Marketing Strategy Creative Services and Media Services

The Vendor is required to provide for marketing strategy, creative services and media services for the board.
- Provide ongoing marketing and brand strategy; an annual marketing plan; traditional and digital media strategies and plans; creative services for campaigns including campaign conceptual development; development of traditional and digital assets including but not limited to TV, radio, print, digital, social, etc.; trafficking of those ads; analysis of advertising campaigns and return on investment; email and social media marketing services; public/media relations support; marketing research services; and web design.
- Provide marketing strategy, advertising services, campaign development, public/media relations support, web design and market research, as needed, as well as comprehensive media buying services to include media planning, purchasing, placement, monitoring and evaluation.
- Objectives:
•    Brand Strategy and Market Research
•    Marketing and Advertising Campaign Development and Creative Services
•    Media Strategies, Buying, Placement and Analysis
•    Project Control, Account Management, Analytics and Reporting
- Brand Strategy and Market Research
•    Developing and delivering an annual marketing strategy and media strategy and related plans.
•    While not guaranteed, the board estimates an estimated annual budget of approximately $10 million, inclusive of about $2 million in agency costs and $8 million in media spend and costs.
•    Development and delivery of channel playbooks and best practices and assisting in the development of audience strategies.
•    Conducting market research as needed and approved in advance by the board to aid in strategy development and evaluation on return on investment.
- Marketing and Advertising Campaign Development and Creative Services.
•    Developing integrated marketing campaigns varying in size and scope aligned to business goals and other opportunities.
•    Delivering assets to the board and trafficking all spots on behalf of the board to media outlets across formats including but not limited to video, radio, print, digital and social.
•    Developing and pitching public/media relations plans related to value-added media opportunities and/or monthly themes as identified by the PLCB.
- Media Strategies, Buying, Placement and Analysis
•    Media buying will require the selected offeror to provide a full array of media evaluation, buying, placement and monitoring services.
•    Responsible for providing media buying and related services to support the fine wine & good spirits brand and initiatives.
•    Provide media strategies and media mix recommendations based on audiences and budget. Purchase and place all advertising in traditional, digital and new media supporting the goals established for each initiative or campaign.
•    Evaluate media buys and effectiveness in real time, adjusting media buys as appropriate and ensuring effective media strategies and optimal spend.
•    Negotiate and renegotiate talent fees as needed.
- Project Control, Account Management, Analytics and Reporting:
•    Offeror will track performance of all marketing and media against goals and measure campaign effectiveness, providing to the board clear and understandable dashboards and reporting.
•    Responsible for timely delivery of all assigned deliverables and campaign elements, as well as budget oversight and tracking spend to ensure efficient resource management.
•    Assess impact across all marketing touchpoints.
•    Handle overall media tracking and performance.
•    Support standard reporting integrations, including but not limited to pixel implementation, tag management and data pass-through to designated analytics platforms.
•    Conduct regular evaluation of and reporting on the effectiveness of campaigns and creative approaches.
•    Provide trend reports on a quarterly or as-needed basis including macro and micro consumer trends and best practices in consumer marketing, as well as provide thought leadership around emerging technologies, channels and media solutions.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: November 21, 2025