Through this Request for Proposal (RFP) the Agency of Commerce & Community Development, Department of Tourism & Marketing (hereinafter the “State”) intends to establish contracts with one or more vendors that can provide Destination Marketing Media Strategy and Implementation Services. The State seeks Destination Marketing Media Strategy and Implementation Services from one or more qualified vendors to devise overall advertising strategies and paid media plans to encourage visitation to Vermont utilizing the most advantageous tactics and/or channels for each audience or objective, to include but not be limited to: • Developing an overall destination marketing paid advertising strategy, including considerations for seasonal campaigns, target geographic markets and contextual and behavioral targeting aligned with the destinations’ brand assets and market advantages. • Establishing timelines and flight schedules, negotiating cost-efficient media rates, developing value added opportunities and contracting media buys on behalf of the State. • Trafficking creative specifications and all placement details to the State and delivery of creative assets to media outlets. • Monitoring campaigns to ensure insertion orders are properly executed and performing ongoing optimization during media flights to achieve maximum effectiveness. • Reconciling media invoices, providing detailed insertion orders and providing backup invoicing of all media expenses to the State. • Providing mid-campaign and post-campaign summary reports to track effectiveness of the media plan and to help inform potential changes to creative strategy and/or future media tactics/channels.
