Broadcasting Services for Colorado

Background

The Colorado Department of Labor and Employment (CDLE) is mandated by HB 25-1328 to provide a Know Your Rights training for direct care workers across the state. This training is compulsory, and direct care employers will be held accountable if their staff do not complete it by October 1, 2026. The goal of this contract is to execute a targeted public awareness campaign aimed at educating direct care employers about this new requirement. CDLE has allocated a budget of $65,000 for this initiative, which must be utilized by June 30, 2026.

Work Details

The contractor will implement a public awareness campaign utilizing various media channels including radio, television, digital platforms, and social media to promote understanding and compliance among direct care employers regarding the Know Your Rights training requirement. The campaign will primarily target direct care employers while also reaching out to direct care employees as a secondary audience. The Colorado Broadcasters Association (CBA) will leverage its Non-Commercial Supporting Announcements (NCSA) program, which has been successfully used by CDLE for over ten years for statewide public service announcements (PSAs). This program allows government agencies and non-profits to disseminate messages across hundreds of radio and television stations at a fraction of the cost of individual station purchases. Additionally, the campaign may incorporate Google Performance Max (PMAX) for digital outreach, optimizing engagement and conversions in real-time.

Period of Performance

The contract will be performed from the date of award until June 30, 2026.

Place of Performance

The services will be performed statewide in Colorado.

Bidder Requirements

The contractor must be capable of managing and distributing announcements statewide through a network that includes major, medium, and small media markets in Colorado. The CBA's NCSA program is exclusively available to government agencies and non-profit organizations.