Scope: The Vendor shall furnish all labor, supervision, project management, creative assets, technology platforms, and analytics needed to perform the following tasks. Tasks are grouped for clarity; the final agreement will be milestone- and deliverable-based.
A.SOCIAL MEDIA STRATEGY & MANAGEMENT
A. Strategic Planning – Develop an annual, channel-specific social media plan/campaign aligned to APA goals, community sentiment, and seasonal usage patterns.Content Creation – Produce copy, graphics, short-form video, motion graphics, and live-stream formats optimized for (at minimum) Facebook, Instagram, X/Twitter, LinkedIn, and TikTok.Editorial Calendar – Maintain a rolling 90-day content calendar with weekly adjustments based on performance data and city events.Community Management – Monitor platforms 7:00 AM-10:00 PM ET, respond to inquiries within 2 business hours, escalate service issues, and manage reputation risks.Paid Social Advertising – Plan, execute, and optimize paid campaigns (traffic, engagement, lead-gen) with monthly media spend caps approved by APA.
A. Social Listening & Crisis Response – Provide real-time monitoring dashboards and an incident escalation protocol.Influencer & Partnership Outreach – Identify and manage partnerships with local
businesses, downtown initiatives, and community influencers.
B.MARKETING MATERIALS & CREATIVE SERVICES
B. Brand Toolkit Development – Refresh or extend APA’s digital brand guidelines (typography, color palette, iconography, voice/tone).Collateral Design – Design brochures, signage, infographics, print ads, email templates, and promotional items supporting APA initiatives.Template Library – Deliver editable templates for in-house use (Adobe CC, Canva,
MS Office) and provide staff training.
C.ANALYTICS & REPORTING
To ensure all digital efforts are purposeful and measurable, the selected Vendor will be responsible for establishing a concise, actionable analytics and reporting system. The analytics approach must help the APA understand the impact of its social media, website, and digital communications activities with minimal complexity.
C. Unified Performance Dashboard
The Vendor will implement a centralized reporting dashboard integrating data from:
C. * Website (i.e., Google Analytics 4)
* Social media platforms (Facebook, Instagram, LinkedIn, X/Twitter, TikTok) This dashboard must track key performance indicators (KPIs), including reach,
engagement, website traffic, and user actions (e.g., permit clicks or payment visits). APA staff must have 24/7 access and the ability to export summary data.
C. Monthly Summary Reports
A brief, easy-to-read monthly report (2–3 pages) shall be delivered electronically. It will include:
C. * A high-level overview of performance trends
* Notable content that performed well or poorly
* Key metrics vs. prior month
* Suggested actions for improvement
Quarterly Strategic Review
Once per quarter, the Vendor will deliver a summary deck and meet with APA to review cumulative results, discuss trends, and adjust the content or ad strategy as needed. This ensures alignment with APA goals and seasonal shifts.
C. Data Accuracy & Simplicity
All reported metrics must be accurate, clearly labeled, and free from unnecessary (TBD) detail. The Vendor will provide definitions for each KPI and explain what the data means in plain terms. Reports must support informed decision-making by non- technical stakeholders.
D . TRAINING & KNOWLEDGE TRANSFER
* Conduct quarterly workshops for APA staff on content management systems, basic
design tools, and crisis communications protocols.
I.ESTIMATED SCHEDULE OF EVENTS
Due Date: September 12, 2025 – 2:00 PM ET
Contact: Allentown Parking Authority
Attn: Jonathan Haney, Executive Director 603 W. Linden St.
Allentown, PA 18101
Faxed or e-mailed proposals will not be accepted. Late proposals will be returned unopened.
