Job summary:

Title:

Mobile App Marketing Consultant - Hybrid

Location:

Nashville, TN, USA

Length and terms:

Long term - W2 or C2C

Position created on 05/08/2024 05:24 pm

Job description:

* Webcam interview very long term project initial PO for 1 year with multiyear extensions 37.5 hours per week * Hybrid; some onsite visits needed

Description:

Background

Launched in 2020, MyTN is a cutting edge application, transforming how Tennesseans access state services. Aimed at enhancing user experience, it offers a single, unified portal for a wide range of government services, complemented by a user friendly mobile app. This initiative is not just about convenience its about reimagining service delivery to ensure efficiency and taxpayer savings. MyTN reflects the states commitment to embracing technology for better customer service and operational effectiveness. Its a digital gateway, making state services as accessible and easy as online shopping, available anytime, anywhere.

The focus of the MyTN program is to improve the way Tennessee delivers services to our citizens through digital channels allowing them 24/7/365 access in turn reducing time, money, and resources spent by citizens to determine how to be meet their personal needs.

To date the MyTN mobile application has had 191,233 unique users, 8,000,465 MyTN page views, and offers 69 services available within the application.

Requirements

The Contractor shall design, develop, and implement an outreach campaign to promote awareness of the Agency’s MyTN program. The primary purpose of this campaign shall be to drive adoption and increase utilization of the MyTN mobile application by citizens across the state. The campaign shall be designed to reach multiple target audience segments of citizens would benefit from services offered by the MyTN program.

The project shall consist a of multi channel media campaign that communicates public service messaging to citizens statewide across digital, print, podcast, and outdoor mediums. Work on this campaign shall be completed and all media purchased by June 30th, 2025. Purchased media can be scheduled to run past June 30th, 2025. However, the media plan and creative materials must be approved by the State and ready for market by September 30th, 2024. The deadline for the media plan and creative materials may be adjusted upon mutual agreement by the Agency and the Contractor per Section 8.2.

Discovery Meeting:

The contractor shall meet with the MyTN Project Team to discuss the following objectives of the project to include:

• Current usage of MyTN Application

• Establish the State’s baseline of current metrics

• Establish current techniques to track citizen usage

• Establish how we are tracking increasing metrics

• Available First Party Data from the State

• Overall goals: What does success look like?

• Unique user goals for the MyTN Mobile Application are:

• By December 31, 2024 – 300k Subscribers

• Adoption vs engagement usage rates

• Targeted analytics

• Marketing challenges

• Current KPIs and metrics

• Target audience: socio demographic, psychographic, geographic, behavioral patterns

• Multi lingual marketing capabilities

Performance Audit:

The Contractor shall audit current MyTN engagement metrics and features to include the following:

• App Store product page views and conversions

• In Application performance to identify session intervals or event engagement

• Retention Rate Compares the number of users from a previous week, month, or other date range against the next equivalent date range, allowing you to see how many users have been retained. The Agency will provide historical data.

• Churn Rate Measures how many application users are departing in each period. The Agency will provide historical data.

• Monthly Active Users Number of users who opened the MyTN application in a particular month or for a specific 30 day period that can be defined as a month. The Agency will provide historical data.

• Daily Active Users– Measures how many users engage with the MyTN application daily. The Agency will provide historical data.

• Daily Sessions per Daily Active User – Number of times a day an application is being accessed by users. The Agency does not have historical data.

• Average Session Length Measures how much time users are spending, on average, on your application in each session. The Agency does not have historical data.

• Reach and frequency metrics. The Agency does not have historical data.

Media Plan and Channel Strategy: 2-4 Weeks

The Contractor shall submit to the Agency a comprehensive media plan which may include the following channels: outdoor, radio, print, digital display, pre roll video, social, search engine marketing, podcasts, and community and social influencers. The Contractor shall define the media, messaging, core audience segments, creative and client insights to form a foundational campaign and channel strategy including internal promotion to state employees (retirees), and work with state agencies on co branding opportunities. The Media Plan must adhere to the following criteria:

• Radio traffic reports and rural network groups may be included in the plan depending on the target audience. Radio stations shall be chosen based on research data gained through Arbitron ratings.

• Specific, hyper targeted media channels must be identified to reach our target minority populations (Latino and African Americans).

• Media must be placed in Tennessee postal code or market identified by the Agency as areas with a large concentration of unemployment claimants.

• Annual marketing plan and flowchart segmented by month and digital channels across LinkedIn, Meta, SEM, Google Display, Twitter (otherwise known as X), TV, and PR. Include a cost/benefit analysis for each channel.

