Specifications include, but are not limited to: a. Traditional Advertising. Contractor shall perform traditional advertising services for the State as described below: 1) Provide creative services such as concept development, copywriting, art direction, layout and design, video and image collection, graphic design, asset organization and management, and other creative services needed to support, develop and track the State’s brand and marketing campaign(s); 2) Provide production services capable of supporting all aspects of a given campaign, including but not limited to: Print design; television spots; radio spots; direct marketing; outdoor advertising; and other forms of production services necessary to support the State’s marketing campaign(s); and, 3) Make adjustments or changes to the campaign(s) as required to meet the State’s advertising objectives. 4) Manage projects and track the status of required tasks to complete advertising campaigns as directed. b. Digital Advertising. Contractor shall be responsible for understanding the overall objectives of the State’s digital tourism advertising program to effectively create and produce digital advertising which generates Impressions for the department’s websites (Retire TN, tnvacation.com, etc.) social media channels, Pandora station, YouTube and other online platforms resulting in increased visitation and Engagement. 1) Implement a digital tourism promotion advertising concept(s) with art direction, copy and design, image collection, graphic design and other production services as requested by the State to support, develop, track, manage and maintain such digital advertising campaign(s); 2) Make adjustments or changes to the digital advertising campaign(s) as needed to meet the State’s digital marketing objectives; 3) Integrate social media and user-generated initiatives to develop and maintain the platforms throughout the term of the Contract. 4) Utilize available research to support Contractor’s digital advertising recommendations, subject to the State’s approval; and, 5) Render complete marketing analysis as the effectiveness of the State’s digital advertising campaign(s) implemented during each year of the Contract. 6) Provide senior-level supervision of the digital advertising services, and document and communicate with the State as to the status and timeline of each on-line advertising campaign weekly or upon request by the State.
