Strategic Direction, Annual Media Planning, and Digital Marketing Strategy Services

Pasco County seeks to secure a qualified creative and strategic partner to provide Strategic Direction, Annual Media Planning, and Digital Marketing Strategy services for Florida’s Sports Coast (FSC). These limited, but essential, services will ensure continuity, brand consistency, and long-term strategic direction, all of which are critical to maintaining FSC’s competitive positioning within the regional, national, and international tourism landscape.

Beginning October 1, 2026, FSC will be entering a new operational phase, after the current creative and digital marketing agency agreement expires. As part of the new operational strategy, FSC is transitioning toward a hybrid model that brings day-to-day digital marketing and creative execution in-house, while retaining limited external support for high-level strategic services.

The selected vendor will collaborate closely with FSC’s marketing team to deliver the following core service areas:

3.1 Strategic Direction

• Develop a comprehensive annual strategic framework aligned with FSC’s brand, tourism goals, and market trends.
• Advise on positioning, messaging, and audience segmentation to strengthen FSC’s competitive presence.
• Provide quarterly strategic check-ins to evaluate performance, identify opportunities, and adjust direction as needed.
• Recommend emerging trends, tools, and best practices relevant to destination marketing and active-travel tourism.

3.2 Annual Media Planning

• Create a comprehensive media plan, outlining recommended channels, budgets, timing, and KPIs.
• Provide rationale for media mix decisions, based on audience insights, tourism seasonality, and competitive analysis.
• Advise on paid media opportunities, including digital, social, programmatic, sports partnerships, and niche tourism placements.
• Offer optimization recommendations throughout the year based on performance trends and market shifts.

3.3 Digital Marketing Strategy

• Provide expert guidance in digital marketing, ensuring FSC’s internal team can effectively implement and execute all tactics.
• Provide strategic recommendations for search engine optimization and paid search campaigns (SEO & SEM), to improve discoverability and drive qualified traffic.
• Provide guidance on programmatic, social, and display advertising strategies, including targeting, creative direction, and optimization frameworks related to digital advertising.
• Provide recommendations for digital content strategies, themes, formats, and distribution channels that align with FSC’s brand and tourism goals.
• Develop frameworks for measuring digital performance, interpreting data, and adjusting tactics to maximize ROI.
• Advise on new platforms, technologies, and digital innovations and emerging trends relevant to tourism and active-travel audiences.
• Ensuring digital strategies are fully aligned and integrated with FSC’s annual media plan, for cohesive execution across all channels.

3.4 Collaboration & Integration

• Participate in scheduled planning meetings and strategic workshops.
• Coordinate with internal staff to align strategy with execution.
• Ensure deliverables are actionable for a three-person internal team.

**Pricing:** The pricing proposal should outline the cost of core services (Strategic Direction, Annual Media Planning, and Digital Marketing Strategy) as an integrated package, preferably on a fixed monthly basis. Identify any optional or value-added services separately, with associated costs. Clearly state all assumptions, exclusions, and conditions tied to the proposed pricing model.

FSC will evaluate pricing in the context of overall value, strategic impact, and alignment with the County’s procurement requirements.

All responses will be evaluated at the initial Evaluation Committee meeting. The Offerors shortlisted at this meeting may be required to give oral presentations to the Evaluation Committee on the date listed below.

The County reserves the right to begin negotiations with the top ranked firm after the evaluation phase is complete. The County also reserves the right to discontinue the negotiations with the top ranked firm and to begin negotiations with the next highest ranked firm and so on if a contract cannot be reached with the top ranked firm within thirty (30) days after such negotiations begin.

All changes to the Timeline will be made through an addendum and posted on https://pascocountyfl.bonfirehub.com/ for the respective solicitation.

• Evaluation Committee Meeting (Public Meeting): December 22, 2026
• Shortlisted Proposers Oral Interview/ Presentations, If Necessary: TBD
• Board Approval of Selection and Award (subject to change): TBD