Strategic Marketing & Outreach Program Promotor Incentive Program

The Vendor is required to provide strategic marketing and outreach program for district promotor Incentive Program
- Goals
• Increase awareness of the promoter incentive program among target audiences, including concert promoters, sports rights holders, and touring exhibition producers.
• Generate qualified leads and support the city’s efforts to convert those leads into booked events.
• Position city competitively within the west coast market by clearly communicating the financial value of the pip.
• Equip city staff with effective tools (messaging, collateral, digital assets) to support direct outreach and sales conversations.
- The program helps reduce financial risk for event promoters by offering per ticket rebates and beverage incentives to offset key cost drivers in event production and make the City’s facilities more competitive and attractive.
- Messaging, Creative, and Advertising
• Develop clear, compelling B2B messaging that explains the financial value of the PIP.
• Create campaign taglines and supporting messaging.
• Design print and digital advertisements for industry publications, newsletters, and targeted placements.
- Public Relations and Thought Leadership
• Develop a PR strategy targeting:
• Live entertainment trade media
• Sports tourism/business media
• Location-based entertainment and exhibition press
• Draft press releases and media pitches.
• Prepare briefing materials for City leadership for interviews and speaking opportunities.
- Digital and Sales Tools
• Design a high-conversion landing page for the PIP.
• Design a sales deck and other ROI tools.
- Conference and Industry Engagement
• Develop concepts for trade show booth design (10x10 or 10x20).
• Recommend branded materials or giveaways that are appropriate for a professional B2B audience and support lead generation.
- B2B Social Media Strategy
• Develop a targeted social media strategy and content calendar focused on industry audiences.
- Performance Tracking and Reporting
• Recommend a practical framework for tracking campaign performance, lead generation activity, and conversion indicators.
• Establish key performance indicators (KPIs) appropriate for a B2B venue attraction campaign.
• Develop reporting templates and tracking tools that can be maintained by City staff after project completion.
• Coordinate with City staff to identify lead tracking workflows associated with conferences, advertising placements, landing page inquiries, and direct outreach efforts.
• Provide recommendations regarding digital analytics, CRM integration (if applicable), and campaign attribution methods.