Specifications include, but are not limited to: Data-Driven Strategic Planning Audit the existing Pacific Surfliner social media program, analyze existing data, research trends and leverage behavior principles to develop strategies to increase brand awareness, build community, drive website traffic, generate new leads, and ultimately lead to increased revenue. Activities include but are not limited to: • Develop a data-driven, outcome focused, social media marketing plan to reach and influence target audiences, leveraging the appropriate channels for each • Design a content eco-system that leverages the strengths of various platforms and placements (may include reels, stories, newsfeed posts, blog articles, social ads) • Create distribution plans to augment social engagement and blog readership, including a paid media schedule and procedures for identifying and repurposing popular content • Develop audience personas by channel to generate high-quality targeted messaging • Create a market analysis evaluating social media programs of similar organizations within the transportation, travel, and tourism industries to discover trends, effective content, and more from leaders in the social space • Uncover opportunities to leverage social trends, local events, seasonal content, and travel motivators, and also determine gaps in information that can be addressed • Implement a robust data collection procedure and create an ongoing process to analyze performance for continuous improvements to the overall strategy • Identify emerging platforms, technology, assets, content types, offline integrations, and/or partnerships that will grow online presence, increase engagement, extend the reach of messages, and drive traffic to PacificSurfliner.com Content Planning and Development / Digital Storytelling The Firm shall work with the in-house marketing and communications team to develop engaging and relevant content (posts, videos, reels, stories, and more) for social media that educate and inspire fans while growing the customer base and cultivating user loyalty. The Firm shall be responsible for writing compelling copy, providing editorial direction, designing graphics, editing videos, and executing deliverables. The Firm shall be expected to edit, enhance, and/or modify existing Pacific Surfliner assets (photos and videos), or secure new assets to build compelling content and optimize for each channel. Content marketing efforts typically involve promoting distinct features of the Pacific Surfliner, including the onboard experience, iconic scenery, and popular destinations. Passenger communications focuses on consumer-centric messaging ranging from relevant travel tips to critical service advisories and train status information. The Firm shall support in the following areas: • Build comprehensive content calendars around strategic plans • Research immediate opportunities to incorporate trends, local events, and seasonal messaging • Create targeted content focused on reaching and engaging selected target audiences and segments • Recommend content creation ideas and channels to reach target audiences • Plan and build social media posts for various placements (newsfeed, stories, ads) that are optimized for each owned account (may include Facebook, Instagram, TikTok, Twitter, YouTube, and others). The Firm would be responsible for all stages of development, including: o Determine topics to cover / content mix o Copywriting o Asset selection o Vido production (reels) o Photo retouching / compositing / resizing o Link tracking o Scheduling • Craft long-form, evergreen articles for the Pacific Surfliner blog that motivate action among readers and reflect the personality, vision, and values of the brand • Create distribution plans to augment social engagement and blog readership, including a paid media schedule (with target audiences, budgets, etc.) and procedures for identifying and repurposing popular content • Leverage third-party platforms to collaborate on the development of content, schedule posts, and analyze performance
