Comprehensive Marketing and Media Placement Services

The Vendor is required to provide for the purchase of comprehensive marketing services and media placement for the department.
- Paid Media Strategy
• Strong understanding of various paid media channels, including but not limited to social media (meta, LinkedIn, snapchat) and google platforms (YouTube, performance max, display, search, PPC).
• Expertise in managing limited advertising budgets with a sharp focus on agency goals and maximizing return on investment.
• Ability to clearly define and articulate attribution with special consideration of department unique role as the sole provider of hunting, fishing, and boating licenses in the commonwealth.
• Possesses a strong understanding of state government regulations and marketing limitations for government agencies.
- Media buying
• Skilled in purchasing advertising space across multiple channels to maximize reach and impact.
• Experienced in researching audience demographics and implementing targeted strategies for effective engagement. 
• Must be versed in creating lookalike audiences using provided customer data, and exclusion lists as needed.
• Possesses a strong understanding of pixel tracking and implementation for accurate campaign performance reporting.
• Proficient in monitoring campaign performance, identifying opportunities for optimization, and making data-driven adjustments to enhance results.
- Marketing analytics & reporting
• Proficient in analyzing and interpreting marketing performance data across paid media, website traffic, and licensing sales.
• Experienced in utilizing google analytics, looker, excel, and other reporting tools for data analysis and visualization.
• Demonstrated ability to translate complex data into actionable insights and communicate findings through custom dashboards and reports on a regular basis.
• Skilled in designing and implementing a/b testing strategies to optimize marketing performance.
• Continuously monitors, recommends and adapts to industry trends, emerging technologies, and new analytical tools.
- Merchandising & purchasing
• Authorized to procure promotional and marketing goods and services on behalf of the agency.
• Familiar with e-commerce and merchandising best practices.
• Demonstrated ability to source, design and deliver high-quality branded promotional items.
- Content creator/influencer management
• Experience developing goal-oriented content creator strategies with KPIS and special attention to engagement and ROI.
• Proven history researching and identifying suitable creators, negotiating contracts, and providing project management and oversight.
- Account management/project management
• Assigns and always maintains a dedicated point-of-contact.
• Proficient in project organization, project schedules, and budget management, with a proven track record of on-time and on-budget results.
• Demonstrates a strong commitment to collaboration and continuous improvement.
• Possesses a strong knowledge and passion for state wildlife, outdoor conservation and related recreation (hunting, fishing, wildlife viewing, boating).
• Experienced in navigating commonwealth of state procurement processes and regulations.
- Graphic design
• Ability to proactively generate, conceptualize, and communicate innovative visual concepts while maintaining the integrity of the department brand.
• Expertise in creating high-quality artwork for a variety of mediums (including but not limited to print and digital), with a willingness to provide raw artwork files as needed at no additional cost.
• Advanced proficiency in adobe creative suite, ensuring the development of professional and visually compelling designs.
• Strong commitment to adhering to department brand standards and working within established agency guidelines to maintain consistency and brand integrity.
• Awareness of wildlife and conservation industry best practices and how that applies to image selection.
- Copywriting
• Proficiency in writing, editing, and publishing compelling copy for (but not limited to) email, website, social media, and advertisements while upholding the integrity of the department brand.
• Strong adherence to department editorial standards and established agency guidelines to ensure consistency and brand alignment across all communications.
• Proactively plans communications and initiates content drafting.
• Awareness of wildlife and conservation industry best practices and how that applies to language nuances.
- Customer relationship management (CRM)
• Experience working within CRM platforms (e.g., salesforce, hubspot, Microsoft dynamics, or other relevant systems) to support marketing and customer engagement initiatives.
• Skilled in leveraging customer data for audience segmentation, personalization, and lifecycle marketing campaigns.
- Email marketing
• Experience developing and executing email campaigns.
• High proficiency in email design, communication workflows and automations, audience segmentation and email performance analytics.
• Familiar with email deliverability best practices.
- Regulations digest ad sales
• Proficient (internally or through a subcontractor) with:
• Developing and executing an ad sales strategy that aligns with the department brand and our specific audiences to meet specific revenue goals associated with publishing.
• Prospecting, pitching and securing customers interested in advertising by identifying potential advertisers, preparing compelling sales materials, and managing communications with customers through the sales cycle.
• Managing all aspects of the advertising process, including rate negotiation, contract management, creative asset collection and performance reporting.
• Provide regular reporting and insights on ad sales performance and inventory, including recommendations for optimizing sales and pricing.
- Contract Period/Term: 1 year
- Optional Pre-Proposal Tele-Conference Date: July 21, 2025
- Questions/Inquires Deadline: July 30, 2025