Digital Services

The vendor is required to provide digital services for include:
- Analytics management, SEO services, paid search
1. Analytics management
• Provide monthly or quarterly analytics reports and insights to different agency business units:
o Review of organic and paid activities
o Identify areas of success, opportunity, and risk
o Recommend improvements – to sales funnel, content optimization, customer journeys, etc.
o When relevant, include a look at the funnels and abandonment rates in agency customer portal.
o Present at monthly or quarterly meetings
• Add or approve new tags in agency go-to-market (GTM) strategy, propose any edits/additions to improve analytics tracking for monthly reports and governance over agency GTM strategy
• As needed: analytics set up (GTM and google analytics 4 (ga4)) for any net new projects or internal clients, net new report and dashboard creation, consultation with agency IT department
• Optional: support for adobe, data collection, analytics and target
2. SEO services
• Ongoing monthly SEO management for epcor.com:
o Report on overall website performance and monitoring site health;
o Recommend technical SEO fixes, content development, page optimization, etc. to improve organic search results for epcor.com; and
o Keep agency up to date on any google algorithm updates • As needed: provide keyword research, website audit, SEO consultation, local search and reviews, content development, copywriting, and page optimization
3. Paid search
• Campaign setup, including recommended targeting, keywords (based on keyword research) and ad copy.
• Ongoing management and optimization of campaigns
o Monthly touchpoints to review progress and provide any recommendations
o Remove or add search terms, bid adjustments, remove low performers, etc.
4. Strategic input
• Use data to drive strategies and recommendations in reports
o Understand the customer journey and provide input to improve user experience, SEO, and marketing funnels based on campaign goals.
5. Account management
• Dedicated account management
o Keep agency top of mind; identify new SEO trends and opportunities to utilize different data.
• Detailed estimates and invoice reconciliation
• Conduct comprehensive needs assessment to help establish objectives and key performance indicators (KPIs).
- Online advertising - display (google and programmatic), paid social
1. Online advertising services
• Develop online campaign strategy and recommend budget, channels and targeting based on input provided.
• Recommend ad creative format (html5, static, etc.)
• Set up campaigns, including ad copy.
• Create and suggest remarketing lists, provide geofencing options, etc.
• Ongoing management and optimization of campaigns
• Monthly reports and meetings or touchpoints to review campaign progress and recommendations
o Provide input to optimize performance (landing page, image or ad copy edits, targeting, etc.)
• Provide a campaign wrap-up report for all campaigns
o Highlight campaign success, based on goals
2. Strategic input for campaigns
• Customer journey mapping
o Consider the end-to-end customer journey
• Marketing funnel development
o Create and optimize marketing funnels to engage or convert customers (determined by campaign goals)
o Provide landing page layouts or recommendations
o Flag the need for additional content or content improvement
3. Account management
• Dedicated account management
o Identify new digital marketing opportunities
• Detailed estimates and invoice reconciliation
• Conduct comprehensive needs assessment to help establish objectives and KPIs
4. Optional – creative and design services
• Ability to develop online ad creative (in different formats) for display and social campaigns if needed
- Email marketing
1. Html email design, copywriting, and testing
• Design mobile-responsive, brand-consistent html email templates with compelling copy and effective calls to action (CTAS)
• Conduct thorough testing for deliverability and accessibility across various devices and email clients, optimizing through a/b testing
2. Email and SMS scheduling
• Develop strategic schedules for email and SMS campaigns that align with marketing objectives, utilizing automation and personalization to maximize engagement
• Monitor campaign performance in real-time and adjust strategies based on data driven insights.
3. Email strategy and customer journey mapping
• Map out the customer journey for each email to enhance experiences at each touchpoint
• Optimize marketing funnels based on campaign goals
o Sales funnel development and lead generation
• Provide landing page layouts or recommendations
o Flag the need for additional or improved content
• Use analytics to improve funnel performance between emails
4. Database management and technical support
• Manage and maintain a centralized customer database with regular cleaning and advanced segmentation to ensure data integrity
• Provide technical support and manage relationships with email vendors, ensuring seamless platform integration and compliance with data regulations
• Optional: support for campaigner and salesforce
5. Data procurement
• Acquire high-quality data aligned with our target audience through compliant methods that respect data protection laws, including country anti-spam legislation (CASL) and country consumer privacy protection act (CCPA).
• Enhance customer profiles with data enrichment while ensuring robust privacy and security measures are in place
6. Account management
• Dedicated account management
o Identify email marketing opportunities and platforms
• Detailed estimates and invoice reconciliation
• Conduct comprehensive needs assessment to help establish objectives and KPIs.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: May 16, 2025