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<br />3 <br /> <br /> <br />Public Relations Support <br />FH will help support the Chapel Hill/Orange County Visitors Bureau through strategic PR <br />initiatives targeting primarily national media. On an as appropriate basis, FH will help <br />create media lists, research key media outlets and contacts, support press release and <br />pitch development, help manage re-active media requests and pro-active outreach. FH <br />will also help support in driving national recognition for LGBT programs, greenways, <br />hidden gems and more within the area. <br />Social Media Profile Management, Listening & Reporting <br />Community Management <br />FH will continue to handle all community management for Facebook, Instagram and <br />Twitter. This includes scheduling pre-planned content and monitoring for proactive <br />engagement opportunities. Including retweeting/regramming relevant content, <br />engaging with followers and looking for opportunities to highlight the area. This work <br />could include activations like the UNC/Duke basketball rivalry or other ad-hoc trending <br />social opportunities. <br />Content Publishing & Scheduling <br />FH will handle daily deployment of content across social based upon the approved <br />content calendar. The team will also work to schedule content in advance based upon <br />platform best practices. <br />Social Media Measurement, Social Listening Support & Reporting <br />FH will effectively measure and provide strategic recommendations to the Chapel <br />Hill/Orange County Visitors Bureau based on all social activations through <br />measurement, listening and reporting. <br />FH and the Chapel Hill/Orange County Visitors Bureau will align on clear social media <br />goals and KPIs that FH will continue to track and use to influence strategy as we move <br />through the year. These goals will be reported back to the Chapel Hill/Orange County <br />Visitors Bureau on a monthly basis both in an internal report for the team to use and an <br />executive dashboard for board members. For 2019 this will include aligning on targets <br />for impressions, engagements and channel growth. <br />Paid Social & Digital Advertising <br />Social Media Paid Amplification Strategy & Support <br />FH will manage social media paid amplification for Facebook and Instagram, promoting <br />ads to both in-state and out-of-state audiences to bring awareness to Chapel Hill and <br />Orange County as a travel destination. FH will handle all invoicing with Facebook, <br />working off an annual social media paid expense budget of $60,000. This includes <br />promoting Facebook and Instagram ads specifically targeted to different demographics <br />and locations, all with the goal of driving visitation and consideration of the area. This is <br />a mix of sponsored content on Facebook and Instagram timelines, plus “dark” targeted <br />Facebook ads that appear in users’ timelines but not on the overall Visit Chapel Hill <br /> <br />12