Marketing and Advertising Services

The Vendor is required to provide marketing and advertising agencies to provide comprehensive marketing services that support the goals outlined in the marketing component of the district service plan.
- These initiatives are focused on driving hotel room nights, enhancing town visibility as a destination, and strengthening partnerships between the town and its hotel stakeholders.
- The selected agency will assist the district in developing, executing, and evaluating marketing strategies and creative campaigns that promote town hotels, meeting facilities, and tourism assets. 
- Services may include brand strategy, media planning and buying, creative development, digital marketing, brand identity development, and campaign performance reporting.
- Projects may include destination marketing campaigns, paid media management, co-op advertising, brand identity development, and meeting and group sales marketing.
- Collateral pieces may be created for each major marketing initiative including but not limited to: digital display and social media ads, sponsored content, videos, enewsletters, photography, and print pieces promoting town hotels, meeting venues, and tourism amenities.
- The district marketing efforts focus on promoting town to both the leisure traveler and the meeting planner markets through strategic, data-informed advertising on digital platforms, social media, and in trade and consumer publications.
- Campaigns should be designed to drive overnight stays, increase midweek business travel, and highlight the accessibility and value of town hospitality community.
- Marketing strategy and project management
•    Develop an annual district marketing strategy and campaign plan aligned with service plan goals.
•    Provide overall project management, timelines, and coordination among district hotels, town staff, and vendors.
- Brand identity and creative development
•    Design and deliver a complete district brand identity including logo, color palette, typography, and brand guidelines that represent town hospitality and tourism brand across all marketing channels.
•    Develop creative assets for use in digital, print, and video formats that align with the district brand identity.
- Destination marketing campaigns
•    Create integrated marketing campaigns that promote town hotels, amenities, and accessibility to key leisure and business audiences.
•    Concept, design, and implement digital and traditional advertising, sponsored content, and paid placements.
- Digital and paid media management
•    Plan, buy, and manage digital display, paid social, search, and programmatic advertising.
•    Monitor performance, optimize placements, and provide analytics reports
- Hotel co-op marketing and promotions
•    Develop and administer cooperative marketing programs with participating hotels that promote weekend travel, group business, event-related packages, and multi-property promotions.
•    Oversee creative development, media placements, and performance reporting for all co-op campaigns conducted under the district.
- Meetings and group sales marketing
•    Develop marketing materials and campaigns targeting meeting planners, associations, and corporate travel.
•    Highlight town hotel meeting spaces, accessibility, and value to drive midweek and off-peak business.
- Copywriting and content development
•    Provide writing and editing services for all marketing materials, advertisements, and digital campaigns.
•    Include original copy and up to two rounds of revisions per deliverable.
- Photography, video, and visual assets
•    Capture and/or procure photography and video footage to support destination and hotel campaigns.
•    Ensure consistent visual standards aligned with the district brand guidelines.
- Performance reporting and analytics
•    Provide written reports following each campaign, no later than 20 days after completion. Reports shall include, at minimum:
o    Campaign recap summary
o    Impressions and response metrics for all media
o    Budget utilization summary
o    Tracking of success metrics identified in the marketing plan
o    Key insights and recommendations for improvement.

- Contract Period/Term: 1 year