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34 | RMA | Tab 2 | Qualifications | RFP No. 19-07-02 <br /> f Increase awareness and interest in the City, throughout <br />the local community and region, as well as nationally and <br />internationally with specific target audiences <br /> f Establish a more organized online presence that will allow <br />the community to understand the services the City offers <br />in a single location, optimizing content and search engine <br />optimization <br /> f Develop further customer engagement through website traffic <br /> f Educate public on upcoming events, programs, and initiatives <br />in which the City is involved <br /> f Create a community with a strong sense of loyalty and <br />advocacy by increasing engagement and sharing among <br />community followers/members <br /> f Support community loyalty by monitoring for and engaging <br />with fan comments <br /> f Develop a CPC (Cost-Per-Click) social media campaign that <br />will expand the market reach to those who are behaviorally <br />targeted based upon the City’s demographic and geographic <br />keywords <br /> f Establish measurements with benchmarks and evaluate <br />traffic to determine the successful direction of campaigns and <br />recommended development for social content <br />EXAMPLE GOALS FOR ONLINE MARKETING STRATEGY <br />7 OUT OF 10 <br /> INTERNET USERS ARE <br />ACTIVE ON AT LEAST 1 <br />SOCIAL NETWORKING SITE