Marketing and Advertising, Media Buying, Public Relations and Website Maintenance and Development Services

The Vendor is required to provide marketing and advertising, media buying, public relations and website maintenance and development services for include:
- Marketing/advertising
• Manage overall relationship with authority and act as primary contact for the authority team, channeling questions and requests;
• Manage all ongoing programs and marketing projects, including timelines, budgets and invoices;
• Monitor annual trends of consumer attitudes and behavior; study and analyze the markets and audiences for the authority;
• Lead, manage and coordinate the company's team across disciplines; participate in account meetings and review;
• Contribute to and advise authority on the development and implementation marketing plans, including marketing: communications, advertising, strategy and account planning, and research;
• Develop marketing and multi-phase campaigns (conception, creative design, copywriting, graphic design and resizing and final mechanicals) based previously defined marketing programs and projects;
• Create, prepare, and submit marketing communications plans, marketing advertising concepts, rough layouts, rough storyboards, etc. and plans development and execution as needed; for proofread all copy created for authority;
• Develop multi-media campaigns: plan, identify goals, establish key statements, determine tactics and timeliness and communications planning;
• Provide market analysis/effectiveness measures/outcome studies as needed;
• Execute and implement marketing communications and advertising in finished form, and estimate approval and forward same to production and media with proper instructions;
• Traffic and disperse all necessary materials to media suppliers, printers and all other third parties needed to accomplish authority -approved marketing communications and advertising ideas, programs and campaigns;
• Contribute with ongoing strategic points-of-view, marketing plans for new initiatives and products, as well as major presentations to senior management;
• Take all reasonable precautions to safeguard any and all of authority property entrusted to company's care, custody, or control; and
• Develop key performance indictors (KPI) and demonstrate return on investment (ROI) for marketing initiatives
- Creative services:
1. Television
• Incorporate appropriate logos, tag lines, etc. into campaign materials;
• Conceptual and development; all
• Manage all talent and music contracts related to campaigns, including licensing, holding fees and residual payments; and
• Coordinate traffic
2. Radio
• Radio spots as needed;
• Conceptual and development;
• Manage all talent and music contracts, including licensing, holding fees and residual payments;
• Coordinate traffic; and
• Create and produce other materials that include :05, :10, :15 and :30 spots.
3. Digital
• Conceptual and development; and
• Resize and edit materials according to media plan.
4. Print/billboard
• Consumer magazine and newspaper ads; and
• Resize and edit materials according to media plan.
5. Social media
• Conceptual development and monitoring of social media channels for paid campaigns.
6. Video production
• Conceptual development, executing, managing of production as necessary; and
• Editing
7. Graphic design
• Development of graphic design concepts in various stages of complexity.
- Public relations
• Assess the urgency of a message and the likelihood of coverage in major print, broadcast and digital outlets;
• Develop multi-faceted public relations campaigns; and
• Other public relations services, such as event planning support, as deemed necessary by the authority, taking into account that news-driven PR, media relations and event coordination are handled in-house.
- Media buying services
• Strategic direction;
• Recommend media vehicles with associated details including impressions, flights placements, creative units, rates and cost and deal terms include cancellations, etc.;
• Rationale for each vehicle;
• Develop media plan, refinements and amendments, as needed throughout the course of the fiscal year;
• Develop target audience for all core general market targets; and
• Media planning will include the use of all media vehicles as needed based on strategic direction (network TV, cable TV, radio, consumer print, trade print, outdoor, social media etc.)
• Pre-buy estimates;
• Goal accountability and defined delivery as well as cancellation guarantees
• Buy negotiations;
• Added value negotiations/recap; and
- Website maintenance and development
• Maintain and improve the existing websites for authority and airport incorporating new and innovative strategies to keep the public informed of the dynamic environment at airport and the state airports;
• Demonstrate an integrated marketing approach to marrying innovative ideas through the airport and authority websites;
• Host website, development and execution;
• Serve as a strategic resource that identifies trends, makes recommendations and provides information that will allow authority to make informed decisions resulting in positive outcomes;
• Provide coding and security updates, performance and application testing.
• ADA compliance, testing and quality assurance, search engine optimization (SEO) implementation;
• Use google analytics and industry benchmarks and research to provide best user experience; and
• Provide 24/7 on call services when after-hours support/services are needed.