INTRODUCTION
Orlando North Seminole County (ONSC) Tourism, the official tourism division of Seminole County, is seeking a creative agency. Our objective is to continue building our successful new brand while establishing Orlando North as a premier sports and leisure destination. The selected firm will be integral partners, collaborating directly with the Orlando North Seminole County Tourism staff to provide a comprehensive array of services detailed in the subsequent sections.
LEISURE AND MEETINGS
The account management, artwork, layout, all media purchases, and design and all production expenses shall be included. The Agency is expected to develop and create requested collateral that will help promote and position ONSC Tourism as an appealing and attractive leisure and meetings destinations for visitors.
Leisure and Meetings Media and Advertising:
The Agency will be expected to deliver a leisure and meetings branding strategy for ONSC Tourism. This strategy must stay consistent with ONSC branding. This plan should be supported by proper market research.
Media Plan:
The Agency will be expected to develop, manage, and deploy an advertising and media plan to be presented to ONSC Tourism staff at the beginning of each fiscal year.
a. The annual media plan must include:
b. Detailed strategies and anticipated media and advertising goals.Performance metrics detailing how these initiatives will be monitored and evaluated.Media and advertising recommendations for the Tourism office should be considered on an annual basis.A media plan that includes a paid media mix to include but not limited to print, digital and online. The Agency will be expected to negotiate all paid media placements on behalf of ONSC Tourism.An annual calendar of all paid media advertising initiatives with estimated media placement costs and deployment dates.Organize and manage webDAM Analytics Management System and assets.Cover all purchases for paid search.Develop and execute email campaigns and cover all costs associated with the email campaign including all purchased contact lists.
Email Newsletter Campaign:
The Agency will be responsible for the development and distribution of seven (7) leisure-focused email newsletters annually.
a.These newsletters will promote key leisure tourism initiatives, destination experiences, events, and seasonal content while also including a featured section dedicated to a Sports Tourism highlight (e.g., upcoming tournaments, event recaps, venue spotlights, or team testimonials).
b.The agency will be expected to:
* Provide full-service execution: content development, layout/design, list procurement/maintenance, campaign deployment, and analytics.
* Ensure mobile responsiveness, ADA compliance, and integration of UTM (Urchin Tracking Module) tracking for performance monitoring.
* Align newsletter themes with seasonal promotions, marketing campaigns, and editorial calendars.
* Provide Monthly analytics report: Open Rate, CTR, Bounce Rate, Unsubscribe Rate, Engagement with sports section (clicks, impressions)
* Coordinate content approvals with ONSC staff prior to deployment.
Content Refresh:
a. The Agency will be required to execute and manage (2) seasonal mini shoots (Spring/Summer & Fall/Winter)
* Each session to yield at a minimum: 100 edited photos, 20 short-form videos (ideal for paid ads and Reels), Drone footage (as needed)
* Collaborate with staff to build an annual shot list for photos and videos.
* Incorporate content refresh strategy to align with Seasonal Content Calendars
Influencer & Creator Program Management:
The Agency will be required to develop and manage Influencer/Creator campaign initiatives in collaboration with the ONSC team.
Identify and engage creators/influencers for scheduled campaigns.
Ensure deliverables align with campaign goals and audience engagement metrics.
Manage contracting, approvals, and post-campaign reporting.
Provide the following deliverables, in communication with the ONSC team, throughout each campaign:
a. Influencer recruitment listCampaign briefs for creatorsFTC-compliant contracts and disclosuresROI Report (reach, impressions, engagement, conversions)
Website:
Maintain the Orlando North Seminole County Tourism website, www.DoOrlandoNorth.com [http://www.doorlandonorth.com/], the server, and all content.
Make requested website changes and updates provided by Tourism staff within 24 business hours.
Provide Tourism staff with a monthly Google Analytics report (sessions, users, page views). The Agency will give designated Tourism staff member(s) access to running reports and acquire digital analytics.
Develop an annual website plan in an effort to constantly improve the website, increase traffic, Search Engine Optimization campaign, and continue to enhance the interactive experience for the customer.
Maintain website booking applications.
ONSC Tourism staff shall receive a copy of all lists purchased utilized by the Agency on behalf of Seminole County Tourism.
Conduct research regarding overall website performance for functionality, visitation, and lead generation in order to recommend and implement ongoing improvements and changes to the website.
Conduct a comprehensive review and “scrub” of www.DoOrlandoNorth.com [http://www.doorlandonorth.com/] twice annually, upon the request of staff. Provide ongoing maintenance and routine updates.
Renewal of all current domain names. List provided by Tourism Department. Equal to $300.00.
1.Website Goals (based on Google Analytics)
Using the information below, please set the goals your agency is expected to obtain for the following Key Performance Indicators below. The goals set by the agency will be used as an indicator to review performance.
