CITY OF DULUTH REQUEST FOR PROPOSALS FOR TOURISM MARKETING SERVICES

RFP NUMBER 24-AA07 (REBID)

PROPOSALS DUE OCTOBER 22, 2024

SUBMIT TO CITY OF DULUTH

ATTN: PURCHASING DIVISION

CITY HALL, ROOM 120

411 WEST 1ST STREET

DULUTH, MN 55802

Calendar of Events. The City will make every effort to adhere to the following schedule (all times are central time):

Date:

Deadline to submit Questions via email to purchasing@duluthmn.gov  is 12 noon on date. 10/16/2024 – Proposals must be received in the Purchasing Office by 3:00 PM on this date.

10/15/2024 – Answers to questions will be posted to the City website no later than this date.

10/16/2024 – Proposals must be received in the Purchasing Office by 3:00 PM on this date.

10/22/2024 – Interviews (in-person preferred) tentatively scheduled for: 11/12 – 11/14

Bidders should outline experience and share relevant examples of work in each of the following market disciplines:

1. Comprehensive Marketing Planning

Develop comprehensive annual marketing, advertising, and communication plans complete with recommended key performance indicators and other metrics that track the engagement of target audiences and accurately measure the return on the City’s financial investment in all marketing-related activities.

2. Target Audience Mapping

Develop expanded target audience profiles including demographics, psychographics, personas, and media habits. Recommend new target audiences for consideration. Current target audience information is available at: https://visitduluth.com/wp-content/uploads/2022/08/DLTH22_IndustryHandout_8.5x11_FINAL.pdf

3. Creative Campaign Development

Develop modern and alluring creative campaign assets to increase target audience engagement across traditional, digital, and social media channels that builds on existing creative work currently in the market.

4. Website Management

Responsible for content planning and development, structural updates (as recommended to support strategies), of the existing City-owned tourism website. Build on strategic search engine optimization (SEO) throughout the website content to strengthen Duluth’s online presence. Report on site traffic, conversion, performance, etc. Bidders are not expected to redesign or rebuild the website; rather they are expected to update and maintain it, adhering to the Web content Accessibility Guidelines (WCAG)2.1, Level AA for websites and mobile apps.

The marketing website URL is:

https://visitduluth.com/  and the site is a custom WordPress site. The City expects Bidders to be fluent in security best practices to adhere to industry standards.

5. Video and Photography

Create visually compelling video and photo assets featuring Duluth’s diversity in population, neighborhoods, and attractions. Assets created will be used on the City’s tourism website and across all tourism marketing campaign channels and platforms.

6. Paid & Print Media

Develop plans and channel strategies with paid media platforms to stay relevant and competitive while continuously capturing the attention of new travelers. Print media plans and strategies should include but not be limited to, a destination visitor guide to be designed by the agency, with selling and invoicing advertising to be performed by Visit Duluth.

7. Earned Media

Develop, manage, and update a comprehensive list of targeted media outlets. Connect frequently with media targets to pitch captivating stories to secure earned media opportunities.

8. Social Media

Develop a comprehensive social media calendar and plan for organic and paid social media posts. Responsible for social media content development, posting, community management, campaign metrics, and reporting.

9. Data, Analytics, and Reporting

Capture data from multiple sources, including advertising platforms, public relations efforts, social media, events, and other resources. Identify key data points, monitor success in real-time, and prepare and present performance reports monthly or as requested. Reporting will consist of monthly check-ins and quarterly reports, presented over Microsoft Teams. Proposers should recommend measurements to prove tourism has increased year over year. A sample of how that information has been shared with the public is available at https://visitduluth.com/industry-relations/visit-duluth-materials/.