Strategic Planning Market Hutch Services

The Vendor is required to provide community marketing services under the market hutch program has been in operation for more than 30 years and is one of the only standing marketing efforts focused exclusively on promoting city to drive out-of-market consumer traffic and increase local sales tax revenue.
- Requirement:
1. Brand and creative strategy
•    Develop or refine a cohesive tagline, theme, or creative platform for the campaign
•    Ensuring creative direction reflects a modern, welcoming, and authentic identity for city
•    Integrate original or licensed video and still photography
2. Media strategy and placement
•    Digital advertising (display, programmatic, paid search)
•    Social media (paid and organic)
•    Video (pre-roll, streaming, connected TV, or similar)
•    Traditional media (television, radio, print, billboard) if recommended
•    Emerging or non-traditional channels the agency believes are appropriate for this market
3. Content development
•    Development of campaign content including copy, graphics, video, and photography
•    Content suitable for use across owned, earned, and paid channels
•    Collaboration with city staff and local partners on content that reflects city authentically
4. Performance measurement and reporting
•    Key performance indicators (KPIs) the agency recommends tracking
•    Any third-party data tools or measurement platforms the agency uses
5. Coordination with city staff
•    Regular communication with the city project manager — expected monthly at minimum
•    Participation in annual planning to align campaign strategy with community calendar and major events 
•    Flexibility to respond to time-sensitive promotional opportunities.