Marketing and Advertising Support Services

The Vendor is required to provide marketing and advertising support services for include:
- Marketing partner
1. Plan and budget
•    Develop a budget for all services and related expenditures and modify this budget as required by city.
o    Plan and budget shall detail all campaigns planned, including budget estimates for each campaign in the time frame set by city
•    Plan and budget shall be submitted to city for approval. 
•    Plan shall be reviewed at the time frame established by city and revised as desired by city.
•    Authority over the plans developed under this contract shall rest with city who shall have the express right to modify and delete all or any part of the plan.
2. Staffing and consulting
•    Advise on the most effective placements and approaches to maximize desirable outcomes using limited funds.
•    Provide support for issues, problems, or emergencies related to city websites, including both at-work hours and in some instances, after hour’s coverage.
3. Research:
•    Monthly tracking studies,
•    Focus group research,
•    Consumer segmentation studies,
•    Media research,
•    Psychographic behavior studies,
•    Brand identification analysis, and
•    Advertising concept testing.
- Public relations
•    Planning support such as developing product or initiative promotion plans, strategic communications plans, corporate and community-based communication programs, and crisis communication planning. 
•    Consultation support, such as providing public relations and media relations counsel, designing and supporting media relations proposals, and designing and supporting corporate and community outreach. 
•    Staffing and other support, such as providing support for publicity, special events, and public relations, assisting with media, speech writing, and assisting city in maximizing effective communications (e.g., drafting and distributing news releases, working with city or other contractors in providing bilingual speakers for events).
- Media services
•    Perform all functions normally required of a media placement agency necessary for the economic and effective placement of advertising in various media as city shall direct or deem necessary.
1. Media services
•    Develop a plan that maximizes results, achieves specific objectives, and supports creative and other strategic directions to provide measurable results. 
•    The plan could include such elements as an identification of when and what type of media should be written and placed, time schedules for identifying and analyzing demographic markets and delivering media coverage, and a means to determine the effectiveness of the media campaign.
•    Accept and evaluate media or promotional opportunities redirected by city to contractor from companies offering opportunities.
•    Have a process in place to reply to each inquiring media party.
•    Implement a system to ensure that all media is run or published according to any contracts or placement instructions
•    Present alternative outreach options to city, such as bus posters, movie theater slides, movie theater digital video, or outdoor placements (30-sheets, bulletins, mall kiosks, bus shelters, and social media).
- Public service announcements
•    Develop a plan to achieve media acceptance of these materials
•    Develop informational materials
•    Propose low-cost production of these materials, and 
•    Produce materials 
•    Provide informational materials to media outlets 
•    Provide city with a periodic report on the reported usage of such materials. 
•    Be responsible for ensuring proper performance of all public service announcement media contracts or paid media contracts.
- Promotional or outreach events
•    Development of joint advertising and promotional opportunities with potential cosponsors—particularly with other state entities—and facilitate execution of any city -approved program.
•    Acceptance and evaluation of media or promotional opportunities redirected by city to contractor from companies offering opportunities.
- Interactive marketing
•    Be responsible for activities related to the internet that may include, but are not limited to:
o    Creative development of city website(s) graphics, and promotions;
o    Smartphone and tablet applications development;
o    UI/UX services;
o    Interactive web-user retention and acquisition strategies;
o    SEO, SEM, programming html,
o    Reviewing and evaluating all internet-related media proposals;
o    Gaining knowledge of website users through research and web-based surveys;
o    Co-promotional opportunities and placing internet advertising for city materials.
•    Collaborate with city on all aspects of the development process. 
•    Provide ongoing advice to city regarding effective interactive marketing and promotions, to include, but not be limited to:
o    Online,
o    Social media, mobile, and
o    Pay-per-click advertising.
•    Provide strategic advertising, interactive media, and promotional planning.
•    Provide web-based interactive and promotional creative planning and execution. 
•    Provide web-based interactive and promotional production.