Scope: The City of Joplin, Missouri seeks to contract a Marketing Agency of Record to be responsible for comprehensive marketing services for the city’s new destination bike park.
The bike park will be a world-class facility designed not only to serve the needs of local bicycle enthusiasts, but to become a national and even global destination for members of the mountain biking community around the world.
The marketing agency of record for the bike park will be responsible for providing the following services annually, or as needed; reporting and seeking approval for all such activity from theCity’s Director of Marketing & Communications:
1.1.1 Annual Marketing Plan & Proposed Budget
The City will have a limited marketing budget allotted for promotion of the bike park in each year’s budget, and the total budget may vary year-to-year. In Fiscal Year 2026, the Marketing & Communications Department will allot no more than $50,000 for marketing of the Bike Park from the department’s overall advertising budget. If the City should choose to cut the overall advertising budget, the Director may be forced to cut the amount allocated towards marketingthe bike park. IF grants or other funding sources (such as donations or business sponsorships) can be identified and acquired to augment the campaign marketing budget, either by the City or the Agency, then the campaign budget would increase by the total amount of additional funding so acquired for the relevant budget year. Expressed as a formula:
MarCom advertising budget for bike park promotion ($50,000 in FY 2026)
+ VisitJoplin advertising budget allotment for bike park promotion
+ Grants for bike park promotions and marketing
+ Sponsorship revenues allocated for bike park marketing
+ Bike Park merchandise sales revenue allocated for marketing
+ Any other donations or revenue sources allocated for bike park marketing
= Total bike park marketing budget for the current budget year.
The Agency shall recommend a strategic marketing plan and draft budget for executing said plan to the Director of Marketing & Communications by June 1st for each year of the contract, forinclusion in the early drafts of the City’s budgeting process. The Director of Marketing & Communications will review each year’s proposed marketing plan and budget and may recommend changes. The Director will advocate for the approved plan and budget to be fully funded in each year’s city budget, however final City budgets are not officially adopted by City Council until the end of October, for the new fiscal year beginning November 1st, therefore, theAgency may not know the final approved marketing budget for the bike park until Oct. 31 each year.
The first year Marketing Plan and Budget for promoting the Bike Park should be presented to theDirector of Marketing & Communications by end of November 2025 for review and revisions, and shall be adopted no later than December 31, 2025, to allow prompt implementation of bike parkpromotions and marketing. Adjustments to the marketing plan and budget allocating thespending for execution of the plan may be approved by the Director of Marketing & Communications in writing at any time. The second-year plan and proposed budget will then be due in June 2026 for the 2027 fiscal year and so on for each successive year this contract is active.
Any additional funding such as grants, donations or sponsorships which are allocated towards marketing and promotion of the Bike Park must be accounted for by an amendment to the current year’s marketing plan and budget, and such amendment allocating additional funds and outlining marketing activities supported by the increased budget amount must be approved by the Director of Marketing & Communications and the Director of Parks & Recreation prior to the expenditure of such funds.
1.1.1 Expected Costs and Billing for Marketing Services
Agency shall bill a flat monthly fee for these services (including professional project management, creative, production, ordering of ad placements and reporting), and pass through hard costs including ad placements, printing, and ordering of merchandise at no markup. Additional work beyond the adopted annual marketing plan must be approved by the Director ofMarketing & Communications, will depend upon availability of budgeted funds, and may be billed hourly.
Agency shall be responsible for development of creative materials to support the marketing and promotion of the bike park including but not limited to:
Design retail merchandise and SWAG to be sold on the Bike Park website and by the Parks & Recreation Department. Revenue from the sale of these items should go exclusively towards additional marketing budget for the Bike Park or maintenance and improvements for the BikePark.
1.1.1.1 First Year Minimum Expectation: Merchandise
In the first 6 months following execution of this contract, the Agency shall deliver at minimum:
- 3 different t-shirt designs
- 2 different hat designs
- 2 different bumper-sticker/decal designs
Creation of video content to promote the park and major events to be hosted at the park.
1.1.2.1 First Year Minimum Expectation: Video
In the first 6 months following execution of this contract, the Agency shall deliver at minimum:
- 3-5 minute overview video about the park
- 60-second video ad promoting the park
- 30-second video ad promoting the park
- Video documenting and celebrating the Bike Park’s grand opening event.
