Social Media and Digital Channel Marketing Services

Strategic Social Media Advisory Services. The Contractor will:
(a) provide strategic advice on Social Media trends and opportunities, both paid and organic, across platforms with alignment to LDB’s communication goals;
(b) provide advice on Tactics related to Social Media, including approaches to supporting local Social Media collaborators;
(c) recommend strategies related to brand safety, including when and how to suspend Social Media advertising on specific platforms;
(d) develop Social Media buying optimization, ad verification and reporting guidelines for digital advertising;
(e) establish Social Media placement standards including definitions, risks and performance metrics;
(f) provide one strategic information session per quarter (if requested by the LDB) on Social Media trends and engagement techniques for LDB employees.
- Social Media Planning Services. The Contractor will:
(a) source and recommend Social Media platforms and Tactics related to Social Media;
(b) develop detailed Social Media plans within defined budgets and timelines, including components such as timing, weights, cost, estimated impressions, and reach frequency;
(c) create a monthly Social Media content calendar, showcasing weekly posts, stories, videos and other created content for LDB feedback and approval;
(d) plan Social Media strategies that reflect diverse audiences and languages;
(e) document and justify Social Media placement decisions as part of annual strategic planning, as set out below, and upon LDB’s request; and
(f) use predictive analytics to inform Social Media planning and buying.
- Digital Content Execution Services. The Contractor will:
(a) proofread, review, and provide recommendations, where necessary, regarding all LDBprovided assets prior to publication;
(b) reformat, resize, optimize, and adapt LDB-provided assets for the technical specifications and best practices of each applicable platform;
(c) revise or adjust titles, headlines, subtitles, captions, hashtags, calls-to-action, alternative text, and other accompanying text elements on LDB-provided assets, as directed by the LDB;
(d) schedule, publish, and distribute Social Media content in accordance with the approved Social Media calendar and any posting instructions provided by the LDB;
(e) conduct quality assurance reviews of content prior to publication to verify the accuracy of content, functionality of links, completeness of tagging, correct account selection, and proper formatting across devices and platforms; and
(f) monitor scheduled content and promptly address publication errors, formatting issues, broken links, or technical issues identified before or after posting.
- Media Buying and Trafficking Services. As required to support the activities under the Contract, the Contractor will:
(a) negotiate and purchase media across platforms, ensuring value, positioning and brand safety;
(b) manage “make-good” negotiations and maintain transparency in all buying processes;
(c) provide media purchase expense estimates and obtain LDB prior approval using an MPA;
(d) verify that placements are active and implemented at the agreed-upon time and promptly notify the LDB of their status; and
(e) coordinate Social Media placement changes, cancellations or postponements as needed.