The selected agency’s responsibilities will include the below: • Work in conjunction with the City staff, Tourism Committee and consultants to develop a digital marketing program to convert “Home Town” viewers and attract visitors from primary target markets. The agency may include nondigital strategies in their proposal if desired. • The Tourism Committee is working to produce a video that will be an integral part of the assets used in this campaign. The video will consist of an invitation to visit Laurel from the “Home Town” principals. The city and its web team will be responsible for the video production and hosting the video on the city’s tourism landing page (www.laurelms.com/tourism). This RFP requires that the selected agency advise on the final execution of how this video is displayed, and ultimately, which a plan and budget for marketing vehicles to be used for distribution. • Use data provided by the City, Google Analytics, Visit Mississippi or other third parties to optimize digital campaigns • Provide a comprehensive monthly report of activity, campaign results and strategy updates. • Regular campaign optimization to increase performance and Return on Investment (ROI), including: o Bid Optimization – adjust keyword bids to focus on visitors most likely to convert o Budget Allocation – monitoring campaigns to increase the budget for campaigns that provide the greatest ROI and decrease it in low-performance areas o Ad Testing – test various ad elements to discover what is most effective (headlines, images, descriptions, display URLs, site link extensions, call-outs, call to actions, etc.) o Audience Targeting – serve most relevant and compelling ads to the audience based on demographics, known interests, and likely decision-making criteria. • Provide design services as needed for digital and print ad placements.
