The vendor is required to provide website management strategic and digital media objectives for driving visitation, flattening seasonality and diversifying our visitor profile.
- Strategic online brand positioning
• Conduct in-depth research and develop strategies to bolster the state reputation as a leading online brand in the travel industry, using innovative methodologies that align with the islands' overarching business objectives.
• Conduct market research and competitive analysis to identify opportunities and gaps in department online (web) presence.
• Provide strategic recommendations to elevate the state digital brand and strengthen brand awareness among target audiences.
- Website design, development, and maintenance
• Provide high-quality maintenance, design, and development services to minimize downtime and optimize user experience across the suite of destination websites.
• Ensure websites are optimized for search engines (SEO), load quickly, and provide an exceptional user experience across devices.
• Implement interactive features, user-generated content, and social media integration to engage visitors and drive conversions.
• Utilize the state strategic brand initiatives to continuously innovate and enhance the destination's competitive edge online, thereby strengthening brand awareness among digital audiences.
- Content management system (CMS) and customer relationship management (CRM)
• Utilize a robust and user-friendly CMS, such as Kentico, to manage website content efficiently
• Assist in the customization of CRM email templates, to support integrated communications and email marketing programs
• Provide global admin support and training for the CMS.
- Digital marketing and Analytics
• develop and execute digital marketing campaigns to drive measurable brand impressions and increase visitor arrivals from key geographic and target segments.
• Monitor, analyze, and report on website performance using web analytics tools, providing monthly reports and actionable insights.
• Collaborate with department digital marketing team and other relevant agencies to ensure a cohesive online marketing presence.
- Crisis management and digital disaster recovery
• Review and implement a robust digital disaster recovery plan to ensure minimal website downtime during times of crisis.
• Provide emergency support and timely communication to address any negative perceptions or crises that may arise.
- Technical support and account management
• Provide dedicated weekly support with a full agency team and a lead account manager.
• Offer reliable and well-maintained technical equipment and tools to ensure consistent website support.
• Attend on-site global strategy meetings 1-2 times per year, with travel required by the main strategic account representative.
- Artificial intelligence (ai) integration
• Research and provide recommendation on implementing of ai-driven personalization to tailor website content, recommendations, and offers based on user behavior and preferences.
• Research and provide recommendation on implementing of ai-driven virtual tours and augmented reality (AR) experiences on department websites.
- User interface (UI) and user experience (UX) design
• Create and maintain a visually appealing, brand-aligned UI design system that is responsive across all devices and complies with WCAG 2.1 aa accessibility standards.
• Design intuitive navigation, effective search functionality, and optimize user flows for key conversion paths where necessary (e.g., bookings, inquiries).
• Ongoing implementation of personalization features and engaging interactive elements (e.g., virtual tours, interactive maps) to enhance user engagement and showcase the state.
• Conduct regular usability testing, a/b testing, and UX audits to continuously improve the website's performance and user experience.
- Relationship management and industry support
• Manage website aspect of campaigns across geographies and languages where appropriate.
• Invest time and resources to fully understand the state tourism industry and the workings of the state government.
• Participate in a comprehensive immersion program developed in conjunction with department.
• Support the publication of statistical information on department digital platforms.
• Manage relationships with partner agencies.
- 24-hour technical support requirement
• The selected agency must provide 24/7 technical support coverage to ensure the continuous availability, security, and performance of department digital platforms.
• This includes real-time monitoring, rapid incident response, and escalation protocols to address critical issues outside of standard business hours, including weekends and public holidays.
- Contract Period/Term: 1.5 Years
- Questions/Inquires Deadline: May 21, 2025