Specifications include, but are not limited to: In order to support the commercial business district and its restaurant, retail and lodging industries, the Town of Lauderdale‐By‐The‐Sea, Florida (LBTS) is updating its three‐year strategic marketing plan (“Plan”) which is aimed at increasing favorable local, statewide and national awareness of the Town as a vacation destination. OVERALL PROJECT GOALS: 1. Develop a cohesive marketing strategy that will define appropriate target markets and cost‐effective means for reaching those markets. 2. Identify new emerging media sources now and as the advertising and marketing landscape changes throughout the term of the plan. 3. Formulate a tactical plan of marketing initiatives for all advertising, such as print, Internet, email marketing, social media, blogging, social PR and apps, photo sharing and viral opportunities, as well as street marketing that will increase recognition and engage residents, prospective and returning visitors, and influencers. 4. Identify cooperative advertising opportunities with GFLCVB, Visit Florida, hoteliers and other business sectors. 5. Evaluate the activities and functions of the Visitor Center and provide recommendations. 6. Advise on creative ways to incorporate Town’s existing branding into related graphic design and creative advertisement design. 7. Road map/software to garner greater press and viral stories, FAM trips, and other viral marketing in all mediums including Internet sites, bloggers and other tourism outlets. 8. Recommendations for a scheduling calendar including but not limited to both planned and last minute social media postings, blogging, viral opportunities, etc. 9. Describe how Town’s staff will work within the scope of the Plan. 10. Advise on adopting future measurable analyses of the success or impact of our marketing efforts. 11. Website enhancements recommendations for LBTSevents.com
