The vendor required to provide digital marketing services forward-thinking strategic media vendor to manage and execute google paid search and paid meta-advertising campaigns for the tourism industry partners that participate in its joint marketing program.
- The program provides tourism industry partners with access to professional media experts and vetted advertising channels that deliver data-driven results to help create awareness and grow visitation to destinations and attractions throughout state.
- Joint marketing program
• The program is offered on a fiscal year basis (July 1 – June 30).
• The program needs to be presented to the state tourism industry in the March and April time frame to allow for partner consultations and campaign creation, program registration, and campaign set-up before campaigns kick off on July 1, which is the start of FY 27.
• We estimate approximately 50-75 partner participants.
• Partners will be able to run advertising campaigns from approximately march or may through October, to align with peak travel season.
• Partners may sign up to run campaigns for a single month or multiple months. definition of campaign = one month of advertising.
• Partner media investment will be augmented by agency contribution, which has recently been 25% to 50%.
o The minimum monthly ad investment for a partner’s paid search and or meta campaign has been $500 (this includes agency contribution).
• The contractor will be expected to collaborate, innovate, and partner with agency, industry partners throughout the state, and the content creation vendor partner.
- Google paid search responsibilities
• Google ads-certified paid search media buyers and an in-house analytics team that is google analytics certified.
• Provide partners with a search engine marketing expert to devise, implement, optimize, and report on partner campaigns
• Responsible for conducting individual kickoff calls with each partner and working closely with them to understand and establish partner objectives and goals such as online sales, lead generation, and website traffic, to provide partner-specific media plan recommendations. develop customized search campaign recommendations for partner approval prior to campaign launch and provide consultation on social media campaigns. campaigns may require modifications throughout the program to encompass seasonal campaigns and goals.
• Agency anticipates approximately 15-35 total paid google search partners, about 10 to 20 partner campaigns per month, 60-115 total campaigns and $62,000 to $125,000 total media investment per fiscal year, which includes agency financial contribution.
- Paid meta responsibilities:
• The contractor will be experienced in meta-ad buying.
• Responsible for having knowledge of Meta’s changing policies and algorithms, ensuring the best ad optimization for each partner’s marketing goals.
• The contractor must be experienced with events, single image, carousel, video, stories, and reels.
• Provided ad assets monthly for campaign set-up. ads will run in partnership with agency Facebook and Instagram pages.
• Agency anticipates approximately 35-45 meta partners, 9 to 30 campaigns per month, 114-161 total campaigns, and approximately $125,000 to $148,000 total investment per fiscal year, which includes agency investment.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: January 13, 2026
