Specifications include, but are not limited to: The Shenandoah Beerwerks Trail (a program of the Greater Augusta Regional Tourism Board (GART) is seeking proposals from qualified firms to provide digital marketing services. The purpose of the proposal is to increase awareness of the Shenandoah Valley (defined as the Beerwerks Trail footprint which is currently: the cities of Harrisonburg, Staunton, Waynesboro, Lexington, Buena Vista, and the Counties of Augusta, Rockbridge, and Rockingham) as a visitor destination in our target markets, stimulate overnight stays, promote our partner destinations, increase visitor spending and have a substantial economic impact for the Shenandoah Valley. The Shenandoah Beerwerks Trail uses our 19 and growing craft brewery footprint to pull in visitors to enjoy our craft beer AND outdoor recreation, food, attractions, arts & culture, shopping, scenery, etc. Serve as Shenandoah Beerwerks’ Trail digital marketing agency: The successful contractor or contractors will work in conjunction with the Beerwerks Trail 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 Harrisburg/Central Western Pennsylvania, Raleigh/Durham, Winston-Salem, Eastern Maryland and Chicago. Contractor shall develop and execute creative concepts based on strategic analysis and research and input from the Beerwerks Trail. These services shall include, but are not limited to, the following: 1. Act as creative lead - producing concepts and ideas, brainstorming, and generating content. 2. Analyze local, regional, and national research to recommend the best strategies and promotions and target markets. 3. Provide advice, counsel, and assistance on matters pertaining to digital marketing to ensure the Beerwerks Trail benefits to the fullest extent possible. Including facilitating a marketing review during the Beerwerks’ Annual Retreat and attending the annual Brewery Meeting. 4. Establish campaign goals in relationship to regional tourism. B. Social Media Campaigns Set up and manage Facebook and Instagram ad campaigns using the following delivery methods to test ad variations: 1. Facebook newsfeed ads testing unique combinations of images, headlines, and copy. Link to each of the landing pages produced by contractor(s) or existing landing pages. 2. Instagram photo ads using eye-catching visuals to boost awareness, increase social following and engagement, and drive website visits. 3. Instagram Story ads to reach audiences with full-screen branded photos and/or video in their Story Feed. 4. Required conversion should include social media engagement (likes, shares, comments, post saves), newsletter sign-ups, website usage, and increased traffic to tourism partners. 5. Submit necessary paperwork required for VTC co-op reimbursement.
