MRB-57977 - USA (California) - Research and Campaign Strategy Planning Service - Deadline November 5,2026

(1) Vendor needs to provide research and campaign strategy planning service. – Build on the existing strategy using the background materials.– Existing research will inform, but will not alone determine, the recommendations. We welcome untested ideas grounded in relevant research, experience, or professional judgment, with a clear explanation of why the message could influence the intended audience’s drinking.– Evidence and expert input. Conduct a focused review of relevant existing evidence and lessons from substance use communications, including four to six expert consultations. An exhaustive systematic review is not expected.– Generate and prioritize combinations. Develop a broader set of audience–message hypotheses and recommend three to five for further testing.– Develop the research–to–pilot strategy and roadmap– Research sequence. Recommend the sequence of formative research, audience segmentation, message testing, creative concept development and pretesting needed to answer the priority questions.– Campaign development and deployment. Show how research findings could translate into creative briefs, concepts, production, media strategy, deployment, and evaluation. Address the implications of television, streaming/connected TV, social media, and other digital platforms for formats, production requirements, reach and frequency, sequencing, and measurement.– Level of detail: The research strategy should be detailed enough to scope and commission the next stage; evaluation recommendations should be at the framework and feasibility–assessment level.(2) All the questions must be submitted no later than October 26, 2026.