EDO, tourism agency seeking creative agency to launch multi-year campaign
BATON ROUGE, La. (February 2, 2023) — The Baton Rouge Area Chamber (BRAC) and Visit Baton Rouge today issued a request for proposals to develop a talent attraction website and complimentary national marketing campaign that attracts young professional talent (ages 25-44) to Louisiana’s Capital Region. The RFP can be found at brac.org/rfp.
BRAC and Visit Baton Rouge seek an agency capable of research, campaign development (including creative and content), media strategy and management, and web development. Additionally, they should have relevant experience in economic development and/or talent attraction initiatives.
“Year-over-year, the Capital Region sees increases in net-migration in every age category, except young professionals, which spans ages 25 to 44,” said Melissa Carter, BRAC senior vice president of marketing. “This talent attraction campaign will allow us to showcase all that the Capital Region has to offer and engage a national young professional audience in a way we haven’t been able to before. Working with an agency that is highly audience-focused will be critical in executing a valuable campaign.”
The overarching campaign should be targeted to attract its audience through tailored messaging and media tactics, but everything should ladder back to one unifying phrase and messaging.
“Visit Baton Rouge is excited to partner with BRAC on developing a marketing campaign that not only excites and entices young professionals to relocate to Baton Rouge, but also builds pride for locals to rally around,” said Laura Cating, Visit Baton Rouge senior vice president of marketing & communications . “A visit to Baton Rouge is the front door for the workforce as they consider relocation. We look forward to this collaboration as we work to showcase the Capital Region as a place to live, work and play.”
This initiative will be funded through a nearly $1 million grant awarded to BRAC and Visit Baton Rouge in September 2022 by the East Baton Rouge City-Parish Office through American Rescue Plan Act funds. The allocation was designated to launch a comprehensive effort to attract people to Baton Rouge for a new job or to visit and explore the region’s quality of life, including coordinated marketing and media campaigns, resources for discovering or relearning about Baton Rouge as a community to live and visit, and integration with the online BR Works job portal to drive people toward available jobs.
Questions and clarifications on the RFP are due by February 14, 2023, with final bids due by March 1, 2023. Selection of an agency partner by BRAC and VBR is targeted for March 17, 2023, with plans to launch the campaign before the end of year. All submissions are required in an electronic format sent to firstname.lastname@example.org.
All proposals will be weighted equally per the rubric included in the RFP. The RFP can be found at brac.org/rfp.
About the Baton Rouge Area Chamber
The Baton Rouge Area Chamber (BRAC) is an aggressively ambitious regional economic development organization with a bias for action. BRAC seeks to push Baton Rouge beyond the status quo, unleash its potential, and support a vibrant business community that believes the finish line does not exist. BRAC seeks to accelerate economic opportunity in the Baton Rouge Area, for everyone, through BRING IT! Baton Rouge, its five-year, regional strategic plan. Learn more about BRAC at brac.org.
About Visit Baton Rouge
The mission of Visit Baton Rouge is to increase visitation to and awareness of the Baton Rouge area, therefore enhancing economic impact. To see more press releases from Visit Baton Rouge, head to VisitBatonRouge.com/pressreleases. Keep up with the Capital City on social media @visitbatonrouge.