Marketing Services

The Vendor is required to provide marketing agency for the development, production and placement of advertising in various media as the city shall direct or deem necessary.
- Media buying
• Responsible for the negotiation, purchase, instruction and delivery of materials for the placement of media time and space.
• Negotiating media purchases, the contractor shall make the city aware of any savings that might be achieved through long-term commitments or other special programs.
• Any such commitments shall be approved by the city and any savings shall be passed on to the city.
• The city is contacted by a company offering media or promotional opportunities for the city, the city may direct the inquiring party to provide the information to the contractor.
• Opportunities recommended by the contractor, a written evaluation shall be provided to the city in context with city objectives and strategies.
• Process in place to reply to each inquiring media party.
• This will be available for review by city upon request.
• The contractor shall implement a system to ensure that all media was run or published according to any contracts or placement instructions.
• Affidavits, tear sheets, or other documentation shall be provided.
• Submit to the city any invoices for paid media advertising or campaigns in a timely manner. Affidavits and tear sheets shall accompany any final billings.
• The city may at any time cancel, at no cost, any space or time previously authorized for publication or broadcast provided the publisher or other owner of said space or time will accept such cancellation without financial penalty.
• The city may also cancel any space or other time previously authorized for which there is a cancellation penalty, but such penalty shall be paid by the city.
• Present alternative outreach options to the city as they become available.
- Planned budgeting
• Develop a media buy plan as budgeted by the city in a time frame set by the city.
• The media buy plan shall be submitted to the city for approval.
• The plan shall be reviewed at the time frame established by the city and revised as desired by the city.
• The media buy plan shall provide a breakdown of proposed spending by media type and proposed production costs.
- Research development
• Analyze pre-campaign market opportunities and post-campaign marketing results to develop and prove strategies.
• Research services to be provided by the contractor may include, but are not limited to, monthly tracking studies, focus group research, consumer segmentation studies, media research, brand identification analysis and advertising concept testing.
• Work cooperatively with other state research contractors, or to apply results provided by those contractors, as required by the city.
• The city will take ownership of all research results, materials, and databases generated by the contractor on behalf of the city.
• Research and propose a marketing strategy pertinent to the specific outreach requirements of the city.
- Creative design
• Responsible for the creation of effective marketing materials including, but not limited to, radio, television, print, signage, digital and social media.
• Develop multimedia campaigns in support of the objectives of the city.
• Alternative creative concepts to the city for a campaign with at least three different creative concepts when the contractor is making any initial creative presentation to the city.
• Each shall reflect a distinctly different tone, approach and style.
• Provide the city with a timely response to its marketing needs and schedules for all projects, allowing sufficient time for developing, presenting and refining at least three creative concepts, editing and revising the selected option per city request, obtaining final approval from city staff, producing the final product and distributing the finished product according to media specifications.
- Production execution
• Responsible for the production of effective marketing materials for media placements. Contractor may be required to work with a third party on certain projects.
• The capability to produce, film and edit television and radio commercials as required by the city.
• Provide all necessary components which include, but are not limited to: directorial services, production management, audio recording, music, graphics, film crew, and talent, editing personnel, film transfer, and televise.
• The capability to shoot and deliver content in all digital formats.
• Collaborate with the city on all aspects of the production process, including, but not limited to storyboard creation, scripting, translation, location scouting, casting, shooting, audio recording, editing, effects, duplication and trafficking.
• Provide the city with a timely response to its production needs and schedules for all projects.