Specifications include, but are not limited to: ADMINISTRATION/MANAGEMENT • Dedicated daily account management team with in-depth attention to organizing, planning, supervising, and reviewing all BEA projects and budgets. Provide adequate staffing to provide BEA with responsive and timely service. • Dedicated creative and production staff focused specifically on the BEA account. • Participate in planning and budget review meetings with BEA to ensure direction and budget adherence. • Development of specific reports that may include campaign updates/reports, weekly status, budget updates, etc. • Attendance by at least one agency representative at the identified industry conferences: The Governor’s Conference on Tourism, Education Seminars for Travel Officers (ESTO), New Hampshire Lodging and Restaurant Association (NHLRA), STRATEGIC PLANNING • Develop strategic marketing plan based off from the Tourism Development Strategy. • Develop marketing strategies for seasonal domestic and international marketing campaigns. • Provide budget management, reporting, strategy, and monitoring. • Develop seasonal campaign briefs with objectives and tactics focused on determined KPIs; identification of target markets; specific strategies that include measurable objectives for each target market; tactics to achieve these objectives, and the integration of all programmatic activities in the marketing plan. • Work closely with other agencies within BEA and vendors contracted by DTTD and align advertising and other communications strategies developed to ensure that all programs are complementing and are on brand with current initiatives. RESEARCH, ANALYTICS, AND REPORTING • Work in conjunction with DTTD’s research vendor to monitor the effectiveness of the marketing, communications, and advertising efforts. • Utilize available research (Strategic Marketing and Research Insights, New Hampshire Travel Impacts, Tourism Economics, U.S. Travel Association, Discover New England, etc.), prior media plans, campaign reports, and industry trends available on VisitNH Industry Members Resources section. • Conduct additional research as needed to set strategic direction, predict trends, seek out new and emerging markets and demographics and monitor the industry’s performance and trends for all marketing and media programs. • Oversee existing analytical programs including but not limited to Arrivalist, Google Analytics, and similar partner companies. CREATIVE • Develop creative copy concept, graphic design, and layout from first drafts to completed product as needed for all broadcast or printed materials, advertisements, promotions, digital, and supporting materials for other DTTD initiatives. • Produce print, broadcast, and electronic marketing materials as needed. • Prepare all mechanical art or acquire all necessary artwork, photography, and other creative assets that are required for the production of advertisements, marketing, and public relations materials. • Produce all other collateral materials in support of DTTD’s campaigns. MEDIA PLANNING • Select media and media placement based on primary and secondary research, past tracking inquiries, follow-through on visitors' actions, return on investment studies, and measure advertising and creative effectiveness in expanding awareness, interest, and visitation. • Utilizing the strategic marketing plans, analyze and recommend specific marketing media (both paid and unpaid across print, digital, broadcast, out of home, sponsorships, and social media). • Monitor placement to ensure effectiveness, accuracy and completion of all paid and unpaid media schedules. • Provide traffic management as needed for all media as part of any campaigns.
