A. Comprehensive Marketing Planning Develop comprehensive annual marketing, advertising, and communication plans complete with recommended key performance indicators and other metrics that track the engagement of target audiences and accurately measure the return on the City’s financial investment in all marketing-related activities. B. Target Audience Mapping Develop expanded target audience profiles including demographics, psychographics, personas, and media habits. Recommend new target audiences for consideration. C. Creative Campaign Development Develop modern and alluring creative campaign assets to increase target audience engagement across traditional, digital, and social media channels that builds on existing creative work currently in the market. D. Website Management Responsible for content planning and development, structural updates (as recommended to support strategies), of the existing City-owned tourism website. Build on strategic search engine optimization (SEO) throughout the website content to strengthen Duluth’s online presence. Report on site traffic, conversion, performance, etc. Update and maintain the webiste, adhering to the Web content Accessibility Guidelines (WCAG)2.1, Level AA for websites and mobile apps. Remain fluent in security best practices to adhere to industry standards. E. Video and Photography Create visually compelling video and photo assets featuring Duluth’s diversity in population, neighborhoods, and attractions. Assets created will be used on the City’s tourism website and across all tourism marketing campaign channels and platforms.