1.1.2.2 City Ownership of Video Product
All video b-roll shall be color corrected and provided free of watermarks or graphic overlays to theCity’s Marketing & Communications Department to be added to the City’s b-roll archive for use in future video projects. The City will own all video footage produced by the Agency for the Bike Parkfor our unlimited use indefinitely without additional compensation to the Agency.
1.1.3 Photography & Photo Content
High-quality, professional, and high-resolution action photography, event photography, and aerial photography of the park, it’s major events, and people enjoying the park.
1.1.3.1 First Year Minimum Expectation: Photography
In the first 6 months following execution of this contract, the Agency shall deliver at minimum:
- Marketing Photos Package (20+ High-Res Edited Stills)
1.1.3.2 City Ownership of Photography
All distribution-ready stills shall be edited and provided free of watermarks or graphic overlays to the City’s Marketing & Communications Department to be added to the City’s photo archive foruse as the City deems fit. The City will own all photography produced by the Agency for the BikePark for our unlimited use indefinitely without additional compensation to the Agency.
1.1.1 Graphic Design & Document Production
Graphic design and document layout of brochures, event flyers, park maps, etc. to be used in promoting the park and its major events. Printing and production costs shall be passed through with no markup and will be deducted from the total marketing budget for the Bike Park.
1.1.1.1 First Year Minimum Expectation: Graphics & Documents
In the first 6 months following execution of this contract, the Agency shall deliver at minimum:
- Printable PDF map (pocket or trifold) of the Bike Park.
- Social media graphics for major events to be held in the Bike Park.
- Event flyers for any major events to be held in the Bike Park.
- All ad designs required to implement the first year campaign plan.
1.2.1 Influencer Relationship Management
Manage influencer relationships with high-profile and relevant people widely-recognized in thecycling community, comping certain travel costs for them to visit the park, with the contractual expectation that influencers will generate positive content about riding bicycles in the park. Valid travel expenses include mileage, airfare, hotel, and per-diem (influencer only – no additional entourage) which shall be billed with no markup and deducted from the total marketing budget for the bike park.
1.2.1.1 First Year Minimum Expectation: Influencer Visits
In the first 12 months following execution of this contract, the Agency shall deliver at minimum:
- 2 Renowned cycling professionals to create and post social media content about the Joplin Bike Park.
- 1 other outdoor lifestyle/travel influencer (with a documented social media following of no less than 500,000) to create and post social media content about the Joplin Bike Park.
1.2.2 Media Buy Strategy & Ad Placements
Manage media buying and ad placement strategy. This may include traditional print and broadcast media, digital media, social media advertising, out-of-home (billboards, etc.) and over-the-top advertising on video and/or audio streaming platforms. Reporting and receipting of all ad placements and performance metrics shall be provided to the City’s Director of Marketing & Communications on a monthly basis.
Priority should be given towards design, production and placement of ads in relevant mountain biking or cycling-related magazine publications and websites, podcasts, and video media such as prominent YouTube or Tik-Tok channels about bicycles.
1.1.3.3 First Year Minimum Expectation: Advertising
In the first 12 months following execution of this contract, the Agency shall deliver at minimum:
- 2 placements in cycling magazines + websites
- 1 placement on a cycling or outdoor adventure related podcast
- 1 placement on a prominent cycling or outdoor adventure related YouTube channel
- 6-month billboard placement contract including locations along I-44 and/or I- 49
- Paid search and social media ads for targeted audiences
- Traditional broadcast TV, OTT, and video streaming ads targeting Joplin, Springfield, Kansas City, Tulsa, and Northwest Arkansas media markets.
Manage bike park sponsorship of appropriate events, influencers, podcasts, YouTube channels, etc. (i.e.: All episodes of this podcast are sponsored by the Joplin Bike Park.) All sponsorship agreements funded through the bike park’s marketing budget must be approved by the Director ofMarketing & Communications, Director of Parks & Recreation, and the City Attorney.
1.2 Earned Media and Community Engagement
Agency shall coordinate with the Director of Marketing & Communications on all Public Relations/Media Relations activity including but not limited to:
- Press Releases
- Media Pitches
- Cycling professionals and Social Media influencer pitching (unpaid)
- Publicity stunts and special events
1.2.1.1 First Year Minimum Expectation: Media Relations
In the first 12 months following execution of this contract, the Agency shall deliver at minimum:
- Draft press release announcing Grand Opening Event and assist in development of the distribution list for this release to target cycling-related media and the local and regional cycling community. City Marketing & Communications Department can provide contact list for Joplin area local media and surrounding media markets using Meltwater. City’s Director of Marketing & Communications to provide review, approval and distribution of the press release.
