Request for Proposal (RFP)
Digital Pay-Per-Click Consultant for Marketing Plan Implementation
Village of Three Oaks, Michigan

Introduction:

The Village of Three Oaks, Michigan, is seeking a qualified and experienced Digital Pay-Per-Click (PPC) Consultant to assist in the implementation of a comprehensive marketing strategy aimed at driving traffic to the village through relevant social media platforms. The goal of this project is to increase awareness of Three Oaks as a destination, promote local businesses, and enhance tourism efforts within the region.

This is a contract position, and the selected consultant will be expected to work collaboratively with the Village of Three Oaks' marketing team to execute the marketing plan effectively.

Project Overview:

The Village of Three Oaks intends to increase its online visibility and attract visitors, tourists, and potential new residents to the area. The PPC consultant will play a crucial role in managing targeted advertising campaigns across social media platforms such as Google Ads, Facebook, Instagram, and other relevant platforms. The selected consultant will work to drive high-quality traffic to the village’s website, as well as to promote events, businesses, and attractions in the area.

Scope of Work:

The PPC Consultant will be responsible for the following:

1. Campaign Strategy and Development:

   • Develop a customized PPC strategy based on the overall marketing goals for Three Oaks, including increasing tourism and supporting local businesses.

   • Collaborate with the Village of Three Oaks marketing team to align campaigns with local priorities, including seasonal events and community initiatives.

2. Platform Selection and Setup:

   • Identify and recommend the most effective social media platforms (Google Ads, Facebook, Instagram, etc.) to reach target audiences.

   • Set up and manage PPC campaigns across multiple platforms.

3. Keyword Research & Ad Copywriting:

   • Conduct thorough keyword research to identify high-traffic search terms that align with the target audience.

   • Create compelling ad copy tailored to specific demographics, locations, and interests.

4. Budget Management:

   • Develop and manage advertising budgets effectively to maximize ROI.

   • Provide recommendations for optimal spend allocation across different platforms.

5. Campaign Management and Optimization:

   • Regularly monitor and adjust campaigns to improve performance and reach.

   • Use A/B testing to optimize ads, landing pages, and other components of the campaign.

   • Ensure all campaigns comply with industry best practices and platform-specific guidelines.

6. Reporting and Analytics:

   • Provide monthly reports on campaign performance, including key metrics such as clicks, conversions, and cost-per-acquisition.

   • Provide actionable insights and recommendations for improving future campaigns.

7. Collaboration and Communication:

   • Attend regular meetings with the Village marketing team to provide updates and adjust strategy as needed.

   • Maintain open communication regarding project timelines, goals, and outcomes.

Deliverables:

1. A comprehensive PPC strategy document.

2. A set of fully implemented and active PPC campaigns on designated platforms.

3. Regular performance reports (monthly or as agreed upon).

4. Recommendations for optimizing campaigns based on performance data.

5. Post-campaign analysis and final report detailing results.

Timeline:

• Proposal Submission Deadline: April 30, 2025

• Consultant Selection: May 8, 2025

• Project Start Date: May 8 2025

• Project End Date: TBD

• Ongoing Reporting and Adjustments: Monthly or as agreed upon.

Budget:

The Village of Three Oaks is allocating a budget of $[insert budget] for this contract. Proposals should include a breakdown of costs for all aspects of the PPC strategy, management, and reporting. Costs should reflect the entire scope of work as outlined in this RFP.

Qualifications:

The ideal consultant will have the following qualifications:

• Proven experience in managing PPC campaigns on Google Ads, Facebook, Instagram, and other relevant platforms.

• Knowledge of digital marketing best practices and experience working with small municipalities or tourism-related organizations is preferred.

• Strong analytical skills and experience with campaign reporting and optimization.

• Ability to communicate effectively with the marketing team and deliver results.

• Proven track record of driving traffic and conversions via digital advertising campaigns.

Proposal Submission Requirements:

Interested consultants must submit the following:

1. Cover Letter: Outlining your qualifications, experience, and approach to this project.

2. Portfolio: Examples of previous PPC campaigns managed for similar clients (preferably in the tourism or local business sectors).

3. Project Plan: A detailed approach to executing the PPC campaigns, including methodology, timeline, and deliverables.

4. Cost Proposal: A detailed breakdown of all costs associated with the project.

5. References: Contact information for at least two professional references from similar projects.

Evaluation Criteria:

Proposals will be evaluated based on the following criteria:

• Relevant experience and qualifications.

• The proposed approach to managing PPC campaigns.

• Cost-effectiveness.

• References and past performance.

• Demonstrated ability to meet deadlines and work collaboratively.

Proposal Submission:

Please submit all proposals to:

Village of Three Oaks
Jim Dygas
DDA Vice chair
Email: info@strollthreeoaks.com

Proposals must be received by May 1 2025. Late submissions will not be considered.

Contact Information:

For any questions regarding this RFP, please contact:

Jim Dygas
DDA Vice chair
Email: info@strollthreeoaaks.com