– Vendor needs to provide strategic communications, public relations and marketing services. – Communications, Public Relations, and Marketing Services Deliverables– Perform an audit of the agency’s existing communications methods relating to the agency’s redevelopment areas and evaluate their effectiveness using data provided by the agency including website, media relations, social media engagement, newsletter subscribers, survey information, etc.– Provide recommendations to increase efficiency and effectiveness; recommend how to maximize existing agency resources for optimal outcomes.– Develop a comprehensive and strategic communications plan for the agency’s redevelopment areas with a goal of marketing the areas as places to open a business, specifically in the areas, technology residential and retail.– These should strategies in public relations, marketing, advertising, social media and outreach.– Provide comprehensive PR plans that outline strategies to reach existing and new audiences.– These plans should be data driven with key objectives outlined, monitored and analyzed for effectiveness.– Review existing collateral and graphics relating to marketing the redevelopment areas, and make recommendations and develop strategies to best visually represent the redevelopment areas.– Review existing website content for the redevelopment areas and newsletters, and develop website optimization strategies, organic rank improvement, and make recommendations for the department’s web pages as a recruiting tool for new businesses.– Create communications strategies to present key information about the redevelopment areas and business opportunities to key audiences, including diverse audiences or primarily Spanish speaking.– Advise, create and implement effective paid media strategies to promote key initiatives for the redevelopment areas, including:• Paid advertising campaigns across various channels• Detailed media plan and budget recommendations for advertising• Analysis of campaign performance• Ongoing reports on key metrics• Media buying on behalf of the agency– Continuous Support Services– These services will be ongoing through the duration of the project on an as needed basis:– Meet with Communications and staff for special initiatives.– Create work plans with prioritized initiatives, timelines, budget and resources required to meet goals.– Research, draft, edit and provide overall assistance on editorial development for publications, news releases, website and other media.– Assist in pitching story ideas to local and national media outlets.– Provide familiarization tours when needed, for out–of–town media outlets and trade publications– Produce content for newsletters as needed, such as the downtown business newsletter and medical district newsletter.– Special event and news conference creation assistance.– Serve as a resource that identifies trends, makes recommendations and provides information to make informed decisions resulting in positive outcomes.– Review best practices in communications and make recommendations to ensure the agency stays on the cutting edge.– Provide creative services to support marketing activities that may include, but are not limited to concept development, brand design, graphic design, copywriting, video production, photography, trade booth design, and development of interactive content and materials for trade shows and other events or initiatives.
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