Brand Campaign Services

The Vendor is required to provide a creative and innovative partner to execute a data-driven brand campaign designed to highlight state global economic leadership and key business advantages.
- The campaign should also position state as an unparalleled location for investment, relocation, and business expansion, along with tourist visitation, leveraging compelling data, imagery, video and other creative assets to reach key decision makers who drive business investment decisions at the highest levels within the state.
- Key outcomes of this effort should include, but may not be limited to:
•    Improved public sentiment and brand perception, using a combination of social listening and media analysis tied to campaign messaging and media flights;
•    Substantial message pull-through and positive tone in earned media, including the recurrence of priority narratives and the quality of coverage during and following campaign launch; and
•    Enhancing business recruitment and retention efforts, further solidifying state as the epicenter of global innovation.
- Market research and leadership discussions: the proposer will need to conduct limited market research, including researching other national/statewide/local economic development campaigns to help inform creative and message development. The proposer will also lead internal discussions with key members of agency staff to learn more directly about campaign goals and audiences as part of the kick-off phase of the project.
- Audience mapping and media plan: conduct a comprehensive audit of key audiences (as outlined above), including online audience segments, to identify where and how business, economic, and other thought leaders engage digitally and identify the types of messaging that resonates with these thought leaders. Create detailed profiles for key audience segments and the right messages, content, channels and forums to engage. Develop a targeted branding and media plan that identifies tailored content and builds trust across these audiences.

- Questions/Inquires Deadline: Feb. 24 – March 4, 2026