1) Marketing Strategy a. The agency will assist the MOT to analyze, enhance, and improve upon current marketing efforts through development of a comprehensive annual marketing strategy informed by Grand County Commission priorities, MTAB input, Co-op program criteria, and analysis of relevant market data; and b. The agency will be expected to perform original research such as segmentation surveys, audience testing, and focus groups to supplement existing data and research; c. At the sole discretion of the County, the Grand County Commission may modify and direct the marketing messaging to align with priorities. 2) Media Planning a. Develop an annual media plan based upon the previously described marketing strategy. 3) Media Buying a. Buy and place media per the previously described media plan. Prioritize platforms that most effectively achieve our marketing strategy while negotiating the best possible placement and rates and engagement; b. Ensure that all platforms and messaging adhere to the strategies set forth and authorized by the County; c. Manage existing vendor relationships, including billing and contracting; and d. Assist with requests and seek opportunities from sales representatives of potential new vendors.
