Business Attraction and PR Agency Services

The Vendor is required to provide public relations and/or advertising services to assist with the strategy and execution of comprehensive, statewide business attraction initiatives and event management and production on behalf of the corporation.
- Provide to further develop and build upon its public relations and creative strategy; deliver comprehensive event management, planning, logistics, and production services for both in-person and virtual events; cultivate promotional and strategic partnerships with key vertical sector-oriented media and economic development reporters; and provide research and analytics on the latest best practices and story trends in both media outreach and event production.
- Responsible for supporting the entire State’s economy through business attraction efforts, with a particular emphasis on the following advanced industries in which the State has key strengths:
•    Ocean Economy
o    Marine, defense, shipbuilding, maritime, additive manufacturing, aquaculture, and offshore wind industries.
o    Ocean Tech Hub
•    Entrepreneurship and small business start-ups
•    Food & Beverage
•    Technology / Innovation
•    Global Trade / International
•    Government Efficiency
•    IT / Software, Cyber Physical Systems, and Data Analytics
•    Advanced Business Services
•    Design, Food, and Custom Manufacturing
•    Arts, Education, Hospitality, and Tourism
•    Transportation, Distribution and Logistics
- Provide international markets by leveraging a range of marketing and communications tactics, including, but not limited to, public relations, advertising, social media, public engagement programs, and business trade and sales outreach.
- Provide to procure services related to business attraction advertising, event management, strategic communications, and proactive earned media pitching.
- Required services include, but are not limited to:
•    Strategic planning for media relations activities
•    Creative story development to promote the corporation and its initiatives
•    Identification and pursuit of partnership opportunities with relevant organizations and media outlets
•    Coordination and execution of media events and programs
•    Content creation and distribution across appropriate channels and platforms
•    Development and management of social media strategy and execution
•    Support for other communications functions of the corporation as needed
- The plan will also incorporate strategies that leverage the agency’s media relationships and highlight relevant experience with economic development reporting and sector-specific outreach.
- Public Relations:
•    Strategic planning:
o    The selected agency will support the corporation in developing and executing comprehensive strategic account plans. This includes conducting research, contributing to the creation of state business attraction strategy, and providing ongoing guidance on public relations priorities.
•    Media relations:
o    The selected agency will identify and pursue relevant media opportunities, facilitate partnerships with appropriate brands and organizations, and recommend participation in targeted trade shows and events. The selected agency will also support the corporation in promoting the state at key industry events.
•    Copywriting and editing:
o    The selected agency will provide copywriting and editing services for a variety of marketing materials, including but not limited to: website content, sales collateral (brochures, signage, flyers, and case studies), social media content, quarterly newsletters, and annual reports.
•    Content creation and distribution:
o    The selected agency will create and distribute media materials and messaging, including press releases, backgrounders, story pitches, key messages, and speeches, to promote the corporation’s activities and state business attraction initiatives. The selected agency is responsible for monitoring and distributing content, and for recommending content strategies that generate business attraction leads.
- Social Media:
•    The selected agency will work in close partnership with the corporation’s internal team to manage and execute all social media activities. 
•    This includes developing and maintaining a comprehensive social media calendar, ensuring timely scheduling and publication of content across all official channels. 
•    Responsibilities encompass drafting and refining copy, creating and delivering assets that align with the corporation’s objectives and brand voice, and proposing strategic and creative recommendations. 
•    The agency is expected to participate actively in regular planning and strategy sessions, maintaining open and ongoing communication with our in-house marketing and communications teams. Community management is a core responsibility. The selected agency will respond to comments, re-share relevant content from stakeholders, partners, and employees, and engage authentically with our online audience to further the corporation’s objectives. The agency will carry out regular competitor analysis to inform our content approach and identify opportunities for differentiation. In addition, the agency should monitor and leverage timely events—such as industry news, trending topics, and milestone moments—to create relevant and high-impact social content.
- Analytics and Reporting:
•    Implementing and managing analytics tools (such as sprout social, Hootsuite, brand watch, or native platform insights) to track performance across all channels.
•    Monitoring and reporting on key metrics including reach, impressions, engagement rate, follower growth, click-through, conversions, and net sentiment score.
•    Providing regular, detailed reports that align performance data with the corporation’s specific objectives.
•    Using social listening tools to assess public sentiment, identify emerging trends, and monitor the impact of campaigns in real-time.
•    Conducting ongoing competitor benchmarking to contextualize results and highlight opportunities for differentiation.
- Advertising:
•    Advertising campaign development:
o    The selected agency will develop holistic brand advertising campaigns that integrate interactive elements, including social media, into an overarching strategy. Campaigns should address the current challenges to traditional media—such as diminished frequency and reach due to streaming services, video on demand, and recording devices—and extend beyond traditional formats to reach target audiences where they are most active. Strategies should reflect an understanding of contemporary media consumption patterns and demonstrate adaptability in response to shifting consumer behaviors.
•    Production/creative:
o    The selected agency will manage all aspects of creative development and production for advertising campaigns. This includes either utilizing in-house production capabilities or managing external production resources as needed. The selected agency’s creative team must be fully equipped to develop brand assets that move seamlessly across multiple mediums, ensuring consistent messaging and visual identity. 
•    Media planning & buying:
o    The selected agency will oversee the planning and purchasing of media placements, determining the optimal platforms, timing, and formats to maximize reach and effectiveness. This includes the use of analytics and media planning tools to inform decision-making, ongoing optimization strategies, and the implementation of co-op advertising initiatives where appropriate. The agency will be expected to provide a clear philosophy and approach to domestic media planning and buying.
•    Promotional and strategic partnerships:
o    The selected agency will identify, pursue, and manage strategic partnerships and alliances that enhance the corporation’s advertising efforts. These partnerships should be leveraged to extend campaign budgets, increase exposure, and provide added value to the corporation’s promotional activities.
- Responsibilities include, but are not limited to, scouting and securing venues, managing all site visits and reservations, coordinating and overseeing the complete event timeline and run-of-show, sourcing, liaising and invoicing vendors (including those providing paid and in-kind services), and handling all day-of logistics on site.