Specifications include, but are not limited to: The scope of work will include, but is not be limited to: Strategy/Research Establish an effective, data-informed paid social media strategy on Facebook, Instagram and YouTube (posts, Stories, Reels, Shorts and other in-channel ad opportunities). Set goals for paid social in collaboration with the marketing team. Ads Management Create, place and monitor seasonal ads, ad campaigns and boosted posts on Facebook, Instagram and YouTube (ads/campaign length varies depending on goals/content). o Approximately 5-10 ads per month Build a variety of ad types, including video, carousel, static etc. o Advise marketing staff on the best ad types and placements for each topic prior to asset gathering Get monthly approval on paid posts/campaigns (including creative, audience groups etc.) from designated marketing staff. o Agency to share draft ads with marketing staff using some type of SaaS (Google Drive, Dropbox etc.). o Marketing team to provide messaging guidance, topics and assets via the same platform. Review and optimize ads on a daily basis. o This includes targeting and refining audiences and budgets based on performance data, running A/B tests etc. Build target audience groups based on input from marketing team o Some messages with target local audiences, others will target audiences 50+ miles away Typical geographic markets include Oregon, Washington, California and Vancouver, BC. (CCT considers it a drive market.) CCT may suggest other geographic markets based on the ad topic’s relationship to Datafy’s (or other database) information about clusters and points of interest within the destination. o Employ first-party data to create target audiences. For example, CCT can provide mobile ad ID (MAID) information from Datafy. o CCT is interested in reaching traditionally underserved communities, including neurodiverse, BIPOC, AAPI and LGBTQIA+ audiences, as well as potential or returning visitors who value regenerative tourism and sustainability. Content Creation Design graphics, as needed. o CCT will provide the brand style guide. Design GIFs, as needed. Reformat social media assets. o Resize and adjust existing creative assets for use in social media campaigns. Write social media captions based on messaging input from marketing team...
