Strategic Direction, Annual Media Planning, and Digital Marketing Strategy Services

Strategic Direction, Annual Media Planning, and Digital Marketing Strategy services will ensure continuity, brand consistency, and long-term strategic direction, all of which are critical to maintaining Sports Coast competitive positioning within the regional, national, and international tourism landscape.
- Strategic Direction
• Develop a comprehensive annual strategic framework aligned with state brand, tourism goals, and market trends.
• Advise on positioning, messaging, and audience segmentation to strengthen state competitive presence.
• Provide quarterly strategic check-ins to evaluate performance, identify opportunities, and adjust direction as needed.
• Recommend emerging trends, tools, and best practices relevant to destination marketing and active-travel tourism.
- Annual Media Planning
• Create a comprehensive media plan, outlining recommended channels, budgets, timing, and KPIs.
• Provide rationale for media mix decisions, based on audience insights, tourism seasonality, and competitive analysis.
• Advise on paid media opportunities, including digital, social, programmatic, sports partnerships, and niche tourism placements.
• Offer optimization recommendations throughout the year based on performance trends and market shifts
- Digital Marketing Strategy
• Provide expert guidance in digital marketing, ensuring FSC’s internal team can effectively implement and execute all tactics.
o This service area is central to strengthening FSC’s online visibility, engagement, and conversion.
• Provide strategic recommendations for search engine optimization and paid search campaigns (SEO & SEM), to improve discoverability and drive qualified traffic.
• Provide guidance on programmatic, social, and display advertising strategies, including targeting, creative direction, and optimization frameworks related to digital advertising.
• Provide recommendations for digital content strategies, themes, formats, and distribution channels that align with state brand and tourism goals.
• Develop frameworks for measuring digital performance, interpreting data, and adjusting tactics to maximize ROI.
• Advise on new platforms, technologies, and digital innovations and emerging trends relevant to tourism and active-travel audiences.
• Ensuring digital strategies are fully aligned and integrated with state annual media plan, for cohesive execution across all channels.