1. Conduct a Brand Audit of Discover Litchfield Hills • Develop and implement a framework that allows the EDD to gain a better understanding of how customers perceive and connect with Discover Litchfield Hills. This audit will identify the brand’s strengths and weaknesses. • Should include a review of the existing ecosystem of other local marketing and branding efforts throughout the region to identify synergies • This data will be used to inform our strategies for improvement and guide the development of a multimedia advertising campaign. 2. Develop a Marketing Strategy • This strategy is intended to create an action plan and instructions for all stakeholders (i.e. EDD, NHCOG, Municipalities, local business, non-profit organizations and local artists) across a broad range of activities that support regional branding, marketing and advertising • Strategic research to identify targeted market. What does this audience need or want? • Annual and long/range action plan to reach targeted markets, including cost schedules for advertising expenses and other related costs • Identify Key Performance Indicators (KPI) of success. What is the goal of these efforts, why do we want to increase visitors. What is the overall benefit to the region and local community? • A coordinated advertising and media plan, a blend of printed and digital material, organic and paid advertising, storytelling, blogs, influencers and journalism • Messaging that can be used on various channels • Digital and social media Strategy • Develop and pitch storylines, press releases, facts sheets and interview • Identify local and regional assets that will support marketing goals 3. Development and implementation of an Advertising Campaign • Implement and oversee advertising, multimedia, digital, communications and other components of the marketing strategy to reach target audience • Develop and produce advertising content such as ad copy, radio spots, television, commercials, creative storylines, print and broadcast notices, digital, indoor and outdoor advertisements, billboards, transit signage and additional content to communicate and promote the Region • Execute media buying activities, negotiating competitive rates and securing ad placement • Plan, create and execute marketing strategies and campaigns to reach target audience.
