Specifications include, but are not limited to: A. The comprehensive marketing scope of work will include the following: 1. Refinement of District’s branding • Reinforce the powerful branding currently driving all District messaging • Identify and target parents/families of non-district education students • Maintain inclusive messaging to current parents of district education students, non-district education students, district employees, legislators, business leaders and the general public. • Serve as liaison between media buyer and advertising vendors • Serve as host of the District’s visual communication branding and graphic design 2. Digital assets developed and launched • Website templates and designs to enhance existing GESD website • Content Marketing (contributed article writing) for GESD thought leadership • Establish an integrated email marketing distribution and develop drip campaign content to share out to subscribers • Social media including geo-targeting, site re-targeting, traffic/engagement/lead generation ads, and boosted posts • Produce video vignettes to use with email campaigns, website and on social media. Video production to include animations, voiceovers captions and mobile formatting • Digital community impact reports with sharable video assets such as video vignettes, social graphics, and presentation slide decks • Bi-lingual options available 3. Templated assets developed and shared • Consistent branding and messaging • Available to District on a webpage for easy access • Templates allow for school sites to add logo and school colors • Template formats may be suitable for email, postcards, or social media • Bi-lingual options available 4. Analytics/metrics on marketing engagement and effectiveness • Consistent review of analytics and Key Performance Indicators on the various components of the District’s marketing efforts to include website views, email opens and click throughs, and social media followers, shares, click throughs etc.
