Scope: The primary goal is to increase tourism lodging occupancy stays within the City. Objectives include ensuring brand guidelines are implemented, developing marketing campaigns, maintaining an up-to-date web presence, conducting research to understand local tourism trends and target audiences, and working collaboratively with state, local, and regional partners to promote Depoe Bay as a destination market.
• Development of targeted promotions, including promotional content, and marketing materials (both electronic and printed).
• Coordination with local partners and attractions in order to increase spending opportunities within the City of Depoe Bay.
• Establishment of metrics and benchmarks to track performance.
• Provision of quarterly and annual reports to the City Council.
All services shall be provided under the direction of the City Administrator/Recorder and City Council. The tourism promotion services provided shall include, but not be limited to, the following tasks:
Brand Management
a. Establish and maintain a Depoe Bay brand.
b. Primary ownership of all channels, including but not limited to website, all current and future social media accounts, analytics portals, and content libraries will be owned by the City of Depoe Bay, with proposer provided delegated access.
c. Work with the Oregon Coast Visitor’s Association (OVCA) to assist Depoe Bay in developing and implementing sustainable tourism practices that minimize negative environmental impacts, conserve natural resources, and protect biodiversity. Develop educational materials, including brochures, videos, and online resources, to raise awareness among tourists about sustainable travel practices.
Integrated Marketing
a. Establish a landing page for as a trip planning resource.
b. Improve engagement with audiences interested in Depoe Bay on a continuous basis.
c. Create and manage social media accounts focused on destination management for Depoe Bay.
d. Post 50% original curated content to social media channels, using a content calendar as guidance.
e. Utilize compelling imagery in posts across all social media channels, including simple but effective calls to action.
f. Leverage social media trends, applying to channels as appropriate.
g. Drive demand for overnight stays in Depoe Bay year-round, with special attention to the shoulder/off season.
h. Establish and increase Depoe Bay brand awareness, reinforce the brand, inspire visitation to Depoe Bay, and grow Depoe Bay’s marketing reach and market share.
i. Support well established events and promotions to drive overnight stays.
j. Prioritize communication to identified target markets, using analytics.
k. Implement simple, but effective calls to action.
l. Utilize engaging content to pique interest, and driver users to robust website landing pages for conversion.
m. Measure the above by followers, referral traffic, social listening and channel specific analytics.
Content/Creative
a. Create awareness of the wide variety of experiences offered in Depoe Bay and close, nearby scenic resources.
b. Broadcast the Depoe Bay story and facilitate destination demand.
c. Enhance the Depoe Bay destination experience through actionable content.
d. Develop a content calendar to support planning and distribution, including time sensitive events and promotions.
e. Develop content to meet the immediate and longer-term needs of the resource website.
f. Create seasonal content to support shoulder/off-season visitation.
g. Produce recurring, and independent video assets
h. Create 6 target public relations/press releases annually.
i. Develop an annual guide that highlights, timely content and works with local stakeholders and businesses.
Content Marketing
a. Create web pages to support campaign promotion. Pages will create indepth information about a particular campaign objective and live as a subdomain of the main tourism website.
b. Create keyword rich content to support social media channels.
c. c. Develop, update, maintain, and host the main tourism website. Create a calendar of events happening in and around Depoe Bay, including regional events that could produce overnight stays in Depoe Bay.
Statistical Reporting/Data and Research
a. Produce monthly reports on the website/social media traffic and engagement, and other reports on campaign effectiveness, and as requested.
b. Produce a yearly report summarizing highlights, and successes with website traffic/conversions as the primary key performance metric. Other success metrics include but are not limited to impressions, time spent on webpage or platforms, increase in page views, user engagement, and follower increases.
Due Date: February 27, 2025 at 5:00 PM PST
Contact: info@cityofdepoebay.org
