Marketing and Advertising Consultant Services

The Vendor is required to provide marketing and advertising consultant services includes media buying and placements, creative services and other agency expenses.
- Creative development
1. Production
•    Design and produce new creative to execute seasonal and long-term campaigns. 
•    The creative will be produced in coordination with the state entity and approved by the state entity. 
•    Utilize trends, data, and insights gathered from the chosen consultant and department marketing staff to build creative materials. 
•    Work cooperatively with state entity marketing staff to utilize shared photography and graphic files and share final creative files with state entity. 
•    Photo and video shoots for new creative are not part of the $750,000 budget, but will be billed to the state entity separately. 
•    A minimum of two photo shoots a year in alternate seasons is expected.
2. Implementation 
•    Plan, coordinate and track effective statewide comprehensive advertising campaigns including creative strategies and execution to produce higher levels of awareness, visitation, occupancy and revenues. 
•    Utilize state entity customer data safely with current technologies to deliver the most efficient and relevant messages to target customers. 
•    This includes utilizing first party data not limited to occupancy numbers, state entity loyalty programs, post-stay surveys and newsletter lists to create targeted campaigns.  
•    Work with state entity to align creative content with landing page messaging. 
•    The consultant is not responsible for organic social media for the state entity.
- Media planning and buying 
•    Negotiate and provide cost-effective media research, planning and placement services for print, radio, TV, direct mail, out-of-home, streaming, display, search, paid social and other media. 
•    This includes programmatic and direct ad sales. 
- Digital media and analytics support
•    Assist state entity in social media management, troubleshooting of software such as Meta business suite or google analytics, and explanation and assistance to support the state entity and their webmaster with relevant external product updates.  
- Public and media relations – 
•    Coordinate with state entity to provide media and community relations including generating PR plans, media lists and contacts; creating opportunities for editorial content and feature stories; negotiating and contracting with influencers and content creators; and tracking and measuring PR efforts and placements.  
•    The state entity may choose to separate this component from the final contract, if the selected offeror is unable to provide, either directly or indirectly through a subcontract, which will result in a reduction in the awarded budget.
- Site marketing
•    Coordinate with state entity on site-specific marketing and to identify opportunities to promote parks at in-person events. 
•    In-person attendance from the consultant to promote events is not required. 
•    The state entity will expect the consultant to provide graphics for sales collateral advertising as needed, including graphics for print media such as rack cards, and digital media such as website banners and video graphics. 
•    Develop and create direct marketing programs to communicate the value of specific parks, historic sites, and golf courses to diverse audiences in local markets. 
•    All site-level budgets will run through the $750,000 marketing budget. 
- Tracking and measurement
•    Provide tracking and measurement methodologies, including ROI, of the effectiveness of all marketing, advertising, social media, and communication efforts as well as regularly scheduled, comprehensive reports of said effectiveness. 
•    Reports may include bi-weekly status update calls, monthly and quarterly reports, and an annual summary.