Advertising Agency RFP Issued State of New Hampshire

Department of Natural and Cultural Resources

Division of Parks and Recreation

172 Pembroke Rd.

Concord, NH 03301

Period of Contract: July 1, 2022 through June 30, 2025

(with an option to extend through June 30, 2027)

Proposal Deadline: Friday, May 13, 2022 at 2:00 p.m.

*Proposal must be received at DNCR no later than 2:00 p.m.

Proposals postmarked prior to, but received after deadline, will not be accepted.

All inquiries for information should be directed to:

Greg Keeler, Cannon Mountain Director of Marketing & Sales


If proposals are mailed, send directly to issuing agency shown above. If proposals are hand- delivered, deliver to receptionist at DNCR office, 172 Pembroke Rd., Concord, NH 03301.


The purpose and intent of this Request for Proposals (RFP) is to enter into a contract for a period of three years (July 1, 2022-June 30, 2025) with an option to renew through June 30, 2027, upon agreement of both parties and the Governor and Executive Council.

Project Overview

The NH Department of Natural & Cultural Resources, Division of Parks and Recreation, is soliciting proposals for marketing and merchandising services. Historically, the marketing services have been provided for NH State Parks under the Division of Travel and Tourism marketing contract for entire the State of NH and marketing services for Cannon Mountain Ski Area have been provided under a separate contract with an independent vendor. The selected vendor will have the responsibility providing marketing services covering the entire park system under strategies that create synergies across all venues while recognizing the scale and specific needs of marketing a ski area. A more detailed description including scope of work is provided in “Scope of Work and Contract Information.

The total budget for marketing services is $480,500 and is divided between two accounts:

• Parks Account: $200,000 per year for NH State Parks.

• Ski Account: $280,500 per year for Cannon Mountain Ski Area.

Budgets will be primarily dedicated to marketing, marketing services, branding, promotions and merchandising for both NH State Parks and Cannon Mountain Ski Area. Any vendor/agency fees will also be included in the total budget for each. The budgets for NH State Parks and Cannon Mountain will each be managed independently from on another.

The Selected Vendor will provide strategic direction to ensure New Hampshire’s brand is properly conveyed across all programs and channels, creating a strategic framework for contracted partners, including public relations and content development vendors. By law, promotion of state park facilities must be coordinated with the state’s general tourism promotion efforts through the Division of Travel and Tourism Development.

The Selected Vendor will have demonstrated an ability to meet business goals, as well as a proven ability to create groundbreaking work.

The Selected Vendor must appreciate the opportunities and challenges related to working with highly visible government entities that are tasked with continually representing and improving New Hampshire’s outdoor economic vitality.

The Selected Vendor will engage in both strategic planning and day-to-day program execution.

Vision: The Division of Parks and Recreation preserves, protects, and stewards New Hampshire’s natural, recreational, and historic sites. New Hampshire’s state parks are valued and recognized as a critical contributor to New Hampshire’s economy and unique quality of life. These diverse and special places of natural and cultural significance are premiere destinations for families and individuals of all ages and abilities, where exploration, adventure, learning, and fun create experiences and memories that last a lifetime.

The Division’s management is innovative and dynamic, emphasizing outstanding customer service, meeting diverse needs, and developing strong partnerships with other public and private entities. The State Parks are valued and recognized as a critical contributor to New Hampshire’s unique quality of life. Cannon Mountain operates within the Division of Parks and Recreation as a four-season recreational destination offering full ski area services in winter and diverse outdoor experiences in spring, summer, and fall, including the operation of Cannon’s Aerial Tramway. Cannon Mountain also manages Echo Lake Beach, the Cannon RV Park and serves as a popular hub for hiking within Franconia Notch State Park.

Cannon Mountain is a vital economic driver for the Franconia Notch Region and plays an important role in the regional tourism industry. NH State Parks, including Cannon Mountain, are self-funded. All operating funds are raised through fees and marketing for both has an important revenue generating component as well as a public service mission component.

