The vendor is required to provide for visitor profile research, economic impact research and marketing and media effectiveness research services.
- Ensure a sufficient sample of overnight and day visitors are surveyed.
• implement a department-approved annual plan for completing surveys, winter, spring/summer, fall, and by designated marketing areas (DMA).
- Visitor profile research to determine visitor volume to state and provide an in-depth profile of these visitors in demographic, psychographic and socioeconomic terms and to categorize visitors into various traveler segments as may be defined by the department’s segmentation typing tool.
- The comprehensive report must include the following:
• Direct tourism expenditures in the following industries:
1. Retail sales;
2. Restaurant/food;
3. Transportation;
4. Gasoline;
5. Lodging; and
6. Recreation.
• Secondary, or indirect and induced, economic impact of tourism in:
1. Total sales;
2. The number direct and indirect jobs supported;
3. Total earnings; and
4. Tax revenue.
• Direct economic impacts by visitor origin/residence:
1. Out-of-state visitors, overnight and day;
2. First time visitors;
3. State visitors; and
4. Visitor segments as identified by the department.
- 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.).
- Provide insight into, but not limited to possible deficiencies of the advertising; elements of the advertising which are worthwhile; advertising effects awareness, consideration, visitation and imagery; and, recommendations for strategic advertising.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: February 18, 2025