Social Media Influencer Marketing Services

The Vendor is required to provide social media influencer marketing agency to develop, manage, and execute a strategic influencer marketing campaign aimed at increasing public engagement, promoting transit services, and strengthening community ties in state.
- The agency will leverage local and regional influencers to boost ridership, share service updates, and foster positive brand perception among diverse audiences in city, supporting agency mission to provide safe, reliable, and accessible public transportation.
- Influencer Marketing Strategy Development:
•    Assess the agency current social media presence and brand awareness to identify opportunities for influencer partnerships.
•    Develop a comprehensive influencer marketing strategy aligned with agency goals, such as increasing ridership, promoting fare programs, and enhancing community trust.
•    Identify target audiences in city (e.g., daily commuters, students, families, tourists, underserved communities) and match them with relevant influencer demographics.
•    Recommend appropriate social media platforms for influencer campaigns based on audience reach and agency objectives.
•    Establish measurable key performance indicators (KPIs), such as engagement rates, reach, impressions, website traffic referrals, and conversions (e.g., app downloads, fare purchases).
- Prioritize influencers who reflect city diverse communities, including those who can communicate in multiple languages (e.g., English, Spanish) to reach broader audiences.
- Manage influencer relationships, including onboarding, briefing, and ongoing communication to ensure campaign alignment and quality
- Ensure influencers adhere to Commission guidelines and disclose partnerships appropriately.
- Content Creation and Campaign Execution:
•    Collaborate with influencers to create authentic, engaging, and accessible content (e.g., videos, posts, stories, reels) that promotes agency services, such as new routes, fare discounts, or sustainability initiatives.
•    Develop campaign themes that resonate with city cultural and community context, such as local events (e.g., city’s, festivals), transit benefits, or rider stories.
•    Ensure all influencer content complies with accessibility standards (e.g., ADA-compliant captions, alt text for images) to reach all community members.
•    Approve all influencer content before posting to ensure alignment with agency brand guidelines and messaging
- Community Engagement and Amplification:
•    Amplify influencer content through agency own social media channels to maximize reach and engagement.
•    Monitor influencer posts for comments, questions, and feedback, coordinating with agency team to respond promptly and maintain positive public relations.
•    Engage city diverse communities through influencer-driven campaigns that highlight inclusivity and accessibility.
- Analytics and Performance Reporting:
•    Provide reports on influencer campaign performance, including KPIs such as reach, impressions, engagement rates, and conversions.
•    Use analytics tools (e.g., Influencer marketing platforms, Google Analytics, or platform-native insights) to track campaign effectiveness and audience behavior.
•    Analyze data to identify high-performing influencers and content types, recommending adjustments to optimize future campaigns.
•    Deliver presentations to agency stakeholders, summarizing campaign outcomes, Return on Investment, challenges, and proposed improvements.