Scope: 1. Brand Management
a. Maintain and grow the Experience Roseburg Brand.
b. The City of Roseburg will maintain primary ownership of all channels, including but not limited to website, all current and future social media accounts, analytics portals, and content libraries. Proposer will be provided delegated access and will be responsible for maintaining and updating all of the above.
c. Apply brand to all Experience Roseburg owned marketing channels and assets.
2. Integrated Marketing
a. Increase awareness of Experience Roseburg as a trip planning resource.
b. Improve engagement with audiences interested in Roseburg on a continuous basis.
i. Manage Experience Roseburg social accounts and platforms as tourism resource for Roseburg.
ii. Leverage individual social media channel strengths and audiences.
iii. Implement best practices within individual social media channels to maximize effectiveness.
iv. Utilize compelling imagery in posts across all social media channels, including simple but effective calls to action.
v. Leverage social media trends, applying to Experience Roseburg channels as appropriate.
c. Drive demand for overnight stays in Roseburg year-round, with special attention to shoulder/off season.
d. Increase Experience Roseburg brand awareness, reinforce the Experience Roseburg brand, inspire visitation to Roseburg, and grow Roseburg’s marketing reach and market share.
i. Deliver visitors to Experience Roseburg owned marketing channels.
ii. Support well established events and promotions to drive over-night stays.
iii. Prioritize communication to identified target markets, using analytics.
iv. Implement simple, but effective calls to action.
v. Use the Experience Roseburg website, as the primary advertising conversion point.
vi. Utilize engaging content to pique interest, and drive users to website for conversion.
Measurement of the above will be by followers, referral traffic, social listening, channel specific analytics, geolocation data, and spending demographics.
3. Content/Creative
a. Create awareness of the wide variety of experiences offered in the Roseburg area.
b. Enhance the Roseburg destination experience through actionable content.
i. Utilize all Experience Roseburg marketing channels, as information hubs, for content that is timely, engaging and important for trip planning.
ii. Develop a content calendar to support planning and distribution, including time sensitive events and promotions.
iii. Develop content to meet the immediate and long-term needs of the Experience Roseburg website.
iv. Create seasonal content to support shoulder/off-season visitation.
v. Produce recurring, and independent video assets.
4. Creative Production
a. Write, design, illustrate, or otherwise prepare Experience Roseburg’s promotional material, including digital media, or other appropriate forms of Experience Roseburg’s messaging.
b. Create display ads.
c. Submit stories and photography when necessary for advertorials and value-added opportunities.
d. Properly incorporate Experience Roseburg’s message in mechanical or other form.
e. Check and verify insertions, displays, broadcasts, or other means used, to such degree as is usually performed by advertising agencies.
5. Content Marketing
a. Create/maintain web pages to support specific tourism campaign promotion. Pages will create in-depth information about a particular campaign objective and live as a sub-domain of the main Experience Roseburg website.
b. Produce newsletter/e-newsletter that highlights, timely content and works with local stakeholders and businesses.
c. Produce annual visitor guide that highlights tourism activities, timely content and works with local stakeholders.
c. Create keyword content and utilize Search Engine Optimization to support Experience Roseburg website and social media channels.
d. Provide a library of Roseburg, Oregon, content for publication throughout the year.
e. Create and provide new content with a publication schedule.
f. Develop, update, maintain, and host the main Experience Roseburg website.
g. Host and maintain the Experience Roseburg website and create a calendar of events happening in and around Roseburg, including regional events that could produce overnight stays in Roseburg.
6. Social Media Marketing
a. Create on-brand ads, posts, videos to engage followers on the main Experience Roseburg social media platforms such as Facebook, Youtube or Instagram page.
b. Copy write for ads.
c. Boost posts through Facebook, Instagram, Youtube or other channels.
d. Update and maintain all Experience Roseburg social channels. Add additional social media outlets to the tourism marketing effort as appropriate.
7. Partnerships/Training/Coordination
a. Pay for membership in and participate in affiliations as deemed appropriate for the program, but at a minimum, will include Travel Oregon and Travel Southern Oregon. All professional memberships and affiliations shall be reported to the City.
b. Attend industry events as deemed appropriate for the program and provide City with information related to industry events.
c. Technical assistance, training and support for local institutions and organizations (e.g. hoteliers, vacation rentals, etc.), including outreach marketing for special events and attractions for visitors in and around Roseburg that attract daytime and overnight visitors to Roseburg.
d. Cooperative advertising and printing expenses, which may be matched by the group promoting the event, assistance with issuing promotional materials which would attract more people.
e. Work with local tourism entities to help host travel/tourism writers, influencers, industry spokespersons, and content creators, who will then reflect the tourism efforts of the contract.
8. Operate Visitor Center
a. Provide visitor services at a physical location designated as the City of Roseburg Visitor Center. If an alternative location for the Visitor Center is provided, it should be centrally located within the core of the City of Roseburg, within the incorporated City limits and approved by the City.
b. Maintain staffing and other needs at Visitor Center.
c. Update print collateral to be displayed at Visitor Center and other various entities as deemed appropriate.
d. Coordinate Visitor Center events.
9. Statistical Reporting/Data and Research
a. Produce quarterly reports on the website/social media traffic and engagement, overall campaign effectiveness, and as requested.
b. Inform marketing decisions to maximize return on investment.
c. Measure performance to determine success.
d. Produce a yearly report summarizing highlights, and successes with website traffic/conversions, geolocation data, and spending demographics 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.
e. Provide quarterly content plan, 30 days in advance.
f. Conference attendance.
g. Types of promotion/advertising/marketing and amount of funds spent on said advertising.
h. Enumeration of marketing campaigns, identified target markets and any measurable responses.
i. Visitors by market and location categories.
j. Upcoming year’s goals and plans.
10. Financial Reporting
a. Provide a quarterly financial report on sources and uses of funds.
b. Provide a semi-annual balance sheet related to funding from this contract for periods ending June 30 and December 31.
c. Provide an audit of DMO’s accounting and business records related to this contract, conducted annually by an independent certified public accounting firm. Provide a copy of the audit to the City within 120 days of the calendar year end.
Due Date: 2:00 P.M., March 5, 2025
