• Work in conjunction with VisitHATTIESBURG staff to conduct a digital marketing program to attract visitors from primary target markets. • Develop and execute creative concepts, strategies, and tactics, including but not limited to: o Social Media Marketing ▪ Facebook ▪ Instagram ▪ TikTok ▪ Pinterest o Display Advertising ▪ Geofencing ▪ Retargeting o Google Tag Manager, Responsive, Discovery o Search Engine Marketing / Google Ad Words o Pay-Per-Click Marketing o Content Marketing o Email Marketing o Video Marketing (OTT, Native, YouTube) o Streaming Audio Marketing • Manage and implement opportunities to leverage state marketing initiatives pertaining to digital media, such as co-ops • Use data provided by VisitHATTIESBURG, Mississippi Development Authority, and other reputable third parties to optimize digital campaigns • Provide a comprehensive monthly review of assets and marketing strategy updates. As campaigns transition seasonally, a quarterly review is expected. o Build into the existing Google Tag Manager installation and set up key goals and conversion events to quantify user engagement and compare the quantitative and qualitative value of visitors from each advertising source. Final tracking parameters will depend on the back-end flexibility of the website’s content management system (CMS). • Regular campaign optimization to increase performance and Return on Investment (ROI), including: o Bid Optimization – adjust keyword bids to focus on visitors most likely to convert o Budget Allocation – monitoring campaigns to increase the budget for campaigns that provide the greatest ROI and decrease it in low-performance areas o Ad Testing – test various ad elements to discover what is most effective (headlines, images, descriptions, display URLs, site link extensions, call-outs, call to actions, etc.) o Audience Targeting – serve most relevant and compelling ads to the audience based on demographics, known interests, and likely decision-making criteria. • Purchase media per campaign(s) as part of the agreed upon strategy and target markets.
