Old Town Advertising, Marketing And Public Relations

Background
The City of Scottsdale is seeking to enhance Old Town Scottsdale's image as a premier destination for shopping, dining, arts and culture, nightlife, and special events.

The Tourism & Events Division aims to partner with an agency to provide comprehensive marketing, advertising, and public relations services that will drive foot traffic and boost economic activity while aligning with the city's tourism strategy.

Work Details
The selected agency will be responsible for:
1. Strategic Planning & Performance Measurement: Develop 6-8 multi-channel marketing campaigns annually, establish KPIs for each campaign (e.g., foot traffic increase, social media engagement), provide standardized reporting templates, and participate in stakeholder engagement.

2. Advertising & Creative Development: Design multi-channel advertising materials including digital, print, out-of-home, video/audio content, and experiential marketing. Maintain brand consistency across campaigns.

3. Website & Digital Content Management: Manage OldTownScottsdaleAZ.com ensuring SEO compliance and accessibility.

4. Social Media Management & Influencer Partnerships: Oversee social media accounts and develop content calendars while managing influencer relationships.

5. Public Relations: Execute at least four strategic PR campaigns annually including media outreach and managing responses to negative publicity.

6. Audio-Visual Production: Provide photography and videography services several times a year.

7. Stakeholder Engagement: Support city-led engagement efforts with local businesses during campaign development.

Period of Performance
The contract will be for one year from the effective date of the award, with the possibility of extending for four additional one-year periods.

Place of Performance
Services will be performed in Old Town Scottsdale, Arizona.

Bidder Requirements
Bidders must demonstrate experience in tourism or downtown branding projects and provide a minimum of three references from past clients in similar fields. They must also submit a detailed cost proposal outlining anticipated expenditures by service category.