Advertising and Marketing Services

The Vendor is required to provide advertising and marketing services to drive general visitation, promote 2-3 special exhibitions annually, promote key events and drive out-of-state tourist visitation.
- Requirement:
1. Campaign and creative development 
•    Campaign development and creative direction.
•    Production of marketing and advertising assets (digital, print, outdoor, video, etc.).
•    Development of branding for special exhibits, events, and programs.
2. Strategic marketing and media buying
•    Plan, buy, and optimize paid media across digital, print, broadcast, and out-of-home channels to maintain a constant presence in the local market. 
•    Consult on the optimization of owned digital channels (social media, email, website).
•    Explore and test emerging marketing platforms.
•    Develop strategic partnerships and cross-promotions.
•    Conduct audience segmentation and persona development based on data collected during campaigns.
3. Reporting and performance analysis
•    Facilitate clear, pre-campaign strategy with university stakeholders to define objectives, target audiences, key messages, and success metrics prior to launch.
•    Deliver post-campaign performance reports, including analysis of key performance indicators, return on investment, and actionable insights for future optimization.
•    Provide bi-annual summaries of all marketing activities conducted under the contract, highlighting trends, outcomes, strategic recommendations, and optimizations planned for the new six months.
•    Offer guidance on tools, dashboards, and data strategies to enhance internal marketing analytics and reporting capabilities.
•    Identify immediate opportunities to refine creative approaches, media strategies, and audience targeting based on performance data, industry trends, and emerging best practices.
•    Establish and maintain baselines for campaign performance. 
4. Account management and client support 
•    Weekly status meetings and quarterly strategy reviews.
•    Year-end reporting and new fiscal year planning.
•    Shared project management tools and timelines.
•    Access to a dedicated account manager, media strategist, and creative team.
- Additional services (outside retainer scope)
•    Video production, photography, and animation beyond standard campaign needs.
•    Website development, UX/UI design, and technical integrations.
•    Event planning, logistics, and on-site support.
•    Custom research, surveys, or focus groups.
•    Influencer marketing and third-party collaborations.
•    Printing, mailing, and physical production costs.
•    Rush fees for expedited timelines or off-hours work.