506283 - Marketing Strategy and Advertising

Denver Water is seeking Proposals from strategic marketing agencies to develop a targeted communications framework that aligns our programs, initiatives, and educational offerings with distinct customer segments. The framework should guide message development and channel selection to effectively engage each audience. In their Proposals, agencies should consider strategies and tactics that include but are not limited to mass media, direct mail, social media, email, and SMS—we are looking to the selected agency or agencies (“Agency”) to recommend the best mix of strategies to meet our goals within the potential budget options.
This work will support key initiatives, including:
•Lead Reduction Program
•Water Efficiency Program
•Main Replacement Program
Building on recent customer segmentation research, the Agency will design and execute engagement strategies tailored to priority audiences. These priority audiences are defined in the customer personas attached as Exhibit F – Customer Personas. The engagement strategies should include multicultural creative development, targeted media buying, and digital experience design. Key priorities include optimizing website content, expanding the email subscriber base, and delivering personalized, multi-platform experiences.