Washington State Potato Commission RFP – Digital Marketing Services

Company: Washington State Potato Commission

Title: Digital Marketing Services

Scope: SEO Content Strategy and Development

Research and identify high-performing keywords relevant to Washington potatoes and agriculture. Create optimized blog posts, landing pages, and metadata to improve organic search rankings. Track SEO performance and adjust strategy as needed.

• Conduct site audit and competitive analysis,
• Identify target keywords (local, national, long-tail),
• Optimize on-page elements (titles, meta tags, headers, image alt tags),
• Improve site speed, mobile responsiveness, and accessibility,
• Build authoritative backlinks and manage local listings, and
• Monitor and report on rankings, traffic, and SEO KPIs

Creative Development

Design and deliver compelling visuals, copy, and video content for digital platforms. Maintain brand consistency while tailoring creative for each channel and audience.

1. Develop campaign themes and visual identities,
2. Write and design content (ads, blog posts, website copy, email content),
3. provide targeted keywords and a brief description of the articles for approval prior to writing a minimum of five (5) word articles per month,
4. Align creative with campaign objectives and target audience, and
5. Offsite/Outreach – making content available from one website to other sites to create back links and improve domain authority.
6. PTA Video and Display Campaigns

1. Develop and manage Pre-Roll/Programmatic Targeted Advertising (PTA) video and display ad campaigns. Ensure effective messaging and strategic placement for maximum engagement and ROI.

1. Scope of Work for PTA Video:
   • Define target geofences (e.g., retail locations, competitor sites),
   • Deliver tailored video ads to audiences within polygons, and
   • Measure foot traffic attribution to physical locations.
2. Scope of Work for PTA Display:
   • Target mobile users entering defined polygons with display ads,
   • Retarget those exposed with follow-up display or video messaging, and
   • Attribute physical store visits post-ad exposure.
3. YouTube Marketing

1. Create and manage YouTube video content and ad placements. Optimize video performance through metadata, thumbnails, and viewer targeting.

1. Scope of Work:
   • Create skippable and non-skippable YouTube ads,
   • Manage channel optimization (titles, tags, playlists), and
   • Target audience based on interests, behavior, and demographics.
2. Digital Out-of-Home (DOOH)

Plan and execute DOOH campaigns in strategic markets. Integrate creative assets that drive traffic to digital properties or physical locations.

iv.        Scope of Work:

4. Purchase placements across DOOH networks (e.g., billboards, transit, gas stations),
5. Use dynamic content or time-triggered ads (e.g., weather-based messaging), and
6. Coordinate creative specs with DOOH providers.

1. Reddit Advertising

1. Develop targeted campaigns to engage Reddit communities relevant to food, farming, sustainability, and regional pride. Monitor performance and engage in brand-safe community interaction.

1. Scope of Work:
   • Identify relevant subreddits for ad placement,
   • Develop native-style promoted posts and banner ads, and
   • Manage community engagement where appropriate.

1. Social Media Strategy and Management

1. Organic Content: Develop and schedule engaging content for Facebook, Instagram, TikTok, and Snapchat. Paid Targeted Social: Deploy geo-targeted and interest-based paid campaigns to increase reach and conversions. Track analytics, report on performance, and refine strategy monthly.

1. Scope of Work:
   • Develop platform-specific strategies for brand awareness, engagement, and conversions,
   • Manage content calendar and publishing,
   • Community engagement and response management, and
   • Paid social strategy.
2. Geo-Fencing and Targeted Digital Advertising

1. Implement advanced geo-fencing tactics to deliver location- based messaging. Monitor foot traffic attribution and retarget engaged users with follow-up campaigns.

i.         Scope of Work:

1. Build virtual fences around events, competitors, or stores,
2. Deliver ads to mobile devices within those areas, and
3. Retarget exposed users with additional messaging.
4. Video Creation & Photography

i.         Plan, shoot, and edit high-quality videos for use on YouTube, social platforms, and DOOH. Conduct seasonal photography sessions to capture fresh, engaging images for use across campaigns. Include storytelling elements, interviews, and field footage highlighting Washington potatoes and growers.

ii.       Scope of Work:

1. Capture high-quality video and photo assets for use across digital platforms,
2. Storyboarding, scripting, and production, and
3. Post-production editing with captions, voiceover, and branding.
4. Ad Creation and Execution

1. Develop static and animated digital ads for display, social media, and programmatic placements. Create platform-specific ad sets designed for performance, branding, and conversion.

1. Scope of Work:
   • Develop multi-format ad creatives (display, social, search, native),
   • Align creative with platform specs and audience preferences, and
   • Manage A/B testing and ad optimization.

Due Date: Wednesday, July 30, 2025 11:59 pm (Pacific Time)

Contact: Suzanne Johnson, Administrative Assistant

   Email Preferred:  Sjohnson@potatoes.com

  Phone: 1(509)765-8845