(1) Vendor needs to provide digital media services.• Develop and execute creative concepts, strategies and tactics, including but not limited to:– Social media marketing.▪ Facebook.▪ Instagram.▪ Pinterest.▪ Other.– Display advertising.▪ Geofencing.▪ Retargeting.– Google tag manager, responsive, discovery.– Search engine marketing and Google Ad Words.– Pay–per–click marketing.– Content marketing.– Email marketing.– Video marketing (OTT, Native, YouTube).– Streaming audio marketing.• Manage and implement opportunities to leverage state marketing initiatives pertaining to digital media, such as co–ops.• Provide a comprehensive monthly review of assets and marketing strategy updates. As campaigns transition seasonally, a quarterly review is expected.• 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.• Regular campaign optimization to increase performance and return on investment including:– Bid optimization – adjust keyword bids to focus on visitors most likely to convert– Budget allocation – monitoring campaigns to increase the budget for campaigns that provide the greatest ROI and decrease it in low–performance areas– 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.)– Audience targeting – Serve most relevant and compelling ads to the audience based on demographics, known interests and likely decision–making criteria.(2) A notice of intent submitted no later than June 20, 2024.(3) All question must be submitted no later than June 24, 2024.(4) A contract period will be for one year.
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