Specifications include, but are not limited to: A. Marketing Services Discover Gilbert is guided by a strategic marketing plan that provides a clear vision for Gilbert, Arizona. Per the plan, the future visitor to Gilbert will encounter a vibrant, accessible, safe, friendly, and welcoming community, whether the purpose of their travel is leisure or business. Proposed marketing services should utilize the latest marketing practices that will impact consumer engagement and inspire and engage customers at various stages of the marketing funnel, from prospects to purchasers of Gilbert hospitality experiences such as hotel room overnights to hospitality-related expenditures on food and beverage, entertainment, and in-market experiences. Proposed strategies should expand awareness of Discover Gilbert’s destination promise to existing audiences, including day visitors from Greater Phoenix DMA and new visitors from outside the state of Arizona. An effective marketing plan may identify the following: Strategic Plan Integration; Advertising Campaign Development; Defined Target Market; Method of Customer Attraction; Promotional & Strategic Partnerships; and Research & Analytics. The submitted proposal will be the agency’s opportunity to demonstrate brand development and advertising and above all else, the integration of engaging, interactive applications to the overall strategy. Discover Gilbert is seeking a marketing strategy that will evolve based on the ways consumers are receiving and using visitor information in the modern era. Discover Gilbert currently adheres to three pillars: Foundational Pillars: These pillars include those facets of travel and tourism that already exist in Gilbert. These have served to create a basis for the travel economy upon which to grow the travel & tourism industry. • Visiting Friends and Relatives (VFR) Leisure • Youth Sports • Overnight Business Travel Promotional pillars. These pillars represent the immediate growth opportunity for Gilbert to expand its travel and tourism reach, and to build upon its foundational pillars. • Hotel Leisure • Family Activity Extended Stay • Multi-Night Meeting Stays Aspirational pillars. These pillars demonstrate where Gilbert seeks to grow to expand its tourism footprint, gain new visitation, and evolve its reputation as a destination. • Eco-Wellness Leisure • Weekends at the Heritage District • Meetings, Incentive, Conference, Exhibitions (MICE)
