Wilderness Tourism Association of the Yukon Issues Marketing RFP

The Wilderness Tourism Association of the Yukon (WTAY) seeks a proven, innovative, professional marketing agency to help shape, plan and execute its Yukon Wild consumer marketing presence, campaigns and programs.

They are seeking an agency that, like WTAY, values partnership and listening and can interpret and actualize vision into compelling and emotive calls to action that will captivate consumers to want to visit, experience, and explore the Yukon. WTAY also values extensive knowledge of the Yukon and/or direct experience with the wilderness tourism sector as well as local representation from its future agency partner, so that both organizations can foster a deeper understanding of our goals and ambitions.

About WTAY

The Wilderness Tourism Association of the Yukon is a not-for-profit, member based association of over 50 companies that provide wilderness tourism services in the Yukon. It is operated by a volunteer Board of Directors and salaried Manager. WTAY represents the general interests of the wilderness tourism industry in the Yukon and provides its members with information, industry news, and training, while representing its constituents on the subjects of environmental issues, funding, and government initiatives that could affect the industry.

Yukon Wild

Yukon Wild is a co-operative marketing program that uses online and social media approaches as well as some consumer trade shows to promote its members. It’s funded primarily through a contribution agreement with the Yukon Territorial government with its main focus being the North American market.

Overview

WTAY seeks a proven, innovative, professional marketing agency with demonstrated capabilities to help shape, plan and execute its consumer marketing presence, campaigns and programs over the span of a three year contract. WTAY’s annual marketing allocation – encompassing agency fees, media buys and web site design and support – is more than $200,000 per annum. Marketing efforts are decidedly digital, consistent with consumer utilization of online resources for travel planning and to maximize marketing ROI.

Procurement Objective

WTAY seeks to partner with a multi‐disciplinary agency that, in addition to leading strategy and creative, can also implement marketing efforts across the spectrum of digital (online) and traditional (offline) media. In addition, the agency should have experience in co-op marketing, membership recruitment, and consumer shows.

Scope of Work

Strategy and Creative

Requirements:

• Strategic marketing and campaign guidance and development: based on agreed budgets, and building from research and WTAY assets.

• Brand visualization, optimization and support.

• Lead integrated campaign execution in coordination with WTAY and members.

• Creative conceptualization and graphic design.

• Headline, ad, and editorial copy development and copy writing.

• Establishment of metrics and tracking methodologies, and coordination of campaign measurement and continuous improvement efforts.

• Proactive reporting of status, progress, and results of initiatives and campaigns.

Traditional Media Placement

Requirements:

• Identification of channels and tactics for all traditional or non‐digital media advertising (print, broadcast, display, etc.).

• Production and execution of advertising assets not assigned to lead agency.

• Competitive sourcing and negotiation of traditional media buys.

• Proactive reporting of status, progress, and results of initiatives and campaigns.

Digital: Website Media Strategies and Placement

Requirements:

• Identification of marketing strategies, advertising channels, and SEM tactics for web platforms to enhance and continuously improve SEO.

• Website development and maintenance in open source platforms that should include Foursquare and WordPress.

• Identification of marketing strategies and advertising tactics for social media (Facebook, Twitter, YouTube, Google+, Pinterest, Instagram)

• Identification of marketing strategies and advertising tactics for push and permission‐ based marketing/communication (i.e., MailChimp).

• Technical and design support: development and execution of digital media assets and ads for web, social media, and digital marketing/communication channels (e.g., display ads, text ads, key words, pay‐per click, Adwords, etc.) including execution of creative elements

• Competitive sourcing and negotiation of digital media and ad buys based on established budgets.

• Tracking and analytics based on agreed metrics and objectives.

• Proactive reporting of status, progress, and results of initiatives and campaigns.

Proposal due by December 9th, 2016

Wilderness Tourism Association of the Yukon
1114 Front St,
Whitehorse, YT Y1A 0G9, Canada

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