Long-Term Digital Marketing, Creative & Wix Website Partner

Long-Term Digital Marketing, Creative & Wix Website Partner Google Ads, Meta Ads, Creative Production, Analytics and Full Campaign Ownership About Us ETC Institute is a national market research company that conducts large-scale Household Travel Surveys for Metropolitan Planning Organizations, Departments of Transportation, regional governments, and other public agencies throughout North America. These studies help transportation planners understand how residents travel, including where they go, how they get there, and what transportation options they use. The results help guide future investments in roads, public transit, bicycle and pedestrian infrastructure, and other transportation improvements. Our marketing challenge is different from traditional product marketing. We are not simply trying to generate clicks or sell a product. We must motivate real, qualified households to participate in legitimate government-sponsored research while: * Maintaining public trust. * Reaching residents throughout a defined geographic area. * Improving participation among underrepresented populations. * Protecting respondent privacy. * Following client-specific requirements. * Generating complete, usable survey responses rather than low-quality leads. We are looking for an individual or small team that can take complete ownership of our digital marketing, creative production, and project website operations. This is intended to be a long-term relationship. If the partnership is successful, we want this person or team to work with us for years. The Most Important Part of This Role We will teach you the survey. You will own everything required to market it. Our internal team will serve as the subject-matter experts. We will explain: * How each Household Travel Survey works. * The purpose of the project. * The study area and geographic boundaries. * Who is eligible to participate. * How households participate. * The incentive structure. * The client’s goals and expectations. * Known recruitment challenges. * Required privacy, legitimacy, and survey information. * Client restrictions and approval requirements. * Current participation and completion trends. The selected marketing partner will take that information and turn it into a complete marketing program. We do not want to remain responsible for developing every creative concept, writing every advertisement, building every webpage, identifying every campaign improvement, or preparing detailed weekly task lists. The purpose of this position is to take the marketing and creative workload off our internal survey team. This Is an Ownership and Implementation Role This is not an advisory-only position. We are not looking for someone who reviews our campaigns, sends us a list of recommendations, and expects our internal team to implement them. The selected person or team must personally take responsibility for strategy, creative development, website implementation, campaign setup, tracking, launch, optimization, documentation, and ongoing improvement. You will be expected to: * Learn each project in depth. * Develop the marketing and recruitment strategy. * Create the campaign plan. * Write the advertising copy. * Design the advertising creative. * Develop video concepts and scripts. * Edit advertising videos or directly manage the editing process. * Build and maintain project websites and landing pages in Wix. * Configure and manage advertising platforms. * Develop geographic and audience-targeting strategies. * Establish accurate conversion tracking. * Launch approved campaigns. * Monitor performance and recruitment quality. * Identify problems before we have to point them out. * Refresh creative before campaigns become stale. * Recommend and implement improvements. * Bring new ideas, platforms, and techniques to us. * Keep the marketing work moving without waiting for constant direction. You must be comfortable being accountable for the entire marketing process, from the initial project briefing through creative development, client review, implementation, measurement, and continuous improvement. Time Commitment and Working Relationship * Minimum commitment of 20 hours per week. * Ongoing, long-term position. * Weekly video strategy and performance meetings. * Regular availability during U.S. business hours. * Ability to support multiple projects and deadlines. * Additional hours may be available during major launches and peak recruitment periods. * Consistent communication through an agreed-upon project management platform. Applicants interested primarily in occasional assignments or short-term freelance projects are unlikely to be a good fit. Core Responsibilities 1. Own the Marketing Operation You will be responsible for moving the marketing work forward. This includes: * Maintaining a marketing plan for each active project. * Maintaining creative, campaign, website, and testing calendars. * Identifying upcoming deadlines and dependencies. * Requesting information and approvals before they become urgent. * Keeping project requirements and restrictions organized. * Tracking pending client reviews and decisions. * Preparing campaigns for launch. * Implementing approved work. * Monitoring campaign health and recruitment results. * Identifying performance problems. * Recommending and implementing corrective action. * Following through until work is completed. * Documenting campaign structures, settings, tests, and results. We do not want to create a detailed task list for you every week. We want someone who understands the goals, determines what needs to happen next, and takes responsibility for execution. 