Proposals Due By: Friday, February 9, 2024
Introduction and Background:
The Bi-Town Marketing Committee is a sub-committee of the Bi-Town Economic
Development Committee.The Bi-Town Economic Development Committee is organized
by the Towns of Wilmington and Dover with representation from the select boards, staff,
community members, Mount Snow, Hermitage Club, Brattleboro Development Credit
Corporation, and the Southern Vermont Deerfield Valley Chamber of Commerce. The
purpose of the committee is to authentically promote the Deerfield Valley to summer
and shoulder season visitors for increased economic viability. The Marketing Committee
is entering year three of a five-year marketing plan. The digital ad campaign is
connected to the Southern Vermont Deerfield Valley Chamber of Commerce website
and social media; they are also our fiscal agent. The Committee has been funded by
the two towns for the creation of a new campaign tagline, design of digital advertising
assets, and media buy for the summer/fall season of 2024.
Through a digital advertising campaign the Southern Vermont Deerfield Valley aims to
enhance its position as a significant year-round destination in Vermont, thriving during
spring, summer, and fall, in addition to our well established winter season.
Scope of Work:
The Southern Vermont Deerfield Valley Chamber of Commerce (client) wishes to hire a
contractor who can implement the creation and execution of a digital marketing
campaign for summer & fall 2024. This project will encompass everything from tagline,
digital asset creation, media buying, and key performance indicators (KPIs) to measure
the success of the project. While this project is only for the 2024 year, tagline & ad
templates should be created with the intent for the client to utilize for a multi-year
campaign.
Specifically this project will include:
1. Development of a new campaign tagline
2. Development of ad templates that will utilize the new tagline and design elements
from the Southern Vermont Deerfield Valley brand. These templates will serve as
the basis for our summer & fall 2024 paid media campaigns with new photo/video
inserted into the templates for each of the four campaign phases. Templates will
be produced for:
a. Meta feed static image ads
b. Meta carousel ads
c. 1080×1920 videos that can be purposed for both Instagram Reels and
TikTok
3. Creation of unique campaign assets for four phases of a 2024 summer & fall
social media campaign. Each phase will separately target two audiences, broadly
defined as family & young adults, and unique assets should be created for each
audience. These assets will use the templates from #2 above with photo & video
owned by the client as well as stock images/video sourced by the contractor
when necessary, as well as accompanying copy appropriate for each audience
and channel. The four phases will be scheduled to begin running in market
approximately as:
a. Phase 1 – April 15, 2024
b. Phase 2 – June 3, 2024
c. Phase 3 – July 15, 2024
d. Phase 4 – August 19, 2024
4. Contractor will coordinate and execute media buys for the campaign phases with
a reputable media buyer. Total ad purchases will amount to $88,000 to be
distributed equally across the four campaign phases. Distribution amongst each
channel & audience will be determined between contractor & client, and
adjustments may be requested by client throughout the campaign based on
analytical results.
5. Contractor will provide clients with a minimum of bi-weekly analytic reports for the
duration of the campaign. Higher consideration will be given to proposals that
include client access to a dashboard to monitor media buy results in (close to)
real time.
6. Optional – As this is an awareness campaign for the entire Southern Vermont
Deerfield Valley area, we are always looking for additional KPIs to help measure
the success of campaigns. Proposals that include metrics above the standard
media buy analytics will be given higher consideration. Client is especially
interested in geofencing solutions tracking users who have been served one of
our ads and then enter our valley.
The desired firm or personal qualifications include:
1. Creativity and uniqueness to campaign creation
2. Knowledge of destination marketing and advertising
3. A strong record of project communication and reliability
4. Previous experience with similar projects
5. Timeline of availability
Required Content:
1. Identity of individual/organization: Identify yourself/organization and a single point
of contact with information.
2. Experience: Provide a history of yourself/organization, a list of clients/projects
you have developed, and background qualifications of anyone who would be
working with you on the project.
3. Creativity: Show examples of other similar digital advertising projects
you/organization have created.
4. Media Buy & Analytics: Provide the name of the media buyer you would plan to
work with on this project as well as any analytics that would be provided to
measure the success of this campaign.
5. Timeline/Capacity: Indicate your capacity to implement with the timeframe of
completion and list specific steps of the project progression. Timelines should
take into account and propose time frames for clients to provide feedback on
each step of the project.
6. Itemized Costs: Bid submissions should be itemized by the bullet points laid out
in the Scope of Work section of this RFP. Bids exceeding 30% of the total ad
budget will not be considered.
7. Minimum of two references from organizations/businesses you have worked with.
Criteria Scoring:
1. Creativity, based on previous design & messaging examples (max 35 Points)
2. Knowledge of destination marketing (specifically in the northeast market) and
digital advertising KPIs (max 25 Points)
3. Qualifications of the individual/organization to be assigned to the project (max 25
Points)
4. Timeline availability (max 15 Points)
file:///C:/Users/cbettencourt/Downloads/Bi-Town%20Marketing%20Campaign%20RFP.pdf
