Strategic Marketing Services

The vendor is required to provide strategic marketing creative development, website management and search engine optimization, conversion optimization, strategic marketing, and media planning and buying, and performance marketing.
1. Creative development - including but not limited to the following:
•    Brand campaign development: conceptualize and produce integrated campaigns across print, digital, social, and out-of-home platforms. 
•    Messaging strategy: develop culturally relevant messaging frameworks tailored to various audience segments.
•    Visual identity: create campaign-specific visual systems that align with agency brand guidelines.
•    Content creation: produce creative assets including video, photography, print collateral, and digital content.
•    Community engagement: design creative that reflects the lived experiences of state multicultural populations and supports health equity.
2. Website management, SEO and conversion optimization - including but not limited to the following:
•    Website management: maintain and update site content, structure, and functionality in collaboration with internal teams. 
•    Search engine optimization (SEO): conduct keyword research, implement on-page and technical SEO best practices, and monitor performance. 
•    conversion rate optimization (CRO): design and execute a/b and multivariate tests to improve user flows and increase enrollment and engagement.
•    UX/UI enhancements: recommend and implement user experience improvements based on analytics, heatmaps, and user feedback.
•    Analytics and reporting: provide regular performance reports with actionable insights and recommendations.
- Strategic marketing projects - including but not limited to the following:
•    Campaign strategy: develop integrated marketing strategies for key initiatives, including enrollment periods, product launches, and community outreach. 
•    Audience insights: conduct research and analysis to inform targeting, messaging, and media planning. 
•    Persona development: create detailed audience personas and journey maps to guide campaign development. 
•    Marketing research: design and execute qualitative and quantitative research studies to understand brand perception, audience needs, and market trends. 
•    Brand tracking: implement and manage ongoing brand health tracking to measure awareness, perception, and campaign effectiveness over time. 
•    Cross-functional collaboration: work closely with internal stakeholders and other vendors to ensure alignment and consistency across all marketing efforts.
•    Project management: provide structured timelines, deliverables, and reporting for all strategic initiatives.
- Media planning, buying and performance marketing - including but not limited to the following:
•    Media strategy: develop comprehensive media plans that align with campaign goals and audience behaviors. 
•    Media buying: execute buys across digital (search, display, social, programmatic), traditional (tv, radio, print, ooh), and emerging platforms. 
•    Performance marketing: optimize campaigns in real-time to drive measurable outcomes such as enrollments, leads, and engagement. 
•    Budget management: track media spend, pacing, and performance to ensure efficient use of funds.
•    Proof of performance: provide detailed documentation of media placements, including screenshots, airchecks, tear sheets, and delivery reports to verify execution and reach. 
•    Reporting and optimization: deliver detailed campaign reports with insights, learnings, and recommendations for continuous improvement.

- Contract Period/Term: 3 years
- Pre-Proposal Conference Date: November 12, 2025
- Questions/Inquires Deadline: November 17, 2025