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PARRIS N. GLENDENING, Governor
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Ch. 18
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(2) (3) IDENTIFIES THE DIFFERENT TARGET AUDIENCES OF THE
COUNTERMARKETING COUNTER-MARKETING AND MEDIA COMPONENT AND HOW
THE DEPARTMENT INTENDS TO REACH EACH AUDIENCE.
(E) (1) THE DEPARTMENT MAY CONTRACT WITH A HIGHER EDUCATION
INSTITUTION OR PRIVATE ENTITY TO IMPLEMENT ANY PART OF THE
COUNTERMARKETING COUNTER-MARKETING AND MEDIA COMPONENT.
(2) IF THE DEPARTMENT DETERMINES THAT ANY PART OF THE
COUNTERMARKETING 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 COUNTERMARKETING
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; AND
(2) SUBJECT TO SUBSECTION (G) OF THIS SECTION, USING MONEY THAT
IS ALLOCATED TO THE COUNTERMARKETING 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.
(G) THE DEPARTMENT MAY NOT ACCEPT MONEY FROM THE FEDERAL
GOVERNMENT, THE NATIONAL PUBLIC EDUCATION FUND, OR ANY OTHER ENTITY IF
THE DEPARTMENT IS REQUIRED TO ACCEPT, AS A CONDITION OF RECEIVING THE
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- 313 -
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