Scope of Work:
The TDC seeks a firm with the expertise to provide the following tasks:
A. Visitor Tracking Study – continue quarterly study cycle
• Seasonally tracks the experience that visitors have in South Walton
• Monitors delivery of brand promise
• Uncovers, as early as possible, any perceptions that need to alter to maintain and grow loyalty
• Provides impact measurement for advertising, the website, and public relations
• Captures visitor spending in a spread of categories
B. Product Definition Study – continue quarterly study cycle
• Seasonally catalogs the current lodging inventory in terms of:Available units
o Average daily rates
o Average occupancy
o Average length of stay
o Average party size
• Provides basis for calculating overnight visitor counts
C. Conversion Study
• Annually measures the conversion of requesting information to visiting Beaches of South Walton
• Calculates the ROI for media modes used to motivate visitation to Beaches of South Walton
D. Travel and Tourism Impact Study
• Annually profiles and explores the dynamic of tourism business (Leisure, Seasonal and Group)
• Quantifies the total impact for Walton County
E. Brand Advertising Study
• Ad message testing on potential visitors
• Measure interest levels and rate of positioning of themes
• Survey aided and unaided recall of advertising among
• Measure effectiveness of advertising, public relations and digital/social marketing efforts
F. Market Perception Study
• Annually measures awareness and perceptions among the destination’s target prospects
• Assesses the competitive leisure travel market in the minds of VSW target prospects to provide strategic guidance to defend and cultivate market share
• Measures specific market demand and brand growth
• Provides market by market communications guidance
• Survey perception of tourism and TDC among locals and partners (bed tax collectors/BTC).
G. Marketing Alignment Study
• Annually measures and tracks the marketing efforts of destination brand partners so as to align efforts between the TDC and these partners
• Identifies the support that partners need and want
• Extracts co-op opportunities that fit with the marketing needs of the brand partners
H. Potential Visitor Study
• Survey travel population trends
• Identify behavioral differences between visitors selecting VSW and those loyal to other regions
• Examine current trends for decision making and methods
I. PRIZM/Lifestyle Profile Analysis – every three years (2017)
• Profiles South Walton visitors in great detail (psychographics)
• Identifies target groups with the highest potential
• Determines which markets offer the most potential
• Uncovers which media options offer unique potential
J. Ad Hoc Studies, if needed, such as:
• Website Usability Testing
• Beach Program Surveys
• Behavioral Consumer Study
K. Situational Studies, if needed, such as:
• Post-Hurricane Study
• Gulf Oil / Natural Disaster Perception Study
• Lapsed Visitor Study
L. Additional Services:
• Ongoing Consultation to staff, agencies and partners on decisions that need research backing.
• Review of materials for internal marketing research efforts
• Monthly agency coordination calls
• 4-6 annual presentations to council and staff, to committees and individual partners
• 1-3 strategy meetings per year
• Workshop VSW team about internal research tactics, concepts and research process
Due Date:
Proposal is due on June 10 to:
Office of Central Purchasing
176 Montgomery Circle
DeFuniak Springs, Florida 32435
Florida located PR firms include Finn Partners and Edelman PR.