Specifications include, but are not limited to: MOTT is seeking a marketing agency with experience in developing statewide tourism marketing campaigns. The agency will develop and manage a measurable domestic marketing campaign to increase out of state visitation to the Commonwealth’s attractions, attracting new business for travel and tourism organizations across the state. This will include media planning, buying, optimization, creative services, production of marketing materials, and managing subcontractors as needed. This may include press releases, photos, videos, events, testimonials, blogs or other collateral development. The agency will be charged with engaging stakeholders, building cohesive statewide messaging, and implementing MOTT’s two-year strategic marketing campaign which includes media buys. This work will be a continuation of a domestic marketing campaign developed with federal funds awarded for a recovery marketing campaign. The successful agency will leverage the initial campaigns and research created as part of this federal funding. Once the contract is awarded, the vendor will be responsible for determining appropriate methods to leverage the Commonwealth’s prior investment in planning and market research, incorporating feedback from stakeholders and implementation of MOTT’s strategic marketing plan. The vendor will be charged with implementing the media buying strategy, creative services, social media management, and all other aspects of the campaign. The vendor will also be responsible for reporting on campaign effectiveness and measurement of incremental growth in volume of visitors to Massachusetts. Vendor must include cooperative opportunities for Regional Tourism Councils to participate in statewide efforts. MOTT will have final oversight into all aspects of the campaign. Work Plan and Progress Updates The successful vendor shall submit a project work plan, for review and approval by MOTT. The successful vendor shall also submit weekly progress updates and participate in regular meetings as requested by MOTT. Deliverables Deliverables shall include, but are not limited to: Creative services and Production: Develop an exciting and compelling new advertising campaign with graphics and tagline or call to action to promote travel to Massachusetts Creative development and production, including but not limited to graphic design, copy writing and editing, photography, and video production Development of at least two 30-second television commercials and two 15-second commercials for use in out-of-state messaging Development of toolkit and assets for use by stakeholders Secure subcontracted services as needed Review proofs and monitor delivery of creative assets MOTT will retain ownership over creative, logos, photography, videos, written stories/testimonials, and any content related to the contract Digital marketing strategy: Provide recommendations for marketing activity Implement MOTT’s strategic marketing plan with messaging recommendations specific to target market profiles Implement public relations and communications plan driving coverage in all media Propose two new co-op opportunities for Regional Tourism Councils participation during calendar year 2024 Website strategy: Increase traffic by 10% monthly growth rate in traffic to VisitMA.com Identify and create content (long form, informational, guides, or blogs) monthly to increase site traffic Monitor search engine optimization, internal linking, title tags and meta descriptions Monitor page speed and bounce rates, adjust and provide recommendations Monthly reporting of website analytics associated with the campaign Work in collaboration with MOTT’s web manager and the agency responsible for maintenance of VisitMA.com Social media strategy: Implementation of MOTT’s social media strategic content plan Scheduling calendar provided weekly Daily social media posting, content management, and engagement of VisitMA social sites designed to increase followers and engagement Increase followers to at least 200,000 on Instagram, 400,000 on Facebook, 140,000 on X Manage YouTube channel, video reels, and other growing video channels and determine ways to grow engagement
