Purpose:
The North Dakota Tourism Division is seeking to establish an agency of record (AOR) relationship with a contractor, or contractors, to provide a variety of marketing services to develop comprehensive and cost-effective marketing programs to promote North Dakota as a yearround travel destination.
Background:
The State of North Dakota, acting through its Department of Commerce, Tourism Division (the STATE) is seeking to establish an agency of record (AOR) relationship with a contractor, or contractors, to provide a variety of marketing services to develop comprehensive and cost-effective marketing programs to promote North Dakota as a year-round travel destination. The STATE is seeking proposals for a full-service agency to be responsible for all facets of the North Dakota Be Legendary travel brand in promotional efforts and advertising campaigns including 1) creative development, advertising, and media placement, along with 2) national media relations efforts. The purpose of dividing the work into two components is to provide North Dakota Tourism greater access to the most relevant, innovative, and efficient proposers to carry out the work. Proposers may submit proposals for one or both ventures. The STATE anticipates executing a multi-year contract, or contracts, with the selected vendor(s). Submit two complete RFP responses if your firm is responding to both components of this RFP. Be sure to title your RFP response with the component you are responding to.
The North Dakota Department of Commerce is the state’s lead agency for image building, business development, job opportunity awareness and community development with the focus on leading efforts to attract, retain and expand wealth. The division of tourism was established to foster and promote tourism to, and within, the state and the full development of the state’s tourism resources and to serve as a planning and coordinating agency for tourism-related programs of the state and the state’s tourism partners. (NDCC t.54c34.4) Travel and tourism is one of North Dakota’s most vital industries, impacting all 53 counties, supporting more than 3,000 businesses and 42,000 jobs. In 2019, the North Dakota Tourism industry had 23.7 million visitors who spent $3.1 billion and contributed more than $300 million to the state’s tax base. The COVID-19 pandemic significantly impacted North Dakota’s travel economy. Promotional marketing and public relations efforts will be essential to motivating visitation and economic recovery. Research has also shown that tourism advertising plays a significant role in the overall image of the state. The 2019 Image and Halo Study reported that awareness of North Dakota’s advertising led to double digit increases in positive impressions of the state across all economic development attributes. For more than 50 years, North Dakota Tourism has worked with an advertising agency to support objectives and strategies that create return on investment and economic impact. And for more than 20 years, vendors have worked under retainer as official agencies of record (AOR). The Tourism Division’s biennial appropriation is approved by the North Dakota Legislature. As such, this and all contracts may be terminated for lack of funding. A brief history of that biennial appropriation follows: 2019-2021 $10,382,092 2017-2019 $10,826,410 2015-2017 $13,772,765 2013-2015 $11,924,663 2011-2013 $10,322,946 2009-2011 $11,569,674
The 2019-2021 operating budget was $9.6 million including grants of $825,000. Each two-year North Dakota Tourism budget supports integrated marketing efforts across numerous priorities. For the purpose of this RFP, selected vendor(s) will be charged with tactics primarily focused on advertising, marketing and public relations to target markets within the United States and Canada. The successful offeror(s) will report to the North Dakota Department of Commerce Director of Tourism and Marketing, or her designee, for contract management purposes and day-to-day project management.
Detailed information about the Tourism Division’s priorities and programs, target markets and media strategies can be found in the annual Media Plan.
Scope of Work:
The North Dakota Department of Commerce, Tourism Division, seeks to work on retainer with a vendor, or vendors, as agency of record. Scope of work is divided into two components:
1. Creative Development, Advertising, and Media Placement
2. National Media Relations Efforts Proposers may submit proposals for one or both ventures. The State is looking for the highest qualified, effective, and efficient resources and will consider in-state, as well as out-of-state firms. Creative Development, Advertising, and Media Placement Perform creative advertising strategy and production, and media evaluation and purchase functions. Perform account planning and account management to fulfill these functions.
A. Provide a day-to-day contact responsible for overall account management, project coordination, presentation of opportunities and strategy. Account lead should have a minimum of 10 years of experience with relevant degree.
B. Provide strategic and creative vision to support, enhance and further the Be Legendary brand, image of North Dakota and the State’s market share. This includes brand development and advertising work for North Dakota Tourism, as well as occasional projects for partner agencies or destination marketing organizations (DMOs), as directed by North Dakota Tourism personnel. a. Utilize primary and secondary research resources to provide strategy, goals, evaluate media opportunities and advertising performance. b. Provide insights into target markets, potential new markets, and innovative ways of promoting North Dakota as a must-see destination.
C. Develop, design, produce, manage, and evaluate integrated advertising campaigns for all forms of media including, but not limited to print, television, radio, out-of-home, custom content, online video, over-the-top video, streaming audio, digital display ads, programmatic ads, retargeting, social media, email, special event, and collateral.
a. Provide creative including but not limited to art direction, scripting, contracting services when necessary, and proofing.
b. Coordinate production of creative, including use of sub-contractors, timelines, necessary permits, services, and locations.
c. Provide guidance and creative materials for NDtourism.com, online efforts, and related campaign pages.
D. Purchase all forms of advertising and provide comprehensive mid-campaign and end-ofcampaign reports and analysis to evaluate performance of advertising effectiveness and media channel performance.
a. Evaluate proposals on behalf of the State of North Dakota and make recommendations to North Dakota Tourism.
b. When negotiating media buys on behalf of North Dakota Tourism, secure best possible rates, in-kind advertising, and added-value exposure.
c. Prepare annual Media Plan and Cooperative Advertising Plan, and present as requested.
d. Ongoing campaign evaluation and execute mid-campaign changes as warranted.
e. Coordinate detailed ad tracking through pixel placement and UTM links on all digital advertising and channels (as available).
E. Provide monthly, detailed accounting of hours per project and accurate invoices.
F. Attend industry events and in-person meetings as needed. G. Work in collaboration with all vendors and partners of North Dakota Tourism. National Media Relations Efforts Coordinate and perform efforts designed to increase brand awareness, motivate visitation, and inspire story development and placement.
A. Provide a day-to-day contact responsible for overall account management, project coordination, presentation of opportunities and strategy. Account lead should have a minimum of 10 years of experience with relevant degree.
B. Serve as key partner and media relations expert, advising on strategy, content calendar creation, target markets and PR opportunities.
C. Create and execute innovative PR campaigns and media events. D. Build relationships with national media on behalf of North Dakota Tourism, generate leads, press trips and proactively pitch story opportunities.
E. Assist with reactive media requests and inquiries, and support in-state media needs.
F. Develop and distribute releases, pitches, press kits and other materials as needed and appropriate.
G. Maintain targeted media list(s) and arrange and manage media appointments in national domestic markets.
H. Target and vet key digital influencers. I. Create, coordinate, and execute paid influencer campaign.
J. Assist with social media marketing strategy as it relates to public relations efforts.
K. Provide monthly, detailed accounting of hours per project and accurate invoices.
L. Provide monthly status, coverage tracking and quarterly recap reports.
M. Attend industry events and in-person meetings as needed. N. Work in collaboration with all vendors and partners of North Dakota Tourism. All materials created for or negotiated for or on behalf of North Dakota Tourism, such as copy, photography, illustration, storyboards, press and display materials shall be the property of the State of North Dakota.
Due Date:
05/04/2021
Address:
STATE OF NORTH DAKOTA North Dakota Department of Commerce Tourism Division 1600 East Century Avenue P.O. Box 2057 Bismarck, North Dakota 58502-2057
Strong tourism PR agencies include coyne pr and magrino pr.
