Advertising Service

The Vendor is required to provide full-service advertising, marketing and creative support necessary to meet authority’s communication, outreach and public awareness.
- Requirement:
1. Marketing points
• Focus on specific targets, divided among three priorities: shipping industry (container and bulk/breakbulk), business and economic development (business and local decision makers) and vertical industries (furniture, steel, apparel/ textiles, cold, agriculture, and more)
• Balance between shipping industry and business and economic development targets
• Optimize opportunities in print and digital
• Build in-state awareness
2. Media areas
• Mix of general shipping and cargo specific publications, as well as in-state publications
• Digital media advertising support including programmatic/ native advertising campaigns and digital ad placements on trade publication websites, e-newsletters, and other relevant digital platforms.
• Paid advertising on social media platforms, specifically LinkedIn
• Paid search on search engines like google and Bing
• Landing page/ website maintenance and optimization
3. Breakdown of marketing research
• Expenditures related to geographic areas vary dependent upon market conditions and commodities targeted
4. Marketing materials currently used
• Print, digital, video, trade show exhibits, collateral materials and public media
5. Current marketing measurements
• Website metrics such as users, session tracking, key event tracking/ conversion rate, etc.
• Responses to call for action in print advertisements
• Digital media metrics such as impressions, clicks, conversions, click-through rate, cost per click, etc.…