Scope of Work Items listed in 4.1 – 4.6 represent work to be completed for both NH State Parks and Cannon Mountain. Items listed in 4.7 are specific to NH State Parks and are in addition to items 4.1 – 4.6. Items listed in 4.8 are specific to Cannon Mountain and are in addition to items 4.1 – 4.6.

The State of NH Department of Natural & Cultural Resources (DNCR), Division of Parks and Recreation is seeking proposals from qualified marketing and communications professionals specializing in parks and recreation, hospitality, and/or community-based promotion to promote NH State Parks as well as Cannon Mountain Ski Area’s products and services. The Offeror should have a minimum of three years of experience in ski area marketing, but have no current ski area client in the same market area as Cannon. Additionally, the Offeror should have demonstrated experience in tourism-based destination marketing.

The scope of work includes strategic planning, creative content, media planning and buying, search, digital, web hosting, web maintenance, and all production. Deliverables will be provided exclusively for DNCR to promote the State Parks, including Cannon Mountain Ski Area, as an outdoor recreation destination, as well as promoting workforce recruitment/retention and visitor communication for New Hampshire State Parks and Cannon Mountain Ski Area.


Dedicated daily account management team with in-depth attention to organizing, planning, supervising, and reviewing all projects and budgets.

Dedicated creative and production staff focused specifically on the accounts.

Participate in planning and budget review meetings to ensure direction and budget adherence.

Development of specific reports that may include Campaign Reports, Weekly Status, Budget Updates, etc.

The Selected Vendor must provide creative planning, media planning, media calendars, job estimates, monthly budget and reconciliation updates, detailed monthly billings, and reports quantifying the effectiveness of promotional programs.

The Selected Vendor will solicit external partner and sponsor relationships to generate additional funding to leverage NH State Parks’ and Cannon Mountain’s marketing dollars and advertising/marketing efforts; The Contractor will continue to manage the Cannon Mountain Lodging Partner program as part of this effort.

Strategic Planning

Prepare strategic plans, conduct market research, facilitate strategic planning sessions, and engage in consumer studies.

Solicit input via strategic planning sessions with key stakeholders.

Determine and report Key Performance Indicators (KPIs).

Assist DNCR staff in sharing the plan, including presentations, participation in select meetings and hard copy materials.

Creative Development, Marketing and PR

Create and deliver brand via paid, owned, and earned channels. Creative must promote the NH State Parks and Cannon Mountain Ski Area attributes and workforce recruitment/retention.

The Selected Vendor must propose strategies to expand promotional efforts effectively in new markets and continue to develop traditional markets.

The Selected Vendor will provide public relations/publicity support in coordination with NH State Parks and Cannon Mountain.

The Selected Vendor may employ qualified sub-contractors as needed. Special emphasis will be given to New Hampshire businesses and businesses with tourism, recreation and ski area experience.

Asset Management

Manage and inventory photography/video assets; assets will be used in all creative execution, public relations, and overseas marketing.

Make recommendations for new photography/video assets to added, as needed and as budget allows; and oversee their creation/purchase.

Manage and make available all creative assets including logos, brand work and any other deliverables created on behalf of NH State Parks and Cannon Mountain.

The Selected Vendor will not provide printing services either directly or via sub-contract. The State’s Bureau of Graphic Services will provide printing services through a competitive bid process. The Selected Vendor shall provide design and printing specifications, and may represent the State for proofs with NH State Parks or Cannon Mountain approval.

Proposed Timetable

Request for Proposals Issued Wednesday, April 27, 2022

Deadline for Questions Monday, May 2, 2022

Responses to Questions Friday, May 6, 2022

Written Proposal Deadline Friday, May 13, 2022

Invitations to Present Friday, May 24, 2022

Oral Presentations Friday, May 31, 2022

Award Announcement Monday, June 3, 2022

Contractual Process June 2022 Governor & Council Approval Process June 2022

Contract Effective Monday, July 1, 2022

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