The City of Lubbock, hereinafter referred to as “the City”, is soliciting proposals for the services of a full-service advertising/marketing agency to assist with a variety of marketing, advertising, and other media campaigns for various City departments. Services may involve a single aspect of a media campaign all the way to a 360 media campaign. Strategies for advertising campaigns may be:
a) ATL (Above the Line)
i. Typically thought of as traditional advertising/marketing channels that are disseminated to a mass audience (TV, Radio, Print, etc). Above the line campaigns are typically difficult to measure.
b) BTL (Below the Line)
i. Advertising targeted to a specific audience at a specific time in a specific place. Below the line advertising is extremely measurable and allows you to get direct feedback and interaction with the intended audience.
c) TTL (Through the Line)
i. A combination or mix of ATL and BTL advertising.
Needed advertising means may include, but are not limited to: print; video; audio; online; social media; and billboards/banners. The Offeror will advise on advertising/marketing strategy; content and design of material; prepare the advertising/marketing product; select the appropriate media for advertising; place the buy; and handle the billing. The City will pay the Offeror its hourly rate for these services and will reimburse the offeror the invoiced amount for media buys.
The main priority, goal, and objective for the various City departments would be to determine the best way to reach its target audience for a specific event/program. Specific priorities though will vary by department and by event/program.
Video work could include anything from a 15-second PSA/Promo to a 30-minute or longer informational video. The video work could also include animation. Completed projects could be needed in a variety of media, including digital and DVD.
Offerors are invited to submit demonstrated competence and qualifications of their firm for providing these services. The information contained within this document is intended to provide interested firms with the requirements and criteria that will be used to make the selection.
Due Date: Open Date prior to February 27, 2025 @ 3:00 p.m.
Contact: Marta Alvarez, malvarez@mylubbock.us
