The Vendor is required to provide marketing and advertising services.
- Planning and Strategy:
•Meetings and Coordination
oMeet with the agency Director and team to gather information on campaign objectives, target audience, and marketing budget.
oBrainstorm initial concepts and themes for the logo and branding.
oDevelop a detailed project plan outlining key milestones and deliverables with regular status updates.
oSchedule bi-monthly virtual meetings and quarterly in-person meetings at either the client’s office or in the territory to align objectives and expectations.
- Creative Development and Branding:
•Logo Design
oDevelop detailed creative briefs for all marketing communications to ensure alignment with the overall strategy and branding.
oDesign a distinctive and memorable logo that embodies the unique attributes of the state as an employer, including its culture, lifestyle, and professional opportunities.
oPresent initial designs to the division team for feedback.
oCustomize logo design for use by the Division of Personnel and other agencies with recruitment needs.
oRevise designs based on division feedback received.
oFinalize the logo, branding guidelines, and prepare high-resolution files.
•Branding
oDevelop branding materials based on the established campaign, ensuring
oThey reflect state attributes including culture, lifestyle, professional opportunities, and employer benefits.
oDevelop a creative brief for all marketing communications, ensuring they align with the overall strategy and branding.
oCustomize branded materials for utilization by other agencies for their recruitment needs.
oEnsure all branding materials maintain consistency in tone, style, and messaging across all platforms.
oCreate high-quality content for various media, including tourism-related web graphics, blogs, social media, television spots, radio ads, magazines (tourism related), newspaper ads, trade ads, outdoor ads, internet ads, banners, brochures, rack cards, and door hangers.
oTailor content for specific publications and audiences.
- Marketing Collateral:
•Creation of Material
oCreate visually appealing marketing collateral materials that highlight the unique benefits of living and working in the state that can be customized for use by other agencies.
oEnsure materials are up-to-date and reflect the evolving campaign.
•Distribution:
oOversee the printing and distribution of materials such as door hangers, flyers, rack cards, posters, and signage (excluding printing and shipping costs).
oEnsure materials are available at strategic locations and events, such as trade fairs, ports of entry, state tourism-related symposiums, recruitment events, job fairs, etc.
•Marketing Plan:
oDevelop a comprehensive marketing plan that includes timelines, budgets, and key performance indicators (KPIs).
oIdentify target demographics and tailor strategies to appeal to these groups, including local, regional, and national markets.
oDevelop a plan and training component for other agencies to effectively utilize the created materials.
oIncorporate strategies for digital, social media, print, TV, radio, and outdoor advertising.
oOutline cost for ad buys, events, merchandise, and associated travel costs for PR appearances.
oDefine KPIs (Key Performance Indicators) to measure the effectiveness of the marketing plan.
oIdentify and select partners for earned (no cost) advertising opportunities.
oSecure state Director's approval of the final marketing budget.
oSubmit a complete 2024 Recruitment Marketing Campaign and slide deck presentation to division director.