Recovery Marketing Services

The Vendor is required to provide a marketing partner to develop and implement a recovery focused initiative that highlights the strength and resilience of its local business community.
- This work centers on translating agency recovery into meaningful, on-the-ground engagement - encouraging visitors and residents to explore, discover, and support local businesses impacted by the 2024 wildfire.
- The program has already supported over 22 small and medium-sized businesses and helps maintain employment and visitor experiences during recovery. 
- Marketing firm’s to develop and execute a targeted marketing strategy that:
•    Highlights the resilience, adaptability, and vibrancy of agency local business community, using the Pop-Up Village and interim business initiatives as anchors for this messaging;
•    Drives on-the-ground customer activity, with a focus on localized audiences – visitors already in agency or with near-term plans to visit, and local and regional communities;
•    Contributes to the economic recovery and long-term stability of fire-impacted small businesses by increasing customer traffic and encouraging local spending across agency business community.
- This work is intended to complement, not duplicate, existing tourism and destination marketing efforts. The focus is on audiences who are already in agency, planning to visit, or part of the local and regional community - not on broad inbound awareness campaigns.
- Enhance visibility and awareness of business locations: ensure visitors and residents know where businesses are operating, particularly those in interim or relocated spaces following the wildfire.
- Marketing Strategy
•    Review project context, including business recovery priorities, recovery messaging, and opportunities to influence on-the-ground decision-making and spending behaviour.
•    The Municipality has identified preliminary target audiences: visitors currently in agency, visitors with confirmed or near-term travel plans, and local and regional communities.
•    Proponents are expected to validate, refine, and prioritize these audiences, with a focus on high-probability conversion and immediate economic impact rather than broad awareness-building.
•    Develop a marketing strategy aligned with project goals.
•    Recommend targeted, practical marketing channels and tactics - including approaches such as location-based marketing and intent-based digital targeting that are effective within a limited budget.
•    Develop messaging and positioning;
•    Develop a campaign plan with timelines, performance indicators, and clear links to measurable outcomes.
•    Proponents are encouraged to propose the tactics and channels they believe will be most effective within the available budget.
- Implementation
•    Campaign development and execution 
•    Creation and deployment of targeted content and marketing assets
•    Digital marketing and advertising 
•    Social media campaigns 
•    Partnerships, activations, or collaborations that increase visibility and customer activity for local businesses
•    Performance tracking and reporting.