STATE OF NEW HAMPSHIRE – Destination Development Marketing Services

SECTION 4 –Request for Proposal Process

A. Agency Point of Contact/Restriction of Contact with Agency Employees

The sole point of contact for this RFP, from the RFP issue date until the approval of the

resulting contract by the Governor and Executive Council is:

Brittany Littlefield, Brittany.L.Littlefield@livefree.nh.gov

Proposal Due 10/15/2024 5:00 PM

SECTION 1 – Overview and Schedule

A. Goal of this Procurement/Business Needs

The New Hampshire Department of Business and Economic Affairs (BEA or “the Agency”)

seeks proposals from qualified Vendors to develop programs and campaigns focused on

hospitality/tourism workforce/talent attraction and regional destination development through

digital marketing tools that promote New Hampshire’s tourism regions and ultimately statewide.

Funding for this activity was provided and approved under the Travel, Tourism, and Outdoor

Recreation Program of the U.S. Economic Development Agency (EDA), as funded by the

American Rescue Plan Act of 2021. EDA’s goal for these funds is to help states invest in a

variety of projects that help revitalize safe leisure, business, and international travel. The

approximate term of this procurement will be for the period of November 15, 2024 – August 30,

2025, subject to Governor and Executive Council approval.

SECTION 2 – Requirements and Scope of Work

As a minimum requirement, Vendors must demonstrate experience with providing consulting

services the same as or equivalent to all of those outlined in the Scope of Work below. Vendors

that fail to meet this requirement will not receive further consideration.

The budget for the entire contract is a total of $2,000,000. The Selected Vendor shall, at a

minimum, deliver the following services:

• New Hampshire Workforce/Talent Attraction – Hospitality/Tourism
• Develop and execute an integrated communications and marketing campaign

centered around the validity of considering a worthwhile career in the tourism and

hospitality industry (hereinafter “the industry”).

• Campaign should highlight the lifestyle benefits of New Hampshire and

the opportunities for competitive salaries that are similar to or better than

neighboring states.

• Develop creative assets for New Hampshire tourism/hospitality businesses to

utilize for recruitment purposes.

• Develop a social media strategy and provide the appropriate content

(posts/images) for the industry to utilize in workforce/talent attraction.

• Develop an online toolkit of assets that can be utilized by the industry for
• workforce/talent attraction that includes a variety of jobs/careers.
• Toolkit should include but not be limited to creative assets, best practices

for social media, media-buying strategies for small business, etc.

• Create resources for storytelling pertaining to position/career pathways in the

industry. Stories should inspire high school students to consider the industry as a

viable career path, highlighting opportunities to work their way up the ladder

through real-life examples. Specifically:

• Identify local people/role models who have been successful in their

careers.

• Identify unique jobs that may not be known as “fun” professional pursuits.
• Work with educational institutions to highlight alumni and programs.

• Regional Destination Development
• Develop digital marketing tools that can be utilized to highlight the state and

tourism regions, including such things like itinerary builder apps.

• Inventory and identify areas of interest with the regions that are either

weak in content or missing.

• Collect, capture, and develop content needed to make the “create your

own itinerary” option more robust and provide a comprehensive selection

of offerings for visitors planning their trip to New Hampshire.

• Research and develop specific content centered around diversity-focused

activities, regionally and statewide, and incorporating New Hampshire’s

outdoor adaptability offerings.

• Create suggested statewide and regional itineraries along with “Top 10”

lists to move people around the state.

• Develop a communication strategy and promotional campaign to encourage these digital tools to be used by visitors and residents throughout the state. Encouragement of resident use will organically increase local tourism ambassadors.
• Create a toolbox for the industry that includes promotional materials todownload the app – for concierge desks, information desks, etc.

• Meet regularly with BEA staff to provide updates on progress and direction.

• Provide monthly reports that include monthly activity, expenditures, tracking, results, and progress.