Mid-Shore Regional Marketing Plan Sought

By Editorial TeamApril 22, 20183 min read

Mid-Shore Regional Marketing Plan Sought

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Purpose:

The economic development offices for Caroline County, Dorchester County, and Talbot County, in cooperation with the Mid-Shore Regional Council, seek the services of an experienced marketing and content creation consulting firm to develop a comprehensive marketing plan and brand for a Mid-Shore regional marketing initiative. The goal of this marketing plan is to showcase opportunities for economic prosperity with a relaxed Chesapeake lifestyle in the tri-county region by designing a creative website featuring aggregated economic data and information, developing a content strategy to publish work highlighting the opportunities here in the Mid- Shore, and designing an easily recognizable brand.

Background:

The Mid-Shore Regional Marketing Plan will support a regional identity by serving as a platform to aggregate regional economic data and information, targeted to a business attraction audience. Furthermore, the plan will articulate how to leverage the Mid-Shore area’s competitive advantages for attracting and retaining a quality workforce. The creative content will focus on the region’s assets to raise awareness and promote the Mid-Shore as a livable, viable, and prosperous area. This Request for Proposal is specifically related to the initial phase of a multiple phase project to develop, implement, and maintain a comprehensive marketing plan. The consulting firm will evaluate and expand on the ideas of the intended audience attributes listed below to develop a content creation strategy and distribution method. Furthermore, the firm will identify assets and make recommendations for a brand identity.

Intended audience attributes:

• The Creative Class • Educated • Experienced workers • Innovative • Individuals with disposable income • Entrepreneurs • Millennials • Individuals wanting to retire here but who will remain in workforce for next 5 to 15 years • Outdoor Enthusiasts • Knowledge workers (Engineers, Scientists, Accountants, and others)

Identified assets:

• Low crime • Easy commute • Urban amenities, easy lifestyle • Proximity to Washington D.C., Annapolis, Baltimore, Philadelphia, Wilmington, Salisbury • Proximity to beaches • Low average housing costs • Waterfront housing • Friendly and caring community • Healthy kids • Quality childcare • Nice, safe place to retire • Access to various health provider networks • Public and private schools • Colleges • Libraries • Ability to be near extended family • Job opportunities for next generations • Opportunities for volunteering and philanthropy • Career advancement • Miles of shoreline • Recreational opportunities

Scope of Work:

The Scope of Work includes the development of a comprehensive marketing plan that highlights identified assets from the Mid-Shore and articulates a content strategy to raise awareness of economic opportunities for both residents and prospective residents. Content needs to also reflect the Mid-Shore’s desire to attract job seekers from the Mid-Shore, Baltimore-Washington, D.C. corridor, and nationwide.

Tasks that will be required by the consultant include:

• Attend six (6) local meetings, including some with stakeholders, to develop brand identity and marketing plan. • Provide comprehensive definition of marketing audience. • Provide comprehensive list of region’s asset as it pertains to attraction and retention of quality workforce. • Develop creative content strategy that aggregates relevant information from Caroline, Dorchester, and Talbot counties. • Develop Search Engine Optimization (SEO) strategy for ensuring high web and social media traffic. • Identify the most appropriate ways to communicate the aggregated information to the targeted audiences and via specific technologies and media. • Create a common visual graphic identity and recommend design and color scheme for the marketing campaign. • Evaluate and recommend a range of technologies such as web site, smart phone app, etc. to assist interpretive delivery. • Identify priorities for implementation of each interpretive element. • Develop a brand (name, logo, theme, and tagline) that effectively communicates the Mid- Shore Region as a place to work and live.

Due Date:

April 23rd, 2018

Address:

Mid-Shore Regional Council 8737 Brooks Drive #101 Easton, MD 21601 Strong travel PR firms include Hunter PR and Coyne PR.

Written by

Editorial Team

The Everything-PR Editorial Team produces reporting, research, and analysis across thirty verticals — communications, reputation, AI visibility, public affairs, media systems, and digital discovery in the answer-engine era. Publishing since 2009.

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