The vendor is required to provide media buying agency to develop innovative, data-driven advertising strategies for national and regional campaigns.
• Marketing: messaging that inspires visitation, continues powerful branding, supports local business and builds the state economy.
• Stewardship: support visitation statewide and encouraging the responsible discovery of state.
• Development: partner with local communities to enhance and develop their visitor economies to benefit residents and visitors.
- To accomplish our mission, agency has identified these key objectives through the red emerald strategic plan:
• Prioritize quality visitation
• Distribute visitation
• Continue powerful branding
• Enable community-led destination readiness
- Media Planning and Placement:
• Execute all media strategies and tactics including, but not limited to: legacy and digital media research; media negotiation, booking and trafficking; media promotion and sponsor negotiating; on-going monitoring, reporting, optimizations; data science such as campaign analytics, research, dashboard trafficking and reporting; customized agency analytics dashboard for real-time data transparency with regular report-outs to agency staff, committee and other meetings as well as ongoing dashboard optimizations; award submission write-ups; and industry conventions and conference appearances on behalf of agency  and the tourism industry, in general.
• The agency will further integrate with agency separate SEO/PPC contract to extend data expertise to native content and website insights.
• The agency will be expected to collaborate with agency separate social media contract to ensure alignment between media buying efforts and the overarching social media strategy; this collaboration will include leveraging creative assets, coordinating campaign timing, and sharing performance insight to optimize results across all paid channels.
- Account Management
• Day-to-day management utilizing agency suite of communication tools as defined.
• A primary, single point-of-contact for account services and clear delineation of supporting roles and ownership
• Administration, such as status reports and budget tracking.
• Campaign coordination between agency and agency from goal-setting and planning through optimization and post-mortem.
• In-person and virtual monthly board and marketing committee meeting presentations.
• Present agency with ongoing, detailed strategies and budgets for media planning and placement for review and approval prior to implementation.
• Work closely with agency to develop annual budgets for each project to ensure they are in-line with the overall budget and accommodate changes to budgets, whether planned or unexpected.  
- Campaign management
• The agency will supply media attribution across all channels, including traditional and connected TV.
• The agency will engage in regular reviews of the dashboards and optimization strategy, making changes as necessary to meet the state business goals.
• Drawing from best practices, the agency will lead the way in procuring data and research and provide analysis based on consumer sentiment, domestic and international trends; using this research, the agency will create key performance indicators that will help inform the strategy for creative and media phases.
• The agency will communicate the latest research and data to agency  and board committees as necessary, as well as to system, international representatives, board and other partners in support of interagency alignment and as directed by agency  .
• The agency will innovate and lead to break down work silos between the agency and interagency teams.
• Drive quality and quantity of visitors to help grow state and local tourism-related tax revenue.
• Continue to educate visitors, which includes residents of state, through quality messaging and targeting tactics.
• The agency will provide on-going reporting such as weekly reporting, real-time analytics dashboard, monthly board presentations, and monthly budget tracking dashboards.
• In support of the efficient completion of work related to the execution of this contract, the agency may also be asked to process invoices from third parties.
- Contract Period/Term: 5 years
- Questions/Inquires Deadline: February 25, 2025