- Draft press releases announcing any major events scheduled to be held in the park. City’s Director of Marketing & Communications to provide review, approval and distribution of any such event press releases.
1.2.2 Community Engagement & Volunteer Coordination
Agency shall advise and assist the City in community engagement efforts regarding the bike park, which may include activities such as:
- The bike park grand opening to be held in Spring 2026.
- Annual stakeholder open houses where the public can provide feedback about thepark and its events and provide direction regarding future park improvements.
- Agency shall manage any social media communities for park volunteer groups and stakeholders, on behalf of the City, and under the direction and supervision of theDirector of Marketing & Communications and the Director of Parks & Recreation.
1.3.1 Bike Park Website Content
While the City’s Marketing & Communications Department will manage the Content Management System (CMS) access and websites, the Agency shall be responsible for developing new creative and promotional content to be added to the Bike Park website, shall advise on page layouts, and may be given access to add content directly to the website through the CMS selected by the City. At minimum, content shall be provided to the City’s Director of Marketing & Communications and Webmaster to be added to the bike park website in a timely manner.
1.3.2 Email Marketing & Newsletter
Agency shall develop an email marketing and newsletter strategy for the Bike Park in collaboration with the Marketing & Communications Director. Agency shall create content to be included in the newsletter and any other email marketing as needed to promote the bike park and maintain an engaged core audience of park enthusiasts. The e-newsletter shall be sent using theCity’s preferred email marketing platform account (currently Constant Contact), and the contact list for the bike park newsletter subscribers shall be property of the City, also to be maintained within the City’s preferred email marketing platform and not to be shared or sold without theexpress written consent of the City.
1.3.3 Social Media Account Management
Agency shall represent the City in managing the Bike Park’s official social media presence, posting quality content (including photos, videos, or information about upcoming events) on a weekly basis at minimum, and responding to questions posted as comments or direct messages to the Bike Park’s official accounts.
1.1 Event Planning & Coordination
Agency shall coordinate with VisitJoplin and the Parks & Recreation Department in developing a calendar of major and special events, along with regular programming of activities to be hosted in the bike park.
Agency shall then take the lead on developing creative materials or event branding for new events to be hosted by the City in the bike park. Branding of any city-owned events must be coordinated with the City’s Director of Marketing & Communications.
The Directors of VisitJoplin and the Parks & Recreation Department should also be consulted.
Agency shall also assist the City in bringing in events organized by outside organizations to be held in our bike park. All special events will need to go through the City’s established special event permitting process.
Marketing and Communication of any events to be held in the Bike Park must be coordinated with the City’s Marketing & Communications Director, to ensure the city’s other communications methods are able to provide additional promotion of the bike park’s calendar of events. We need to be aware of all events scheduled in the park.
1.1.1.1 Inbound Sponsorships
All inbound sponsorships of the bike park by any entity will be managed by the City, to ensure compliance with all federal and state laws. If the Agency encounters any entity seeking to sponsor the Bike Park, advertise their business within the Bike Park, or make a donation towards the Bike Park, all such entities must immediately be connected with the Director of Parks & Recreation in order to negotiate terms of the sponsorship, and to ensure proper approval of any such agreement with the City Attorney and City Finance Director. The Agency shall not be compensated in any way for introducing the City to potential or actual sponsors nor for helping establish any such sponsorship relationships. However, any sponsorships which result in an increase to the total marketing budget allotted for promoting the Bike Park, will result in additional marketing budget to be managed by the Agency for as long as this contract is active.
1.1.1.2 Establishment of a Non-Profit to Support the Bike Park
Any collection of persons or entities, which may or may not include the Agency or the City, may establish, sponsor, or make donations to a 3rd party non-profit with the purpose of supporting, promoting, maintaining, or organizing volunteers in support of the City’s Parks & Recreation Department and the Bike Park specifically. In the occasion of such an event, the Agency shall not profit from the establishment of such a non- profit, and shall not be paid or otherwise compensated by the City for working to establish or support such a non-profit, except for any increases to the total marketing budget for the Bike Park resulting from the activities of such non-profit. The total marketing budget for the bike park shall be managed by the Agency according to the approved marketing plan, for as long as this contract is active.
Due Date: 4:00pm CST on Tuesday, October 15, 2025
Contact: Drew Douglas ddouglas@joplinmo.org