Marketing and Digital Agency of Record Services

The vendor is required to provide marketing and digital agency of record (AOR) for a two (2) year term, with the option to extend for three (3) additional, one (1) year terms.
- Marketing and corporate relations teams to support the planning, creation, execution, reporting of comprehensive marketing and corporate relations initiatives on an if needed basis.
- Agency with exceptional knowledge and demonstrated experience in brand development, brand strategy, and creative campaign execution across all traditional and digital platforms.
- Marketing and corporate relations
1. Brand development and strategy: 
• The agency will lead efforts to refine and evolve authority master brand and its sub-brands, ensuring consistency, strong positioning, and market differentiation. 
• This includes performing brand audits, developing brand architecture, positioning, and tone of voice guidelines, and creating visual identity systems and brand governance documentation.
2. Strategic marketing and planning: 
• The agency will collaborate with authority to develop annual and quarterly marketing strategies aligned with corporate objectives. 
• This includes campaign calendar development, messaging strategy, and the integration of marketing tactics across loyalty, entertainment, iGaming, and digital streams. 
• Plans must incorporate data-driven insights and demonstrate an understanding of authority audience segments.
3. Creative development: 
• The AOR will produce bold and compelling creative assets that span all media channels and formats. 
• This includes conceptual development, copywriting, and production for digital campaigns, tv, radio, ooh (out-of-home, i.e., billboards), social media, print, and in-casino signage. 
• All creative production must be brand-aligned and tailored to resonate with authority diverse customer base.
4. Media planning and buying: 
• The agency will work with the authority media buyer to administer campaigns across all traditional and digital platforms, ensuring efficient use of budgets and maximum reach and impact. 
• Responsibilities include assisting with negotiating media purchasing, placing ads in relevant channels, and optimizing campaign performance using clear kip’s. 
• The agency will also work closely with v team to develop regional media strategies for each of the seven casinos.
5. Digital advertising & content strategy: 
• The agency will work with authority digital marketing team to support authority digital efforts by creating and managing paid display, social, search, and intrinsic ad strategies. 
• This includes recommending optimal platforms, creating digital-first content, conducting a/b variant testing, and refining messaging for different target segments. 
• The agency will also ensure that digital content is aligned with broader marketing goals and is fully optimized for performance.
6. Project management: 
• The AOR will implement effective project management processes to ensure timely, efficient, and transparent delivery of all services. 
• This includes managing multiple concurrent projects, providing clear timelines and deliverables, reporting, tracking budgets, and maintaining regular communication with authority internal stakeholders.
7. Production oversight: 
• The agency may also manage the entire production process from start to finish for all designated marketing and advertising deliverables. 
• This includes coordination with third-party vendors, print and broadcast suppliers, and digital developers to ensure quality, cost efficiency, and brand consistency across all outputs.
8. Collaborative execution and knowledge sharing (value-add): 
• The AOR will work collaboratively with authority internal teams, acting as both strategic partner and a resource for learning. 
• This includes sharing knowledge, best practices, and marketing expertise that will help build internal capacity within authority marketing and digital strategy and corporate relations departments.
9. Communications (internal and external target audiences): 
• To develop, research, analyze, and/or implementation of strategies created by authority corporate relations team. 
• This includes integrated marketing and advertising for campaign work and public education initiatives (e.g., community investment).
10. media: 
• To provide assistance in many facets of effectively raising awareness to the media or public in a positive message through our mission, vision, and guiding principles. 
• This could include development of or the writing of media materials; distribution; generating media coverage, paid media and earned media (from collected sources). 
• Develop and incorporate communication strategies based on sensitive information. (i.e., political, potential risk to reputation, disaster notification and recovery).
11. Public relations: 
• Required general public and client relations, as well as integrated, advanced communications for marketing Techniques on campaigns. 
• attune to cultural considerations for all communications, events and publications. 
• The goal is to strengthen local community relationships
12. Additional services: 
• Tactics and tools supporting the areas of additional services span from traditional media to social media. 
• The required support may include integrated development and graphic design creative production for various communication and promotional materials (e.g., annual reports, websites, marketing communications, promotional and educational content) or specific components (e.g., event planning and promotion). 
• Further, there is a requirement for website content administration, including technical aspects, editing, and copywriting enhancement.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: June 16, 2025