Scope: Invest Atlanta has been created and exists under and by virtue of the Development Authorities Law, activated by a resolution of the City Council of Atlanta, Georgia (the “City”), and currently operates as a public body corporate and politic of the State of Georgia. Invest Atlanta was created to promote the revitalization and growth of the City and serves as the City’s Economic Development Agency. Invest Atlanta represents a consolidation of the City’s economic and community development efforts in real estate, finance, marketing, and employment, to provide a focal point for improving the City’s neighborhoods and the quality of life for all of its citizens. Invest Atlanta is the cornerstone of an overall effort to provide economic and development services in a more effective and efficient manner.
Early 2023, The City of Atlanta took significant steps in establishing an office dedicated to shaping policy and programs to grow Atlanta’s tech ecosystem. Specifically, The Office of Technology and Innovation was created as an executive office to the mayor that will work with Invest Atlanta to attract new companies to the city, grow existing business and advise the current Administration on fostering Atlanta’s technology workforce. The table below provides a general description of the audiences by tier that OTI has identified as targets for this campaign.
The Project involves several different challenges for OTI to overcome to ensure the successful execution of all aspects of the Scope of Work. Some of the major challenges that exist are related to, but not limited to, the establishing a compelling brand story, capturing the vision and content of OTI and all its constituents, adapting to rapid technological changes and trends, creating unique community engagements and quantifying the impact of branding efforts and overall return on investment. Ultimately, the successful Respondent will possess a combination of digital marketing, brand development and content management skills, and knowledge necessary to navigate these challenges. Furthermore, OTI expects that the respondent’s strategy will aim to strengthen Atlanta’s brand as a leader in technology and entrepreneurship, drives engagement, and attracts tech talent to the city. The successful Respondent shall aim to accomplish the following main objectives:
Main Objectives:
• Review and refine the ATL Tech Hub’s brand messaging and voice to better connect with tech entrepreneurs, startups, investors, and innovators.
• Create and implement a comprehensive content strategy for the ATL Tech Hub website, email marketing, and social channels, focusing on key messaging areas such as Atlanta’s tech scene, innovation, success stories, and resources.
• Execute the strategy to increase engagement and visibility on platforms like YouTube, LinkedIn, Twitter, and Instagram, including regular posts and community management.
As indicated above, the firm providing Digital Marketing Services shall strive to achieve the goal is to elevate Atlanta’s brand as a leader in technology and entrepreneurship under the “Atlanta Tech Hub” brand. The Atlanta Tech Hub (ATLTechHub.com) aims to promote Atlanta as a top 5 tech city in the U.S. The focus is on refining the brand voice and building a strategic content plan to drive engagement, attract tech talent, and establish ATL Tech Hub as the go-to platform for Atlanta’s innovation ecosystem. Particularly, OTI is seeking to achieve the below desired outcomes:
• Brand Voice Refinement to better connect with tech entrepreneurs, startups, investors, and innovators.
• Monthly Content Strategy Development & Execution that includes a comprehensive content strategy and calendar for each digital channel/outlet focused on key messaging areas.
• Video/Audio Content: Produce interview-style content that is used for outreach/strategy around guests and posting to various channels. Seeking recommendations as to frequency of this type of content.
• Website Content: Weekly blog posts leveraging podcast content, optimized for SEO and user engagement. Routine website maintenance and updates related to programs, partners, campaigns, and initiatives.
• Social media strategy and content creation for thought leadership and strategic engagement across multiple platforms.
• Email Marketing: Design email marketing templates for newsletters and event-driven emails.
• Quarterly campaign support across digital channels and other unique marketing channels.
• PR assistance needed to get ATL Tech Hub on major stages and recognized in the tech community globally
Due Date: February 7th, 2025
