4.1 Public Communications Services 4.1.1 Work with Port Laredo to prepare strategic messaging for strategic and priority markets. 4.1.2 Seek positive and beneficial news coverage for Port Laredo in strategic national and local publications, websites, digital and social platforms, TV, trade publications, and radio in English and Spanish in the US and Mexico. 4.1.3 Develop messaging, draft news releases, monitor and report on story pitches and activities, Social media posts, photos, and videos. 4.1.4 Maintain contact with news and media outlets, reporters, and editors of importance to Port Laredo. Identify POSITIVE AND PRODUCTIVE contact with local and regional media outlets, SOCIAL MEDIA INFLUENCERS, reporters, editors, and others of importance to Port Laredo. Identify and prioritize media to coincide with Port Laredo’s business goals. 4.1.5 Draft and distribute commentary and op-ed pieces, as directed by Port Laredo; 4.1.6 Develop content for a variety of printed and digital materials, including but not limited to; I. Ports’ logos, taglines, or another key branding; II. Advertisements (digital and print); III. Folders; IV. Brochures; V. Newsletters/e-newsletters; VI. Presentation slide decks; VII. Reports; VIII. Policy papers; IX. One-pagers; X. Fact sheets; XI. Event invitations; XII. Trade/exhibition booths; XIII. Other material as needed; 4.1.7 Provide media relations counsel, including; 4.1.8 Local, regional, national, and international industry press; 4.1.9 Monitoring new media, and; 4.1.9.1 Engaging media to assist in shaping coverage; 4.1.9.2 Plan and execute a successful digital media strategy on behalf of Port Laredo, as appropriate; 4.1.9.3 Plan and implement all elements of a successful business public relations plan; 4.1.10 Advise on the most cost-effective approach to advertising. 4.2 Creative Services 4.2.1 Provide all creative development and production of advertising, marketing, and promotional concepts. 4.2.2 Develop creative concepts to support cross-channel marketing efforts including traditional, digital, social, and experiential activations. 4.2.3 Develop copy for all print collateral, digital media placements, and traditional advertising outlets 4.2.4 Provide design services for any branding-related, digital, or printed collateral materials, including, but not limited to those items listed in Section 4.1.6; 4.3 Digital Social Media Services: Digital media strategy must correlate with and work hand-in-hand with all other efforts especially Port Laredo’s website. 4.3.1 Development and execution of Port Laredo’ digital media strategy 4.3.2 Maintain and grow the Port’s social media presence; (i) Facebook, LinkedIn, etc.; (ii) Incorporate public relations and e-newsletter content into social media.
