Social Media Services

The Vendor is required to provide social media services include:
• Marketing: messaging that inspires visitation, continues powerful branding, supports local business and builds the state economy. 
• Stewardship: support visitation statewide and encourage the responsible discovery of state. 
• Development: partner with local communities to enhance and develop their visitor economies to benefit residents and visitors.
- Strategic Plan:
1. Prioritize quality visitation
2. Distribute visitation
3. Continue powerful branding
4. Enable community-led destination readiness
- Provide a strategic partner to lead the evolution of our social media presence, shaping a dynamic and future-forward program that promotes responsible travel, builds emotional connection to the state life elevated® brand, and drives measurable engagement across platforms.
- Services include:
1. Account & Project Management
• Day-to-day account management utilizing department suite of internal communication tools, including but not limited to Asana and Slack.
• A primary, single point-of-contact for account services and clear delineation of supporting roles and ownership
• Administration, such as status reports and budget tracking
• Campaign coordination between department and other agencies from goal-setting and planning through optimization and post-mortem
• Monthly board and marketing committee meeting presentations as needed 
• Work closely with department to develop budgets for each project to ensure they are in-line with the overall budgets and accommodate changes to budgets, whether planned or unexpected
2. Strategy & Insights
• Develop and maintain a forward-looking social media strategy aligned with department brand and strategic plan
• Provide ongoing social listening and cultural trend analysis
• Provide strategic assessments with insights and recommendations for current and emerging platforms that offer high potential for reach and engagement
• Recommend and execute pilot tests on new social platforms or features
• Alert department to major platform or policy changes
3. Content & Creative Leadership
• Collaborate with internal and agency teams to create social-first content
• Develop and test creative variations (e.g., A/B testing, captions, formats)
• Curate and manage high-performing agency with proper rights
• Maintain consistent brand voice and visual identity
• Disclose and explain AI use in trend monitoring and optimization
• Ensure ethical content generation and platform compliance
4. Campaign Integration & Paid Support
• Develop comprehensive domestic and international social advertising plans
• Coordinate closely with media buying agency on domestic campaigns
• Support market reps for International advertising in key markets
• Support creative alignment, timing, and performance analysis
• Contribute to paid social content development as needed 
5. Data & Audience Segmentation
• Deliver audience insights using first-party and platform data
• Define targeted segments by geography, interests, and behaviors
6. Community Management & Engagement
• Monitor and engage with all active social channels
• Plan and execute engagement initiatives like takeovers and contests
• Respond in brand voice and escalate sensitive issues
7. Influencers
• Provide guidance and best practices for influencer marketing 
• Lead or support other agencies/partners on influencer strategy, sourcing, vetting, and contracting
• Maintain a network of brand-aligned ambassadors if needed
• Support campaign delivery, briefing, and legal compliance
8. Crisis Comms & Reputation Management
• Co-develop a pro-active crisis response strategy in partnership with department
• Establish escalation protocols, tone and messaging guides, and platform-specific response workflows
• Provide dedicated, agency contacts available for real-time crisis support, including after-hours if needed
• Monitor platforms and assist with rapid response during high-risk or sensitive events.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: July 10, 2025