Tourism Brand Study Services

The Vendor is required to provide and conduct a comprehensive destination marketing brand study for state; evaluate the current characteristics, perceptions and effectiveness of State of Vermont's tourism brand as it relates to encouraging visitation to the destination
- Brand extends far beyond logos, images, advertising and messaging.
- Brand Audit: conduct an audit of the department of tourism and marketing’s social media accounts, newsletters, ad campaigns, state website and other creative assets to provide an analysis of the brand voice portrayed, in content, language, tone and imagery, on those channels.
- Assess the consistency and effectiveness of the messaging and provide an analysis of how the brand voice and character portrayed in current communications aligns or not with perceptions of the brand from visitors.
- Stakeholder Engagement: Conduct interviews with industry stakeholders and staff to assess their perceptions of state brand, and as witnessed by interactions with visitors, to gain insights into local perspectives and identify any trends or gaps in alignment.
- Market Research: Analyze what today’s travelers seek, assessing preferences, motivations and behaviors that resonate and may align with state brand.
- Brand Positioning: Assess the competitive landscape and evaluate visitor perceptions of competing destinations to identify opportunities and potential challenges for state to distinguish itself.
- Provide details concerning your form of business organization, company size, and resources.
- provide an assessment of the firm’s level of knowledge of Vermont and Vermont’s brand, values and place in the competitive regional, national and global market.
- Describe your general approach to brand research, brand audits, brand management and brand positioning.

- Contract Period/Term: 3 months