Social & Digital Media Data Analytic Services

Background
The Texas General Land Office (GLO) and the Texas Veterans Land Board (VLB) are seeking proposals from qualified data analytics service providers to assist in developing and executing targeted social media campaigns. The goal is to leverage data-driven insights and advanced analytics techniques to optimize marketing campaigns aimed at increasing awareness of VLB benefits for Veterans in Texas. This includes increasing the number of land, home, and home improvement loans, applications to State Veterans Homes and Cemeteries, and overall awareness of the VLB among military members and Veterans.

Work Details
The selected provider will perform the following tasks:

1. Data Collection and Analysis: Gather social media data from platforms like Facebook, X, Instagram, and LinkedIn; analyze data for patterns, trends, and audience preferences; utilize advanced analytics techniques such as sentiment analysis.

2. Targeted Audience Segmentation: Develop a segmentation strategy based on social media data analysis; identify distinct target audience segments for tailored campaign messages.

3. Campaign Optimization: Collaborate with GLO/VLB Marketing to define campaign goals; provide recommendations on content strategy, ad targeting, and scheduling; monitor campaign performance for improvements.

4. Reporting and Evaluation: Create customized reports tracking key performance metrics; evaluate campaign effectiveness against KPIs; present comprehensive reports with insights and recommendations.

5. Media Placement Purchases: Place paid ads for VLB programs across various platforms including streaming services, social media, Google search, etc.; implement SMS campaigns based on targeted audiences; deliver email campaigns based on targeted audiences.

Deliverables include a minimum of six reports each month covering data analytics, audience segmentation, ongoing campaign status, independent campaign optimization reports, post-campaign after-action reports, and ad-hoc custom reports.

Period of Performance
The contract will be effective from the date executed by the last party and will remain in effect as indicated in Exhibit B of the GLO/VLB’s sample contract.

Place of Performance
The services will be performed primarily in Texas as specified by the GLO/VLB.

Bidder Requirements
Respondents must have been in the data analytics services business for at least three years within the last five years or have principals with similar experience. They must demonstrate experience in executing targeted social media campaigns; be registered with SAM.gov with an active Unique Entity Identifier (UEID); and be financially solvent.