Social Media RFP Issued By Visit Florida

Scope: The selected agency will become part of VISIT FLORIDA’s agency team and will be expected to collaborate and support the work of other agencies and VISIT FLORIDA teams to achieve strategic goals. The anticipated base scope of work will include the following:

2. Social Content Briefing, Concepting, Asset Creation & Scheduling
   • Monthly creative concepting and content briefing for both VISIT FLORIDA and LoveFL brand accounts. Assume one to two rounds of client review and feedback for an established relationship.
   • Creative asset development including content sourcing, music selection, and editorial services such as content planning, copywriting, fact checking, proofreading and editing of materials.
   • Monthly asset creation for posting across platforms. Content must maintain 50% original content. Original content is defined as either produced by the agency (social-first footage captured and edited by the agency specifically for our channels) or created using existing

VISIT FLORIDA photography and video assets. UGC can include content sourced through our partner submission process and through VISIT FLORIDA’s third-party platform Crowdriff account.

2. For VISIT FLORIDA
   • 4x per week FB In-Feed and/or Reel posts
   • 5x per week IG In-Feed and/or Reel posts
   • 3x per week IG Stories + reposts when applicable
   • 2x per week X posts
   • 1 – 2x per week Pinterest posts
   • YouTube *cross-post testing with two top performing reels from our IG page per month
3. For LoveFL:
   • 3x per week FB In-Feed and/or Reel posts
   • 3x – 4x per week IG In-Feed and/or Reel posts
   • 2x – 3x per week IG Stories + reposts when applicable
4. The agency will schedule monthly content in VISIT FLORIDA’s HeyOrca social publishing platform. The VISIT FLORIDA team will provide a final review in HeyOrca! and approve to publish. (Note: VISIT FLORIDA is open to fine tuning the creative review and approval process, but the ideal agency works within the HeyOrca systems for the creative review and approval process.) The agency should assume two rounds of review and revision from the presentation of the initial post to final approval.
5. Real-Time Moments – Agency will identify applicable real-time moments trending on social media and suggest content ideas for either the

VISIT FLORIDA or LoveFL accounts (up to three (3) per quarter)

2. Social Media Community Management: listening, engagement, community building, and insight development.
   • Monitor overall brand and Florida travel sentiment in social conversations, identifying trends or flagging any concerns for VISITFLORIDA.
   • Listening and engaging with key target audiences across social media platforms. Estimate:
     • For VISIT FLORIDA, at least ten (10) hours weekly of community management for VISIT FLORIDA across key channels, Facebook, Instagram, X and YouTube Shorts.
     • For LoveFL, at least 5-8 hours of community management for LoveFL on Facebook and Instagram.
     • Assumes at least three (3) monitoring checks daily Mon-Fri 9-6PM EST and at least one (1) monitoring check daily Saturday-Sunday.
   • Identify and manage user generated content (UGC) approval requests via VISIT FLORIDA’s third-party platform, CrowdRiff.
   • Includes quarterly audit and updates to the VISIT FLORIDA Response Guidelines.
   • Proactively identify brands and / or accounts to engage with on social media that would support the VISIT FLORIDA or LoveFL strategies and build our online presence.
   • Content creator management and engagement
     • VISIT FLORIDA:
       • Collaborate with internal VISIT FLORIDA teams and public relations agencies to monitor in-market creators we have partnerships with. Engage with the creator’s content when posted. This includes accepting collaboration requests, commenting on posts, liking posts and sometimes sharing to VISIT FLORIDA’s story (type of engagement to be determined by the Public Relations team and/or agency and approved by the VISIT FLORIDA Social Media Manager). Assume about 10-15 creators per year – timing fluctuates.
     • LoveFL:
       • Collaborate with internal VISIT FLORIDA teams and public relations agency to proactively identify and engage with brand-appropriate content creators whose values and audiences align with LoveFL’s brand.
       • Develop and maintain positive, ongoing relationships with selected creators and act as the main point of coordination.
       • Oversee the creative collaboration process, providing detailed briefs, brand guidelines, and feedback to creators to ensure content meets expectations.
       • Actively monitor for potential reputational risks or

non-compliance, coordinating brand responses and issue resolution as needed.

2. Social Media Monitoring and Monthly Reporting
   • On a monthly basis the agency will deliver a comprehensive report outlining the previous month’s performance, assessment against annual goals and recommendations for optimization across all channels and platforms. The current report includes monthly recaps of metrics, key learnings, partner submission insights, community management highlights, collaboration with our paid social mediaagency to report on progress towards annual goals, and bi-annual performance reports.
3. Social Media Strategy
   • Maintain social media strategy for each brand while offering insights and recommendations as the social media landscape evolves.
   • Lead bi-annual evaluation of social strategy and update accordingly in conjunction with VISIT FLORIDA and VISIT FLORIDA’s paid socialmedia agency.
4. Crisis management and response.
   • Plan for comms framework (strategy) and templates (creative) to leverage during a crisis. Incremental estimates can be scoped out for building out all assets, stemming from approved plan(s), once we have a crisis.
5. Account Management and Administration Services
   • Provide necessary staff to complete tasks and services outlined in the final scope of work.
   • Transmit to VISIT FLORIDA an itemized monthly invoice for all fees and expenses billed for the prior month, with supporting documentation, no later than the 3rd (third) of each month. As well as an itemized monthly report for any expenses incurred within that month that has yet to be billed to VISIT FLORIDA (accurals).
   • Participate in regular status with VISIT FLORIDA, at the direction of VISIT FLORIDA. Status calls should include updates on projects, tasks, services and budget updates for all projects, and any material updates relating to the final agreement.
   • Participate in Integrated Agency Team meetings:
     • Monthly content planning meetings – presents trends and potential topics to cover in our next monthly content calendar while identifying current assets and or asset needs.
     • Monthly Integrated Agency Teams – share updates on current and upcoming projects in order to ensure transparency and collaboration across all agencies and teams.
     • Quarterly Editorial Share out meetings – VISIT FLORIDA Content team shares new content available for use followed by a discussion with all teams for future content needs.
     • Partner submissions – participate in bi-weekly meetings to review content submitted by partners for our content calendar. Provide insights and direction on the posts we should include in our content calendar and feedback to help partners improve their submissions in the future.
   • Attend yearly annual planning meeting at VISIT FLORIDA’s Tallahassee headquarters, as well as the Florida Governor’s Conference on Tourism

Due Date: July 18

Contact: Justin McGath, Manager jmcgath@visitflorida.org