The UC Berkeley Possibility Lab seeks proposals from qualified public relations or marketing firms.

STATEMENT OF WORK

Overview

The UC Berkeley Possibility Lab seeks proposals from qualified public relations or marketing firms to support a six month digital outreach and message-testing effort focused on reaching hard-to-reach diverse communities in targeted parts of California. The selected firm will partner with the Lab’s research team to design, implement, and measure a comprehensive and intentional strategy on popular social media platforms, e.g. YouTube, as well as radio, tv, and other traditional advertising approaches as the research progresses. Successful proposals will demonstrate an understanding of multicultural advertising best practices and have strong familiarity with emerging social media trends as well as capturing analytics.

Project Goals

● Develop and deploy a multicultural digital media ad-buy strategy that reaches farmworker communities across key regions of California

● Support message-testing experiments designed by the Possibility Lab research team that include visuals, audio, and text

● Drive measurable reach, engagement, and click-through performance

● Provide detailed analytics and insights to inform iterative testing and refinements as needed

● Ensure cultural competency and community-appropriate messaging strategies

● Be agile and adaptive to adjust strategies as analytics come through

Scope of Work/Deliverables

The selected firm will be responsible for:

● Strategy Development ○ Collaborate with the research team to co-design a targeted outreach and message-testing plan

○ Recommend platform-specific strategies for Meta properties (Facebook, Instagram, WhatsApp), as well as YouTube and TikTok

○ Have ability to design strategies in Spanish

○ Develop geotargeting approach that maximizes exposure among farmworker communities using demographic and location-based options

○ Lead strategy sessions that think through best practices and approaches

● Creative Support

○ Work with the researchers to test messages and visualizations among target communities

○ Ensure all content is optimized for platform specifications, language needs, and audience relevance

○ Produce light creative assets as needed in collaboration with the Lab’s research team

● Media Buying & Execution ○ Manage digital ad buys across social media and other online platforms

○ Manage radio and tv ad buys as needed if the research team deems appropriate to the overall research design and strategy

○ Execute targeted ad campaigns based on performance data and testing needs

○ Maintain compliance with all platform policies and disclosure requirements

● Analytics & Reporting ○ Provide dashboard access or reports to enable real-time tracking of impressions, reach, frequency, click-through rates, conversions, and other agreed upon KPIs/metrics

○ Deliver weekly performance reports with insights and recommendations

○ Real-time dashboard access or equivalent reporting tools

○ Final campaign report and analysis summarizing reach, impact, and learnings

Contract Term

The Contract will begin during the first quarter of 2026 and continue through July 2026.

Qualifications

● Demonstrated experience working with hard-to-reach, diverse communities and/or clients and/or in Spanish language.

● Demonstrated experience in digital geotargeting and message-testing.

● Demonstrated experience with Meta platforms and running ad campaigns on those platforms.

● Deep understanding of requirements for running ad campaigns on meta platforms as well as YouTube.

Proposal Requirements

The proposal should not exceed 5 pages and should include:

● Firm overview and relevant experience working with diverse communities and/or clients

● Case studies demonstrating digital geotargeting capacity and message-testing experience

● Team bios and project staffing plan

● Cost proposal with itemized budget

● Two references

Submission & Timeline

Deadline for proposals: December 20, 2025

Email proposals to jmelgar@berkeley.edu