2. Learn and Adapt to Each Project Every Household Travel Survey is different. Projects may vary based on: * Client and agency structure. * Geographic study area. * Urban, suburban, and rural populations. * Target number of completed households. * Survey participation methods. * Incentive amounts and structures. * Recruitment schedule. * Available budget. * Demographic and geographic response needs. * Language needs. * Existing public awareness. * Client branding. * Approval processes. * Privacy and accessibility requirements. * Restrictions on messaging, targeting, imagery, or outreach channels. You must develop a tailored approach for each project rather than using the same campaign template everywhere. At the same time, you should identify lessons that can be responsibly transferred from one project to another. 3. Take Full Creative Ownership Creative ownership is a central requirement of this role. We are not looking for someone who needs us to provide finished campaign ideas, completed advertisements, or detailed instructions for every piece of content. You will be responsible for: * Identifying the strongest messages for each project. * Developing campaign concepts and themes. * Writing headlines, descriptions, primary text, scripts, and calls to action. * Designing static social media advertisements. * Designing Google Display advertisements. * Developing responsive search and display advertising. * Producing short-form video advertisements. * Creating video scripts, storyboards, and editing instructions. * Editing raw footage or directly coordinating the editing process. * Repurposing television interviews, spokesperson videos, local footage, graphics, and other existing material. * Creating variations for different geographic areas and audiences. * Creating organized client-review materials. * Revising creative based on client feedback. * Monitoring creative fatigue. * Maintaining a steady pipeline of new concepts. * Testing new messages, formats, visuals, platforms, and techniques. * Applying performance findings to future creative. Potential campaign messages may focus on: * Community impact. * Transportation planning. * Government or agency legitimacy. * The importance of representation. * The opportunity to be heard. * Convenience. * Incentives. * Privacy. * Local relevance. * Limited participation opportunities. * Helping improve future transportation. We will answer factual questions about the survey. We should not need to tell you what every advertisement should say, what every graphic should look like, or what creative idea should be tested next. You should bring those ideas to us. 4. Build and Maintain Wix Project Websites You will build, maintain, and improve multiple respondent-facing project websites in Wix. Responsibilities may include: * Building new project websites from approved content and branding. * Creating landing pages for specific campaigns or audiences. * Updating project details, eligibility information, incentives, FAQs, and deadlines. * Improving website structure and navigation. * Improving mobile usability. * Creating and improving signup flows. * Connecting advertisements to the most appropriate landing pages. * Implementing approved forms and integrations. * Coordinating multilingual content. * Supporting accessibility requirements. * Maintaining consistent client and project branding. * Improving page speed and technical performance. * Identifying and correcting broken links, outdated content, or usability issues. * Testing websites before launch. * Maintaining version control and documentation for major changes. You must be able to implement Wix changes directly rather than only recommending changes for someone else to complete. 5. Manage Digital Advertising You will develop, implement, and optimize campaigns that may include: * Google Search. * Google Display. * YouTube. * Meta and Instagram. * Retargeting. * Streaming or connected television. * Programmatic advertising. * Community-focused digital outreach. * Search engine optimization. * Other platforms and techniques you recommend. You should not assume our existing approach is automatically the best one. We want a partner who studies changing advertising platforms, privacy rules, targeting capabilities, creative formats, and recruitment techniques and continually identifies better ways to reach qualified participants. 6. Continuously Test New Ideas We expect ongoing experimentation, not occasional campaign adjustments. You will develop and manage an organized testing program involving: * Campaign messages. * Headlines. * Visual concepts. * Video formats. * Landing pages. * Calls to action. * Incentive presentation. * Geographic segmentation. * Audience strategies. * Campaign structures. * Bidding approaches. * Recruitment funnels. * Retargeting. * Platform selection. * Signup and conversion processes. Testing should be purposeful and documented. We should be able to understand: * What was tested. * Why it was tested. * What changed. * What the results showed. * What should be done next. * Whether the learning should be applied to other projects. 