Specifications include, but are not limited to: 1. Data Gathering, Market Research and Analysis: a. Contractor shall collect pertinent and relevant data, perform research, draft, and recommend advertising and additional marketing campaigns compatible with ELECT’s goals or program needs.; b. Qualitative research studies may be required to develop system-wide marketing strategies.; c. Marketing strategies must be based on sound research. The Contractor shall analyze and utilize marketing research information to: i. Gauge changes in market conditions, and use the information to improve marketing, collateral creative, strategy development, and overall communications effectiveness.; ii. Where applicable, determine the number of inquiries and calculate the rate of conversion of inquires generated by a marketing program.; iii. Determine the overall effectiveness and return on investment a marketing program provides.; d. Market analysis, analytics, and data mining to help ELECT understand existing and emerging industry segments in different industries in the Commonwealth of Virginia.; 2. Development of Communication Concepts and Planning: a. The Contractor shall develop communications concepts based on marketing initiatives and goals, in consultation with the External Affairs marketing team.; b. The Contractor shall work with ELECT to determine what types of communications and/or messages that are most effective in communicating the desired message and apply this information to develop future communications.; c. Develop marketing concepts that communicate message points as stated in the campaign plan.; 3. Creative Services; Strategic Planning and Management: a. Contractor shall propose a creative approach to the strategic planning and management of information, branding, communications, promotional and marketing subject matter and materials.; b. In consultation with the ELECT’s team and External Affairs manager, the Contractor may assist strategic marketing planning including, but not limited to recommending print and electronic marketing campaigns, based upon sound brand management strategies and research.; c. Developing overall campaigns based on marketing strategies based upon approved goals. ; d. Evaluating, hiring and administering subcontractors, as requested, including, but not limited to, software and social media firms; market research firms; digital media specialists; photographers; and graphic designers.; e. Developing direct marketing strategies to support campaigns or programs.; f. Leveraging resources with current and potential partners.; 4. Electronic/Digital Marketing: a. Develop electronic/digital marketing programs to work in sync with ELECT’s initiatives, if requested.; b. Provide ELECT with any other related Digital and Print Marketing services as needed.; 5. Customer Relationship and Management Services: a. Work with ELECT to integrate their website, social media, and other methods of collecting data.; b. The Contractor shall be knowledgeable of applications that work well with and satisfy ELECT’s needs.; c. Make recommendations on how to improve its efficiencies within ELECT and related applications after fully understanding their workflows.; d. Evaluating, hiring and administering subcontractors, as requested.
