The Charlottesville Albemarle Convention and Visitors Bureau (CACVB), , is seeking a vendor for search engine marketing services to drive online visitation to the CACVB website (visitcharlottesville.org). The selected offeror will incorporate current Destination Marketing Organization (DMO) industry best practices to promote Charlottesville/Albemarle to domestic and international audiences as selected by the CACVB
Background:
The CACVB has previously contracted search engine marketing (SEM) services through a marketing agency as a portion of the agency’s scope of work. This RFP will be the first time the CACVB has directly procured these services. The CACVB has a historic record of previously successful campaigns and can use that information to inform future campaigns.
Scope of Work:
Search engine marketing efforts need to achieve the following key objectives:
● Attract primarily leisure visitors to Charlottesville/Albemarle – driving overnight hotel stays and increase visitor spending at local businesses and attractions
● Support multiple marketing messages to key personas identified through the CACVB marketing plan
● Drive traffic to landing pages that coincide with CACVB promotional campaigns ● Maintain at least a 15% average click through rate and less than $1.00 average price per click
● Prioritize website traffic as the primary Key Performance Indicator (KPI) and travel guide downloads and enewsletter sign ups as secondary KPIs
● Provide monthly performance reports for each ad and optimize based on performance
● Be flexible to changing marketing messages, demographics and geographic locations as directed
● Respond within one business day with requested changes or to pause efforts in the case of a public relations crisis
● Administer tourism marketing best practices to maximize marketing efforts while not directly competing with local tourism partners
● CACVB staff will approve all copy prior to it being pushed live
● Have capability to provide search engine marketing, display advertising, retargeting, geotargeting, dynamic search and other capabilities to maximize website traffic through digital channels
● Options for pushing out photo and video content through these channels
Due Date: November 17, 2021
Address:
PROPOSAL SHALL BE SUBMITTED ELECTRONICALLY BY THE STATED DUE DATE AND TIME, BY EMAIL TO LTHOMAS3@ALBEMARLE.ORG AND COPY TO RFQ@ALBEMARLE.ORG
Agencies to consider for this assignment include Hunter PR and Coyne PR.