Research and Data Analysis. 2.1. Vendor will conduct research and data analysis of travel trends among Black, Indigenous, and People of Color (BIPOC) communities across the U.S., including BIPOC travel patterns, destinations of interest, demographics, and spending habits. 2.2. Vendor will investigate and identify specific strategies that optimize Vermont's unique offerings (natural beauty, small towns, farm to table dining, and outdoor recreational activities, etc.)—and proffer cultural relevance and allure, with the potential to yield an increase in BIPOC visitation. 2.2.1. Vendor will create a benchmark report that compares other similar states that have successfully attracted BIPOC tourists and identify best practices and opportunities for Vermont to differentiate itself. 2.2.2. Vendor will provide recommendations for earned and paid communication channels that effectively reach BIPOC audiences and/or BIPOC members of different types of audience segments. 2.3. Vendor will investigate perceived and real barriers BIPOC travelers may face in visiting Vermont, including concerns around accessibility, representation, safety, and inclusivity. 2.3.1. Vendor will identify research methods used to garner data and drivers, such as literature reviews, focus groups, in-depth interviews, and surveys. 2.3.2. Vendor will engage Vermonters of color to acquire their insights and perspectives about Vermont’s appeal and challenges. 2.4. Vendor will audit the State’s social media accounts, newsletters, ad campaigns, VermontVacation.com website and other creative assets to provide an analysis of the level of inclusivity portrayed or perceived, in content, language, tone and imagery, on those channels. 2.4.1. Vendor will identify and prioritize issues, gaps and suggested improvements by channel.
