Digital Marketing Services

The Vendor is required to provide digital marketing services for digital outreach efforts will focus on increasing awareness of available benefits, programs, and services, while directing veterans to trust information and assistance through TVC resources.
- Requirement:
1. Digital media planning and execution
• Assist with development and recommend a digital strategy designed to reach diverse veteran audiences, including rural, underserved, and urban populations.
• Implement and manage paid digital advertising campaigns across approved platforms (e.g., search, display, video, and social media).
• Execute media buys in accordance with TVC-approved plans, budgets, and timelines.
• Monitor campaign performance and optimize placements to improve reach, engagement, and lead quality.
2. Targeting and audience reach
A. 197.7k paid media engagements
• Engagements are measured through interactions including: likes, comments, shares, link clicks and other click-based interactions on Facebook, Instagram, and google advertisements.
B. 972.4k total reach
• Reach is defined as the number of unique users exposed to paid advertising content across digital platforms.
C. 2.4 million total impressions
• Impressions are defined as the total number of times paid advertisements are displayed to users.
• Utilize geographic, demographic, and behavioral targeting strategies to reach both rural and urban veterans across state.
• Adjust targeting strategies as needed to ensure equitable statewide outreach and efficient use of funds.
• Ensure campaign delivery aligns with TVC program priorities and outreach objectives.
• Campaign strategies should consider outreach to diverse veteran populations including rural veterans, women veterans, transitioning service members, and underserved communities across state.
3. Lead generation and brand awareness
• Support lead generation efforts by driving traffic to TVC-designation landing pages and point of contact.
• Focus on generating high-quality leads that align with TVC’s service volume and program capacity.
• Enhance overall brand awareness and recognition of TVC as a trusted resource for veterans’ benefits and services.
4. Tracking, analytics, and reporting – monthly spend tracking
• Track and document all advertising expenditure monthly.
• Provide transparent reporting of budget allocation, media spending, and remaining balances.
• Maintain all records related to media buys and invoices in accordance with state requirements.
• TVC must retain administrative access to all advertising platforms and campaign accounts used under this contract.
• TVC owns all campaign data
• TVC retains all analytics and history
• Vendor must transfer credentials and access at termination
• No proprietary lockout
5. Performance analytics’
• Monthly performance reports that include key metrics such as impressions, reach, clicks, conversions, cost-per-click, cost-per-lead, and other relevant performance indicators.
• Analyze campaign effectiveness in relation to audience reach, lead quality, and brand awareness objectives.
• Identify trends, insights, and opportunities for optimization.