• Conduct an in-depth assessment of CPC’s current marketing and advertising initiatives, identifying opportunities, including the evaluation and prioritization of marketing needs across Park facilities, events, community relations, and development initiatives (Exhibit A) • Create a comprehensive three-year marketing and communications strategy with clearly defined objectives, target audiences, and key performance indicators (KPIs) that are data driven, enhancing brand awareness and strengthening City Park’s identity within our region while promoting key initiatives, including methods of execution, along with insights and recommendations on potential partnerships, cross-promotional opportunities, and media sponsorships • Develop a data-driven strategy to better understand and segment CPC’s audience, with a focus on local residents, drive-market visitors, and tourists, offering insights on how to leverage this data to refine marketing strategies, personalize outreach, and optimize resource allocation for maximum impact • Assess and refine CPC’s brand strategy and voice to ensure consistency across all City Park facilities and events, for cohesion with CPC’s brand identity, while developing secondary identity systems for specific facilities, events, and programs as needed • Evaluate and enhance CPC’s digital presence and engagement, developing organic content strategies for social media, website, and email marketing, implementing Search Engine Optimization (SEO) strategies and digital advertising campaigns to drive traffic to CPC’s online platforms • Conduct a comprehensive audit of the organization’s website assessing user experience and accessibility, content quality and relevance, and eCommerce functionality and recommend improvements to enhance checkout processes to increase conversion rates • Optimize Google Analytics and performance tracking by evaluating and refining CPC’s Google Analytics setup, ensuring proper tracking and configuration, establishing reporting framework with KIP recommendations tailored to CPC’s priorities such as traffic sources, user behavior, bounce rates, conversion tracking, and engagement trends, providing recommendations and tools for CPC’s team to manage ongoing data and analysis effectively • Provide a comprehensive report detailing key findings and recommendations, including advertising spend based on initiative, providing a roadmap for implementation, prioritizing quick wins and long-term strategies, with recommendations on staffing structure, supplemental support and training as needed for successful implementation
