Scope: Proposers should outline how they can fulfill a scope of work that includes the following activities: public relations, advertising, digital advertising media buying, and social media services, as set forth below.
1. PUBLIC RELATIONS The Corporation requires Proposers to provide public and media relations initiatives, including, but not limited to, strategic planning, partnership opportunities, activating media events and programs, content creation and distribution, and to assist other functions of the Corporation as needed. Proposers should have demonstrated relationships with national and regional print and broadcast media.
Public Relations Core Services At a minimum, the Proposer(s) should be able to perform the following services under the strategic direction of the Corporation’s staff:
Strategic Planning: Support the development and writing of the Corporation’s communications plan; conduct research for, and provide input to, a multi-year public and media relations plan; establish program key performance indicators and measures; execute required items from the plan as requested; and provide required reporting to the Corporation on performance of the plan.
Public & Media Relations: Provide ongoing media relations support, representing Rhode Island’s unique story and targeted media opportunities; align partner priorities to provide direct referrals to regional marketing organizations; maintain strong relationships with a diversity of U.S. media across multiple channels in the tourism, lifestyle and other relevant sectors; review and analyze incoming U.S. media queries for information; proactively pitch based on the Corporation’s strategic plan; provide recommendations to the Corporation and follow up with journalists as required; organize and execute media events and familiarization (fam) tours; arrange and manage media appointments for community representatives in key domestic markets; and secure journalists to visit Rhode Island either individually or in groups.
Content Creation and Distribution: Create and share relevant media materials and messaging; monitor the content being created as a result of the efforts by the Corporation and firm(s). This includes, but is not limited to: creating press releases, backgrounders, story idea pitches and other press materials, key messages, speeches, etc.; identifying appropriate distribution channels (e.g. newswire agencies, trade shows, media distribution lists and networks, etc.); and managing the distribution of content across these channels. Copywriting is to be included in this and all services within the Scope.
Partnership Cultivation: Identify potential projects where the Corporation would be able to work with appropriate media and brands; identify trade shows and consumer events worthy of consideration for the Corporation; and promote and represent the state at relevant events.
2. ADVERTISING For each of the following project areas, the Proposer should prove its capability by describing strategies to be used and quality controls. Sufficient detail must be given and must include examples of past projects, ability to meet deadlines, and managerial experience. The Proposer should demonstrate knowledge and understanding of brand in a global marketplace, and the shifting dynamics of how consumers receive and use information today.
Strategic Planning: Provide the Corporation with an “insider’s look” at the Proposer’s strategic account planning process. For instance, what goes into the development of a plan? What type of research does the Proposer perform?
Advertising Campaign Development: Demonstrate how the Proposer develops a holistic approach to client brand advertising, integrating interactive, including social media, into the overall strategy, along with emerging trends including marketing technology. Include how the Proposer’s media planning has changed due to barriers affecting traditional frequency and reach via television, including streaming services, video on demand, recording devices, etc. For instance, how does the Proposer approach and extend beyond that 30-second spot? How has the Proposer’s strategy evolved based on the way consumers are receiving and using their information today?
Production/Creative: Does the Proposer do production in-house? If not, how does the Proposer manage production? Is the Proposer’s creative team located in the office that this account will be managed? The Proposer should demonstrate current and/or past client examples of how its brand development moves across all mediums.
Media Planning & Buying: The Proposer should outline its process in deciding where, when, and how to purchase media, what tools or analytics it uses, the determining elements that make the Proposer’s purchasing decisions, optimization strategy, and co-op Strategy. The Proposer should provide an overview of its philosophy as it relates to planning and buying media domestically.
Promotional and Strategic Partnerships: The Proposer should identify where its strategic partnerships or alliances fit into its overall approach and how it has used strategic partnerships to extend a client’s budget and exposure.
3. DIGITAL ADVERTISING MEDIA BUYING The goal of the Corporation’s digital advertising is to generate cost-effective, quality inquiries to increase the quantity of overnight visits to Rhode Island. The Corporation seeks a strong partner with significant and proven experience purchasing digital advertising media for large organizations, while utilizing a data-driven approach for timely purchasing and effective optimization of performance.
Core Services The Proposer will work with the Corporation’s marketing department to achieve agreed-upon goals for growth and must have a successful record of achieving growth through a proactive, analytical, and innovative media buying approach. The Corporation is seeking a strategic partner with a proven, results-oriented background in acquisition marketing. In addition to digital media buying, including digital billboards and outdoor advertising, there will be some traditional media, including radio and television commercial placement.
Strategy and Approach Proposers should explain how it will approach and provide the requested services and capabilities below and detail how it plans to approach digital advertising media buying for the Corporation to fuel growth in a crowded market. Proposers should highlight use of cuttingedge technology and how it will leverage data as a competitive and strategic advantage. To accomplish this, Proposers should demonstrate the following services:
Paid Search: Regular campaign management and optimization via bid management tools; campaign, ad group, and keyword creation; ad copy development; ongoing testing and optimization; set-up and maintenance of audience lists; and landing page recommendations.
