The City of Dayton Department of Aviation seeks proposals from qualified companies with expertise and experience in proactive and responsive marketing and promotional strategies targeting travel consumers and the general public. The selected company will serve as a consultant, assisting in the development of a comprehensive marketing strategy and plan to help DAY reach its full potential as a domestic and international gateway, achieving the following goals: 1. Build Airport Brand Identity to bolster brand recognition, affinity, and awareness a. Develop and launch a new website. b. Evaluate existing assets and conduct market research for potential branding redesign. c. Deliver graphic and creative assets, including a potential logo redesign. d. Evaluate and refresh existing messaging. e. Develop an airport style guide. 2. Develop and Launch a Comprehensive Advertising Strategy a. Promote the importance of flying locally and the Airport’s value, which increases Airport utilization and reduces passenger leakage among defined audiences. b. Highlight specific routes and new services. c. Develop and deploy an annual advertising strategy. d. Leverage various advertising channels to support goals. 3. Maximize Brand Reach a. Engage in media relations through interviews, pitching, and relationship-building with local media. b. Develop and deploy a social media strategy. c. Regularly update website content. d. Engage in regional collaborations to advance public awareness of the airport. 4. Bolster Community Relations and Education Efforts a. Educate the regional business community through presentations, advisory groups, and email communications. b. Identify and steward key regional leaders as Airport champions. c. Develop and deploy an annual regional event sponsorship strategy. d. Host community and educational events at the Airport and participate in regional community events.
