Strategic Media Partner Services

The vendor is required to provide strategic media partner marketing teams operate prominently in city, working primarily remotely with strategic in-person sessions as required.
- Marketing squad structure:
•    Everyday squad: mainstream consumer banking (savings, credit, mortgages) with performance-driven acquisition campaigns. 
•    Wealth squad: advisory investment services and wealth management, expanding into city markets. 
•    Business squad: commercial clients across diverse sectors, from small business to capital markets. capital markets are expanding into state markets.
•    Brand squad: integrated brand awareness campaigns and employer brand initiatives.
- Strategy and performance enablement support:
•    Media strategy and campaign integration
•    Creative strategy
•    Agency and vendor management
•    Strategic planning and integration
•    Insights and performance analysis
•    Centralized project management
•    Data visualization, dashboard development, and predictive modeling
•    Project management and operations
- Current marketing technology environment
a. Platforms:
•    Google workspace
•    Jira
•    HubSpot
•    Ga360 premium
•    Five Tran
•    SEMrush enterprise
•    Banner flow
•    Emplifi
•    Optimizely CMS, Optimizely experiment
•    Canva
•    Figma
- Requirements
1. Automated data delivery
•    All campaign data via established protocols - agency standard for ongoing data delivery requires full automation; manual spreadsheet reporting is not an acceptable recurring method but may be used as a temporary exception during unforeseen technical outages with prior approval from agency." 
•    API integration proficiency delivering data from all platforms (programmatic, paid social, search engines) to agency extract, load, transform (ETL) tool 
•    Direct data push to pre-defined google big query tables with proper formatting 
•    Clear data schema documentation including naming conventions and data types 
•    Campaign data tied to specific ad id codes for detailed measurement 
•    For offline data, agencies must support getting data from offline sources to GBQ, with future expectations for automated ftp processes.
2. Data security and compliance
•    Financial industry data security protocols and compliance standards 
•    PII protection using Google's data redaction features (where applicable) 
•    Secure data transmission and storage practices 
•    PIPEDA and privacy regulation compliance
3. Platform integration requirements
•    Google analytics 4 event standardization and implementation 
•    Google tag manager collaborative management with standardized processes 
•    Vendor pixel management with well-defined third-party tagging processes 
•    Cross-platform tracking and attribution setup
4. Performance and reporting standards
•    Real-time campaign monitoring and optimization capabilities 
•    Custom dashboard creation and maintenance 
•    Proactive identification and communication of performance issues before they impact campaign objectives. 
•    For example, automated alert systems for performance thresholds 
•    Monthly performance reviews with actionable insights 
•    Support development of centralized cross-agency campaign dashboard
5. Quality assurance
•    Campaign setup verification processes 
•    Creative asset quality control standards 
•    Link tracking and UTM parameter management 
•    Regular audit procedures for data accuracy
6. Predictive modeling integration
•    Strategic integration: demonstrate how mmm outputs will directly inform media planning, budget allocation, and channel optimization decisions. 
•    Channel mix optimization: use modeling insights to recommend and justify optimal channel combinations and investment levels. 
•    Transparency: ensure complete transparency regarding how agency media mix model (MMM) outputs are integrated into all media recommendations. 
•    Include transparency around other key planning parameters like historical data and media consumption patterns, as we consider knowledge sharing and transparency are imperative for a successful partnership. 
•    Data utilization: agency(s) must demonstrate the capability and commitment to fully utilize and leverage all historical agency campaign data for media planning, including pre-existing data categorization and formats.

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: September 29, 2025