals across various regions in Colorado.

Work Details

The selected marketing agency will develop and execute a comprehensive statewide marketing and advertising strategy for LEAP. Key responsibilities include: - Creating a strategic marketing plan that outlines campaign goals, target audiences, strategies, and tactics. - Conducting media research to identify optimal advertising methods and placements. - Developing collateral materials such as brochures, posters, flyers, and social media content. - Managing outreach through various channels including social media, online ads, traditional media (newspapers, radio), TV ads, and public transport ads. - Promoting application methods for LEAP assistance (online, local offices, phone). - Reducing stigma associated with public benefit programs. - Establishing Key Performance Indicators (KPIs) in collaboration with CDHS staff and reporting on campaign effectiveness through monthly analytics reports.

Period of Performance

The contract is anticipated to start on October 1, 2026, lasting until September 30, 2027. It may be renewed for four additional one-year periods at the discretion of the State.

Place of Performance

The contract will be performed throughout the State of Colorado.

Bidder Requirements

Eligible organizations must have experience in marketing and advertising for government-issued benefit programs and a general understanding of the LEAP program. Additionally, vendors must be registered in CORE (Colorado's online vendor registration system) before contract award.