Media Buying and Marketing Agency Services

The Vendor is required to provide media buying and marketing agency services and to serve as the primary media planning resource for the town.
- Consultant will work with the cultural director and marketing manager to:
• Define an annual marketing budget with cyclical variables and provide recommendations aligned with performance goals and market conditions.
• Create an annual media plan with template/percentage of gross-based buys, including rationale for channel mix, timing, and audience targeting.
• Suggest best media distribution channels based on data, performance insights, and industry trends.
• Work with the media to maximize investment, actively negotiate and secure value-added opportunities (e.g. On-air mentions, interview and promotions), analyze results and provide clear performance insights and recommendations and target and optimize correct buys as needed on an ongoing basis.
• Invoice the town on a quarterly basis with payment due to consultant prior to placements including clear documentation of media spend, placements, and agency fees.
• Review creative as required and provide strategic input to improve effectiveness across channels (including audio and digital formats).
- Department to develop an integrated media strategy and shall expect to do the following:
• Utilize client’s own research and data to develop a purchase strategy, media buy plan and schedule, while supplementing with additional insights and recommendations as needed.
• Conduct further research (at client’s expense) on our current and desired patrons, and adjust the media plan according to findings.
• Evaluate current media plan and make proactive recommendations to maximize effectiveness.
• Purchase advertising based on the approved media buy plan and negotiate rates to get maximum reach, frequency and awareness.
• Field calls from all media reps throughout the year and proactively evaluate and recommend relevant opportunities, new media, and special packages.
• Track and provide regular (at minimum quarterly) and annual media plan analysis with evidence of meeting demographic and target market criteria/parameters, evaluate success of each campaign, and provide clear, actionable recommendations for optimization.
• Manage accounting and payment to media
• Manage paid and organic social media calendar, strategy and content development in order to increase parker arts social media presence and followers, including ongoing performance monitoring and recommendations based on engagement and platform trends.
• Develop and implement creative ideas and strategies based on identified trends and best practices and proactively bring forward new opportunities and innovations.
• Lead and support website performance efforts with focus on SEO and content strategy.
• The consultant will manage google analytics and other applicable analytics and tracking platforms, implement and monitor ongoing SEO improvements, and proactively recommend content strategies and optimizations that improve visibility, engagement, and conversion in alignment with marketing and campaign goals.
• The consultant will coordinate with parker arts staff and web development partners as needed to ensure alignment and effective implementation.