Marketing Services

The Vendor is required to provide courts and law enforcement management information system (CLEMIS) marketing services.
- Organizational Assessment and Research
•    Facilitated stakeholder sessions with Authority leadership to understand organizational history, mission evolution, strategic objectives, operational challenges, and past marketing efforts
•    Comprehensive review and analysis of existing CLEMIS materials, documentation, and communications
•    Market landscape analysis including competitive positioning, industry dynamics, and audience characteristics
•    Analysis of target audience segments, their information needs, and media consumption patterns
•    Identification and assessment of potential naming conflicts through preliminary trademark and domain availability screening
•    Strategic alignment documentation connecting Authority products, target audiences, and value propositions
•    Written assessment summary synthesizing findings and establishing project Foundation
- Naming and Brand Identity Development
•    Brand Strategy and Market Positioning:
o    Target audience segmentation with detailed profiles
o    Market positioning framework and recommendations
o    Competitive differentiation strategy
•    Brand Foundation:
o    Organizational purpose statement
o    Core values definition
o    Brand personality framework
o    Value proposition articulation
•    Messaging Framework:
o    Brand narrative and organizational story
o    Voice and tone guidelines
o    Key message architecture for primary audiences
•    Organizational Naming:
o    Preliminary screening of trademark availability, domain names, and social media handles 
o    Review of product naming architecture and taxonomy
o    Development of naming options with rationale
o    Shortlist presentation with recommendations
o    Final name selection support
•    Visual Identity System:
o    Logo design with multiple concepts for review
o    Color palette selection and specifications
o    Typography system and guidelines
o    Visual style applications
•    Brand Collateral:
o    Business card design
o    Letterhead design
o    Envelope design
o    Email signature template
o    PowerPoint template design
o    Word document template design
•    Brand Guidelines Documentation:
o    Comprehensive visual identity standards manual
o    Communications and messaging guidelines
o    Brand application examples and use cases
o    Digital and print specifications
- Marketing Strategy Development
•    Strategic Framework:
o    Marketing objectives with SMART goal criteria
o    Refined audience personas with behavioral insights and media habits
o    Priority audience segment identification
•    Content Strategy:
o    Content marketing topic recommendations by audience segment
o    Content format recommendations (written, video, interactive, etc.)
o    Publishing frequency and calendar framework by channel
o    Recommended marketing channel mix with rationale
o    Paid advertising budget allocation recommendations by channel
•    Performance Measurement Framework:
o    Key Performance Indicator (KPI) identification for each marketing objective
o    Measurement methodology and data source documentation for each KPI
o    Goal setting framework tied to recommended advertising investment levels
o    Technical implementation requirements for accurate measurement and tracking
•    Strategic Documentation:
o    Comprehensive marketing strategy report synthesizing all recommendations
o    Campaign calendar framework through December 2026
o    Channel-specific tactical recommendations
- Website Strategy and Design
•    Website Strategy and Architecture:
o    Information architecture with site map and page hierarchy
o    Navigation structure and user flow mapping
o    Functional requirements definition
o    Technical platform recommendations and considerations
o    HubSpot integration strategy and requirements
•    Content Strategy and Development:
o    Content inventory and requirements documentation
o    Search engine optimization (SEO) keyword research and strategy
o    Content development for up to 20 pages including page copy optimized for SEO, headline (H1) and sub headline (H2) structure, and calls-to-action and conversion optimization
o    Initial blog post development (minimum 3 posts)
o    Initial case study development
•    User Experience (UX) and User Interface (UI) Design:
o    Wireframes and user experience prototypes
o    Two distinct design concept presentations
o    High-fidelity page designs for up to 20 unique page templates incorporating brand identity system, typography and visual hierarchy, imagery and graphic elements, and responsive design for mobile, tablet, and desktop
•    Supplementary Deliverables:
o    Social media profile design templates and specifications
o    Assessment of additional brand collateral needs for future development
o    Design presentation and stakeholder review sessions
- Website Development and Implementation
•    Technical Development:
o    WordPress website development based on approved designs
o    Responsive implementation for optimal viewing on desktop, tablet, and mobile devices
o    Browser compatibility testing and optimization for Microsoft Edge, Mozilla Firefox, Google Chrome, Safari (desktop and iOS), and Android Chrome (all current versions)
•    HubSpot Integration:
o    Form submission integration with HubSpot CRM for contact management
o    Marketing automation trigger configuration for website visitor behavior
o    Blog platform integration with HubSpot's content management system
o    Analytics and tracking integration between WordPress and HubSpot
o    Website behavior tracking for lead scoring and segmentation
•    Content Management and Site Features:
o    Content management system (CMS) configuration for Authority staff use
o    Custom page templates based on approved designs
o    Blog functionality with category and tagging systems
o    Case study and testimonial display systems
o    Contact and inquiry form development
o    Partner program page and inquiry form integration
o    Resource center and document library functionality
o    News and events management system
o    Member portal with restricted access (integrated with HubSpot Service Hub)
o    Standard website footer elements including terms of use, privacy policy, data security, digital accessibility statement, and careers pages
•    Search Engine Optimization (SEO):
o    On-page SEO implementation including Meta titles, descriptions, and structured data
o    XML sitemap generation and submission
o    Search engine indexing optimization
o    Analytics tracking code implementation
•    Quality Assurance and Testing:
o    Comprehensive functionality testing across all browsers and devices
o    Form submission and integration testing
o    Performance optimization and page load speed testing
o    ADA compliance testing and remediation
o    Security best practices implementation
•    Documentation and Launch Support:
o    Technical documentation of site architecture and integrations
o    Hosting recommendations and specifications
o    Post-launch monitoring and issue resolution (30-day support period)
- Marketing Execution and Ongoing Support
•    Initial Marketing Campaign (Included in Initial Scope):
o    Four-month marketing campaign development and execution based on Phase 3 strategy
o    Campaign asset creation across recommended channels
o    Campaign management and optimization
o    Content development and creative production
•    Ongoing Marketing Support Services (Time and Materials):
o    Marketing collateral development including brochures, flyers, sales sheets, newsletters, email templates, case study writing and design, and PowerPoint presentation and MS Word templates
o    Digital content production including brand video production, explainer video development, and podcast production support
o    Professional photography and videography services
o    Conference and event support including event asset development (banners, signage, booth graphics), presentation materials and leave-behinds, and event promotion and marketing
o    Member acquisition support including messaging and collateral for county outreach events, strategic account marketing materials, and customized proposals and presentations
o    Website updates and modifications beyond initial scope
o    Additional campaign development and execution
o    Digital platform setup and management for channels recommended in marketing strategy.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: November 4, 2025