Community Marketing Initiative Services

The Vendor is required to provide for a municipality-wide marketing campaign to promote agency communities, downtowns, tourism, businesses, and local assets, support economic growth, and increase awareness, visitation, and investment.
- Goals for the Campaign:
• To increase awareness of what agency has to offer in terms of tourism, community attractions, affordability, unique downtowns, shopping opportunities, and more.
• To attract target audiences through the deployment of a well-curated marketing campaign.
• To help attract tourism and investment into our unique downtowns throughout agency.
- Provide for a reputable and experienced marketing agency to work with the Corporate Communications department to create a marketing campaign.
- Work with our team to develop the campaign and the content.
- Familiarity with picturesque places and attractions within agency will be considered an asset.
- Fully realized marketing campaign including Campaign Strategy Document
• Campaign Goals and Objectives
• Target Audience / Personas
• Key Messages & Value Prop
• Competitive Benchmark Review
• Recommended Channels & Tactics
• Campaign Success Matrix for Eventual Report to Council
- Campaign Concept & Creative Direction
• Campaign Name & Tagline
• Visual Identity
• Logo / Graphic Treatment
• Campaign Theme & Objective
• Creative Rational
• Tone / Voice / Visual Direction
• Sample Messaging
- Integrated Marketing Plan
• Channel Strategy
• Content Schedule
• Paid vs. Organic Approach
• Launch Plan
• Campaign Calendar including dates & milestones
- Community Stakeholder Research – Focus Group findings
• One stakeholder meeting in person in agency
• Three stakeholder meetings via Zoom or Teams
• Survey feedback from other impacted stakeholder groups
- Digital and traditional Campaign Assets
• Four x 30 second traditional videos
• Four x 15 second highlight reels using material from the 30 second videos
• 50 high-resolution still images taken throughout agency for ongoing campaign use
• Graphic Design for social posts, posters, digital flyers, print ads, signage.