The Tourism promotion services provided shall include, but not limited to, the following tasks:
Market Research and Analysis
a. ID target demographics, visitor preferences, emerging travel trends.
b. Determine core market areas (regional, national, and international)
c. Provide analysis of the city’s competitive position in tourism market.
Branding, Positioning and Management
a. Develop a comprehensive tourism brand identity, including logo, messaging, and positioning strategy. Ensure the city is represented in a way that aligns with its unique selling points, history, and culture.
b. Primary ownership of all channels, including but not limited to websites, all current and future social media accounts, analytics portals, and content libraries will be owned by the City of Baker City, with proposer provided delegated access.
-Apply brand to all Baker City owned marketing channels and assets.
Integrated Marketing
b. Increase awareness of the City of Baker City (CBC) as a trip planning resource
b. Improve engagement with audiences interested in Baker City on a continuous basis:
b. * Manage CBC social accounts and platforms as tourism resource for Baker City
* Leverage individual social media channel strengths and audiences
* Implement best practices within individual social media channels to maximize effectiveness.
* Post 50% original curated content to CBC social media channels, using a content calendar as guidance.
* Utilize compelling imagery in posts across all social media channels, including simple but effective calls to action.
* Leverage social media trends, applying to CBC channels as appropriate.
b. Drive demand for overnight stays in Baker City year-round, with special attention to shoulder/off season.
b. Increase the City of Baker City brand awareness, reinforce the City of Baker City brand, inspire visitation to Baker City, and grow Baker City’s marketing reach and market share. * Deliver visitors to CBC owned marketing channels
* Support well established events and promotions to drive over-night stays
* Prioritize communication to identified target markets, using analytics – Implement simple, but effective calls to action
* Use the CBC website as the primary advertising conversion point.
* Utilize engaging content to pique interest and drive users to robust website landing pages for conversion.
Measurement of the above will be by followers, referral traffic, social listening and channel specific analytics.
Content/Creative
1)Create awareness of the wide variety of experiences offered in the Baker City/County area
2)Broadcast the Baker City story and facilitate destination demand
3)Enhance the Baker City destination experience through actionable content:
3. Utilize all CBC owned marketing channels, as information hubs, for content that is timely, engaging and important for trip planning.Develop a content calendar to support planning and distribution, including time sensitive events and promotions.Develop content to meet the immediate and longer-term needs of the CBC websiteCreate seasonal content to support shoulder/off-season visitation.Produce recurring, and independent video assets
Creative Production:
a. Write, design, illustrate, or otherwise prepare Baker City’s advertisements, including digital ads or commercials to be broadcast, or other appropriate forms of Baker City’s message;
b. Create display ads;
c. Submit stories and photography when necessary for advertorials and value-added opportunities;
d. Properly incorporate Baker City’s message in mechanical or other form;
e. Check and verify insertions, displays, broadcasts, or other means used, to such degree as is usually performed by advertising agencies;
Content Marketing:
a. Create web pages to support campaign promotion. Pages will create in-depth information about a particular campaign objective and live as a sub-domain of the main City of Baker City website;
b. Create keyword rich content to support the website developed and CBC social media channels;
c. Provide a library of Baker City, Oregon, content for publication throughout the year;
d. Create and provide new content quarterly with a publication schedule;
e. Develop, update, maintain, and host the main City of Baker City website tentatively on October 1, 2025.
f. Host and maintain the Baker City website and create a calendar of events happening in and around Baker City, including regional events that could produce overnight stays in Baker City.
Social Media Marketing:
a. Create on-brand ads and posts to engage followers on the main City of Baker City social media platforms such as Facebook, or Instagram page;
b. Copyright for ads;
c. Boost posts through Facebook, Instagram or other channels;
d. Update and maintain all City of Baker City social channels. Add additional social media outlets to the tourism marketing effort as requested by City (Examples include Twitter/X, Pinterest, Tiktok, Youtube. etc.)
Event Marketing:
a. Promote existing events and festivals through targeted campaigns;
b. Assist in organizing and marketing new events aimed at attracting tourists.
Statistical Reporting/Data and Research:
a. Produce monthly reports on the website/social media traffic and engagement, and other reports on campaign effectiveness, as requested.
b. Inform marketing decisions to maximize ROI
c. Measure performance to determine success – Gather first party resources via CBC owned channels and research
d. Produce a yearly report summarizing highlights, and successes with website
traffic/conversions as the primary key performance metric. Other success metrics include but are not limited to impressions, time spent on webpage or platforms, increase in page views, user engagement, and follower increases.
e. Provide 90-day content plan, 45 days in advance.
Due Date: August 29, 2025
