Economic Development - Marketing Plan

Vendors to develop and implement a digital marketing strategy, including paid media planning, channel strategy, paid media execution and design and copywriting support, to promote the City Economic Development strategy for 2027.
- City will provide:
• Detailed Economic Development strategy documents, which includes background information, extensive research and strategies
• Recent marketing research, reporting and analytics
• City of Dublin Brand standards
• A primary point of contact in the City’s Communications & Marketing division who will oversee this contract and be responsible for transferring content to the City’s digital properties and other communications channels
- FIRM will:
• Review the City of Dublin Economic Development strategy documents
• Review the City’s existing marketing efforts to assess what tactics are working best, which messages are
resonating and align with the Economic Development strategy, and use this information as the basis for the Marketing Plan
• Develop a paid digital media strategy that aligns with the City’s Economic Development strategy, branding and messaging and includes audience discovery and channel strategy. Digital media strategy includes analysis, tactics, messages, measurements and recommendations
• Execute and manage a paid media plan including campaign set up, ad creation, copywriting, tracking and setup, spend monitoring, performance monitoring, optimizations, analysis and reporting.
• Create content to support strategic digital marketing initiatives, including, but not limited to paid advertising (programmatic, Google search and YouTube advertising) and content marketing (case studies, white papers or other suggested ad hoc content)
• Design and provide copywriting support as needed for content paid campaigns
• Provide ongoing analytics and monthly reporting to share performance review, recap marketing outputs and connect with team on recommendations.
- Marketing Plan are as follows:
• Ensure delivery of key Economic Development strategy messaging
• Increase awareness of the City of Dublin as a desirable location for business and investment
• Convert impressions to business leads; attract new businesses and investors to Dublin
• Promote existing local businesses and showcase their success stories
• Enhance our online presence and engagement with our target audiences