7. Focus on Recruitment Quality, Not Just Cheap Leads Our objective is not simply to generate the lowest possible cost per lead. We need real, qualified households that provide complete and usable survey data. Performance may be evaluated through: * Cost per qualified registration. * Cost per verified household. * Cost per completed survey. * Cost per usable completed household. * Website conversion rate. * App participation. * Multiday travel participation. * Participation from all required household members. * Geographic coverage. * Demographic representation. * Fraud and duplicate rates. * Survey completion quality. * Performance by platform, campaign, creative, audience, and location. A campaign that generates inexpensive registrations is not successful if those registrations are fraudulent, outside the study area, duplicated, ineligible, or unlikely to complete the survey. You must be willing to optimize toward downstream recruitment and survey outcomes rather than focusing only on advertising-platform metrics. 8. Support Representative Recruitment Clients often need improved participation from populations or geographic areas that are more difficult to reach. Recruitment needs may include: * Older adults. * Younger adults. * Households without vehicles. * Transit riders. * Bicycle users. * Lower-income households. * Higher-income households. * Racial and ethnic minority populations. * Households with children. * People with disabilities. * Limited-English-proficiency households. * Residents of specific cities, counties, neighborhoods, or planning districts. You will work with our survey and data teams to understand where response gaps exist and develop appropriate, ethical, client-approved strategies to improve participation. You must also understand that advertising-platform rules and public-sector requirements may restrict how certain populations can be targeted or referenced. 9. Work Creatively Within Client Requirements Our clients are public agencies, and each project may establish different requirements or restrictions. These may involve: * Client-approved language. * Government or agency branding. * Logo placement. * Geographic boundaries. * Incentive descriptions. * Eligibility statements. * Privacy and data-use language. * Accessibility. * Translation. * Community sensitivities. * Image selection. * Demographic targeting. * Advertising platforms. * Website content. * Public communications policies. * Required legal or contractual statements. * Formal approval processes. The selected partner must be able to: * Ask the right questions. * Identify unclear or conflicting requirements. * Document project-specific restrictions. * Maintain an approval record. * Apply restrictions consistently across advertisements and websites. * Respond professionally to client feedback. * Revise work without becoming defensive. * Preserve campaign effectiveness while remaining fully compliant. We need someone who can be creative within constraints rather than becoming frustrated by them. 10. Manage Platform Security, Privacy and Compliance The selected person or team will work inside business-critical systems, which may include: * Wix. * Google Ads. * Meta Business Manager and Ads Manager. * Google Analytics 4. * Google Tag Manager. * Domain and DNS configurations. * Conversion pixels and tags. * Creative platforms. * Video platforms. * Project management systems. * Campaign reporting tools. * Other marketing integrations. You must have experience managing these platforms securely and professionally. Responsibilities include: * Using company-controlled accounts whenever possible. * Using appropriate role-based access and permission levels. * Supporting multifactor authentication. * Protecting credentials and administrative access. * Avoiding shared personal logins. * Keeping company ownership of websites, domains, advertising accounts, pixels, creative files, and data. * Maintaining organized account, asset, domain, tag, and ownership structures. * Keeping client projects and data appropriately separated. * Avoiding unnecessary access to, sharing of, or downloading of respondent information. * Following approved privacy and data-handling procedures. * Reviewing tracking tools and integrations for compliance with project requirements. * Ensuring that subcontractors follow the same security and privacy requirements. * Removing access promptly when a team member or subcontractor leaves the assignment. * Immediately reporting suspected access, security, privacy, tracking, or compliance issues. * Documenting platform configurations so ETC Institute is never dependent on one individual. Advertisements and websites must not: * Make misleading claims. * Overstate incentives. * Hide eligibility requirements. * Improperly represent a government agency. * Create confusion about who is conducting the study. * Misrepresent how respondent information will be used. * Violate applicable advertising-platform policies. * Implement tracking that conflicts with approved privacy requirements. Applicants should describe their experience with account security, permissions, privacy requirements, cookie or tracking requirements, accessibility, public-sector communications, and compliance-sensitive campaigns. 