Display (Prospecting, Retargeting, Native and Online Video/Audio): Media planning and buying, utilizing relevant advertising networks and sites; ongoing optimization of campaigns, including pixel mapping; and cohesive messaging recommendations and implementation.
Mobile: Identify standout media opportunities and maximize conversions through best practices and trends.
Paid Social: Leverage social media sites for acquisition purposes; actively manage, optimize and test campaigns; and create variety of messaging and recommended imagery. Work with social media team to maximize paid social efforts and implement effective media placements based on strategy.
Explore Additional Opportunities: including advanced/digital TV, marketing technologies and other digital opportunities as they arise.
Vendor Capabilities & Reporting Structure Understand the Corporation’s business strategy and negotiate and execute on agreed upon media plans; drive quality inquiries, while maintaining the integrity of the brand; provide comprehensive recommendations for each media tactic based on meeting the agreed-upon goals; produce weekly reporting and comprehensive analysis on performance and optimization efforts; and communicate and apply the most relevant and competitive trends and performance measures.
4. SOCIAL MEDIA SERVICES The goal of the Corporation’s social media presence is to showcase the State in an aspirational way, capturing the attention of followers with captivating imagery highlighting the diverse offerings in the State, while engaging consumers and driving them to VisitRhodeIsland.com for trip planning resources.
Core Services Proposers should demonstrate how they plan to integrate social media into a brand strategy, complementing ongoing advertising and public relations strategies and tactics to further strengthen the Corporation’s brand.
Strategy & Approach Proposer should demonstrate how they integrate social media into a brand strategy and how they would approach a global social strategy; work in collaboration with the Corporation to develop content, provide an overarching social strategy, paid social media plan, and guidance on implementation; and develop recommendations for how a brand should resource to efficiently manage a global social footprint.
Content Creation: Build a strategic content calendar tying in current messaging from advertising creative, aiming to showcase content that is inspirational and offers a look at the variety of accommodations, restaurants, activities and events throughout the state and during all four seasons. Utilize a mix of user-generated content along with organic content to diversify the content for a variety of digital audiences and targeted geographies.
Channel Monitoring and Growth: Recommend strategies, to include monthly contesting, to increase data acquisition opportunities and growth. Monitor trends and identify opportunities on new channels or current features not yet explored. Ongoing timely community management to reply to comments and direct messages as well as travel inquiries and complaints, including an escalation plan where appropriate.
External Partnerships: Secure and work with content creators and influencers to increase channel growth and engage new audiences while generating timely content.
5. PAID MEDIA EXECUTION Contractor shall research and determine appropriate media outlets for the Corporation and solicit requests for proposals from appropriate vendors to assist the Corporation in accessing and marketing in such media outlets. The Contractor shall assist the Corporation in compiling and analyzing the proposals submitted. The Contractor shall negotiate and continually manage buys and added value along with providing the Corporation with front end analytics provided by any solicited vendor. In addition to digital media buying, including digital billboards and outdoor advertising, there will be some traditional media, including radio and television commercial placement.
6. RESEARCH AND DEVELOP MEDIA STRATEGIES, ANALYTICS AND SEARCH ENGINE MARKETING Contractor shall conduct research necessary to understand the Corporation’s target audience and the Corporation’s media consumptions, which shall include, but is not limited to, an assessment of the Corporation’s competitive environment, a determination of geographic priorities, and an evaluation of opportunities to create a marketing strategy. The Contractor shall prepare and deliver to the Corporation a measurement plan, which will compile research data and have the capability to provide monthly back-end analytics and recommendations for the Corporation’s marketing efforts. The Contractor will procure paid search and search engine marketing, including regular campaign management and optimization via bid management tools; campaign, ad group, and keyword creation; ad copy development; ongoing testing and optimization; set-up and maintenance of audience lists; and landing page recommendations.
7. CREATIVE SERVICES Contractor shall provide a range of creative services, to be outlined in consultation with and subject to the approval of the Corporation for creative assets which may be required to be created and published in support of any paid media plan.
8. GENERAL AND ADMINISTRATIVE ASSISTANCE TO THE CORPORATION’S STAFF As part of the services provided, Contractor shall assist the Corporation with any general and administrative services necessary to carry out the objectives of the Corporation’s media purchasing efforts, including, but not limited to, participating in weekly status meetings, or any other meetings as needed; preparing client billing; and reviewing, approving, and paying vendor invoices on behalf of the Corporation.
Due Date: by 11:59 pm on Friday, April 25, 2025
Contact:RFP@commerceri.com