Marketing Agency of Record Services

The vendor is required to provide marketing agency of record services to marketing strategic planning, campaign management, creative development, media planning and buying with a focus on digital advertising, event advertising and image campaigns.
1. Strategic direction and planning
•    Agency of marketing and staff work closely with the agency to determine the best strategy against which to develop advertising concepts. 
•    The agency will assist to develop comprehensive plans that incorporate traditional, digital, and social platforms designed to reach key targets. 
•    The selected agency will be provided access to audience research.
•    To keep up with marketing trends and techniques and continually advise the zoo on innovative approaches to achieve our marketing goals.
•    The agency must provide regular strategic reporting that includes performance metrics, insights, and recommendations to inform ongoing and future marketing efforts.
2. Creative development and production
•    Agency should be prepared to support traditional advertising needs and creative along with video production, web developer support and emerging tech support. 
•    In a typical year, the zoo and agency collaborate to produce 15-20 paid campaigns major image-oriented, attendance-building advertising campaign 
•    Promotions and events
o    Summer events 
o    Fall and winter events
1.    Zoo to Ber fest - weekends in October 
2.    Boo at the zoo - multiple evenings leading up to Halloween
3.    Wild lights - 25+ select evenings of holiday lights at the zoo from thanksgiving through new years
o    Spring events- animals aglow
•    Educational programs 
•    Private events for weddings and corporate meetings 
•    Philanthropy and membership support 
•    Support for various internal clients as needed
•    Additional creative support for on grounds and merchandise as needed
3. Media planning
•    Budget is approximately $1.7m annually (adjusted by year). 
•    This includes all advertising buying for the year. 
•    This does not include the agency and creative fees. 
•    Its advertising agency to recommend, place and bill all advertising throughout the year. 
•    Includes a meeting with all reps, large and small, of media companies. 
•    The agency is expected to be well versed in the full scope of digital and social media.
- Budget $1.7m

- Pre-Bid Meeting and Site Inspection Date: September 24, 2025
- Questions/Inquires Deadline: October 1, 2025