a. The Contractor shall furnish all supervision, labor, and resources to provide Comprehensive Marketing Services and Media Placement to the Department. The Contractor should have a demonstrated portfolio of the following capabilities: i. Primary Capabilities: 1. Paid Media Strategy a. Strong understanding of various paid media channels, including but not limited to social media (Meta, LinkedIn, Snapchat) and Google platforms (YouTube, Performance Max, Display, Search, PPC). b. Expertise in managing limited advertising budgets with a sharp focus on agency goals and maximizing return on investment. c. Ability to clearly define and articulate attribution with special consideration of Virginia DWR’s unique role as the sole provider of hunting, fishing, and boating licenses in the Commonwealth. d. Possesses a strong understanding of Virginia government regulations and marketing limitations for government agencies. 2. Media Buying a. Skilled in purchasing advertising space across multiple channels to maximize reach and impact. b. Experienced in researching audience demographics and implementing targeted strategies for effective engagement. Must be versed in creating lookalike audiences using provided customer data, and exclusion lists as needed. c. Possesses a strong understanding of pixel tracking and implementation for accurate campaign performance reporting. d. Proficient in monitoring campaign performance, identifying opportunities for optimization, and making data-driven adjustments to enhance results. 3. Marketing Analytics & Reporting a. Proficient in analyzing and interpreting marketing performance data across paid media, website traffic, and licensing sales. b. Experienced in utilizing Google Analytics, Looker, Excel, and other reporting tools for data analysis and visualization. c. Demonstrated ability to translate complex data into actionable insights and communicate findings through custom dashboards and reports on a regular basis. d. Skilled in designing and implementing A/B testing strategies to optimize marketing performance. e. Continuously monitors, recommends and adapts to industry trends, emerging technologies, and new analytical tools. 4. Merchandising & Purchasing a. Authorized to procure promotional and marketing goods and services on behalf of the agency. b. Familiar with e-commerce and merchandising best practices. c. Demonstrated ability to source, design and deliver high-quality branded promotional items. 5. Content Creator/Influencer Management a. Experience developing goal-oriented content creator strategies with KPIs and special attention to engagement and ROI. b. Proven history researching and identifying suitable creators, negotiating contracts, and providing project management and oversight. 6. Account Management/Project Management a. Assigns and always maintains a dedicated point-of-contact. b. Proficient in project organization, project schedules, and budget management, with a proven track record of on-time and on-budget results. c. Demonstrates a strong commitment to collaboration and continuous improvement. d. Possesses a strong knowledge and passion for Virginia wildlife, outdoor conservation and related recreation (hunting, fishing, wildlife viewing, boating). e. Experienced in navigating Commonwealth of Virginia procurement processes and regulations.
