Specifications include, but are not limited to: The selected marketing and advertising agency will work closely with the ODCC team and marketing sub-committee to develop and execute a strategy through media placement, creative and brand development. Target Audience • Oregon state-wide coverage • Primary Audience – Females 25-64. • Foodies who frequent dining out. • White tablecloth dining. • Adults who travel. • Single shopper earning $75k+ • Couples earning $150k+ • Possible targeted of select national markets. Creative & Production: Develop an advertising approach that reflects the mission of the ODCC, encouraging consumers to learn and experience, and increase the awareness of Oregon Dungeness Crab. Creative avenues may include but are not limited to: • Television/Video • Digital/social media • Outdoor • Print • Radio/audio Content Planning: Regular content strategies for social media, industry newsletters, earned media, video cooking events, and all paid media outlets. Reporting: Monthly updated and reporting for the campaign to address the results and effectiveness of the campaigns. Account Support – Maintain regular communication with ODCC and marketing subcommittee throughout the duration of the relationship. Marketing and Advertising Agency Criteria To be considered, the following criteria must be met, and work examples must be submitted. If you do not meet the below criteria, please give an explanation why. • Experience and demonstration of working on Oregon state-wide, multi-media campaigns, including but not limited to: o Broadcast/Cable o Over The Top o Digital/social media. o Radio/audio o Print o Sponsorship collateral o Public Relations • Familiarity of Oregon Dungeness Crab and past media/advertising campaigns managed by the ODCC. • Ability to meet in-person within a 2-workday notice if needed. • Creative experience to include but is not limited to: o Commercials o Short form video o Documentary style video o Photography Deliverables The goal of the ODCC is to increase awareness of Oregon Dungeness Crab through effective marketing and advertising. To measure our success the following criteria are examples of what the ODCC is looking for in regular monthly reporting. • Number of impressions • ODCC website visits • Social engagements
