Brand USA Seeks Global Social Media Agency

Brand USA is seeking a vendor solution to provide us with a suite of Global Social Media Community Management services. The selected vendor will work with the Brand USA Integrated Marketing team – reporting to the Senior Direct of Consumer Marketing – and will help coordinate the execution of social media processes, content, community management tactics and translations across key international markets of focus for Brand USA. Brand USA has active in-market social community managers in the UK, Canada, Mexico, Brazil, China, South Korea, Japan, Germany, France, Sweden, Chile, Columbia, Australia, and India. This Global Social Media Management solution will serve as an important liaison between Brand USA and its global agency partners to ensure timely and efficient campaign execution, and support 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.

Brand USA delivers a dynamic marketing program that includes, but is not limited to, a global advertising campaign, earned media and public relations strategies, a robust social media outreach plan, promotional and incentive campaigns, trade shows and sales missions, and educational campaigns about U.S. entry policies. Brand USA carefully selected its marketing tools and target audience after vigorous analysis of existing and original market research.

Brand USA is committed to including diverse firms as an important part of its sourcing and procurement activities. In furtherance and support of this goal, we encourage minority, women and locally-owned firms to pursue business opportunities with us. Minority and women-owned firms who otherwise meet the minimum requirements set forth in this Request for Proposal are encouraged to submit a Notice of Intent to Bid. In addition, Brand USA also seeks to do business with firms that also recognize the value of diversity and inclusion in the composition of their workforce and in their own contracting, subcontracting or teaming activities. We encourage such firms who meet the minimum bidding requirements (regardless of size or ownership) to also submit a Notice of Intent to Bid. Brand USA reserves the right to give weight or allocate bidding credit to diverse firms or those with a demonstrated commitment to inclusion as part of its evaluation process.

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:

April 5th, 2019. 


Brand USA Headquarters C/O RFP Administrator

1725 Eye Street NW, Suite 800

Washington, DC 20006

ATTN: RFP – Global Social Media Community Management Services



Relevant agencies to consider include Shift Communications And Hunter PR.

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