Tourism Branding and Marketing Strategy Services

The vendor is required to provide to deliver brand design and development services, including a visitor-facing website, that will represent tourism in the city.
- Create a brand that encompasses the spirit and identity of city and will be used across many platforms, marketing materials and products.
- Create an engaging online platform that makes information about local retail shops, restaurants, cafes, arts, and cultural events, entertainment options, and historical landmarks and trails, hotels and event and meeting spaces easily accessible to residents and potential visitors.
- The website should serve as a tool to attract new businesses to the city.
- The website must conform to WCAG 2.1 level AA and applicable ADA title ii requirements for state/local government web and mobile content.
- Provide accessibility testing evidence at acceptance.
- The new website should render in both desktop mode and mobile viewing mode. Included in the design will be a content management system (CMS) that will allow the office or authority staff to easily manage the site content (2-3 site administrators).
- The site should serve as a one-stop shop for city residents and visitors to find out more about the city’s offerings and serve as an additional marketing platform to support businesses, events and museums in the city.
- Brand Design
•    Review existing research materials, campaign assets, internal documents, and meet with the tourism advisory group as necessary to develop a positioning and branding framework for the destination.
o    Conduct a broader analysis of the local tourism environment if necessary
•    Market analysis: identify target markets based on regional and national travel trends, competitive landscape, visitor motivations, and demographic and psychographic data. Define segments with the highest potential to generate economic impact.
•    Visitor analysis: examine existing visitation data (e.g., origin markets, purpose of visit, length of stay, spending patterns) and supplement with surveys, geolocation data, or intercept interviews to create visitor profiles and identify trends and gaps.
•    Complete a community brand input and buy-in process. Destination brands must reflect local values and culture. Community engagement should include public meetings, surveys, and/or focus groups to ensure residents and stakeholders feel represented in the final brand direction.
•    Develop a brand promise and gain stakeholder consensus. The brand promise should articulate what city offers to visitors and should be clearly understood and supported by internal and external stakeholders.
•    Understand the city, in the larger department context, and how it can position its assets as part of the larger framework but also as a standalone destination.
- Style Guide: Along with the new logo, we will need a style guide that includes:
•    Updated brand fonts
o    Typeface names, weights, applications.
•    Updated brand colors
o    Proper color use outline
•    Brand Positioning Guidelines
- Digital Identity Brand:
•    Conduct an analysis of the most effective website domain name, with a clear understanding of the history and regional implications of using certain domain names. Provide a clear justification as to why this domain is the best option
•    The domain name should capture the name of the office or tourism department of city (i.e visit city)
•    Based on the chosen domain, create similar social media handles to reflect the same domain.
•    Provide a domain/handle conflict check memo addressing potential confusion with existing regional office and trademarks, and certify that proposed domains/handles do not infringe or misappropriate others’ rights.
- Marketing Strategy and Brand Activation
•    Create a brand culture and activate the brand establish a strong internal and external brand culture that encourages broad adoption and alignment with the destination's identity. 
•    The selected consultant will be responsible for outlining a plan that embeds the brand into all aspects of city messaging, tourism promotion, and stakeholder engagement. 
•    Define the tone, voice, visual language, and messaging pillars of the destination brand. 
•    Develop internal training materials or toolkits for city staff, visitor center personnel, and local businesses to ensure consistent brand usage and advocacy. 
•    Recommend brand rollout tactics including launch events, campaigns, social media integrations, and promotional opportunities. 
•    Create a brand activation plan that includes both short-term wins and long-term initiatives to build momentum and brand equity over time.
- Develop a Brand Communication Blueprint 
•    Create a framework to ensure the brand is effectively communicated and embraced across the city and among its partners. 
•    This blueprint should: 
•    Identify key brand ambassadors and stakeholders, and propose strategies to engage and empower them. 
•    Provide guidelines for integrating the brand across city departments, marketing efforts, digital platforms, and physical environments (e.g., signage, wayfinding, public art, events). 
•    Include recommended KPIs and benchmarks to track brand awareness and adoption.
- Develop a Comprehensive Marketing Strategy
•    Build a dynamic and actionable marketing strategy that positions the destination competitively and supports measurable growth in visitation and spending.
•    Identify the top 10 target markets based on insights from the market and visitor analyses (geographic, demographic, and psychographic segments).
•    Recommend tailored messaging approaches for each market segment that align with the brand promise.
•    Outline a multi-channel marketing plan that includes:
•    Digital marketing (search, display, and social media)
•    Website strategy and content recommendations
•    Public relations and media outreach
•    Influencer and content marketing opportunities
•    Strategic partnerships and co-op marketing opportunities
•    Print, outdoor, and traditional media as appropriate
•    Provide a tactical timeline, estimated budget allocations by channel, and campaign performance metrics to evaluate impact and ROI.
•    Suggest opportunities for ongoing content creation, storytelling, and visitor engagement.