ON-CALL MARKETING AND SOCIAL MEDIA SUPPORT: Town of Vienna

RESPONSE DEADLINE: September 30, 2024, 11:00 am

RESPONSES MUST BE SUBMITTED ELECTRONICALLY TO:

https://procurement.opengov.com/portal/viennava

Introduction

2.1. Summary

The Town of Vienna Economic Development Department seeks to engage an on-call marketing and

communications firm to provide expertise in social media graphics, digital content creation, and

marketing collateral. The selected firm will work with the Town’s Economic Development Department to enhance its marketing efforts through a variety of campaigns and materials.

2.2. Background

Located in Northern Virginia and approximately 14 miles from Washington D.C., the Town of Vienna is an incorporated town within Fairfax County—adjacent to Tysons Corner (Northeast), Oakton and Fairfax City (Southwest), Merrifield/Mosaic District (Southeast) and Reston (Northwest).

The Town is 4.4 square miles and home to approximately 16,556 residents with a median household income of $215,556.

Vienna is primarily a residential community with at least 71 percent of the land developed for residential purposes. The Town has approximately 3.5 million square feet of commercial and industrial space.

Vienna is also home to a diverse business base, including independent retailers, even serving as the headquarters for the nation’s largest credit union—Navy Federal Credit Union.

2.3. Contact Information

Jerry Amacker

Procurement Officer

127 Center Street South

Vienna, VA 22180

Email: jerry.amacker@viennava.gov

Phone: (703) 255-6359

Scope of Work

5.1. General

The firm will be responsible for the following services:

1. Social Media Graphics

• Campaign Graphics: Design and produce eye-catching graphics for various social media

campaigns to promote signature Town of Vienna Economic Development Department events,

initiatives, and services such as: Economic Development Week, State of the Economy Event,

• Platform Optimization: Ensure graphics are optimized for different social media platforms (e.g.,

Facebook, Twitter, Instagram, LinkedIn).

• Content Calendar: Collaborate on the development of a content calendar to plan and schedule

social media posts.

• Engagement: Design graphics that encourage engagement and interaction with the

Department’s social media audience.

2. Digital Content Creation

• Web Content: Create engaging digital content for the Explore Vienna VA website, including

infographics, and interactive elements.

• E-Newsletter: Design visually appealing content for the Town Business Matters e-newsletter,

including headers, featured sections, and promotional elements.

• Ad Support: Develop digital advertisements, including display ads, social media ads, and other

online promotional materials.

3. Print and Digital Ad Support

• Print Ads: Design and produce print advertisements for local newspapers, magazines, and other

print media.

• Digital Ads: Create digital ads for online platforms, ensuring alignment with campaign goals and

target audiences.

• Ad Copy: Develop compelling ad copy to accompany visual elements, optimizing for

engagement and conversion.

4. Marketing Print Material and Collateral

• Brochures and Flyers: Design and produce brochures, flyers, and other marketing materials to

support Departmental signature events and initiative such as Economic Development Week,

Impact or Annual Reports.

• Posters and Banners: Create posters and banners for both internal and external use, including

event signage and promotional displays.

• Swag and Promotional Items: Design and produce branded merchandise (e.g., pens, tote bags,

mugs) to promote the Town’s economic development efforts.

5. Project Management and Collaboration

• Coordination: Work closely with the Economic Development Department to understand project

requirements and objectives.

• Timelines: Manage project timelines to ensure timely delivery of all materials and content.
• Feedback and Revisions: Provide drafts for review and incorporate feedback to ensure

alignment with the Explore Vienna VA branding and messaging.

6. Additional Support

• Creative Strategy: Offer strategic advice on creative direction and marketing approaches.
• Trend Analysis: Stay updated on industry trends and incorporate innovative ideas into

marketing materials.

• Reporting: Provide regular updates and reports on the performance and effectiveness of

marketing materials and campaigns.

Deliverables

• Social Media Graphics: A variety of graphics for different campaigns and platforms.
• Digital Content: Web banners, e-newsletter content, and digital ads.
• Print Materials: Brochures, flyers, posters, banners, and other branded merchandise.
• Campaign Reports: Regular performance reports and insights into marketing effectiveness.

Requirements

• Expertise: Demonstrated experience in creating strategic social media campaigns and graphics,

sophisticated digital content, and engaging, clear marketing materials.

• Portfolio: Provide a portfolio showcasing previous work in similar projects.
• Flexibility: Ability to handle multiple projects simultaneously and adapt to changing needs.
• Communication: Strong communication skills for effective collaboration with the Town’s

Economic Development Department.

Budget

• The on-call marketing support budget is $20,000 yearly.