Destination Marketing Media Strategy and Implementation Services

The State of Vermont is seeking one or more qualified vendors to provide destination marketing media strategy and implementation services aimed at boosting tourism. The responsibilities include developing comprehensive advertising strategies and creating paid media plans that leverage the most effective tactics and channels for each target audience or campaign objective. Vendors will be expected to design overarching paid advertising strategies, taking into account factors such as seasonal campaigns, targeted geographic markets, and leveraging contextual and behavioral targeting. These strategies should align with Vermont’s brand assets and unique market strengths.

The selected vendors will be tasked with establishing campaign timelines, negotiating competitive media rates, developing added-value opportunities, and executing media buys on behalf of the agency. Duties also involve coordinating creative asset delivery with media outlets, ensuring accurate placement, and monitoring campaign execution for optimal performance through ongoing optimization. Vendors will be responsible for reconciling media invoices, providing detailed documentation of media expenses, and delivering thorough mid-campaign and post-campaign reports. These reports should assess the effectiveness of the media strategies and inform any necessary adjustments to future campaigns. Collaboration with the state's marketing team is essential to review past results, consider future objectives, and optimize the use of available budgets using industry expertise and knowledge of current advertising technologies.