REQUEST FOR PROPOSALS RFP#2024-24 SOCIAL MEDIA ADVERTISING MANAGEMENT
BOARD OF COUNTY COMMISSIONERS
PROPOSAL CLOSING DATE, TIME AND LOCATION:
DATE: April 25, 2024
TIME: 2:00 PM, Pacific Time
PLACE: https://bidlocker.us/a/clackamascounty/BidLocker
SECTION 3
SCOPE OF WORK
3.1. INTRODUCTION
Clackamas County is seeking Proposals from vendors to provide Social Media Advertising Management.
Please direct all Technical/Specifications or Procurement Process Questions to the indicated
representative referenced in the Notice of Request for Proposals and note the communication restriction outlined in Section 2.19.
3.2 BACKGROUND
Clackamas County Tourism (“CCT”), branded “Oregon’s Mt. Hood Territory” is the Destination Management Organization of the county. Our mission is to enhance the quality of life for residents by optimizing the economic impacts of the tourism industry derived from the County’s Transient Room Tax.
Internal marketing staff handle the day-to-day planning and execution of organic social media. We use paid and organic social media to drive web traffic to mthoodterritory.com and partner websites. We feature beautiful, original photography, video and user-generated content to spark connections and inspire action.
While visitors 50+ miles outside of our destination are a priority audience group, we also target certain messages for local audiences as part of our strategic objectives.
CCT seeks a vendor who can create, manage and optimize paid social media ads and ad campaigns and can lead CCT through research, planning, organization and delivery of a strategy that aligns well with the needs of the organization’s strategic objectives and accompanying priority messages. The selected vendor should advise marketing staff on best practices for improving campaign performance and should handle day-to-day ad optimization.
Rather than focusing on what some digital marketers refer to as “vanity metrics,” including reactions and follows, we measure success by what actions users take after landing on our website. The chosen vendor will help us get the right message to the right people who are most likely to convert/take the desired action once they get to our website.
Example of content we are not looking for:
A beauty shot of Trillium Lake in the summer gets 3k likes and a big uptick in follows for the month. Not only do the likes have little meaning to us, promoting well known, overburdened attractions runs counter to our strategic outcomes.
Example of content we are looking for
A post linking to a mthoodterritory.com article about lesser-known hikes results in 2800 post link clicks, a low cost-per-click, and users are spending at least one minute on the landing page.
Social Media Channels
Facebook @mthoodterritory
172k followers | 14+ million annual impressions | 440k+ annual engagements
Instagram @mthoodterritory
Social Media Advertising Management Page 7
63k+ followers | 3.1+ million annual impressions
Historically paid efforts have not performed as well on this channel compared to Facebook
Youtube @mthoodterritory
1.3k subscribers | 600k+ annual views
3.3. SCOPE OF WORK
3.3.1. Scope: The scope of work will include, but is not be limited to:
Strategy/Research
- Establish an effective, data-informed paid social media strategy on Facebook, Instagram and YouTube (posts, Stories, Reels, Shorts and other in-channel ad opportunities).
- Set goals for paid social in collaboration with the marketing team.
Ads Management
- Create, place, and monitor seasonal ads, ad campaigns and boosted posts on Facebook, Instagram, and YouTube (ads/campaign length varies depending on goals/content).
- Approximately 5-10 ads per month
- Build a variety of ad types, including video, carousel, static etc.
- Advise marketing staff on the best ad types and placements for each topic prior to asset gathering.
- Get monthly approval on paid posts/campaigns (including creative, audience groups etc.) from designated marketing staff.
- Agency to share draft ads with marketing staff using some type of SaaS (Google Drive, Dropbox etc.).
- Marketing team to provide messaging guidance, topics and assets via the same platform.
- Review and optimize ads on a daily basis.
- This includes targeting and refining audiences and budgets based on performance data, running A/B tests etc.
