Purpose
SAEDF is interested in retaining an agency who will design, develop and implement strategic advertising and public relations campaigns that, in collaboration with SAEDF will:- Promote awareness of SAEDF and SA Works programs throughout the San Antonio metro area which includes:
- Community outreach
- Communications campaigns
- Identification of key target audiences and tactics for each
- Increase San Antonio’s profile/brand awareness to position San Antonio as a prime location for relocation and expansion in key target industries.
- Increase local awareness of the SAEDF-led Business Retention & Expansion (BRE) Program.
- Increase SAEDF membership and SA Works supporters.
- Support a comprehensive brand strategy for SA Works program across key stakeholders including employers, school administrators and youth.
- Support SAEDF website maintenance and enhance/re-design SA Works website.
Scope of Work (SOW)
The selected Firm(s) will be expected to service the marketing (advertising, public relations, etc.) needs of the SAEDF & SA Works. The list below includes a sample of the required services:Advertising/Marketing:
- Strategic research and plan development for various programs/services.
- Create coordinated advertising campaigns (print, broadcast, digital, online, email, etc.) to include written plan, including objectives, audience description, strategies, tactics and budgets.
- Creative strategy and design (collaterals, reports, advertising and visual display, broadcast or social media materials).
- Concept development, including quality graphic design.
- Develop original copy (text), copywriting and editing. This may also include Spanish marketing collateral
- Media planning & buying: media negotiations, client meetings, phone calls and correspondence related to specific media plans/buys.
Public Relations:
- Strategic planning.
- Build messaging that can be used in various channels including earned media, social media and paid traditional media to geo-target key audiences through timely/relevant channels to drive awareness, create an emotional connection and educate on key actions, and drive traffic to the website.
- Create messaging to drive interaction and build excitement through sharing relevant content and providing opportunities to interact with the programs/services.
- Develop a concrete social media strategy using tools like: Facebook, Twitter, LinkedIn and Instagram.
- Develop and pitch storylines and press releases, fact sheets and industry highlights to the media; coordinate media interviews & press conferences.
- Identify and submit SAEDF & SA Works, its board of directors and/or clients for industry award opportunities.
- Support communication efforts (i.e. blog posts, monthly eNewsletters, etc.) as needed.
- Develop and maintain targeted media lists (local, trade, national and international).
- Maintain SAEDF database for city, state, local colleges & universities and local businesses rankings.
- Strengthen relationships with community partners.
- Share the SA Works Program’s goals, aspirations and available programs.
- Propose and develop database of users and providers for the public relations campaign.
Website development and maintenance:
- Maintain website for SAEDF to include enhancements and modifications.
- Rebuild and redesign the exiting SA Works website to be engaging and unique, allow for more robust data analytics, and matching capabilities.
- Provide site log reports to help measure and understand visitor behavior in order to improve web site performance and availability; including:
- Web traffic analysis
- Path analysis
- Visitor trends
- Page views
Account Management & Reporting:
- Meet with SAEDF & SA Works staff as needed for the purposes of carrying out initiatives.
- Maintain internal procedures that ensure budget control, prompt billing and quality control, including but not limited to auditing invoices for space, time, preparation and services.
- Prepare cost schedules and project sheets for advertising expenditures and other related costs and secure SAEDF's approval of all expenditures with regard to authorized advertising by submitting preproduction estimates.
- Assign and aid in the prosecution, application, registration, and defense of all applicable intellectual property.
- Provide weekly status reports, or as otherwise requested, to the SAEDF updating the progress of all projects.
- Provide monthly, quarterly and annual performance cost analysis for investment.
- Develop analytical data reports and KPI’s in collaboration with SAEDF and SA Works leadership to measure overall effectiveness and performance, and provide detailed reports monthly.
