Destination Marketing Organization Services

The Vendor is required to provide comprehensive tourism, convention, and trade show marketing services designed to promote the city and generate measurable increases in hotel occupancy, visitor spending, and economic activity within the city.
- Strategic Tourism Marketing
• Development of a written annual marketing plan;
• Digital advertising campaigns;
• Social media marketing;
• Public relations and earned media outreach;
• Content creation;
• Visitor guides and promotional materials;
• Search engine optimization and website content;
• Email marketing campaigns;
• Targeted advertising to convention planners and group travel organizers.
- Convention, Meeting, and Group Sales
• Direct sales outreach;
• Preparation of proposals and bid packages;
• Attendance at industry trade shows;
• Site visits and familiarization tours;
• Coordination with local hotels and venues;
• Lead generation and conversion efforts.
- Annual Marketing and Business Plan
• Strategic objectives;
• Target markets;
• Marketing tactics;
• Budget allocations;
• Staffing assignments;
• Performance benchmarks;
• Expected outcomes.
- Monthly Performance Reporting
• Marketing Metrics
• Advertising impressions;
• Website sessions to College Park-specific content;
• Social media reach and engagement;
• Email open and click-through rates;
• Earned media placements and estimated value.
• Sales Metrics
• Qualified leads generated;
• Proposals submitted;
• Site visits conducted;
• Events booked;
• Estimated room nights generated;
• Estimated visitor spending.
• Financial Metrics
• Monthly expenditures by category;
• Remaining budget balances;
• Cost-per-lead and cost-per-room-night calculations.