Creative and Media Buying Agency Services RFP Issued
MCCVB is the Destination Marketing Organization (DMO) for the County of Monterey, made up of nine jurisdictions and a vibrant local industry that includes hundreds of hotels and resorts, major attractions, renowned wineries and restaurants, and a variety of additional businesses that fuel the tourism economy. The Monterey County region includes the Monterey Peninsula, Big Sur, North County, South County and the Salinas Valley. Monterey County boasts major tourism attractions and resorts such as the Monterey Bay Aquarium, Cannery Row and Pebble Beach Resorts. The county offers hundreds of other diverse and engaging tourism offerings and events, as well as one of the most famous roadways in the world – Highway 1. For a full review of all Monterey County has to offer visit our website at SeeMonterey.com.
MCCVB oversees the production of a variety of marketing activities that may include television and online advertising, content marketing to include website, social media, content series, collateral and maps, cooperative programs and public relations programs – all designed to promote Monterey County to consumers, meeting/group planners, media, and the travel trade industry.
SCOPE OF WORK
The Marketing Communications team manages a number of responsibilities including (but not limited to):
· Setting marketing strategy that supports organizational strategy and goals
· Managing budgets
· Integrating all aspects of marketing communication including advertising, digital, PR, branded content, social media, group sales, sponsorships, etc.
· Liaising with Monterey County tourism stakeholders including board leadership, committees and other stakeholders
· Guiding marketing activities designed to showcase Monterey County’s wide range of tourism experiences
· Targeting local, regional, national, niche and industry market segments
· Tracking and reporting out on measurable outcomes from marketing communication activities
Agency teams will be required to collaborate to form strategic recommendations and efficiently execute MCCVB’s marketing program, including research and information sharing, planning, optimization, analytics and reporting. MCCVB is seeking not simply an “ad agency”, but a long-term partner that will be integral in these efforts and share a dedication to success.
The general Scope of Work includes the following:
Strategy: Working closely with our team, collaborate on strategy to develop, execute, and track results against an annual marketing plan that supports the strategies set forth by MCCVB. Includes strategic direction, creative strategy, brand development and stewardship, media plan, and cooperative plan.
Creative & Production: Develop a holistic approach to brand advertising including concepting creative materials and campaign elements. Produce creative, provide strong yet attainable recommendations for consideration, and manage the process of working with subcontractors as needed. Bring to final form the approved advertising materials to run/air on behalf of MCCVB.
Creative materials may include but are not limited to:
· print advertising
· broadcast (TV/CTV, radio, video) assets
· digital banners
· signage, collateral, sales materials, etc.
Content Planning: Work with MCCVB to develop a comprehensive, integrated content marketing plan that leverages market intelligence to shape strategy and includes goals specific to the agency’s scope; defined target markets, audiences and opportunities; strategies/tactics to achieve success; specific action steps that guide and track workload; and measurable outcomes.
Media Planning & Buying: Develop and prepare media plans for each target market, primarily leisure and group, possibly some international. Utilize research and market insights to develop strategic recommendations for budget allocation, market prioritization, and channel mix. Leverage paid media partnerships and placements as a means to effectively distribute and amplify owned and earned content. Provide MCCVB with insights on emerging trends and new media to continually evolve and reach the target audience.
Execute offline and online media plans with strategic and cost effective planning, buying and audits. Execution includes placement, optimization, cancellations, auditing, payment to vendors, and billing.
Work with the MCCVB to develop cooperative marketing programs to amplify the efforts of our members and stakeholder businesses and support MCCVB’s overarching objectives.
Reporting & Analytics: Regular monthly reporting on campaign and brand continuity program performance utilizing expertise, agency tools, data, partnerships, and other resources to manage program efficiency and performance. End of campaign wrap up reports, including screenshots of all assets, dashboard of goal performance and executive summary of key takeaways that include qualitative and quantitative results mapping to larger objectives.
Continue to look for ways to evolve measurement and reporting to show the bigger picture and communicate value to MCCVB stakeholders.
Research: Participate as needed in customer insight, creative testing and segmentation research. Provide data, creative assets and/or insights as requested for MCCVB Market Intelligence research and reporting. Connect with research partners including SMARI and Destination Analysts as needed.
Account Support: Maintain regular communication on all activities/production development and provide an annual summary of all activities. Attend on-site meetings throughout the duration of the agency relationship as needed, at agency expense.
Provide clear budgets and plans outlining when payment and materials are due for paid insertions prior to placing insertions. Provide year-ahead estimated budget breakout for expected costs upon receiving annual budget at the start of the fiscal year. Agency and client will review and client will approve before work begins.
Collaborate with other agencies supporting MCCVB marketing communication efforts. Currently, the MCCVB maintains contracted agency relationships with:
· Fahlgren Mortine, Public Relations
· Simpleview, SEO and Digital Development
It is also requested that agencies have bandwidth to take on special or out-of-scope projects, to be discussed and agreed upon on a case-by-case basis.
All proposals should be submitted in a PDF format to marketing@SeeMonterey.com. Proposals must be received via email by 5:00 p.m. PST on Friday, June 25. Any proposals received after this time or via any other channels may be disqualified and deleted. MCCVB does not take responsibility for any technical issues related to agency submissions nor receipt confirmation from MCCVB.
Relevant agencies to consider for this assignment include 5WPR and MWWPR.