Brand USA Issues Marketing RFP

Brand USA Issues Marketing RFP
Brand USA Issues Marketing RFP

Brand USA is seeking an agency to work with our Integrated Marketing team and provide Global Social Media Community Manager services. This vendor will serve as an important liaison between Brand USA and its global agency partners to ensure timely and efficient campaign execution, and supports the maintenance of brand standards across all social platforms, and ensures content is relevant to each market audience.

Brand USA is the destination marketing organization for the United States with the mission of increasing incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide. Established by the Travel Promotion Act as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and communicate U.S. entry policies, Brand USA began operations in May 2011. As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Brand USA works in close partnership with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.

Brand USA is governed by an 11-member Board of Directors. Each director is appointed by the U.S. Secretary of Commerce. Each director represents a sector of the travel and tourism industry as identified by the Travel Promotion Act. The executive leadership team possesses strong expertise and experience in the travel, tourism, and advertising industries.

Scope of Work:

The selected vendor will provide project management across a wide variety of initiatives from conception to completion, including creative, translations, localization, community management and overall campaign messaging. Understanding of high-level strategy, attention to detail and high-quality standards are key for this role, as this individual would be responsible for:

                ● Manage and coordinate the efforts of multiple international teams of in-market community   managers.

                ● Oversee the creation of social media assets and deliverables, reviewing to ensure consistency with brand standards and in-market alignment

                ● Organization and project management of multiple campaigns running at the same time in multiple markets to ensure on-time delivery of all assets

                ● Work with creative agencies and internal resources to ensure timely production and delivery of social assets

                ● Work with Coordinator, Digital Asset Management to manage and obtain licensing and usage rights of video and photographs

Due Date:

March 4th, 2019.


Brand USA Headquarters

C/O RFP Administrator

1725 Eye Street NW, Suite 800

Washington, DC 20006

ATTN: RFP – Global Community Manager

Agencies worth considering for this assignment include Edelman PR and Zeno Group.

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