a. Identity: The advertising firm must enhance and expand the brand, message, and image to audiences both within and outside the City of Glendale. A defined message that will market the City of Glendale locally, statewide, nationally, and internationally as a top destination for tourism and hospitality. The defined message would be marketed towards leisure travel, meetings and event planners for conferences, events, and local and national tournaments and special events. b. Collaboration: The advertising firm must be flexible and adaptable to meet the needs of other internal divisions. On occasion, and as requested by Experience Glendale, the advertising firm will also work with other groups and businesses both within and outside the city and must be flexible to grow and evolve along with any changes in the market. c. Time Management: The advertising firm must have consistent and effective communication. The advertising firm will be expected to relay important deadlines to Experience Glendale and update Experience Glendale as needed of upcoming due dates or projects. The advertising firm must be flexible and adaptable to meet last-minute requests on behalf of Experience Glendale and will be required to have adequate staff to accommodate last-minute requests or projects as needed. The advertising firm must be able to take advantage of lastminute remnant advertising and co-op opportunities. d. Reporting: The advertising firm will provide a series of performance updates and milestone analysis reports to Experience Glendale monthly or upon request. Reports should include, but are not limited to the following: • Year-over-Year Website Analytics • Google Analytics Report • Website Consumer Insights • International Geographic Audience • National Geographic Audience • Advertising recaps for all social media paid campaigns (Facebook, LinkedIn, etc.) • YouTube Advertising • Google Analytics (Including Keyword searches) • Google Display Advertising • Tourism Analytics
