Marketing Agency of Record Services

The vendor is required to provide marketing agency of record for a full-service marketing agency — one who can provide us with a strong creative product, effective media placement, deliver strong digital strategy and execute through creative solutions, and a fully integrated funnel approach.
- Marketing and communications programs including:
•    Marketing and communications professionals;
•    Strategists;
•    Web and social media resources; and
•    Graphic design resources.
- Account and strategy
1. Account management
•    Dedicated account management that keeps agency needs top of mind within the agency 
•    Grows to understand our business and provides strategic counsel 
•    Integrates well with other partners such as research and digital firms to leverage insights 
•    Flexibility to adapt from long term program and campaign to quick response campaign and opportunity 
•    Manages the day-to-day relationship including:
o    Project management within the agency
o    Detailed estimates and invoice reconciliation
o    Supplier sourcing, negotiations and estimating
o    Ensuring continuity of account resources
o    Consistently scanning the market for opportunities
2. Strategy support
•    Consultation on plans and support strategy development
•    Provide counsel on where the brand is evolving
•    Capture opportunities to differentiate the brand
•    Quarterly and annual analytics review to drive strategy
•    Complete market scans and competitor analysis as needed
•    Document the brand and help plot its evolution
•    Ensure brand voice and standard adherence
•    Budget optimization
•    Introduce potential partners and third-party opportunities
3. Efficiency and learning
•    Introduce and maintain project management tools (e.g., asana) 
•    Project management reporting through a tool that can be referenced by agency and agency team as needed. 
•    All briefs, creative, proofs, estimates and approvals are stored in a single location. 
•    Archive creative assets for future team reference and use in a centralized location (access for agency and agency team members as needed) 
•    Encourage innovation and offer value-add learning opportunities (e.g., webinars)
- Campaign development and implementation
1. Creative development
•    Impactful creative that leverages brand strategy and voice 
•    Flexible creative to address multi-channel and audience needs 
•    Conceptual and creative development, copywriting and production 
•    Logistics coordination and negotiations for casting and talent buyouts etc. 
•    Iterative creative customized by channel and audience type 
•    A/b testing of multiple versions and integration with research findings
2. Media planning and buying
•    Media research, costing and strategy development
•    Media planning (including selection, placement and negotiations)
•    Frequent analysis of performance to evaluate efficiency and optimize spend including mid-campaign.
•    Proactively bringing forward new media opportunities
•    Staying on top of industry trends, exploring new platforms and channels for consideration and Mastery in digital channels
•    Analytics drive ongoing changes to creative, channels, targeting and weightings
•    Analytics and performance reporting following campaign on digital and other channels
3. Production coordination (radio, video, photography and print)
•    Seamlessly manage the production process
•    Arrange selection of production vendors
•    Overseeing art direction on all projects
•    Location and talent scouting
•    Editing and post-production
•    Records regarding talent, buyouts that is centrally accessible.
4. Affiliate marketing
•    Leverage contacts and connect our brands to influencers or other brands who can help achieve our objectives
•    Develop content ideas that are innovative, authentic and engaging with partners to help our brands stand out. 
•    Assistance with sourcing and managing event marketing activation vendors as appropriate
- Digital marketing execution
1. Overview
•    Taking a data-driven approach to digital marketing 
•    Customer acquisition and retention programs 
•    Increased revenues, program enrollments or engagements are all part of the day to day. 
•    Stay current on the latest innovation and implement to achieve goals
2. Online advertising services
•    Develop online campaign strategy and recommend budget, channels and targeting based on input provided. 
•    Recommend ad creative format (html5, static, etc.) 
•    Set up campaigns, including ad copy. 
•    Create and suggest remarketing lists, provide geofencing options, etc. 
•    Ongoing management and optimization of campaigns 
•    Analytics, reporting and campaign wrap up reporting
3. Social media ads
•    Develop proactive social media components for campaigns that include content strategy, viral videos, contest, polls, etc. 
•    Buy media for social media campaigns as part of an integrated media strategy 
•    Support social monitoring and social listening initiatives as required
- Digital integration (optional and not scored)
1. Analytics
•    Analytics with insights, recommendations based on past campaigns, conversion success, emerging trends and new platforms. 
•    Dashboard development, access and coordination with other providers and partners
2. Search engine marketing and paid search
•    Develop SEM and SEO campaign strategy and recommend budget 
•    As needed: provide keyword research, website audit, SEO consultation, local search and reviews, content development, copywriting and page optimization 
•    Paid search campaign setup and execution, including recommended targeting, keywords (based on keyword research) and ad copy.
3. Web (content development and writing to support campaigns)
•    Build web strategy and frameworks (funnels) to optimize conversions 
•    Research and develop web content, layout and structure 
•    Write web/blog copy that is brand voice aligned 
•    Integration of SEO and SEM 
•    Secret shopper assessments and usability testing 
•    Ecommerce optimization
4. Email marketing
•    Design email marketing campaigns to complement ongoing email marketing initiatives 
•    Develop templates optimized for conversion 
•    Build strategies to convert specific marketing segments with targeted initiatives.
- Public relations and communication strategy (optional and not scored)
1. Public relations and information campaigns
•    Define the goal, set objectives, develop strategies and tactics to reach target audiences and mobilize stakeholders. 
•    Craft messages and create communications products 
•    Recommend communications and distribution channel 
•    Campaign event coordination 
•    Evaluate outcomes and results.
2. News and social media campaigns
•    Maintain solid understanding of news and social media landscapes 
•    Setting objectives that align with news and social target audiences 
•    Shaping story angles and engaging pitches to news media outlets 
•    Creating content in various forms (i.e., news releases, social posts, videos, etc.) 
•    Assessing media coverage and engagement on social channels. 
•    Support with media outreach as required.
3. Crisis communications and issues management
•    Conduct or provide perspectives on the situational assessment, considering operational and reputational impacts 
•    Develop strategic communications approaches that mitigate risk and protect the company and the customers it serves 
•    Develop messages that demonstrate effective management of the issue and crisis 
•    Coordinating news conferences and briefings and social content 
•    Tracking stakeholder responses 
•    Evaluating outcomes and results.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: November 17, 2025