The Vendor is required to provide to assist the County, on an as-needed basis, with paid media advertising services.
- Provide strategic planning, execution, reporting, and training to support County communication and outreach objectives.
- The County provides a wide range of services that includes law enforcement and public safety, planning and zoning, parks and open space, highways and streets, culture and recreation, public health and human services, elections, and general administrative services.
- Strategic approach and campaign planning
• Conduct an initial discovery meeting with county staff to understand goals, audiences, and messaging for the campaign. Establish an understanding of the county’s current digital and media presence.
• Identify target audiences and how to reach them.
• Establish key performance indicators (KPIS) and a reporting schedule.
• Develop an integrated marketing strategy that details paid media efforts.
• Provide to county staff a detailed media plan including recommended channels and platforms, tactics, timelines, and budget allocations.
- Asset production
• If the selected firm is providing graphic design, video production, and/or content creation services:
o Establish a timeline and process for the design, review, and production phases of the assets, including:
1. Submission of creative concepts and draft assets for County review and approval prior to launch.
2. Incorporation of feedback from County staff and a defined number of revisions as outlined in the contract.
3. Delivery of final, approved assets in formats suitable for County use and archiving.
o Recommend content forms that will best perform on the established channels.
o Produce platform-appropriate graphics, videos, and written copy aligned with County brand standards, messaging, and accessibility requirements.
o Create a variety of asset options that can be tested and optimized when the campaign is live.
o Collaborate with County staff to ensure creative assets accurately reflect program goals, key messages, and target audiences.
- Paid media
• Plan, launch, and manage digital advertising campaigns across appropriate platforms, which may include:
o Search (e.g., Google Ads)
o Display and programmatic advertising
o Social media advertising
o Local print advertising
• Develop and optimize audience targeting, including geotargeting and demographic-based strategies.
• Create or adapt ad copy, headlines, and calls to action in collaboration with County staff.
• Conduct ongoing campaign optimization.
• Monitor ad performance and make real-time adjustments to maximize efficiency and results.
• Ensure all advertising complies with applicable laws, accessibility standards, and County policies.
- Analytics, reporting, and optimization
• Establish performance tracking tools that can be easily accessed and used by County staff.
• Provide regular reports (cadence as agreed upon with County staff) that include:
o Impressions, clicks, click-through rates, and conversions
o Cost efficiency metrics
o Insights and optimization recommendations
o Other metrics as needed
• Participate in regular check-in meetings with County staff to review results and adjust strategies.
• Provide ad hoc analysis or reporting as requested.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: February 9, 2026
