Request for Proposals Digital Marketing Agency For Sonoma County Tourism
1. OVERVIEW
Sonoma County Tourism (SCT) is seeking an innovative, forward-thinking, client-centric agency
to provide digital marketing and development services as outlined in the Scope of Services
(section 4). Not just any agency, SCT is seeking a super smart, scrappy, “what if” kind of agency
with team members who lay awake at night wondering how to make digital destination
marketing a better user experience, more connective and fun.
This Request for Proposal (“RFP”) is an invitation to prospective digital marketing agencies to
submit a proposal for the provision of services as set forth in this RFP.
SCT’s target is to begin the agreement on or about July 15, 2024 with an initial term of two
years, concluding June 30, 2026. An opportunity for a continued partnership will be
determined at the time of contract renewal.
2. ABOUT SONOMA COUNTY TOURISM
2.1 – Sonoma County Tourism (SCT), the official destination stewardship organization (DSO) for Sonoma County, CA, is a 501c6, not-for-profit organization. As a DSO, Sonoma County Tourism operates with a goal of ensuring all programming is in the best interest of Sonoma County. Focusing on the key principles of sustainability, people, planet and profit, Sonoma County Tourism creates programs that both drive the economy and protect and preserve the region’s natural and cultural resources.
3. POINT OF CONTACT; WRITTEN QUESTIONS; RESTRICTIONS ON COMMUNICATIONS
3.1- The Vice President, Marketing and Communications is the point of contact for this RFP (the
“RFP Administrator”). Please direct all communications to the RFP Administrator as follows:
Frank Filice Vice President,
Marketing and Communications
400 Aviation Blvd. Suite 500
Santa Rosa, CA 95403
707-919-5889
3.2 – Potential respondents may submit written questions concerning this RFP to the RFP
Administrator up until 5:00 p.m. (PT) on June 26, 2024. Questions received after the deadline
will not be reviewed or answered. All questions must be submitted by email to the RFP
Administrator at the email address specified above.
4. SCOPE OF SERVICES
4.1 – Media Management & Buying
Covers ongoing services related to media buying and management for Search Engine
Marketing (SEM) and Social Media Marketing (SMM) including AdWords and Meta Business.
Initiative includes:
• Media vendor management and communication
• Placing of all insertion orders
• Ongoing optimization of media
• Reporting monthly on SEM & SMM program, including MoM & YoY analysis
• Billing
• Media management fees are based on spend per month and invoiced on media
actuals monthly.
4.2 – Website Program
• Website Monthly Maintenance, Website Development & Feature Updates
• Website Maintenance includes Contractor’s Response team to handle monthly tasks
based on needs and requests of SCT. Maintenance hours can also be utilized for agency
status, project management and account director time and additional service support
i.e., annual planning, content strategy, production, as requested. Contractor will track
hours monthly and share log with all tasks completed.
• Includes any enhancements to the website determined by SCT. Contractor to estimate
work and share with SCT prior to starting tasks outlined in a development plan.
4.3 – Consent Management Support
• Contractor to install, configure, and manage Osano Consent Management platform.
• These services include but not limited to:
• Installation on website
• Performing cookie audit on website
• Classifying cookies and scripts by use case
• Activating Google’s Consent Mode in Google Tag Manager (GTM)
• Where scripts are implemented via GTM Contractor will redeploy tags using
consent mode to only fire based on user preferences.
• Coordinate with development team on scripts outside of GTM
• Oversee ongoing consent management and consent mode requirements while
coordinating with client on any DSAR requests.
4.4 – Accessibility License and Optimization
• Monthly review of issues along with location on the website; both content and
technical.
• Contractor to prioritize issues that impact the site globally. Cost includes license hard
costs + hours to support fixing of issues.
• Website Hosting
• Hard costs for Hosting and Content Delivery Network; includes hosting, security,
backup, and a content delivery network (CDN), which will allow rich media and large
photography to be cached on servers to serve the site more rapidly world-wide. Any
hosting management work on website (server maintenance, upgrades, or
checks),Contractor will track hours for website maintenance.
4.5 – SEO
License
• Costs incurred by annual BrightEdge license for purposes of SEO Analysis.
Content Program
SEO Quarterly Report/Analysis
• Work with an SEO platform to allow Contractor to load and track up to 300 keywords.
The platform allows us to research keywords, SEO trends and provide targeted
recommendations for optimizing on-site content. Contractor will report on SCT’s tracked
keyword performance and provide recommendations for technical and content
development enhancements to grow organic traffic. As hours allow, Contractor to
support SCT with optimizations.
4.6 – Email Program
• SCT to submit materials to Contractor to build and deploy the following:
• 12x Monthly Leisure email communications
• 3x Monthly Sales newsletters (Sales, Travel Trade & Meetings)
• 4x Postcard/Niche email communications which can include Inspiration Guide promotion
4.7 – Personalized Content Platform & Support
• Costs associated with license for third party platform “Bound”, a behavioral marketing
tool that delivers targeted content based on geographical location and user behavior.
The platform is designed to foster better site engagement, including longer time on site,
reduced bounce rates and increased conversions. Reporting analysis and content
optimization will be tracked to content support.
4.8 – Remarketing Campaign
• Contractor to use first party data, Visit Widget, to maintain data segments, data
aggregation and management, reporting and deployment of quarterly evergreen emails.
• Data Mapping to BigQuery (or similar database)
• Data Storage Fees
• Data Connection Support
• Data Digestion
• CCPA/GDPR/etc. updates to site and work with VW to ensure data
privacy compliance
• Email deployments (quarterly)
• Reporting
4.9 – Monetization Program
• Contractor to implement and manage website, inspiration guide, and printed map/guide
advertising sales program
• Contractor to handle all advertising sales, service, creative, contracting, billing and
collections in-house or, if necessary, use of a subcontractor. If a subcontractor is needed
to provide these services, please include details on the subcontractor with creative
examples of work.
• Contractor to handle Sales/Media Kit/Rate Card Development
