Okaloosa County BOCC — August 16, 2016 — RFP Digital Marketing Services

Digital Marketing Services RFP This is a Request for Proposals (RFP) for interested vendors to submit their proposals to the County for consideration to provide digital marketing services. It is the County’s intent to select one vendor with a proven track record to create cutting edge, dynamic, flexible, and informative digital strategy and media to position the Emerald Coast as the primary tourist destination on the northern Gulf Coast. This would include, but is not limited to, development of digital advertising strategy and media campaign; execution of digital advertising campaign; digital planning and buying; evaluation of advertising campaigns; assisting in/developing creative to reach campaign goals; optimizing media based on real time performance to achieve campaign goals; and maintaining and sharing knowledge based on best practices. Vendors desiring to respond must have experience providing similar services within the tourism industry. The annual digital media budget is $1.5M for the following target audiences: Primary audiences include adults and T families with discretionary travel dollars (the leisure market) and travel industry professionals such as group meeting planners (SMERF/Association/Corporate markets) and travel agents/tour operators. AF R D  Scope of Services Provide brief company background and any information that makes the company qualified for this project, including organizational structure, staff assigned to this project, and specific examples of similar projects within the tourism industry. Provide responses and specifications for each scope of service as well as a sample digital marketing plan and reporting, references sufficient to independently establish the qualifications and expertise of the work team proposed to execute this project, and pricing. Demonstrated experience and expertise in digital marketing services within the tourism industry (Required) 1. Identify target audience based on specific marketing initiatives. 2. Develop the quarterly digital media plan based on specific audiences and campaigns. a. Describe the process and determining factors for developing a digital marketing plan from conception to client presentation, including tools and analytics used. market audience. T b. Describe the process for obtaining competitive pricing from media sources that reach the desired target c. Exemplify how your company has evolved based on the way consumers are receiving and using their travel information today. AF d. Provide a sample digital marketing plan that represents the company’s recommended target audience for the Emerald Coast destination (i.e. Destin‐Fort Walton Beach‐Okaloosa Island) and campaign allocation by percentages (i.e. fall, Christmas, snowbird, spring, summer, non‐seasonal, groups, meetings/conventions). 3. Execute (i.e. purchase) the adopted digital media plan, including placement, monitoring, optimization, auditing, payment, and billing. 4. Devise strategies to drive online traffic to the Emerald Coast websites. 5. Devise strategies regarding social media marketing and the use of video. 6. Develop strategy and execute Search Engine Marketing (SEM) programs in to reach campaign goals. Such programs may include, but are not limited to: a. Paid search ads R b. Paid search advertising c. Pay‐per‐click (PPC) d. Cost‐per‐click (CPC) e. Cost‐per‐thousand‐impressions (CPM) f. Search retargeting g. Programmatic D7. Hold Google Adword certifications: a. Fundamentals b. Search Advertising c. Display Advertising d. Analytics e. Mobile Advertising f. Video Advertising 8. Maint