NH Department of Business and Economic Affairs Issues Ad Agency RFP
The NH Department of Business and Economic Affairs (BEA), is seeking an integrated marketing firm to assist in the achievement of its strategic goals. BEA is comprised of two divisions: Division of Travel and Tourism Development (DTTD) and Division of Economic Development (DED).
Background:
The NH Department of Business and Economic Affairs (BEA), is seeking an integrated marketing firm to assist in the achievement of its strategic goals. BEA is comprised of two divisions: Division of Travel and Tourism Development (DTTD) and Division of Economic Development (DED).
Goals include:
• Increase Rooms and Meals Tax Revenue
• Unify New Hampshire under the tourism brand and strategy
• Motivate individuals to live, work, play, and learn in New Hampshire
• Improve reporting, analytics, and data driven optimization of BEA’s marketing
• Foster collaboration with the state’s primary entry points, i.e. rest areas, airports, bus stations
• Bolster international marketing efforts
• Cultivate the Meetings, Incentive Travel, Convention, and Exhibition (MICE) market
The budget for marketing services will range from $5 – $8 million per year. Budget will be primarily dedicated to tourism promotion, however tourism assets will be leveraged in the promotion of workforce recruitment/retention, business recruitment, New Hampshire State Parks, and Agritourism.
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 firms, international marketing partners, and content development vendors.
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 a highly visible government entity, one that is tasked with continually representing and improving New Hampshire’s economic vitality.
The Selected Vendor will engage in both strategic planning and day-to-day program execution.
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 BEA to promote the State as a tourism destination, as well as promoting workforce recruitment/retention, business recruitment, New Hampshire State Parks, and Agritourism.
Administration/Management
· Dedicated Daily account management team with in-depth attention to organizing, planning, supervising, and reviewing all BEA projects and budgets.
· Dedicated creative and production staff focused specifically on the BEA account.
· Participate in planning and budget review meetings with BEA to ensure direction and budget adherence.
· Development of specific reports that may include Campaign Reports, Weekly Status, Budget Updates, etc.
Strategic Planning
· Prepare strategic plans, facilitate strategic planning sessions, and engage in consumer studies.
-Utilize available research (Strategic Marketing and Research Insights, Travel Marketing Insights, New Hampshire Travel Impacts, U.S. Travel Association, etc.), prior media plans, campaign reports, and industry trends.
· Solicit input via strategic planning sessions with key stakeholders.
· Determine and report Key Performance Indicators (KPIs).
· Assist BEA staff in sharing the plan, including presentations, participation in select meetings, and hard copy materials.
Creative Development
· Create and deliver brand via paid, owned, and earned channels. Creative must promote the state’s tourism attributes, workforce recruitment/retention, business recruitment, State Parks, and Agritourism.
Asset Production
· Create and inventory photography/video assets; assets will be used in all creative execution, public relations, and overseas marketing.
Media Planning and Buying
· Strategic planning of annual media calendar and paid search advertising.
· Media buying and execution.
· Coordinate cooperative marketing campaigns to support overall strategy.
· Implement tracking mechanisms in order to measure KPIs.
· Provide ongoing counsel relative to media consumption habits.
· Media costs are at net and need to be paid prior to requesting State reimbursement.
International Marketing
· In coordination with BEA staff, work with global travel trade and U.S.-based receptive operators to promote New Hampshire tourism product.
· Represent New Hampshire at select trade shows and events.
· Develop marketing and sales materials, as well as destination training presentations.
Digital
· Develop creative strategy across digital, social, and mobile channels.
· Websites include: visitnh.gov, choosenh.com, nheconomy.com, dbea.nh.gov
· Create responsive website designs, connecting users to the brand and advertising campaigns.
· Implement and maximize content management solutions across BEA’s portfolio of websites.
· Ensure compliance and accessibility across all BEA websites.
· Provide hosting services for all BEA websites.
Due Date:
May 17th, 2019.
Address:
State of New Hampshire
Department of Business and Economic Affairs
Division of Travel & Tourism Development
1 Eagle Square, Suite 100
Concord, NH 03301
Strong tourism focused PR firms include 5WPR and Hunter PR.
