The vendor is required to provide economic development marketing strategic plan through the creation and execution of a comprehensive multimedia and multimodal communications and marketing campaign.
- Target audience:
• Corporate executives, site selectors and real estate brokers, developers
• Prospective retailers (hospital, restaurant, etc.) and brokers representing the developers
• Startups and small businesses, including Spanish-speaking businesses
• Existing primary businesses
- Target audience:
1. Primary
• Corporate executives
• Site selectors
• Real estate developers and brokers
• Prospective retailers
• Entrepreneurs
2. Secondary
• Existing small business
• Existing primary business
• Residents
• Community leaders - Photography and videography - the successful consultant must:
• The ability to capture high-quality dynamic multi-season videography and photography that tells the story of the commerce city culture and business opportunity.
• Videography and photography should be aligned with the communications and marketing campaign and will be used for the city’s new economic development website, marketing collateral, digital presence, and social media.
• Create a library of visual high-quality assets including:
a. Showcasing the city’s diverse making and entrepreneurial culture
b. Dynamic content that shows action, relationships, and opportunity
c. Aerial and ground-level footage of community assets, key business corridors, and development sites
d. Interior and exterior imagery of community assets and signature businesses
e. B-roll footage of business activity and economic vitality
f. Photography of business leaders, community leaders, and economic development success stories
g. Seasonal footage capturing the city's quality of life amenities
h. Documentary-style video interviews with business leaders and stakeholders
- Campaign strategy development – the successful consultant must:
1. Elements of the campaign development may include:
• Narrowing target audiences and crafting audience personas
• Journey mapping exercises identifying target audience experience and opportunities for communication intervention to achieve primary objectives
• Channel strategy and media mix recommendations
• Creative concepts and messaging framework
• Multimedia content creation
• Creation of real-world activations and experiences that enable realization of project goals and foster memories that contribute to shifting perceptions
• Timeline for campaign implementation
• Budget for paid media and activations/experiences
• Definition of success metrics and measurement approach aligned with project goals.
2. Examples include:
a. Paid media
• Contact clicks
• Form fills
• 5+ minutes/5+ page views
• Video views
• Pdf downloads
• Outbound link clicks
b. Earned media & public relations
• Number of editorial placements
• Audience reaches (circulation, unique monthly visitors)
• Type of publication
• Key messages communicated
• Tone of coverage
• Spokespersons quoted
• Type of story (i.e., feature story vs. round-up)
• Advertising equivalency
• Number of meaningful relationships facilitated with local media
• Local media participation at events, activations, experiences
c. Overall
• Surveys of shifting perceptions and awareness
• Number of development and business attraction leads generated
• Attendees and reach for activations and experiences
• Anecdotal evidence of shifting perceptions, awareness, and organic reach of messaging
3. Produce a document detailing the communications and marketing campaign strategy
- Campaign implementation – the successful consultant must:
1. Create all campaign materials and assets including:
• Print and digital advertising creative
• Social media content and graphics
• Website content updates
• News releases and media materials
• Real-word activation and experience concepts and materials
2. Execute paid media campaign including:
• Media planning and buying
• Campaign optimization and performance tracking
• Quarterly reporting on campaign metrics
• Budget management and reconciliation
3. Manage earned media program:
• Develop compelling news angles and story pitches
• Write news releases and media materials
• Pitch stories to relevant media outlets
• Coordinate media interviews and site visits
• Track and report on media coverage
4. Design and execute creative activations and experiences:
• Develop innovative real-world activations and experiences that create memories and further primary objectives
• Manage activation logistics and execution
• Document and amplify activation results through multimedia efforts.
- Contract Period/Term: 1 year
- Virtual Pre-Proposal Meeting Date: April 14, 2025
- Questions/Inquires Deadline: April 16, 2025