Marketing Agency Services

The Vendor is required to provide marketing program do not include modifying or expanding any existing program, nor does it include creating any new programs. The main drive of the marketing program is to increase awareness for existing programs and offerings and increase sales of retail items.
- This plan will involve a range of digital, out-of-home, and traditional marketing tactics, such as Facebook ads, Google ads, influencer marketing, artwork, radio/podcast ads, and potentially print placements.
- Financial goals:
•    Increase the number of permits sold 
•    Increase the total value of gift cards sold 
•    Increase number of all-terrain track chair reservations across the state park system 
•    Increase the total number of “I Can!” program registrations 
•    Increase the number of horse pass purchases and equestrian camping reservations 
•    Increase rental equipment sales 
•    Increase visitation at lower-visited parks in state
- Account services
•    Gain understanding of department, division of pat, various pat audiences, and goals.
•    Monitor all ads and tactics while they’re live and provide ongoing campaign updates, making recommendations of any necessary adjustments and implementing adjustments after pat approval.
•    Check and verify all advertising placements for accuracy, appearance, and quality.
•    Evaluate key advertising placements and all promotional activities using appropriate measurement tools, including both advertising performance and indicators of behavior change among key audiences. 
•    Provide an account manager who will be main point of contact for department and is responsible for the overall management of the account, including but not limited to quality control, project coordination, status reports and client communications.
- Market research and planning
•    Draft a project timeline and work plan (May 1, 2026 – June 30, 2027), indicating tasks, campaign proposals, and responsible persons, for approval by pat.
•    Supply individual campaign recommendations and plans – strategic approach, campaign aesthetics, key messaging, and executions. 
•    Provide campaign budget allocation recommendations to divide budget between multiple tactics.
•    Recommend other marketing strategies, beyond those listed in this RFP, that align with the division’s current goals.
- Creative services
•    Provide creative services for the development of marketing-related graphics, video or any marketing collateral, as needed.
•    Creative designs made by the vendor will adhere to the department brand guidelines, which department will provide. 
•    When photos are required, the vendor will work with department to use existing images in the department library, recommend and administrate purchasing stock images, or facilitate a photoshoot. Vendor will provide any terms and conditions of any purchased images so they can be used for other future promotional purposes. The vendor will transfer purchased image licenses to the department.
•    At the end of each campaign, the vendor will provide a comprehensive report of performance as well as an organized digital folder including final design files, linked files, final artwork, and digital screenshots or scans of each ad placement. The final creative packaged files shall include all native, editable source files (e.g., adobe InDesign, illustrator, Photoshop, premiere pro, after effects, etc.), linked assets (e.g., images, fonts, graphics, audio files, video footage, photo raw files), and all production-ready deliverables (e.g., print-ready pdfs, web-optimized images, final video exports, audio, or other required formats). The package must be Microsoft windows compatible, organized, clearly labeled, and prepared in a format suitable for both archival and future adaptation, ensuring that all elements required for re-use, reproduction, or modification are fully included.
•    All deliverables, designs, and products, including final design files shall become the exclusive property of the department.
- Paid media buys
•    Implementation of all ads, with possibility to include: digital ads (Facebook, Instagram, snapchat, TikTok, google, and YouTube), radio/podcast ads), and/or other tactics as vendor sees fit. All ads must be approved by department before they go live.
o    Social media ads will be administered through accounts owned by the department such as the state parks and trails Meta business manager. The department will retain all social advertising accounts and ads. 
•    Identify influencer partnerships to help achieve pat goals. Coordination with influencers and possibility of influencers attending in-person events.