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Montana Wood Promotion Campaign


Location
Montana
Publication Date
07/29/2019 07:05 AM EDT
Closing Date
08/23/2019 05:00 PM EDT
Issuing Organization
State of Montana - Department of Natural Resources and Conservation
Solicitation Number
Description

Specifications include, but are not limited to: Phase One: Identity Identity and Campaign Development Development of a visual ID (logo) and a campaign that will communicate the brand message across multiple platforms. Partnership Packet Develop a packet for outreach efforts. The packet will include an outline of the target audience, summary of research findings, overview of the online directory, benefits of participation, an outline of the marketing approach, designs for marketing materials and levels/options for getting involved. Phase Two: Implementation Phase Two will be dependent on funding. So the purpose of this outline is to help better understand what kind of budget will be required for a successful launch of Sticks from the 406. We have based budgets and strategies on a goal of reaching people who frequently source building materials such as builders and architects. The program will include two campaigns, one campaign to drive traffic to the new website/online directory and the other campaign to build awareness of Sticks from the 406 to our target audience. Website and Online Directory Develop a website and online directory. The website will explain the values supported by purchasing Montana wood, provide information on the wood species available in Montana, enumerate the benefits of those species, list products made in Montana and, through the directory, direct buyers on where to source Montana wood products. The directory will allow producers and suppliers to login and manage their own profiles. Search Engine Marketing (SEM) Research and develop a Google AdWord campaign that will direct traffic to the new website. Budget includes time to research keywords, write ads, place media and run a 12-month SEM campaign. Following the campaign we will review results, provide a report on the success of the campaign, make any necessary recommendations and advise on a budget for an ongoing campaign. Phase Three: Awareness Campaign Public Relations Conduct an ongoing campaign of press outreach aimed at assuring that Sticks from the 406 is included in coverage about Montana’s wood products industry, wildfire challenges, building trends and other topical issues. In the first year, we will produce and distribute pitches related to: • The springtime start of the traditional construction season • The midsummer onset of fire season • The forest management challenges related to beetle kill • The Montana Bureau of Business & Economic Research’s annual Forest Industry Outlook report

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