Public Relations and Marketing Services

The vendor is required to provide public relations and marketing services for include:
•    Use the most innovative, creative, and cost-effective marketing and public relations programs to raise awareness of state as a premier travel destination.
•    Services sought by the office in the target markets includes a primary focus on public relations and marketing strategies targeting consumers, media, and the travel trade.
- Public relations and marketing initiatives
1. Media relations
•    Conducting public relations activities targeting key consumer and travel trade media in both traditional and non-traditional outlets to generate media placements of key messages that result in maximum positive publicity of state as a premier travel destination.
•    Providing market insight and guidance based on demonstrated facts and research to help grow awareness and visitation to state. 
•    Concentrating public relations activities during key travel planning seasons that provide the greatest potential to enhance the effectiveness and extend the reach of the office planned advertising activities. 
•    Engaging in media relations activities that include, but are not limited to:
o    Proactive media outreach and pitching;
o    Compiling and maintaining a database of consumer and travel trade media and travel influencers to accomplish public relations and media activities and providing the database to the office upon request; 
o    Preparing and distributing regular press releases and media pitches to generate media impressions in both traditional and non-traditional media outlets; 
o    Responding to media and influencer inquiries; 
o    Assembling and fulfilling traditional and electronic press kits as needed and developing, maintaining, and fulfilling an evergreen press kit; 
o    Producing, storing, and fulfilling of collateral and promotional materials; 
o    Translating materials as needed; 
o    Clippings and media monitoring services; and 
o    Contracting necessary venues, transportations, and other similar goods or services to accomplish the activities listed above
2. Social media
•    Shall develop and implement a strategic plan for all of the office social media platforms to reach the target markets. 
•    Social media content calendars should be delivered at a cadence agreed upon by the office. 
•    Ongoing social media activities shall include, but are not limited to, real-time community management, production and management of social media assets including photography and video, monthly and campaign-specific reporting, paid promotions, and additional program support as needed. 
•    Reporting should reflect leading industry standard measurements for all social media activity
3. Consumer promotions
•    Shall conduct aggressive and creative integrated consumer promotions to maximize awareness of the travel state product by reaching a mass audience through a variety of media, travel trade, or consumer direct tactics.
- Creative services
•    Shall be responsible for coordinating the production of presentation, promotional, and collateral materials, including but not limited to: press releases, print and digital invitations, photographs, mats, videos, filming, editing, equipment rentals, display materials, brochures, trade and consumer show booths, and infographics, as required to meet the contract performance requirements.