UTAH OFFICE OF TOURISM REQUEST FOR PROPOSALS Digital Marketing – Website, Email & Owned Media
Due date: 3/27/2024 4:00PM
Web link: file:///C:/Users/cbettencourt/Downloads/1214090-1578790951Attachment%20B%20-%20Scope%20of%20Work.pdf
Scope of Work
Background
The Utah Office of Tourism’s (UOT) mission is to elevate life in Utah through responsible tourism stewardship.
We do this through:
● Marketing: messaging that inspires visitation, continues powerful branding, supports local business and builds the Utah economy.
● Stewardship: support visitation statewide and encouraging the responsible discovery of Utah.
● Development: partner with local communities to enhance and develop their visitor
economies to benefit residents and visitors.
To accomplish our mission, UOT has identified these key objectives through the Red Emerald
Strategic Plan:
1. Prioritize quality visitation
2. Distribute visitation
3. Continue powerful branding
4. Enable community-led destination readiness
Project Goal
UOT seeks a strategic partnership with a web design & development agency to manage and
enhance our digital marketing and owned media channels. This currently includes our website
VisitUtah.com and our accompanying weekly email newsletter.
The selected agency will be responsible for maintaining the website and email program, hosting
our website, advising and resolving technical issues, implementing design and development
improvements and supporting UOT’s strategic plans and initiatives. This may include, but is not
limited to, establishing goals and priorities with defined KPIs, reporting monthly and quarterly on
data and analytics, security monitoring, search engine and content optimization, supporting
search engine marketing, and creative design.
The agency will work with UOT to develop a multi-year roadmap for web and email success
along with exploring and recommending new avenues for digital and owned media innovations.
With a strong focus on user-centric design, the agency will collaborate closely with UOT to
ensure VisitUtah.com remains a premier destination for travelers seeking the beauty and
adventure of Utah.
Expected Deliverables
The chosen agency is expected to provide these deliverables as part of this contract, though
specific details and expectations will be outlined and agreed upon as part of the final
collaborative process of building a scope of work.
● Administering VisitUtah.com: Agency will be responsible for ensuring ongoing
maintenance and monitoring of VisitUtah.com. This includes hosting and licensing,
infrastructure assessment, optimizing performance, fixing bugs, security, incident
management, compliance with industry standards, etc.
● Website Roadmap: Agency will deliver a multi-year roadmap with proposed
enhancements for VisitUtah.com. An annual priority plan will be created each year and
managed by the agency to ensure that projects stay on track and on budget.
● Campaign Integration: Agency will lead on ensuring that the website is optimized for all
key marketing campaigns and initiatives each year. This could include: developing
landing pages, implementing code and tracking pixels, troubleshooting links, etc. Agency
will be expected to work collaboratively with the UOT agency of record to ensure that
campaigns are set up correctly, data is being tracked accurately and brand guidelines
are followed.
● Data Reporting & Analytics: Agency will provide monthly reporting meetings to the
UOT Marketing & Communications team and quarterly reporting to the UOT Leadership
team. This will include summaries of website performance, KPI monitoring, along with
actionable insights and recommendations.
● Email Marketing: Agency will provide layout, design and administration for UOT’s email
marketing program. This includes building and sending weekly newsletters,
administration and data management for our ~100K+ and growing subscriber list.
● Search Engine Optimization & Marketing: Agency will be expected to work
collaboratively with other agencies to ensure that paid media is optimized on the
website. This could include supporting and/or running paid search, SEO work, technical
audits, recommendations for improving search engine rankings and content guidance
and creation for keyword opportunities.
● User-Centered Design & Development: Agency will advise and revise designs and
development on VisitUtah.com to ensure brand consistency and that the latest trends
and standards are applied in user design and website optimization.
● Innovation: Agency will be expected to monitor trends and developments in media to
ensure that UOT is leveraging the latest technology to optimize all owned channels. This
may include shifting priorities and making recommendations for new platforms and
projects across owned media.
