Dragino Flash MCU

Hi i am trying to flash the MCU with the single_pkt_fwd_v003.hex and this error keeps occurring.

Upload Result:

Bootloader optiboot/optiboot_atmega328.hex will be added to the sketch

Previously running Bridge terminated.

Error while running avrdude

avrdude: AVR device not responding
avrdude: initialization failed, rc=-1
Double check connections and try again, or use -F to override
this check.

Any ideas what can I do ?