The Vendor is required to provide for marketing and media effectiveness research to evaluate the office seasonal marketing campaigns.
- This research must provide in-depth analysis of print, television, digital, out-of-home, social media and other specialized/non-traditional advertising.  
- Design and Implementation
• undertake three (3) marketing & media effectiveness studies to evaluate the office seasonal marketing campaigns (winter, spring/summer, and fall) by designated market areas (DMAS). 
1. The results of each study must be included in a comprehensive, final report that includes actionable conclusions and implications. 
• Use and define a sufficiently large sample in DMAS where advertising is run so that market-to-market comparisons can be made.
- Data Collection
• Awareness of the state promotional message, including awareness of state travel advertising, recall of the advertising message and content, and changes in awareness over time, and differences by market of origin.
• Attitudes, opinions and perceptions of state travel advertising and public relations efforts.
• Attitudes, opinions, and perceptions of state social media efforts.
• Travel behavior including trip profile information (e.g. length of stay, purpose, etc.).
• Whether the advertising is communicating the intended message about state.
• The impact of advertising in generating travel and determining the volume of incremental travelers/trips to the state.
• The relative impact of the various media types used to include but not limited to, television, print, radio, out-of-home, direct marketing, online, email marketing, social media and public relations.
• Types of information potential visitors seek or utilize after seeing a state ad in order to become an actual visitor (e.g., what data sources are utilized, what actions are taken, etc.).
• The marketing campaign’s return-on-investment (ROI) for country visitors.
• A determination of how the advertising campaign impacts consumers at various commitment levels of travel to state; and
• Provide insight into but not limited to possible deficiencies of the advertising; elements of the advertising which are worthwhile; advertising effects upon awareness, consideration, and visitation; and recommendations for strategic advertising.
- Tools, techniques, software or other innovative means to gauge real-time progress and support in-process/on-the-fly decision-making.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: June 12, 2025