The scope of work will include, but is not be limited to: Strategy, Research and Planning • Develop and execute a comprehensive, data-informed search engine marketing (SEM) strategy, maximizing the annual ad spend. • Conduct in-depth keyword research to identify high-traffic, relevant keywords aligned with the destination's unique selling points, prioritizing keywords that complement rather than compete with CCT partners. • Collaborate with the marketing team to set clear goals and identify target audiences. o Some messages will target local audiences, others will target audiences 50+ miles away. o Typical geographic markets include Oregon, Washington, California and Vancouver, BC. (CCT considers it a drive market.) Additional DMAs include Phoenix, AZ; Salt Lake City, UT; and Dallas, Austin and Houston, TX o CCT may suggest other geographic markets based on the ad topic’s relationship to Datafy’s (or other database) information about clusters and points of interest within the destination. o CCT is interested in reaching traditionally underserved communities, including accessible travelers and neurodiverse, BIPOC, AAPI and LGBTQIA+ audiences, as well as potential or returning visitors who value regenerative tourism and sustainability.
