a.Generate revenue and increase the number of recreational customers through digital advertising.
b.Expand reach and public awareness of the agency, its programs and its properties through strategic digital communications
c.Advance the agency’s identity and mission through innovative ideation and high-quality execution.
d.Streamline and centralize the agency’s outreach and promotional procurement efforts
e.The Contractor shall furnish all supervision, labor, and resources to provide Comprehensive Marketing Services and Media Placement to the Department. The Contractor should have a demonstrated portfolio of the following capabilities:
i.Primary Capabilities:
1. 1. Paid Media Strategy a. Strong understanding of various paid media channels, including but not limited to social media (Meta, LinkedIn, Snapchat) and Google platforms (YouTube, Performance Max, Display, Search, PPC).
b. Expertise in managing limited advertising budgets with a sharp focus on agency goals and maximizing return on investment.
c. Ability to clearly define and articulate attribution with special consideration of Virginia DWR’s unique role as the sole provider of hunting, fishing, and boating licenses in the Commonwealth.
d. Possesses a strong understanding of Virginia government regulations and marketing limitations for government agencies.
Media Buying a. Skilled in purchasing advertising space across multiple channels to maximize reach and impact.
b. Experienced in researching audience demographics and implementing targeted strategies for effective engagement. Must be versed in creating lookalike audiences using provided customer data, and exclusion lists as needed.
c. Possesses a strong understanding of pixel tracking and implementation for accurate campaign performance reporting.
d. Proficient in monitoring campaign performance, identifying opportunities for optimization, and making data-driven adjustments to enhance results.
Marketing Analytics & Reporting a. Proficient in analyzing and interpreting marketing performance data across paid media, website traffic, and licensing sales.
b. Experienced in utilizing Google Analytics, Looker, Excel, and other reporting tools for data analysis and visualization.
c. Demonstrated ability to translate complex data into actionable insights and communicate findings through custom dashboards and reports on a regular basis.
d. Skilled in designing and implementing A/B testing strategies to optimize marketing performance.
e. Continuously monitors, recommends and adapts to industry trends, emerging technologies, and new analytical tools.
Merchandising & Purchasing a. Authorized to procure promotional and marketing goods and services on behalf of the agency.
b. Familiar with e-commerce and merchandising best practices.
c. Demonstrated ability to source, design and deliver high-quality branded promotional items.
Content Creator/Influencer Management a. Experience developing goal-oriented content creator strategies with KPIs and special attention to engagement and ROI.
b. Proven history researching and identifying suitable creators, negotiating contracts, and providing project management and oversight.
Account Management/Project Management a. Assigns and always maintains a dedicated point-of-contact.
b. Proficient in project organization, project schedules, and budget management, with a proven track record of on-time and on-budget results.
c. Demonstrates a strong commitment to collaboration and continuous improvement.
d. Possesses a strong knowledge and passion for Virginia wildlife, outdoor conservation and related recreation (hunting, fishing, wildlife viewing, boating).
e. Experienced in navigating Commonwealth of Virginia procurement processes and regulations.
ii.Secondary Capabilities:
1. 2. Graphic Design a. Ability to proactively generate, conceptualize, and communicate innovative visual concepts while maintaining the integrity of the Virginia DWR brand.
b. Expertise in creating high-quality artwork for a variety of mediums (including but not limited to print and digital), with a willingness to provide raw artwork files as needed at no additional cost.
c. Advanced proficiency in Adobe Creative Suite, ensuring the development of professional and visually compelling designs.
d. Strong commitment to adhering to Virginia DWR brand standards and working within established agency guidelines to maintain consistency and brand integrity.
e. Awareness of wildlife and conservation industry best practices and how that applies to image selection.
Copywriting a. Proficiency in writing, editing, and publishing compelling copy for (but not limited to) email, website, social media, and advertisements while upholding the integrity of the Virginia DWR brand.
b. Strong adherence to Virginia DWR editorial standards and established agency guidelines to ensure consistency and brand alignment across all communications.
c. Proactively plans communications and initiates content drafting.
d. Awareness of wildlife and conservation industry best practices and how that applies to language nuances.
Customer Relationship Management (CRM) a. Experience working within CRM platforms (e.g., Salesforce, HubSpot, Microsoft Dynamics, or other relevant systems) to support marketing and customer engagement initiatives.
b. Skilled in leveraging customer data for audience segmentation, personalization, and lifecycle marketing campaigns.
Email Marketing a. Experience developing and executing email campaigns.
b. High proficiency in email design, communication workflows and automations, audience segmentation and email performance analytics.
c. Familiar with email deliverability best practices.
Regulations Digest Ad Sales
Proficient (internally or through a subcontractor) with:
1. 2. a. Developing and executing an ad sales strategy that aligns with the DWR brand and our specific audiences to meet specific revenue goals associated with publishing.
b. Prospecting, pitching and securing customers interested in advertising by identifying potential advertisers, preparing compelling sales materials, and managing communications with customers through the sales cycle.
c. Managing all aspects of the advertising process, including rate negotiation, contract management, creative asset collection and performance reporting.
d. Provide regular reporting and insights on ad sales performance and inventory, including recommendations for optimizing sales and pricing.
e. High proficiency in email design, communication workflows and automations, audience segmentation and email performance analytics.
f. Familiar with email deliverability best practices.
Regulations Digest Ad Sales
Proficient (internally or through a subcontractor) with:
1. 2. a. Developing and executing an ad sales strategy that aligns with the DWR brand and our specific audiences to meet specific revenue goals associated with publishing.
b. Prospecting, pitching and securing customers interested in advertising by identifying potential advertisers, preparing compelling sales materials, and managing communications with customers through the sales cycle.
c. Managing all aspects of the advertising process, including rate negotiation, contract management, creative asset collection and performance reporting.
d. Provide regular reporting and insights on ad sales performance and inventory, including recommendations for optimizing sales and pricing.
Due Date: 4:00 PM EST on August 11, 2025.
Contact: Matt Zorch Email: matt.zorch@dwr.virginia.gov