Specifications include, but are not limited to: Strategy ● Develop a high-level integrated marketing strategy for the Utah Office of Tourism (UOT) for the next 5 years that builds on the brand equity created by previous campaigns, while considering fresh approaches to address our current situation. This strategy should reflect responsible stewardship of Utah’s visitor economy as outlined in the Red Emerald Strategic Plan ● Coordinate with the media agency to ensure that audience research is conducted, including understanding user journeys, and apply this research to the overall marketing strategy. ● Use research insights to identify audience targeting and segmentation. ● Bring expertise to managing and strengthening the Utah Life ElevatedⓇ brand, as well as our sub-brands: The Mighty 5Ⓡ , The Greatest Snow on EarthⓇ , and Forever Mighty.Ⓡ Campaign Development and Execution ● Ideate and present creative approaches to marketing campaigns in line with the overall marketing strategy. ● Work with the Utah Office of Tourism to manage these campaigns. ● Produce all campaign creative and accompanying assets. Integrated campaigns include: TV/video spots (:60, :30, :15, :06), out of home advertising, display and banner ads, printed materials, email marketing, etc. Reporting ● Set and measure success metrics related to branding, advertising, and marketing. ● Define key performance indicators (KPIs) and detailed campaign measurement metrics for annual integrated marketing plans. Other ● Update and maintain our logos and style guides for Utah Life ElevatedⓇ and associated sub-brands, including: The Mighty FiveⓇ, The Greatest Snow on EarthⓇ, and Forever Mighty.Ⓡ ● Provide design, graphic design and layout for various UOT partner projects and initiatives, such as Tourism Day on the Hill, Utah Tourism Conference, etc. ● Administer the UOT email marketing program, including editorial support, layout, scheduling, and reporting.
