VISIT OXFORD REQUEST FOR PROPOSALS: ADVERTISING AGENCY SERVICES
Proposals due on or before 5:00 p.m. CDT on August 26, 2024
OBJECTIVE
This RFP has been issued to seek qualified firms who have a working knowledge of the tourism industry and can demonstrate the necessary experience to produce messaging and ad design and provide placement strategy for our leisure travel market.
Although it is our intent to contract with the person/company that best meets the qualifications to complete the scope of work, Visit Oxford may terminate the negotiations if they are unsuccessful in reaching an agreement on all matters including the scope of work and cost.
Visit Oxford intends to contract with a qualified agency to support its continued recovery efforts, stemmed from the
negative economic impacts of COVID-19. This contract will be funded through federal ARPA dollars for the remaining funds for Mississippi Tourism Recovery, II and available funds for Mississippi Tourism Recovery, III.
This RFP in no way commits Visit Oxford to award a contract, to pay any costs in preparation of a proposal, or to contract for the goods and/or services offered. Although it is Visit Oxford’s intent to contract with the person/company that best meets the qualifications to complete the scope of work, Visit Oxford may terminate the negotiations if they are unsuccessful in reaching an agreement on all matters including the scope of work and cost 90% of Mississippi Tourism Recovery, II funds have been encumbered and are being administered through the current contracted agency.
SCOPE OF SERVICES
Visit Oxford wishes to employ an outside agency to evaluate Mississippi Tourism Recovery II/III campaign messages and execute complementary strategies spanning for at least 24 months, including destination marketing and messaging; design and creation of various collateral pieces, both for use as print and digital; and integrated marketing activities, including digital marketing, social media strategies, traditional print, broadcast media and other relevant components.
The agency should recommend an overall media creation and placement strategy to clearly position Visit Oxford to visitors as an affordable and attractive destination for those who enjoy traveling, specifically in its top drive markets. It will be imperative to ensure this scope of services adheres to any changing public health guidelines and is conveyed in an informed manner.
The selected agency’s responsibilities will include the following:
• Update, digitally publish and print destination guides, brochures, sales kits and other relevant Visit Oxford marketing materials
• Create a portfolio of new marketing assets, including photography/videography, for use in promotional materials and sustainable travel campaigns.
• Music, professional and talent rights are owned by Visit Oxford
• Develop a comprehensive media strategy targeting Oxford’s visitor segments including major mediums such as digital, broadcast, print, and social media
• Execute contracts and provide creative assets to all mediums in the media strategy. Placement fees must not exceed 8% for online and 12% for offline placements.
• Create campaigns for niche visitor segments based on behavior and travel trends (road trips, girlfriend getaways, pet-friendly, etc.)
• Create campaigns for Oxford’s visitor segments based on behavior and travel trends, including:
• Short form video (for commercial use)
• Long form video
• Guides and brochures
• Non-traditional marketing assets
• Create and place billboard ads in key visitor markets
• Update and/or add in-market signage/kiosks at main attractions, hotels, venues and high-trafficked areas of the city.
• Develop sales strategies and campaigns to increase meeting and group business bookings, including
• Facility guides
• Targeted campaigns
• Online profiles
• Incentive Program Development
ABOUT VISIT OXFORD
Visit Oxford is a research-driven destination management and marketing organization with annual collections of approximately $1M, derived from the collection of a 2% lodging tax on the gross proceeds from hotel overnight room rental, as well as a portion of a 2% food and beverage tax on the gross proceeds of prepared food and beverage within the city of Oxford.
Visit Oxford’s mission is to bring visitors to Oxford for the economic impact on the community. Touted as the “Cultural Mecca of the South,” creativity abounds in Oxford as musicians, artists and writers alike find inspiration in its rich history, small town charm and creative community. Over the years, Oxford has become known for offering exceptional culinary experiences, as well as for being home of the University of Mississippi and was recently dubbed as “America’s Best College Town.”
DESTINATION WEBSITE
DESTINATION BACKGROUND & STATE OF ECONOMY
Oxford is geographically located in the northern part of Mississippi. Its population is approximately 28,000, which swells to nearly 50,000 when the University of Mississippi is in full session. The COVID-19 pandemic created significant disruption to businesses in the hospitality sector including hotels, restaurants and small businesses. Additionally, many tourism attractions experienced sharp declines in revenues and visitation.
In Fall 2020, Visit Oxford received funding through the CARES Act Funding and Tourism Recovery Funds. With the money that was immediately put into market, Visit Oxford was able to recover more quickly than other tourism destinations throughout the country.
