Marketing RFP Issued By Bastrop County Tourism Marketing

For the past nine years, Bastrop County Tourism office has strived to promote the community to visitors, attract community events, and conventions that impact the economy.  Bastrop County Tourism office also assists residents, visitors and the general public with any questions or information about Bastrop County. Bastrop County continues to build on our historical and recreational appeal by staying true to our brand while creating a great infrastructure for any visit.

A few of the amenities include welcoming hotels, plenty of entertainment, dining, and shopping.   As Bastrop County continues to develop, grow and change the county is seeking assistance from a professional advertising company that has experience in both county and destination marketing categories. The services needed for this campaign include creative, conceptual, multi-media ad production, media planning and buying, social media management, SEO and SEM strategies and implementation, account servicing and general account management.  Bastrop County desires to hire a highly respected, successful brand development firm which specializes in branding Counties/Cities/Regions, to help define the County’s strengths and assets, thereby giving the County a stronger and more viable image and unified message as it markets to attract tourists, events and meetings, business investment, workforce and new residents. It is important the brand promise and subsequent materials work for all of these marketing audiences, as well as to improve the overall image and perception of Bastrop County.

Background

Bastrop County is in the Austin Metropolitan Area and encompasses approximately 895 square miles of Southeast Central Texas. The major thoroughfares that traverse Bastrop County are State Highways 71, 95, 21, 290 and 304. There are three Cities within Bastrop County and they are Bastrop (the County Seat), Smithville, and Elgin. The Cities of Bastrop, Elgin and Smithville are known as the “Historic Triangle”, because they were voted three of the most historical small towns in Texas. There are several other non-incorporated areas within the County that have a significant population of Bastrop County residents.   Bastrop County is currently experiencing a rapid growth in its population. In the 2000 US Census Bastrop County had 57,733 residents, in the 2010 US Census Bastrop County had 74,171 residents and in the 2020 US Census Bastrop County had 97,216 residents. According to the Texas Water Development Board, the population of Bastrop County in 2030 is expected to be approximately 143,212 residents.   Bastrop County promotes itself as the premier destination for indoor and outdoor tourism.

Our world-class parks, the Colorado River, golf courses, top ranked fishing lake and nature center attract tourists from all over.  Visitors can have fun in the sun by hiking, biking, swimming, kayaking, camping, or canoeing. We also have charming main streets with great shopping, art galleries, boutiques and delicious restaurants.

Scope of Work

This marketing project will be a collaborative approach by the successful proposer who will:

• Conduct a thorough assessment of the destination offerings, amenities and strategies.
• Create a brand marketing strategy with specific implementation strategies.

Bastrop County currently has a brand that has been successful over the past nine years and Bastrop County would like the selected proposer to continue the marketing of this brand. Since this brand is the County’s promise to the outside world, it needs to be professionally marketed. The continuation of the brand should be based on intensive research which includes input from both those inside and outside of the community so current perceptions of Bastrop County are understood and addressed with any proposed strategy. The firm will work with the County to recommend the implementation of the brand in future marketing efforts.

The primary objectives of this destination brand initiative are:

• Work with Bastrop County and key stakeholders to refine the brand and brand promise that anchors Bastrop County in delivering cohesive messaging and visuals to better market us as a destination for events, meetings/conventions, groups and leisure travelers.  
• Create a strategy for effectively communicating our brand to our target markets, stakeholders and visitors (through identity, image and marketing, etc.)
• Budgets for this work will be funding through the Bastrop County HOT Funds with a primary goal of increasing lodging occupancy rates

At this time the County does not have a fixed budget for these services but is requesting the Firm submit a cafeteria-style implementation cost with their plan to help create the overall pricing plan. The action plan should consist of three components; Branding, Development and Marketing.

Branding 

The selected firm will conduct the needed research and interviews to continue the marketing and refinement of the current Bastrop County brand identity and subsequent template materials including guidelines for long-term use.

Development

The firm will work with the County and its partners to facilitate the brand to ensure that it is inclusive and representative of the various public and private organizations which we represent.

Marketing

Additionally, existing and upcoming tourism-related products must be considered in the use of the brand and messaging to reflect the tourism climate of the County. 

The branding strategy will be applied to future marketing plan elements including: 

• Websites
• Social Media
• Advertising
• Online
• Consumer
• Travel Trade
• Meetings / Conventions
• Billboard
• E-Newsletters
• Tradeshow Booth
• Meeting / Convention Bid Packets
• Promotional Items

Official Publications: Visitor Guide, Meeting Planner Guide, Tour Planner, Sports Facility Guide, rack brochures, etc.

Other items to be determined

Submit hard- copies to:

MAIL: Bastrop County Purchasing Department:  Attn: Leon Scaife 804 Pecan Street Bastrop Texas, 78602 HAND DELIVER: Bastrop County Purchasing Department:  Attn: Leon Scaife 803 Pine Street, Room 101 Bastrop Texas, 78602

Proposal Closing Date: March 3

Hunter PR and Coyne PR are agencies worth considering.