11. Manage Analytics and Conversion Tracking You will be responsible for establishing and maintaining dependable tracking through tools such as: * Google Analytics 4. * Google Tag Manager. * Google Ads conversion tracking. * Meta Pixel. * Wix analytics and integrations. * UTM parameters. * Campaign dashboards. * Other measurement tools you recommend. Responsibilities include: * Defining appropriate conversion events. * Testing conversion tracking before campaign launches. * Confirming that events are firing accurately. * Preventing duplicate or misleading conversion counts. * Maintaining naming and UTM conventions. * Connecting advertising performance to downstream survey outcomes where possible. * Diagnosing tracking discrepancies. * Documenting tracking configurations. * Alerting us promptly when data is incomplete or unreliable. You must be able to distinguish between advertising performance, website performance, registration quality, and actual survey completion. 12. Manage Multiple Projects Simultaneously You may support several Household Travel Surveys at the same time. Each project may have a different: * Client. * Website. * Advertising account or campaign structure. * Budget. * Incentive. * Study area. * Brand. * Approval process. * Recruitment challenge. * Performance goal. * Timeline. You must be highly organized and able to keep each project accurate and separate. No advertisement, URL, incentive amount, logo, geographic area, or client requirement should accidentally be applied to the wrong project. 13. Lead Weekly Strategy Meetings You will participate in a weekly meeting with our team. You should arrive prepared to explain: * What was completed. * What is currently running. * What is performing well. * What is underperforming. * What has been learned. * What should be changed. * What was tested. * What new creative is being developed. * What approvals or decisions are needed. * What risks or deadlines are approaching. * What work will be completed next. * What new ideas or techniques should be considered. We want ownership, recommendations, and decision-ready information—not a report that simply repeats advertising-platform statistics. Required Experience Applicants should have strong, demonstrable experience with: * Google Ads. * Meta Ads Manager. * Wix website development and management. * Google Analytics 4. * Google Tag Manager. * Conversion tracking. * Landing-page development. * Digital campaign strategy. * Graphic design. * Advertising copywriting. * Short-form video creative. * Creative testing. * Campaign optimization. * Performance reporting. * Managing multiple campaigns or clients. * Taking work from strategy through implementation. * Securely managing business advertising and website platforms. You must be able to demonstrate both strategic thinking and hands-on execution. Strongly Preferred Experience Experience in any of the following would be especially valuable: * Public-sector communications. * Government contracts or projects. * Survey recruitment. * Research participant recruitment. * Healthcare or clinical-study recruitment. * Community engagement. * Multicultural marketing. * Multilingual campaigns. * Geographic or local-market targeting. * Public information campaigns. * Transportation. * Programmatic advertising. * Connected television. * YouTube advertising. * Accessibility compliance. * Privacy-sensitive marketing. * AI-assisted creative production. * Canva, Adobe Creative Suite, or comparable creative tools. Direct Household Travel Survey experience is not required, but you must be willing and able to learn the subject deeply. Individual or Team Applicants We are open to either: * A highly capable individual who can perform the required work; or * A small, established team with clearly defined responsibilities. If applying as a team, identify the specific people who will be responsible for: * Overall strategy. * Weekly meetings. * Google Ads. * Meta advertising. * Wix website work. * Graphic design. * Video creative. * Analytics and tracking. * Security and compliance. A consistent lead must remain accountable for the full relationship. We do not want to hire an agency based on a senior-level sales presentation and then be transferred to an inexperienced or constantly changing account team. Do not apply unless the specific people presented in your proposal will actually perform or directly supervise the work. Any use of subcontractors must be disclosed and approved. The primary partner will remain responsible for the quality, security, timeliness, and compliance of all subcontracted work. The Person or Team We Are Looking For The ideal partner: * Takes responsibility rather than waiting for assignments. * Enjoys learning complicated projects. * Is strategic and hands-on. * Produces creative work rather than only critiquing it. * Implements recommendations rather than handing them back to us. * Asks thoughtful questions. * Notices missing information and inconsistencies. * Keeps projects organized. * Communicates