Digital Marketing Campaign Services

The vendor is required to provide to digital marketing campaign develop and execute a comprehensive digital marketing campaign to attract more visitors and strengthen the local economy.
- Services will include the creation of a research-driven marketing plan, the execution of a multi-channel campaign, and ongoing performance measurement and optimization, as described below.
- Development of a comprehensive marketing plan:
1. Brand and visual identity:
•    Create a distinctive brand and visual identity for city, reflecting its unique history as an arts and culture destination and its role as a gateway to historic and outdoor experiences. 
•    The brand should be versatile for use across multiple platforms and by diverse stakeholders.
2. Visitor attraction and experience packages
•    A night out (dining, live music) 
•    An afternoon browsing arts and crafts (galleries, craft shops, dining) 
•    A day of exploring history (in-town and regional historical attractions, downtown murals, dining) 
•    Vintage shopping (clothing stores, craft shops)
•    A family day trip (ice cream, arcades, bookstores) 
•    Major city events
3. Audience identification and segmentation 
•    Identify and segment target audiences for short visits, day trips, and overnight stays. 
•    Focus on audiences within a 50-mile radius of city, while collaborating with the county regional tourism council (RTC) to reach audiences outside that radius. 
•    Include strategies for attracting visitors for special purposes, such as parents and alumni of the five colleges.
4. Channels and messaging 
•    Identify the most effective channels and messaging to reach each audience segment, with a primary emphasis on digital media. 
•    Where appropriate, incorporate additional formats—such as print, mailings, inserts, and radio—to reach specific target groups.
5. Partnership opportunities 
•    Identify potential partnerships with regional attractions (e.g., museums 10, bridge of flowers, mohawk trail, MGM, the iron horse, DSP productions), tourism businesses, and major events (e.g., three county fair, green river festival, paradise city arts festival, Django in June, power of truths). 
•    Partnerships should focus on cooperative marketing initiatives and itinerary development to encourage broader regional visitation.
6. Strategic recommendations 
•    Recommend optimal strategies, target markets, and promotions to maximize results within the available budget. 
•    The marketing plan shall cover the period from October 1, 2025, through December 31, 2026, and consider leveraging existing assets and programs, including city live, where appropriate.
7. Stakeholder engagement 
•    Work with the downtown city association to engage key stakeholders—such as retailers, restaurateurs, music venues, cultural institutions, and historical organizations—to establish agreed-upon expectations for stakeholder-provided content and imagery to be used in the marketing program.
- Marketing execution (October 1, 2025 – September 30, 2026)
•    Deliver the final brand assets and guidelines to the city and stakeholders. 
•    Set up, manage, and optimize web presence, social media campaigns, email marketing, and influencer marketing campaigns. 
•    Create, run, and optimize SEO initiatives, google ads campaigns, and paid search and social media advertisements. 
•    Oversee targeted ad placements in print and radio, as needed, to reach or create awareness in specific audience segments. 
•    Collaborate with local stakeholders to leverage their existing marketing audiences and channels, including hosting a “brand camp” to train stakeholders in the use of brand assets. 
•    Coordinate with potential regional partners to develop and execute cooperative marketing initiatives. 
•    Provide relevant content to the county council for integration into their broader marketing efforts.
•    Provide ongoing advice, counsel, and support to the city, the association, and the business support, marketing and economic development committee (BSC) on matters related to digital marketing.
•    Make all digital assets—including graphics, imagery, and photographs—available for use by key stakeholders. 
•    Provide quarterly performance reports and analytics, using industry-standard digital marketing metrics (e.g., open rates, click-through rates, cost per click, impressions, engagement, website visits, length of visit, page views) as well as visitation metrics (e.g., sales tax data, invoice counts from local businesses). 
•    Adjust the marketing plan as needed based on data insights.
- Budget: $150,000

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: September 8, 2025