- Build target audience groups based on input from marketing team
- Some messages with target local audiences, others will target audiences 50+ miles away
- Typical geographic markets include Oregon, Washington, California and Vancouver, BC. (CCT considers it a drive market.)
- CCT may suggest other geographic markets based on the ad topic’s relationship to Datafy’s (or other database) information about clusters and points of interest within the destination.
- Employ first-party data to create target audiences. For example, CCT can provide mobile ad
- ID (MAID) information from Datafy.
- CCT is interested in reaching traditionally underserved communities, including neurodiverse,
- BIPOC, AAPI and LGBTQIA+ audiences, as well as potential or returning visitors who value regenerative tourism and sustainability.
- Content Creation
- Design graphics, as needed.
- CCT will provide the brand style guide.
- Design GIFs, as needed.
- Reformat social media assets.
- Resize and adjust existing creative assets for use in social media campaigns.
- Social Media Advertising Management Page 8
- Write social media captions based on messaging input from marketing team
- Analysis/Reporting
- Provide monthly insights reporting.
- CCT will measure success with metrics including cost-per-click, conversion rates, landing page views, and link clicks.
- Will also need to track impressions, engagements, video views/ completions for departmental reporting.
- Include a qualitative narrative section for each campaign/season with key takeaways.
- Must have working knowledge of GA4 to track performance; ensure social campaigns that are generating web traffic move the needle via engagement times, events and conversions.
- Ensure a mutual exchange of data interpretation learning and optimization practices between the vendor and marketing team.
- Project Management
- One point of contact for questions and issues.
- Annual kick-off meeting at the beginning of each fiscal year in July to determine annual paid social strategy with CCT to ensure all work remains within budget.
- Organize and attend monthly meetings with the marketing team.
- The purpose of these meetings is to review prior month’s performance, plan ahead, identify/update priority messages etc. Send staff monthly written reports outlining/recapping discussions, actions and results.
- Agency pays for ads and bills CCT. Submission of all invoices and receipts will be via email to amber@mthoodterritory.com.
Trainings
- Provide two virtual or in-person paid social ad training to CCT partners and staff, either one-on-one or
- in a group as needed and identified by CCT staff.
- CCT to provide
- Ads access to accounts
- Brand style guide
- Approval on creative
- Images/assets
Shareable calendar with priorities, goals, messaging direction
3.3.2. Work Schedule:
Fall 2024 Process
Early July | Kick off call for the teams to meet, discuss strategy and set goals/expectations/meeting schedule etc.
Mid-July | Review and discuss seasonal and evergreen priorities with marketing team
Agency advises on ad formats for identified topics
Early August | Marketing team sends agency shareable document with topics, messaging guidance, run dates, assets etc.
Social Media Advertising Management Page 9
Mid/late August | Agency creates draft ads/ad campaigns, sends to marketing team for review/approval
Two rounds of revisions; one week turnaround
Early September | Final approval from CCT due to agency
Mid-October | Agency launches fall ads/ad campaigns
Ongoing throughout season | Agency handles monitoring, tracking and reporting of ad performance out to
CCT
Typical timeline for starting planning/creative process:
- Spring season: Early/mid-January
- Summer season: Early/mid-April
- Fall season: Early/mid-July
- Winter season: Early/mid-October
3.3.3. Term of Contract:
The term of the contract shall be from the effective date through June 30, 2029.
3.3.4 Sample Contract: Submission of a Proposal in response to this RFP indicates Proposer’s willingness to enter into a contract containing substantially the same terms (including insurance requirements) of the sample contract identified below. No action or response to the sample contract is required under this RFP. Any objections to the sample contract terms should be raised in accordance with Paragraphs 2.2 or 2.3 of this RFP, pertaining to requests for clarification or change or protest of the RFP/specifications, and as otherwise provided for in this RFP. This RFP and all supplemental information in response to this RFP will be a binding part of the final contract.
The applicable Sample Personal Services Contract for this RFP can be found at
