Paid Media Advertising Services

The agency is seeking a vendor to provide strategic planning, execution, reporting, and training for paid media advertising services to support communication and outreach objectives. The scope includes conducting an initial discovery meeting to understand campaign goals, audiences, and messaging, as well as assessing the agency’s current digital and media presence. The vendor will identify target audiences, establish Key Performance Indicators (KPIs), develop a reporting schedule, and create a comprehensive integrated marketing strategy detailing paid media efforts.

Services will involve planning, launching, and managing digital advertising campaigns across platforms such as search engines, display and programmatic ads, social media, and local print media. The vendor will be responsible for optimizing audience targeting through geotargeting and demographic-based strategies, collaborating with agency staff to develop ad copy and calls to action, and ensuring ongoing campaign optimization. Monitoring of ad performance and real-time adjustments will be required to maximize efficiency and results, while ensuring compliance with relevant laws, accessibility standards, and agency policies.

Additionally, the vendor will establish performance tracking tools that agency staff can easily access and use, and provide regular reports detailing impressions, clicks, click-through rates, conversions, cost efficiency metrics, and delivering insights and recommendations for further optimization. The contract period is for two years.