New York State is seeking a firm to handle its annual
marketing program related to economic development which includes business
attraction, retention and expansion, and tourism promotion. The current
contract with Lowe & Partners Worldwide Inc expires on November 30, 2019.
In this request we are seeking firms who can either by themselves, or with third party subcontractors, assist ESD in developing the best marketing strategies and creating the most effective plans for both business attraction and tourism marketing campaigns. Basic services required either directly from the selected firm or their subcontractors may include: marketing strategy, market research, creative and production, digital marketing/media including strategy, production and analytics, social media marketing including strategy and execution, media planning and buying, public relations, experiential marketing, CRM, website design, and accounting and finance management including budget maintenance, issuance of job cost estimates, reconciliations to final job costs, and payment processing.
The mission of Empire State Development (“ESD”) is to
promote a vigorous and growing state economy, encourage business investment and
job creation, and support diverse, prosperous local economies across New York
State through the efficient use of loans, grants, tax credits, real estate
development, marketing and other forms of assistance. In addition, ESD is the
New York State entity charged with enhancing New York State’s reputation as a
great place to conduct business and a great place to visit.
One of the ways we have worked towards this goal has been through a $25-$50 million annual marketing program geared towards enhancing New York State’s image. These efforts have included TV, digital, social media, radio, print, out of home advertising along with public relations and experiential marketing.
The marketing campaigns fall into two specific categories:
1. General economic development which highlights why New York State is a great
place to build, expand, or relocate a business
2. Tourism which seeks to build awareness and consideration for New York State
as a vacation destination; generally this is known as the I LOVE NY campaign
Scope of Work:
Basic services required, either directly from the selected
firm or subcontractors to the firm, may include but not be limited to:
A. Marketing strategy
B. Market research
C. Creative and production
D. Digital marketing/media including strategy, production and analytics
E. Social media marketing including strategy and execution