clearly. * Responds well to client feedback. * Uses data without losing creativity. * Continually researches new ideas and techniques. * Understands that each client may require a different solution. * Can work effectively within formal restrictions. * Understands platform security and responsible data handling. * Can explain marketing decisions to non-marketers. * Is honest when data is incomplete or a strategy is not working. * Wants to become a trusted, long-term extension of our team. What Success Looks Like After the initial onboarding period, the successful partner will: * Understand how our Household Travel Surveys operate. * Understand the differences among active projects. * Manage the marketing workload without constant direction. * Keep project requirements and restrictions organized. * Maintain accurate and current Wix websites. * Build and optimize campaigns independently. * Produce a steady flow of strong creative. * Maintain secure and organized platform access. * Identify recruitment and conversion problems early. * Improve qualified participation. * Improve survey completion outcomes. * Reduce wasted spending, fraud, and low-quality registrations. * Adapt quickly to client requirements. * Bring strong new ideas to weekly meetings. * Follow through on approved strategies. * Document systems and processes. * Become a dependable extension of our internal team. * Take the marketing, website, and creative workload off the shoulders of our survey leadership. Application Instructions Please begin your proposal with the exact words: Household Travel Survey Proposals that do not begin with these words may not be reviewed. Please include the following: 1. A brief introduction explaining why this long-term role interests you. 2. Whether you are applying as an individual or a team. 3. The names and responsibilities of the specific people who would work on our account. 4. Examples of Google Ads campaigns you personally managed. 5. Examples of Meta campaigns you personally managed. 6. Examples of advertisements, graphics, or videos you personally created. 7. Examples of Wix websites or landing pages you personally built or managed. 8. A campaign you owned from strategy through creative development, implementation, and optimization. 9. An example of a campaign that initially underperformed and what you did to improve it. 10. An example of a new marketing idea or technique you introduced without being asked. 11. An example of working within strict client, legal, branding, privacy, or compliance requirements. 12. An explanation of how you evaluate lead quality beyond cost per lead. 13. Your experience managing platform access, permissions, tracking, privacy, and account security. 14. Your experience managing several projects or clients simultaneously. 15. The tools you use for graphic design, video creation, analytics, project management, and AI-assisted marketing. 16. Your weekly availability and normal availability during U.S. business hours. 17. Your preferred hourly rate or ongoing engagement structure. 18. Why you are interested in a relationship that could continue for several years. Please clearly distinguish between: * Work you performed personally. * Work performed by employees or team members. * Work performed by outside subcontractors. * Work where you only provided strategy or oversight. Generic proposals will not be considered. Required Screening Questions Please answer each question directly in your proposal. Question 1: Ownership You receive an initial project briefing that explains the survey, study area, incentive, client, recruitment goals, and restrictions. Explain what you would do during your first two weeks to take ownership of the marketing, creative, Wix website, tracking, and campaign launch process. Question 2: Creative Responsibility We provide factual information about the survey and several pieces of raw video footage, but no finished advertising concepts. Explain how you would develop the messaging, creative concepts, advertisements, videos, landing pages, and testing plan without relying on us to tell you what each advertisement should look like. Question 3: Recruitment Quality A campaign is generating inexpensive registrations, but many are duplicates, outside the study area, fraudulent, or unlikely to complete the survey. Explain exactly how you would diagnose the problem and what you would change. Question 4: Client Restrictions A government client rejects your strongest-performing advertisement because its wording or imagery does not comply with the client’s communications requirements. Explain how you would respond and how you would preserve campaign effectiveness while remaining within the approved rules. Question 5: Security and Compliance You will receive access to Wix, Google Ads, Meta, Google Analytics, Google Tag Manager, pixels, domains, and related systems. Explain how you manage account ownership, permissions, multifactor authentication, subcontractor access, documentation, privacy, and the removal of access when a team member leaves. Question 6: Proactive Improvement Describe a situation in which you identified and implemented a valuable new marketing strategy, platform, creative approach, or process without waiting for the client to request it.