1. Strategic Media Planning: o Develop comprehensive digital media plans for each of MDWFP's key priorities: Increasing hunting and fishing license sales. Increasing Mississippi State Park online reservations. Increasing Mississippi Natural Science Museum online ticket sales and event participation. Enhancing overall agency brand awareness and public engagement. o Recommend the optimal mix of digital advertising channels (Social Media – Facebook, Instagram, YouTube; Display Advertising; Streaming and Terrestrial Radio with digital components; Streaming Video platforms; and potentially other proven digital avenues). o Develop detailed targeting strategies to reach identified key demographics within Mississippi and neighboring states, as outlined in Appendix A: Target Audience Details. o Align media plans with specific campaign objectives and desired actions (e.g., driving online sales, reservations, website traffic, engagement). 2. Media Buying and Placement: o Negotiate and secure competitive rates for digital advertising placements. o Execute media buys across approved platforms, ensuring accurate and timely implementation. o Manage and optimize campaigns to maximize reach, engagement, and conversions. o Ensure all placements adhere to MDWFP's brand guidelines and creative specifications, utilizing assets provided by MDWFP, Mississippi State Parks, and the Mississippi Natural Science Museum. 3. Performance Monitoring and Optimization: o Continuously monitor campaign performance against established Key Performance Indicators (KPIs). o Provide proactive insights and recommendations for campaign adjustments to improve effectiveness and ROI. o Implement necessary optimizations based on performance data and MDWFP's feedback.
