The Vendor is required to provide digital advertising services to develop and execute a comprehensive digital advertising strategy.
- To enhance brand awareness, promote our services, and increase customer engagement through effective online advertising campaigns.
- Market research and analysis: conduct thorough research to understand market trends, focus populations’ behaviors, and the competitive landscape; this should guide the strategy for targeting and messaging.
- Strategic planning: develop a detailed advertising strategy that includes defining objectives, selecting appropriate digital channels (focusing on OTT, display advertising, and retargeting), and setting measurable goals.
- Creative development: design and produce creative assets tailored for each digital platform; this includes high-quality visuals, engaging copy, and compelling calls-to-action that resonate with the target audiences.
- Channel optimization: utilize the strengths of each selected digital platform to maximize reach and impact.
- This includes optimizing for various formats and devices, especially for OTT and mobile-centric platforms.
- Targeted campaign execution: implement targeted advertising campaigns, ensuring they are aligned with the interests and behaviors of the identified focus populations.
- performance monitoring and analytics: continuously monitor campaign performance using analytics tools; track key performance indicators (KPIS) like click-through rates, engagement rates, conversion rates.
- Reporting and insights: provide regular, detailed reports on campaign performance; these should include insights and recommendations for adjustments to optimize ongoing and future campaigns.
- Budget management: effectively manage and allocate the advertising budget across various platforms and campaigns, ensuring cost-efficiency and maximum return on investment.
- Compliance and brand consistency: ensure all advertising content is compliant with industry standards and regulations, and is consistent with authority brand identity and messaging.
- Flexibility and scalability: the campaigns should be flexible and scalable, allowing for adjustments based on performance data, market changes, or shifts in strategic direction.
- Stakeholder collaboration: work closely with authority internal teams for alignment on objectives, branding, and overall marketing strategies.
- Developing a digital advertising strategy that aligns with authority marketing goals.
- Creating and managing campaigns across various digital platforms (including OTT, display advertising, and retargeting).
- Designing creative assets for digital ads, including graphics, videos, and interactive content.
- Providing detailed analytics and reports to measure the effectiveness of campaigns.
- Offering recommendations for campaign adjustments based on performance data.
- Business travelers: individuals who travel frequently for business purposes; this group requires reliable and efficient travel options, and values services such as expedited check-in, comfortable waiting areas, and efficient security processes.
- Leisure travelers: this includes families, couples, and solo travelers seeking leisure and vacation travel; they are often attracted by convenient flight schedules, destination offerings, and promotional deals.
- Students and academic professionals: considering authority proximity to prominent educational institutions, this population consists of college and university students, faculty, and visiting academics; they often look for budget-friendly and convenient travel options, especially during academic holidays and events.
- Local community members: residents of the Ithaca region and surrounding communities; this group may use the airport for both personal and professional travel and is an important audience for promoting local flights and services.
- International travelers: passengers traveling to or from international destinations; this group is crucial for flights connecting through major hubs and requires information about international travel protocols, Multilanguage support, and diverse cultural considerations.
- Event and conference attendees: individuals traveling for specific events, conferences, or conventions, often requiring information on travel packages, group bookings, and event-related travel services. - Regular Performance Monitoring:
• The selected agency must implement a system for continuous monitoring of all digital advertising campaigns.
• Key performance indicators (KPIs), such as reach, engagement, click-through rates, conversion rates, and return on investment (ROI), must be tracked systematically.
- Frequent Reporting Schedule:
• The agency is required to provide comprehensive reports on a bi-weekly or monthly basis (as agreed upon) to authority designated personnel.
• Reports should include detailed analytics, performance metrics, and insights into campaign effectiveness and audience response.
- Financial Reporting:
• Regular financial reports detailing expenditure on each digital platform, cost per campaign, and overall budget utilization must be provided.
• These reports should align with the allocated budget, highlighting any variances and the reasons behind them.
- Compliance Auditing:
• The agency’s procedures and campaigns must undergo periodic audits to ensure compliance with industry regulations, legal standards, and authority advertising policies.
• Any discrepancies or issues identified during audits must be addressed promptly.
- Quality Assurance Checks:
• Quality assurance measures should be in place to ensure that all advertising content is accurate, brand aligned, and meets authority quality standards.
• The process for quality checks and approval of final ad content must be clearly defined and followed.
- Feedback Mechanism:
• A formal mechanism should be established for authority to provide feedback on campaign performance and content quality.
• The agency must be responsive to feedback and capable of implementing necessary adjustments efficiently.
- Campaign Adjustment and Optimization:
• Based on performance data and authority feedback, the agency should regularly optimize and adjust campaigns for improved effectiveness and efficiency.
• Any significant changes to the strategy or campaigns must be communicated and approved by authority.
- Record Keeping:
• The agency must maintain detailed records of all campaigns, including creative assets, placement records, performance data, and financial expenditures.
• These records should be readily available for review by authority upon request.

- Contract Period/Term: 9 month