Social Media Marketing and Digital Marketing Services

The vendor is required to provide social media marketing and digital marketing services for include:
- Data-driven strategic planning
• Define the role of paid media across the full customer journey, including awareness, consideration, conversion, and retention
• Establish an always-on paid media framework supplemented by quarterly campaign themes aligned to audience priorities, season travel behavior, and business goals
• Conduct semi-annual audits of current social media and digital advertising programs, analyzing audience data, competitive benchmarks, and behavioral trends
• Develop an outcome-focused strategy with measurable objectives tied to ridership, awareness, and engagement
• Develop a clear conversion hierarchy to inform bidding strategies, optimization, and reporting
• Maintain a distinction between always-on paid media programs (e.g., brand awareness, high-intent audiences, retargeting) and campaign-based initiatives designed to drive incremental consideration or ridership during key periods.
• Connect strategy and KPIs to overall annual marketing goals
• Map platform-specific content ecosystems, including reels, stories, static posts, blogs, and ads
• Create audience personas for targeting and campaign personalization
• Monitor industry, travel, and cultural trends to guide ongoing content and paid media campaigns
• Develop a multichannel paid advertising strategy that will include meta, google, Reddit, YouTube, tiktok, and recommend other high-conversion digital advertising opportunities
- Content planning and development; digital storytelling
• Collaborate with in-house staff to build comprehensive editorial calendars
• Social media content calendars should be available for review by the agency team at least two weeks ahead of publication
• Develop, test, and iterate creative concepts based on performance data, audience insights, and platform trends, with a regular cadence for introducing refreshed messaging, formats, and visual approaches to prevent creative fatigue and improve results over time
• Research immediate opportunities to incorporate trends, local events, and seasonal messaging that directly tie back to the brand’s value proposition and support the voice/tone.
• Create targeted content focused on reaching and engaging selected target audiences and segments.
• Recommend content creation ideas and channels to reach target audiences.
• Plan and build social media posts for various placements (newsfeed, stories, ads) that are optimized for each owned account (may include Facebook, Instagram, tiktok, X/Twitter, YouTube, and others).
• Firm would be responsible for all stages of development, including:
o Determine topics to cover/ and content mix
o Copywriting
o Asset selection
o Video production (reels)
o Photo retouching / compositing / resizing
o Link tracking
o Scheduling
• Social media content planning should include minimum weekly deliverables of 3-5 posts per platform, 2-3 videos, and 3-5 stories, with two rounds of revisions included per asset.
• Craft four (4) monthly long-form, evergreen articles for the blog that inspires travel and drives traffic to booking pages while boosting both SEO and GEO.
• Create distribution plans to augment social engagement and blog readership, including a paid media schedule (with target audiences, budgets, etc.) And procedures for identifying and repurposing popular content
• Leverage third-party platforms to collaborate on the development of content, schedule posts, and analyze performance
- Development of engaging social media marketing programs
• Social media incident response: recommend strategies to address potential issues on social media, which may include viral posts with misinformation or negative experiences, posts that violate community guidelines, and more.
• Develop a plan on how social activities can be modified in the event of a crisis, adjusting content to align with crisis communications activities, which would be led by the agency.
• Support if needed in building posts with approved messaging in the event of a crisis.
• Influencer engagement: establish a framework to incorporate influencer campaigns into social media marketing efforts.
• The program should leverage the reach and unique perspective of local influencers to showcase the experience to relevant audiences.
• Identify relevant influencers along the agency rail corridor and take responsibility for building ongoing relationships with them.
• To payments, travel can be traded for coverage (including social posts, photos, and articles) by qualified influencers.
• Engagement and success goals and terms should be solidified during the contract process to avoid issues or terms changing after engagement.
• Partnerships: create, manage, and execute social media co-op campaigns with relevant partners to extend messages, generate interest in the service among target audiences, and build brand equity.
• Build media toolkits for partners with customized messaging, related photos, copy points, and pertinent links to increase participation.
- Social media and digital advertising management
• Developing quarterly themed paid media plans supported by monthly execution plans. Quarterly themes shall align with seasonal ridership drivers, priority audiences, and business objectives, and shall include defined creative approaches, audience strategies, and success metrics.
• Providing a quarterly plan with strategy and target audience specific advertising content on social media and digital channels
• Establish and maintain a creative testing roadmap, including a/b testing, conversion tracking, audience segmentation and provide reporting on a monthly and quarterly basis
• Providing recommendations for enhancing the setup of the advertising accounts (conversion tracking, audiences, reporting, etc.)
• Researching and recommending new advertising avenues on digital platforms that are not currently in use by the agency
• Creating a robust data analysis and reporting process for continuously improving on ad content and effectiveness
• Ensuring all advertising campaigns stay within budget parameters set by in-house marketing team.