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Ch. 17 2000 LAWS OF MARYLAND
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(2) DESCRIBES THE VARIOUS ELEMENTS OF THE
COUNTER-MARKETING AND MEDIA COMPONENT AND HOW THE DEPARTMENT PLANS
TO IMPLEMENT THE COMPONENT; AND
(3) IDENTIFIES THE DIFFERENT TARGET AUDIENCES OF THE
COUNTER-MARKETING AND MEDIA COMPONENT.
(E) (1) THE DEPARTMENT MAY CONTRACT WITH A HIGHER EDUCATION
INSTITUTION OR PRIVATE ENTITY TO IMPLEMENT ANY PART OF THE
COUNTER-MARKETING AND MEDIA COMPONENT.
(2) IF THE DEPARTMENT DETERMINES THAT ANY PART OF THE
COUNTER-MARKETING AND MEDIA COMPONENT SHOULD BE IMPLEMENTED BY A
HIGHER EDUCATION INSTITUTION OR PRIVATE ENTITY, THE DEPARTMENT SHALL
ISSUE A REQUEST FOR PROPOSAL TO SELECT THE ENTITY THAT WILL IMPLEMENT
THAT PART OF THE COMPONENT.
(3) AT A MINIMUM, THE REQUEST FOR PROPOSAL SHALL:
(I) STATE WITH SPECIFICITY THE GOALS OF THE
COUNTER-MARKETING AND MEDIA COMPONENT;
(II) STATE WITH SPECIFICITY THE OBJECTIVES AND
PERFORMANCE CRITERIA THAT WILL BE USED TO MEASURE THE SUCCESS OF THE
PROGRAM TO WHICH THE REQUEST FOR PROPOSAL RELATES; AND
(III) REQUIRE THAT THE RESPONSE TO THE REQUEST FOR
PROPOSAL INCLUDE A PLAN TO REACH THE TARGETED AUDIENCES IDENTIFIED BY
THE DEPARTMENT.
(4) IF THE DEPARTMENT ISSUES A REQUEST FOR PROPOSAL TO SELECT
AN ENTITY TO IMPLEMENT ANY PART OF THE COUNTER-MARKETING AND MEDIA
COMPONENT THE DEPARTMENT SHALL USE THE CRITERIA ESTABLISHED IN
13-1003(E)(5) OF THIS SUBTITLE AS A GUIDE IN ADMINISTERING THE REQUEST FOR
PROPOSAL PROCESS.
(F) TO THE EXTENT PRACTICABLE, THE DEPARTMENT SHALL TAKE STEPS TO
MAXIMIZE THE COST EFFECTIVENESS OF THE COUNTER-MARKETING AND MEDIA
COMPONENT, INCLUDING:
(1) USING ADVERTISEMENTS AND OTHER COMMUNICATIONS AND
PUBLIC RELATIONS PRODUCTS AND SERVICES THAT HAVE BEEN DEVELOPED BY
AND SHOWN TO BE EFFECTIVE IN OTHER STATES;
(2) SUBJECT TO SUBSECTION (G) OF THIS SECTION, USING MONEY THAT
IS ALLOCATED TO THE COUNTER-MARKETING AND MEDIA COMPONENT TO OBTAIN
MONEY FROM THE FEDERAL GOVERNMENT, THE NATIONAL PUBLIC EDUCATION
FUND, OR ANY OTHER ENTITY; AND
(3) COORDINATING THE PURCHASE OF BROADCAST TIME WITH OTHER
STATES.
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