Media buys, digital marketing and traditional marketing.
Purpose:
The South Dakota Governor’s Office of Economic Development is seeking the professional services of multiple agencies with extensive experience in handling marketing consulting services including media buys, digital marketing and traditional marketing.
The RFP is dividing the scope of advertising, marketing and public relations services sought by the South Dakota Governor’s Office of Economic Development in two different components. The purpose of dividing the work into two components is to provide the department with the greatest flexibility possible to choose the most creative, innovative and entrepreneurial proposals possible. The two components allow prospective Offerors the opportunity and flexibility to submit proposals in response to a single component, multiple components, or all four components. While the RFP is divided into two components, it should be understood by all Offerors responding to the RFP that there will be overlap among tasks /work between components. Furthermore, it is important, that all Offerors recognize that an award of a contract under a particular component does not guarantee exclusivity to perform all of the tasks described under the component. The Governor’s Office of Economic Development reserves the right to assign tasks to any Offeror as they see fit. Some tasks listed below may also be kept as operational activities within the Governor’s Office of Economic Development.
COMPONENT ONE – BUSINESS RECRUITMENT: TRADITIONAL MEDIA, BRAND MANAGEMENT, CREATIVE SERVICES AND COOPERATIVE MARKETING PARTNERSHIPS
The Offeror selected for COMPONENT ONE shall work collaboratively with the Governor’s Office of Economic Development and may be required to perform the following duties:
• Lead creative agency for the Governor’s Office of Economic Development.
• Brand management.
• Content creation for television, print, radio and out of home (OOH) efforts.
• Creative production for television (broadcast, cable satellite, alternative), print, radio and OOH efforts.
• Scheduling and planning of comprehensive media schedules for television, print, radio, direct mail, OOH, etc.
• Traditional media buying, including print, television, radio and OOH.
• Assist with developing comprehensive cooperative marketing programs (television, print, digital, email, direct mail and OOH).
• Consumer and market research – Conduct research that evaluates the profile and demographics of GOED’s market.
• Post campaign research – Conduct research into overall performance and effectiveness of marketing tactics and campaigns.
• The agency will be expected to participate in regular status conference calls on a date and time established by the Governor’s Office of Economic Development.
• For COMPONENT ONE, the agency must have the financial capacity to contract and purchase media without advance payment by the Governor’s Office of Economic Development.
• For COMPONENT ONE, the agency shall agree and understand that the South Dakota Governor’s Office of Economic Development shall have the right to approve or disapprove of any of the agency’s personnel assigned to the account. Furthermore, the agency must obtain the verbal and/or written approval of the department prior to replacement of any previously approved account team member. The agency shall agree and understand that the Governor’s office of Economic Development shall have the right to request replacement of any person assigned. Unless the situation regarding the agency’s assigned personnel requires immediate replacement, the agency shall be allowed at least fourteen calendar days after notification to replace the account team member.
4.2 BUSINESS RECRUITMENT: SOCIAL MEDIA
The Offeror selected for COMPONENT ONE shall work collaboratively with the Governor’s Office of Economic Development and may be required to perform the following duties:
• Identify emerging technology and trends in social media to enhance and expand social media platforms by executing innovative, creative, strategic and engaging strategies and campaigns that are aligned with the department’s brand.
• Create social media content, monthly editorial calendars and creative unique to efforts for all channels.
• Plan, purchase, execute and report/monitor social media buys.
• Willingness and ability to incorporate pieces of traditional media and other marketing efforts into the department’s social media efforts.
• Provide social media analytic services and monthly reporting services.
• Social media management, monitoring and measurement/reporting will be required as to meet agreed upon objectives and goals.
• Brand management.
• On a monthly basis, the agency will be expected to submit a detailed spreadsheet that gives an update on the status of the budget.
• For COMPONENT ONE the agency must have the financial capacity to contract and purchase media without advance payment by the Governor’s Office of Economic Development.
4.3 BUSINESS RECRUITMENT: DIGITAL MARKETING
The Offeror selected for COMPONENT ONE shall work collaboratively with the Governor’s Office of Economic Development and may be required to perform the following duties:
• Concept, write, create and place digital marketing materials.
• Manage media buying process for digital marketing.
• Manage paid search buys on all of the major search engines.This includes management of the allotted pay-per-click budget. For search marketing, develop, execute and report on keyword-based PPC programs.
• Provide ongoing strategic planning, management, direction and implementation regarding all electronic/interactive digital marketing mediums (online banners, search engine marketing, video, contextual placements, etc.) to ensure this strategy integrates with traditional advertising efforts and the South Dakota brand.
• Research, identify and recommend emerging technology and trends in digital marketing with the ability to integrate through innovative, creative, strategic and engaging strategies and campaigns that are aligned with the department’s brand.
• Ability to provide detailed monthly reporting on the digital media efforts.
• Research effectiveness and ROI of digital marketing strategies.
• Research and recommend new interactive technologies strategies and services.
• Brand management.
• For COMPONENT ONE the agency must have the financial capacity to contract and purchase media without advance payment by the Governor’s Office of Economic Development.
Due Date:
5 p.m. CST May 3, 2021
Address:
Mary Lehecka Nelson, Deputy Commissioner Governor’s Office of Economic Development 711 E. Wells Avenue Pierre, SD 57501-5706
Agencies to consider include Magrino PR and Alison Brod PR.