Brand Development and Integrated Marketing Services

The vendor is required to provide official destination marketing organization (DMO) responsible for agency, as a premier destination for leisure and group travel.
- The evolution of our current brand and the development of a comprehensive marketing strategy for both leisure and group travel markets.
1. Brand evolution and management
• Brand refinement: evaluate the existing brand identity and evolve it to ensure relevance and resonance with current and potential visitors. this includes refining the visual identity (logo, typography, color palette, etc.), messaging, and tone of voice.
• Brand guidelines: create a comprehensive set of brand guidelines to ensure consistency across all marketing and communication channels.
• Brand storytelling: define and communicate a compelling story that connects the essence of sandy springs to target audiences.
2. Development of a holistic marketing strategy
• Target audience segmentation: identify and define key audience segments for both leisure and group travel markets, including demographic and psychographic profiles.
• Market positioning and differentiation: position sandy springs as a must-visit destination that stands out from competitors, leveraging unique offerings like outdoor recreation, arts and culture, and proximity to downtown and metro Atlanta.
• Strategic recommendations: provide a comprehensive marketing strategy that includes digital and traditional marketing channels, with clear objectives, KPIs, and measurable outcomes.
3. Creative campaign development and execution
• Campaign concepts: develop innovative, integrated campaigns that appeal to both leisure travelers and group market decision-makers (e.g., event planners, corporate travel organizers, etc.).
• Content creation: produce high-quality, engaging content (including but not limited to digital ads, video, social media content, print collateral) that communicates the unique experiences of sandy springs.
• Media strategy, planning, and buying: develop a comprehensive media plan with recommendations for both paid and organic placements across a variety of channels (digital, print, broadcast, etc.).
4. Ongoing support and reporting
• Provide ongoing support for the execution of marketing initiatives post-launch.
• Create monthly or quarterly reports that assess campaign performance, provide insights, and offer recommendations for future improvements.
- Contract Period/Term: 1 year
- Non-Mandatory Pre-Bid Conference Date: June 27, 2025
- Questions/Inquires Deadline: July 02, 2025