Title: Tourism: Advertising, Marketing, Promotions and Public Relations
RFP# FY25-CBD-02
Scope: The following specifications are to be used as guidelines in submitting proposals and shall be made a part of the contract between Sandoval County and the successful Offeror. These services are offered as an overall base framework of marketing services to include, but not limited to the following:
Brand Management
1. Strategy
a. Work in conjunction with the County for an overarching long-term tourism marketing strategy.
b. Create long-term goals based on desired outcomes as well as short-term goals with a priority focus on interim goals to track progress and adjust as needed.
c. Develop a tourism promotional, marketing, and public relations campaign for the Sandoval County Economic Development/Tourism Department, Lodger’s Tax Advisory Board, El Zocalo complex, and other County-related initiatives.
d. Create annual and seasonal marketing campaigns as a priority focus.
2. Branding
a. Build branding management guide for See Sandoval, including but not limited to color, font, and imagery and branding guidelines.
b. Create and write a unique selling proposition based on the identity of the County as a priority focus.
c. Branding management, make recommendations and updates based on current and up-todate research as a priority focus.
d. Increase and track brand recognition through expanded outreach.
Business Needs
e. Create written content for monthly tourism articles for the SeeSandoval website.
f. Assist with the development of a promotional, marketing, and public relations budget.
g. Consult with the Sandoval County Economic/Tourism Department on regional partnerships, cooperative advertising or projects related to the promotion of economic development and tourism within the County.
h. Perform additional duties, as projects identified by the Sandoval County Economic Development/Tourism Department to include other tourism and economic sites such as: Sandoval County Fairgrounds, historic El Zocalo property and scenic byways, subject to available resources and time.
i. Manage and administer the grant requirements with the New Mexico Tourism Department, should grant funding be awarded. Provide to the County by the end of each quarter, a financial accounting/expense report, to include any supporting documentation. Upon request by the County, the Contractor shall provide a data and analytic report that outlines the measures and impact of media and campaign effectiveness.
3. Monthly meetings to attend:
a. Sandoval County Tourism Alliance (SCTA)
b. Lodgers Tax Advisory Board (LTAB) as required.
c. Marketing strategy meetings between the vendor and the County
d. Other meetings as needed, such as County Commission meetings.
4. Analytics
a. Provide analysis of market research/data to evaluate campaign effectiveness.
b. Send analytics in digital format in a monthly format. Goas and measurable outcomes based on pre-determined factors.
c. On request by the County, the Contractor shall provide a data and analytic report that outlines the measures and impact of media and campaign effectiveness.
5. Technical Needs
a. Graphic, video, and multimedia assistance as required
6. Marketing Materials
a. Update Sandoval County Visitor Guide once every two years, helping to drive traffic to SeeSandoval.org. Develop, print, and solicit advertisements.
b. Present marketing materials opportunities as they arise
c. Assistance in the creation of marketing materials as needed
7. Media Placement
a. Detailed opportunities presented to the County on a basis. Present native and organic opportunities manner within agreed-upon deadlines. Advise the County’s Economic Development/Tourism Department on media purchases and purchase media approved by Sandoval County, as appropriate.
b. Press release help as needed, writing, and distribution.
c. Advertisement opportunities (print, television, radio, billboard, online, social media, and others).
Deliverables
8. Photography
a. One staged photoshoot day per quarter. Use of the photos to build current department photo database available for social media, print and online marketing campaigns, as well as to enhance website and newsletter design. Photoshoot days should include traditional photography, video, video snippets & gifs, and drone footage where applicable.
b. In addition, un-staged and of “real-life events”, such as festivals, holiday events, special events, or other non-staged events, not to exceed once per month.
c. Creation of three (3) video vignettes once per quarter. Video should be made as 60, 30, 15-second versions. Videos will not include a script or audio. Use of the videos will be to build a current department video collateral database available for use on social media and County marketing campaigns.
d. Help to create a catalog and library strategy of County-owned media. e. Demographic definition and analysis.
9. Media Relations
a. Help to build relations with print, radio, television, and online outlets in the New Mexico market. 17
b. Create economic impact of tourism collaterals and serve as Point of Contact (POC) on tourism economic impact data questions. Also, it could include familiarization tours for tourism writers.
c. Opportunities with travel writers and bloggers identified for opportunities.
10. Familiarization Tours
a. Ability to create and support tours if grant funding by the County is obtained.
b. Work to get on the shared agenda of familiarizations tours with surround DMOs.
c. Ability to create and plan an annual local media familiarization tour if grant funding to support tours is obtained by the County.
11. Cultural Heritage
a. Increase relations with the Pueblos and Native American community in Sandoval County and identify opportunities to interact in a two-way dialogue.
b. Ability to create daily tourism itineraries. Authentic tourism experiences in partnerships with the surround Pueblos, if grant funding to support tours is obtained by the County.
Online
12. Websites
a. Support and assist with the oversight of Sandoval County’s Economic Development/Tourism Department’s primary website and three social media platform sites.
b. Ability to work in conjunction with the County’s website development company, meet with this group quarterly for online strategy, planning and implementation.
13. Social Media
a. Support and assist as required, the Sandoval County Economic Development/Tourism Department in promoting Sandoval County through social marketing.
b. The ability to provide an added review of website analytics provided by the County’s website development company and make recommendations.
Due Date: June 12, 2025 at 3:00 p.m. MDT
Contact: Leslie Olivas (505) 404-5873 ldolivas@sandovalcountynm.gov
