DOS Carbon Monoxide
Awareness PSA
Ad Campaign Proposal

Hey Kelley,

Below is a proposal for the “Check In On Your Neighbor” DOS Carbon Monoxide Awareness PSA Campaign.

Please let me know if you have any questions!

Thank you,

Steven Chagnon
Operations Director
steven@windwoodproductionsllc.com
(603) 724-3147

PROJECT OVERVIEW

This proposal outlines the execution of a multi-platform public service announcement (PSA) campaign to raise awareness about carbon monoxide safety and promote neighborly well-being across New Hampshire. Featuring Governor Kelly Ayotte and State Fire Marshal Sean Toomey, the campaign utilizes both organic and paid media channels for maximum reach and engagement.

Objectives

• Drive statewide awareness of carbon monoxide risks.

• Encourage residents to "check in on your neighbor."

• Maximize impact through coordinated, cross-channel media rollout.

Project Scope

Creative & Strategic Development (In-kind / Already produced):

• PSA videos featuring the Governor and Fire Marshal.

• Social assets formatted for vertical, square, and landscape placements.

• Media toolkit with suggested captions, hashtags, and sharing guidance.

Execution Timeline:

• Phase 0 (5/28): Stakeholder meetings and final preparation.

• Phase 1–4 (6/13–10/6): Organic launch, followed by a strategic paid media campaign.

Ad Spend Budget Allocation

• Facebook/Instagram Ads (Week 1–2):
  $2,000 allocated to drive initial awareness and engagement across New Hampshire. This includes boosting organic posts, reaching civic groups and community networks, and creating momentum through early visibility.

• Google/YouTube Ads (Week 3–4):
  $1,000 dedicated to a second wave of outreach targeting users outside of social media. This helps reach those on desktop, TV screens, or streaming platforms, particularly older demographics.

• Reserve/Contingency (Ongoing):
  $500 set aside to boost high-performing content, respond to engagement trends, and ensure flexibility throughout the campaign.

Total Ad Spend: $2,500 (entire project budget)

All funds are used directly for paid media to maximize campaign reach and impact.

Deliverables

• Organic social rollout through DOS and partner accounts.

• Paid campaign execution across FB/IG and Google platforms.

• Ongoing reporting, optimization, and amplification recommendations.

• Final campaign report and performance analysis (by 10/6).

Funding Note

This proposal operates on a cost-neutral basis for production and management. The full $2,500 project fee will be used exclusively for paid ad spend to ensure the highest possible visibility and engagement for this important safety message.

Working With Windwood

Client: W.L. French Excavating Corporation

Responsibilities:

Overall marketing strategy
Mass Excavation Site Updates
Safety Messaging
Recruitment Efforts
Website Development/Content Integration

Our first project with W. L. French was to capture footage of a blood drive they were hosting in Billerica, MA.
In the years that followed they have grown to trust Windwood with every aspect of their outward facing marketing strategies, from a new website build to a rapidly growing Tik Tok following with over 30k followers and over 1,000,000 views.

MEET OUR TEAM

Windwood Productions is an upbeat, professional video production company with a studio and office in downtown Concord, New Hampshire. We specialize in helping businesses and professionals create video and marketing content to drive growth, engagement, and action with their target audience.

We look forward to working with you!