Digital Marketing Services

The vendor is required to provide for digital marketing plan requirements:
a. SEO content strategy and development 
• Conduct site audit and competitive analysis,
• Identify target keywords (local, national, long-tail),
• Optimize on-page elements (titles, meta tags, headers, image alt tags),
• Improve site speed, mobile responsiveness, and accessibility,
• Build authoritative backlinks and manage local listings, and
• Monitor and report on rankings, traffic, and SEO KPIs
b. Creative development
• Develop campaign themes and visual identities,
• Write and design content (ads, blog posts, website copy, email content),
• Provide targeted keywords and a brief description of the articles for approval prior to writing a minimum of five (5) word articles per month,
• Align creative with campaign objectives and target audience, and
• Offsite and outreach – making content available from one website to other sites to create back links and improve domain authority.
c. PTA video and display campaigns
1. PTA video:
• Define target geofences (e.g., retail locations, competitor sites),
• Deliver tailored video ads to audiences within polygons, and
• Measure foot traffic attribution to physical locations.
2. Deliverables for PTA video:
• List and map of geofenced polygons,
• 15–30 sec video ads (custom or repurposed), and
• PTA reporting dashboard (impressions, views, foot traffic lift).
3. PTA display:
• Target mobile users entering defined polygons with display ads,
• Retarget those exposed with follow-up display or video messaging, and
• Attribute physical store visits post-ad exposure.
4. Deliverables for PTA display:
• Creative display ad units (static and animated),
• List of geofenced locations, and
• Attribution performance reports.
d. YouTube marketing
• Create skippable and non-skippable YouTube ads,
• Manage channel optimization (titles, tags, playlists), and
• Target audience based on interests, behavior, and demographics.
e. Digital out-of-home (DOOH)
• Purchase placements across DOOH networks (e.g., billboards, transit, gas stations),
• Use dynamic content or time-triggered ads (e.g., weather-based messaging), and
• Coordinate creative specs with digital out of home (DOOH) providers.
f. Reddit advertising
• Identify relevant subreddits for ad placement,
• Develop native-style promoted posts and banner ads, and
• Manage community engagement where appropriate.
g. Social media strategy and management
• Develop platform-specific strategies for brand awareness, engagement, and conversions,
• Manage content calendar and publishing,
• Community engagement and response management, and
• Paid social strategy.
h. Geo-fencing and targeted digital advertising
• Build virtual fences around events, competitors, or stores,
• Deliver ads to mobile devices within those areas, and
• Retarget exposed users with additional messaging.
i. Video creation & photography
• Capture high-quality video and photo assets for use across digital platforms,
• Storyboarding, scripting, and production, and
• Post-production editing with captions, voiceover, and branding.
j. Ad creation and execution
• Develop multi-format ad creatives (display, social, search, native),
• Align creative with platform specs and audience preferences, and 
• Manage a/b testing and ad optimization.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: July 22, 2025