2.Additional Expectations:
a. Attend all Tourist Development Council meetings. Prepare presentations reports for each meeting on behalf of ONSC staff. Prepare presentations and reports for other County meetings upon request.
b. Participate in bi-weekly project meetings or conference calls with tourism staff. Bi-weekly tracking and status reports shall be provided to tourism staff 24 hours prior to regularly scheduled calls.
c. Written estimates will be provided to tourism staff before costs are incurred. All out-of-pocket costs must be billed at net. Invoices will include a copy of the signed estimate and all vendor costs.
d. It is the responsibility of the Agency to adhere to County policies and procedures with respect to invoicing and payment. All invoices for the budgeted fiscal year must be billed within the fiscal year the money has been allocated.
e. Third-party services or contracts managed by the Agency on behalf of ONSC Tourism shall be supported by three (3) quotes and will be billed on a net basis. Quotes issued by third party services shall be submitted for ONSC Tourism approval prior to the selection of the proposer. The successful proposer shall not engage a third party to complete any services contemplated in the RFP without prior written consent from tourism staff.
f. The Agency will set the proper expectations for deliverables and due dates.
g. ONSC Tourism shall retain ownership and rights to media and advertising campaigns created by the Agency during the contract period, including all creative artwork, photographs, video, and other materials; Use of stock photography must be authorized by ONSC Tourism prior to use.
C. SPORTS
The account management, artwork, layout, all media purchases, and design and all production expenses shall be included. The Agency is expected to develop and create requested collateral that will help further promote and position Orlando North Seminole County (ONSC) and its sports venues as appealing and attractive destinations for event organizers, coaches, teams, and families.
1. Sports Media and Advertising:
The Agency will be expected to deliver a sports tourism branding strategy for ONSC Sports. This strategy must be consistent with ONSC Sports branding. This plan should be supported by proper market research.
2. Media Plan:
a.The Agency will be expected to develop, manage, and deploy a sports- specific advertising and media plan to be presented to ONSC Sports at the beginning of each fiscal year.
b.The annual media plan must include:
•Detailed strategies and anticipated media and advertising goals.
•Performance metrics specifying how these initiatives will be monitored and evaluated.
•Media and advertising recommendations that the sports tourism staff will review on an annual basis.
•A media plan that includes a variety of paid media placements, including but not limited to print, digital and online. The Agency will be expected to negotiate all paid media placements on behalf of ONSC Sports.
•An annual calendar of all paid media advertising initiatives with estimated media placement costs and deployment dates.
•Cover all purchases with regard to a paid search campaign.
•Develop and execute a quarterly email campaign. Cover all costs associated with the email campaign including all purchased contact lists.
•Execute the application and cover the costs of all award submissions.
c.The Agency will be required to provide a monthly report that reflects all media and advertising initiatives.
d.ONSC Sports will have final approval of all media and public relations plans.
3. Website:
a.Maintain the Orlando North Seminole County Sports website,www.PlayOrlandoNorth.com [http://www.playorlandonorth.com/], the server, and all content.
b.Make requested website changes and updates provided by Sports Tourism staff within 24 business hours.
c.Provide Sports Tourism staff with a monthly Google Analytics report (sessions, users, page views). The Agency will give designated Tourism staff member(s) access to run reports and acquire digital analytics.
d.Develop an annual website plan in an effort to constantly improve the website, increase traffic, and continue to enhance the interactive experience for the customer.
e.Maintain website booking applications.
f.ONSC Sports shall receive a copy of all purchased lists utilized by the Agency on behalf of Seminole County Sports Tourism.
g.Conduct a comprehensive review and “scrub” ofwww.PlayOrlandoNorth.com [http://www.playorlandonorth.com/] twice annually.
4. Additional Expectations:
a.Attend all Tourist Development Council meetings and prepare presentations for each meeting. Prepare presentations and reports for other County meetings upon request.
b.Participate in bi-weekly project meetings or conference calls with sports tourism staff. Bi-weekly tracking and status reports shall be provided to tourism staff 24 hours prior to regularly scheduled calls.
c.Written estimates will be provided to sports tourism staff before costs are incurred. All out of pocket costs must be billed at net. The invoices will include a copy of the signed estimate and all vendor costs.
d.It is the responsibility of the Agency to adhere to County policies and procedures with respect to invoicing and payment. All invoices for the budgeted fiscal year must be billed within the year the money has been allocated.
e.Third party services or contracts managed by the Agency on behalf of ONSC Sports shall be supported by three (3) quotes and will be billed on a net basis. Quotes issued by third party services shall be submitted for ONSC Sports approval prior to the selection of the proposer. The successful proposer shall not engage a third party to complete any services contemplated in the RFP without prior written consent from tourism staff.
f.The Agency will set the proper expectations for deliverables and due dates.
g.ONSC Sports shall retain ownership and rights to media and advertising campaign(s) created by the Agency during the contract period, including all creative artwork, video, and other materials.
h.Use of stock photography must be authorized by ONSC Sports prior to use.
Due Date: August 13, 2025, 2:00 pm
Contact: Liduvina Torres Email: ltorres@seminolecountyfl.gov (407) 665-7117
