MRB-57725 - USA (Missouri) - Creative Campaign Strategy and Concept Service - Deadline October 21,2026

(1) Vendor needs to provide creative campaign strategy and concept service. – Discovery and Creative Strategy• Review existing Link branding, research, project information and the agency's marketing/public education framework.• Facilitate discovery with agency staff and key project partners.• Understand priority audiences, motivations, barriers and opportunities.• Help identify the strongest efficiency and practical reasons for people to engage with and ultimately ride Link.• Recommend the overarching creative strategy and positioning.– Creative Campaign Development• Develop a central creative concept or campaign platform that can carry Link through pre–launch, opening and sustained service.• Develop potential campaign language, messaging, calls to action and thematic elements.• Establish an appropriate voice and personality for community–facing Link communications, that are reflective of the Link brand and also integrate with agency.• Demonstrate how the idea can flex between excitement/awareness messaging and practical rider education.• Consider how the concept connects with distinct audiences without creating disconnected campaigns for each audience.– Creative Direction• Establish visual and verbal creative direction that complements the existing Link identity.