The Allentown Parking Authority has issued an RFP for a comprehensive social media and marketing partner, aiming to enhance its digital presence through data-driven content, community management, and staff training as part of a strategic effort to improve public interaction and operational efficiency.
The City of Allentown Parking Authority (APA) has issued a request for proposals (RFP) seeking a vendor to provide comprehensive social media strategy and management services, along with marketing materials, creative services, analytics, and staff training. This initiative aims to enhance the APA’s digital presence across multiple platforms, improve community engagement, and support its operational goals through a streamlined and data-driven approach.
The scope of work outlined in the RFP includes strategic social media planning, content creation, community management, paid advertising, and crisis response. The vendor will be responsible for developing an annual social media strategy tailored to channel-specific needs, aligned with APA’s objectives, community sentiment, and seasonal usage patterns. Content production will span various formats suitable for platforms such as Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok, ensuring diverse and engaging communication. Maintaining a rolling 90-day editorial calendar with weekly adjustments based on performance data and city events is mandated to sustain relevance and responsiveness.
Community management will require daily monitoring of social media channels from 7:00 AM to 10:00 PM Eastern Time, with timely responses to inquiries within two business hours and an escalation protocol for service issues and reputation management. The vendor is also expected to plan, execute, and optimise paid social media campaigns with monthly media spend caps approved by the APA, focusing on traffic, engagement, and lead generation.
An essential component involves social listening and crisis response frameworks, including real-time monitoring dashboards and incident escalation protocols to promptly address emerging issues. Additionally, the vendor will identify and manage partnerships with local businesses, downtown initiatives, and community influencers to amplify outreach.
Beyond social media, the vendor will support APA’s broader marketing efforts through brand toolkit development, refreshing or extending digital brand guidelines encompassing typography, colour palettes, iconography, and voice/tone. They will produce collateral materials such as brochures, signage, infographics, print ads, email templates, and promotional items, and implement a library of editable templates for in-house use. Staff training on design tools and content management systems will ensure sustainable internal capabilities.
Analytics and reporting are pivotal to the initiative’s success. The APA demands a unified performance dashboard integrating data from its website (via Google Analytics 4) and social media platforms, tracking key performance indicators (KPIs) including reach, engagement, website traffic, and user actions such as permit clicks or payment visits. Staff are to have 24/7 access to this dashboard with export functionality. Monthly summary reports will deliver concise, accessible insights featuring performance trends, standout content, key metrics comparative to previous months, and actionable recommendations. Quarterly strategic reviews will include presentations and discussions to align strategies with APA goals and seasonal demands. The vendor must ensure data accuracy, clarity, and simplicity, with transparent KPI definitions understandable to non-technical stakeholders.
Training and knowledge transfer form an integral part of the contract, with quarterly workshops designed to build APA staff competence in content management, basic design, and crisis communications.
This detailed and milestone-based project has a submission deadline set for September 12, 2025, with proposals delivered in person to the APA executive director.
The APA’s approach echoes best practices recommended by industry leaders and academic institutions. For instance, social media marketing experts endorse advanced scheduling, maintaining content calendars aligned with key dates, and experimenting with posting times to optimize audience engagement. Regular community management and active social listening are crucial for maintaining a responsive and trusted brand presence. Likewise, integrating analytics from multiple platforms into unified dashboards is regarded as essential for extracting actionable insights and measuring campaign effectiveness.
Furthermore, thought leadership in social media analytics advises segmenting audiences and choosing the most relevant metrics to tailor strategies effectively. The APA’s focus on clear, simple reports with practical insights reflects an understanding of the need for accessible data to support informed decision-making by diverse stakeholders.
Incorporating influencer partnerships and local business collaborations is also aligned with contemporary trends emphasising authentic, community-rooted engagement. Providing editable template libraries and staff training ensures that the APA maintains long-term capacity to manage and adapt its digital communications independently.
Overall, the APA’s RFP manifests a comprehensive, strategic, and data-driven vision for elevating its social media and marketing efforts. By leveraging a combination of creative content production, rigorous analytics, proactive community management, and targeted advertising, the city aims to enhance public awareness and user experience around its parking services. The structured integration of training and knowledge transfer further positions the APA to sustain and evolve its digital communications in line with community needs and technological advancements.
Source: Noah Wire Services
