Specifications include, but are not limited to: Includes strategic planning, creative content, media planning and buying, search, digital, web hosting, web maintenance, and all production. Deliverables will be provided exclusively for The City to unify messaging and promote Manchester as a destination for investors, businesses retailers, visitors, tourist, and residents. ● 5.1. Administration/Management 5.1.1 Dedicated account management team with in-depth attention to organizing, planning, supervising, and reviewing all City projects and budgets. 5.1.2 Dedicated creative and production staff 5.1.3 Participate in planning and budget review meetings with The City to ensure direction and budget adherence. 5.1.4 Development of specific reports that may include Campaign Reports, Weekly Status, Budget Updates, etc. ● 5.2. Strategic Planning 5.2.1 Prepare strategic plans, facilitate strategic planning sessions, and engage in consumer studies. 5.2.1.1 Utilize available research (Strategic Marketing and Research Insights, Travel Marketing Insights, New Hampshire Travel Impacts, U.S. Travel Association, etc.), media plans, campaign reports, and industry trends. 5.2.2 Manage information gathering sessions and solicit input via strategic planning sessions with key stakeholders. 5.2.3 Determine and report Key Performance Indicators (KPIs) 5.2.4 Assist City staff in sharing branding strategy and tourism plan, including presentations, participation in select meetings, and hard copy materials. ● 5.3 Creative Development 5.3.1 Create and deliver brand strategy via paid, owned, and earned channels. Creative must promote The City’s unique attributes, workforce recruitment/retention, business recruitment, and tourism. ● 5.4 Asset Production 5.4.1 Create and inventory photography/video assets; assets will be used in all creative execution and public relations. ● 5.5 Media Planning and Buying 5.5.1 Strategic planning of media calendar and paid search advertising. 5.5.2 Media buying and execution 5.5.3 Coordinate cooperative marketing campaigns to support overall strategy 5.5.4 Implement tracking mechanisms in order to measure KPIs such as visibility, awareness, and share of voice. 5.5.5 Media costs are at net and need to be paid prior to requesting City reimbursement. ● 5.6 Digital 5.6.1. Develop creative strategy across digital, social, and mobile channels. 5.6.2. Create responsive website design, connecting users to the brand and advertising campaigns. 5.6.3. Implement and maximize content management solutions.
