A. Serve as Shenandoah County’s Digital Marketing and Creative Agency The successful Offeror shall promote and encourage tourism visitation to Shenandoah County, Virginia. The successful Offeror will work in conjunction with the Shenandoah County Tourism and Economic Development staff to conduct a digital marketing program to attract potential visitors from our primary target markets of, but not limited to, Washington, DC, Northern Virginia, Richmond, Norfolk, and Hampton Roads. Other markets include Baltimore, Pennsylvania, New York, New Jersey, Charlotte, Raleigh Durham, and Toronto and Quebec, Canada. The successful Contractor shall develop and execute creative concepts and strategies based on strategic analysis and research and input from Shenandoah County. These services shall include, but are not limited to, the following: 1. Analyze local, regional, and national research to recommend the best strategies, promotions and target markets to maximize results within our budget. 2. Provide advice, counsel, and assistance to the County on matters pertaining to digital marketing to ensure Shenandoah County benefits to the fullest extent possible. 3. Manage and implement opportunities to leverage state marketing initiatives such as the Industry Advertising Coop Programs into our local efforts for additional free exposure and to maximize spend and return on investment. 4. Provide monthly performance reporting and a comprehensive quarterly review of assets and marketing strategy as we transition between seasonal campaigns. B. Develop Creative Advertising Campaign The successful Offeror will work with County staff as needed to develop unique and creative messaging and design that resonates with the consumer while highlighting the unique brand and assets of Shenandoah County. C. Social Media Campaigns The successful Offeror will set up, manage and optimize social media ad campaigns using the following delivery methods to test ad variations: 1. Newsfeed ads testing unique combinations of images, headlines, copy, linking to relevant pages of our website, VisitShenandoahCounty.com. 2. Instagram photo and video ads including reels, stories and posts, using eye-catching visuals and compelling story lines to boost awareness, increase social following and engagement, and driving website visits. 3. Submit necessary paperwork required for VTC co-op reimbursement for relevant coops such as Facebook and Instagram in January and July of each year.
