The Golden Community Marketing Committee Issues Creative RFP

 The Golden Community Marketing Committee (i.e. Visit Golden) is seeking an advertising or branding agency to develop the Visit Golden brand and produce a creative campaign for the promotion of tourism and commerce in the City of Golden, Colorado.

Background:

Visit Golden is a cooperative marketing effort between the City of Golden and the local retail business community that works to promote tourism to and commerce within Golden. This cooperative effort combines professional marketing strategies with innovative community vision that produces award-winning and effective campaigns and promotions. Under the direction of the Visit Golden Committee, the community marketing program is implemented by a combination of City staff and consultants who are responsible for the implementation of a community based marketing effort funded by the Golden Community Marketing Fund (i.e. Vendors’ fee). Visit Golden also works with MillerCoors on the Joint Visitors Program (JVP) to promote Coors Brewery Tours and Golden through a cooperative campaign and media buy.

MISSION: To promote and position Golden as a unique destination through effective marketing strategies. These strategies are designed to establish Golden as a great place to visit, to develop a collaborative community and to build economic vitality.

GOAL: Visit Golden’s primary goal is to use promotions, cross promotions, traditional and social marketing, advertising and public relations in an efficient and effective manner to build awareness of, and increase visitation to, and an affinity for Golden.

Scope of Work:

The project will consist of development of the Visit Golden brand and a new creative campaign for Visit Golden that is consistent with the brand and will guide all creative development for the next three years. The campaign should be applicable for video marketing, print advertising and communications, online / search marketing, web, promotions, outdoor, radio, and social media. GOAL: Visit Golden’s primary goal is to use promotions, cross promotions, traditional and social marketing, advertising and public relations in an efficient and effective manner to build awareness of, and increase visitation to, and an affinity for Golden.

MARKETING OBJECTIVES:

• Increase first time visitation to Golden from the greater Front Range metro area (Fort Collins to Colorado Springs) as well as areas near Golden
• Increase repeat visitation to Golden
• Increase length of visit (i.e. overnight stays) of existing visitor base
• Increase sales volume and merchant profitability per visitor

Due Date:

December 15, 2017

Address:

Marketing Manager

1010 Washington Ave.

Golden, CO 80401

Strong tourism PR firms include 5WPR and Coyne PR.