1. Brand Management a. Maintain and grow the Experience Roseburg Brand. b. The City of Roseburg will maintain primary ownership of all channels, including but not limited to website, all current and future social media accounts, analytics portals, and content libraries. Proposer will be provided delegated access and will be responsible for maintaining and updating all of the above. c. Apply brand to all Experience Roseburg owned marketing channels and assets. 2. Integrated Marketing a. Increase awareness of Experience Roseburg as a trip planning resource. b. Improve engagement with audiences interested in Roseburg on a continuous basis. i. Manage Experience Roseburg social accounts and platforms as tourism resource for Roseburg. ii. Leverage individual social media channel strengths and audiences. iii. Implement best practices within individual social media channels to maximize effectiveness. iv. Utilize compelling imagery in posts across all social media channels, including simple but effective calls to action. v. Leverage social media trends, applying to Experience Roseburg channels as appropriate. c. Drive demand for overnight stays in Roseburg year-round, with special attention to shoulder/off season. d. Increase Experience Roseburg brand awareness, reinforce the Experience Roseburg brand, inspire visitation to Roseburg, and grow Roseburg’s marketing reach and market share. i. Deliver visitors to Experience Roseburg owned marketing channels. ii. Support well established events and promotions to drive over-night stays. iii. Prioritize communication to identified target markets, using analytics. iv. Implement simple, but effective calls to action. v. Use the Experience Roseburg website, as the primary advertising conversion point. vi. Utilize engaging content to pique interest, and drive users to website for conversion. Measurement of the above will be by followers, referral traffic, social listening, channel specific analytics, geolocation data, and spending demographics. 3. Content/Creative a. Create awareness of the wide variety of experiences offered in the Roseburg area. b. Enhance the Roseburg destination experience through actionable content. i. Utilize all Experience Roseburg marketing channels, as information hubs, for content that is timely, engaging and important for trip planning. ii. Develop a content calendar to support planning and distribution, including time sensitive events and promotions. iii. Develop content to meet the immediate and long-term needs of the Experience Roseburg website. iv. Create seasonal content to support shoulder/off-season visitation. v. Produce recurring, and independent video assets.
