Media Strategist, Planning and Buying Services

The Vendor is required to provide strategic media planning, buying, monitoring, and performance reporting services for the department and other city departments.
- Services shall support City-led marketing campaigns designed to inform, engage, and drive measurable action among targeted audiences.
- Strategic Media Planning
• Conduct audience and market research specific to Detroit.
• Develop integrated, multi-platform media strategies (including but not limited to TV, radio, digital, social media, SEM, print, OOH, CTV/OTT).
• Prepare comprehensive written Media Plans outlining:
o Target audience strategy
o Media mix recommendations
o Budget allocations by medium
o Projected reach and frequency
o Performance benchmarks and KPIs aligned to campaign goals and CTAs.
• Present media recommendations within approved City budgets.
• Identify opportunities to maximize ROI and value-added placements.
- Media Buying & Placement
• Negotiate competitive rates and secure value-added opportunities.
• Leverage established Detroit media relationships to obtain optimal placement and pricing.
• Place, confirm, and document all media orders.
• Maintain full transparency regarding pricing, commissions, and fees.
• Ensure all placements align with approved schedules and specifications.
- Campaign Launch, Monitoring & Optimization
• Launch campaigns in accordance with approved media plans.
• Monitor campaign delivery to ensure proper placement and performance.
• Track relevant metrics including impressions, reach, engagement, CTR, CPC, CPL, conversions, and other agreed-upon KPIs.
• Optimize campaigns in real time to improve efficiency and performance.
• Ensure creative specifications, production timelines, and deadlines are met.
- Market Basket:
• Radio
• Digital
• Billboard
• TV