• Channel specific strategy identifying targeting, flighting, creative specifications, and intended KPIs

• Keyword strategy (key words recommended, number of keywords, and optimization plan some key words work better than others will need to adapt) shall be defined for SEM (pay per click)

• Monthly reporting of agreedupon KPIs shall be provided to the project team via virtual presentation and report

• Establish how many tools it will take to get data analytics, i.e. Spinklr.

• Provide a list of social media analytics tools

• Make creative adjustments as needed to tie into marketing message for improved performance

Creative Assets: 4 Weeks

The Contractor shall collaborate with the Agency in the development and production of advertisements, graphics, and slogans. This shall include writing script, art production, filming, editing, and any other aspects associated with the development and production of advertisements, branded content, and all creative materials.

+ + All advertising must be translated in Spanish and made available in an online public tool kit once the campaign is launched.

• All creative materials must support proper outreach among individuals with disabilities including closed captioning and embedded subtitles on digital channels.

• The Contractor shall provide copywriting and proofing services for all media purchased. The Contractor shall be responsible for ensuring that there are no errors or oversights in the final work products. The costs of correcting errors or oversights shall be the responsibility of the Contractor.

• All creative content developed by the Contractor shall be original in all respects. If any component of prior work is being utilized, that information shall be disclosed to the Agency and the payment amount shall be decreased if appropriate.

• All content developed by the Contractor under this SOW shall be the sole and exclusive property of the Agency.

The Contractor shall work with the Agency Project Team to develop creative assets including:

• Custom ad units (# of static and # of video predicated on media buy) and content highlighting top 5 features

• Custom landing page with digital media pixels, compiling first party data sets and pixel conversion for reporting – website and application analytics

• App Store copyediting and graphic creation – App Store copy that describes application and creation of application image icon

• Toolkit of organic assets (logo, brand guidelines, fonts, imagery) for public promotion

The Contractor shall create briefs to develop paid media and non paid tactics based on the Agencys input and participation including:

• Core audience segments, including demographics, media consumption (usage of social media, radio, TV, podcasts) how they consume media

• Media brief: A placement plan that includes objectives, target, budget, desired media flight

• Creative brief: Includes background, opportunity, main message, support points, asset type (ad, tweet, Facebook post, banner) and number of assets, budget, timeline, available first party datasets (information collected directly from MyTN users, free media and news stories)

• Product Features and Promotional Calendar

Paid Media Advertising

Contractor shall act on behalf of the Agency to conduct media negotiations, advertisement purchasing, and advertisement placement. The Contractor shall negotiate for the best possible rates for each media buy and prioritize negotiation for value added media. Contractor must not exceed paid media budget as listed in Section 5.1. The Contractor must be approved by social media platforms to place advertising related to political social issues. The Agency shall pay media advertising costs quarterly in advance.

Paid Media Management

Contractor shall perform the following duties:

• Weekly campaign monitoring and optimization across all digital channels. Ongoing optimization includes:

• Budget reallocation across digital channels for greatest return

• Landing page User Interface changes for improved conversion rates

• New keyword research and development (search engine optimization)

• Provide creative adjustments for improved performance. Includes revising copy, imagery, and media buys

• A B testing Test different messaging to the target audience to determine which advertisement resonates better

• Attribution Evaluate the marketing touchpoints users encounter on their path to convert to determine which channels and messages had the greatest impact on the decision to convert

• The Contractor shall field, evaluate, recommend (to the Agency), and respond as directed by the Agency to unsolicited advertising opportunities.

Analysis and Reporting

The Contractor shall provide an ongoing, weekly analytics analysis and presentation (on Friday of each week) that highlights the effectiveness of the MyTN marketing campaign. This presentation shall provide compressive details in terms of concept recognition, constituent sentiment, and overall performance placement across all channels. Additionally, it shall be delivered in a visual report with recommendations that can be easily consumed by state officials.

• On demand reporting dashboard via Google Data Studio or Agency solution for digital campaign data visualization. Upon conclusion of this SOW, reporting dashboard shall be transferred into the control of the Agency if needed. Any transfer licensing costs shall be the responsibility of the Agency.

• Conversion tracking setup and attribution assistance

• Benchmarking Measures performance metric results throughout the project to ensure we are on track to meet our goals and to refine strategy, if necessary

Agency Tasks and Responsibilities

• Agency shall provide historical MyTN Application data and metrics as described in this SOW.

• Agency shall provide login access to Contractor resources for Agency Analytics solution(s).

  Contact the recruiter working on this position:

The recruiter working on this position is Raghu

His/her contact number is +(1) () His/her contact email is raghu@msysinc.com

Our recruiters will be more than happy to help you to get this contract.