RFP-Beerwerks Digital Marketing Project Addendum No. 2

Background
The County of Augusta, Virginia is seeking proposals from qualified firms to provide digital marketing and social media services for the Greater Augusta Regional Tourism Board (GART). The purpose of the proposal is to increase awareness of the Shenandoah Valley as a visitor destination in target markets, stimulate overnight stays, promote partner destinations, and increase visitor spending.

Work Details
The successful contractor will work in conjunction with the Beerwerks Trail to conduct a digital marketing program to attract potential visitors from primary target markets such as Washington, DC, Northern Virginia, Richmond, Norfolk, and Hampton Roads. Other markets include Harrisburg/Central Western Pennsylvania, Raleigh/Durham, Winston-Salem, Eastern Maryland, and Chicago. The services shall include acting as creative lead, analyzing research for strategies and promotions, providing advice on digital marketing matters, establishing campaign goals in relationship to regional tourism, setting up and managing Facebook and Instagram ad campaigns, campaign optimization including bid optimization and budget allocation.
Designing and developing campaign landing pages on the existing website to capture email addresses for use with the digital campaigns.
Analytics tracking set up using Google Tag Manager installation and setting up key goals and conversion events to quantify user engagement and compare the quantitative and qualitative value of visitors from each advertising source. The contractor will also create social ads to promote existing and potentially new video content, run and optimize ad campaigns for video content. Additionally, the contractor will create, run and optimize Google AdWords campaigns; create ads for retargeting; deploy retargeting campaigns; produce monthly reports summarizing campaign performance; purchase media per campaign(s) including but not limited to Google, Facebook, and Instagram as part of the agreed-upon strategy; work within an annual budget of $40,000 for digital marketing including paid media spend.

Period of Performance
The contract finalization is scheduled for June 24, 2024. The initial contract shall run for one year with an option for up to three additional one-year renewals. The contract shall be subject to cancellation for cause or convenience with written notice 30 days prior to the effective date of the cancellation.

Place of Performance
The geographic location(s) where the services will be performed include the cities of Harrisonburg, Staunton, Waynesboro, Lexington, Buena Vista,
and the Counties of Augusta,
Rockbridge,
and Rockingham.