Proposals must be submitted via email to Director of Tourism Kenneth Kosky at ken@journeyjohnsoncounty.com or by mail to Kenneth Kosky, Johnson County CVT, 86 W. Court St., Franklin, IN 46131. All proposals must be received by 4 p.m. Eastern Time on Sept. 29, 2017.

PURPOSE OF THE RFP

The purpose of this RFP is to select a vendor who will satisfy the need of the Johnson County Convention, Visitor and Tourism Commission (CVT) for integrated marketing communication services. The CVT’s intent is to contract with a vendor whose capabilities will perpetuate the chosen brand identity, attract more leisure travelers to Johnson County destinations and extend their stays, and increase travel-related revenue.

SUMMARY SCOPE OF WORK

The CVT is dedicated to enhancing the economic vitality of Johnson County through leadership and resource support to the allied travel, tourism and hospitality industry. Its ambition is for Johnson County to be a leading regional destination with measurable growth and competitiveness. Tourism is Indiana’s sixth largest industry, employing 192,000 workers, generating $10.7B in consumer spending and attracting 73M visitors to Indiana destinations. Visitor spending in 2014 grew 3.3%, the largest rate of growth since 2008.

The Johnson County experience is diverse, characterized by assets and destinations which include the following:

• Outdoor recreation and sport tourism
  
• Arts and cultural tourism
  
• Culinary, craft brew/wine and agri-tourism
  
• Event-related tourism
  
• Family fun tourism
  
• Unique cities and towns
  

The selected vendor will develop seasonal and annual marketing strategies, creative campaigns and media work-product that combines paid advertising, public relations, promotion, owned assets, and social media to elevate Johnson County’s destination qualities, attract visitors and increase traveler spending. Messaging will target consumers in Indiana and surrounding states, as well as other audiences as assigned. To reach these audiences, the CVT engages in consumer-facing marketing campaigns, tourism research, sponsorships and destination development activities.

As the representative voice of travel, tourism and hospitality in Johnson County, the CVT seeks the support of an integrated marketing communication agency that will work as a partner to:

• Develop and employ direct-to-consumer marketing strategies through multiple media, audience segmentation, campaign targeting and pre/post data analysis to measure effectiveness
  
• Design and produce broadcast, print, video and digital assets
  
• Develop and implement digital advertising strategy
  
• Utilize marketing automation solutions for email and social media
  
• Develop sales and customer service materials, PR promotional tools and tradeshow assets
  

Please note, RFP respondents ARE NOT required to submit spec art in their response.

The selected vendor will potentially produce dozens of deadline-dependent products – videos, printed materials, campaigns and more – each year and must be staffed with sufficient full- and part-time personnel to accomplish the workload in a timely fashion.

Responsibilities of the selected vendor will include, but are not limited to:

• Dedicated account supervision, management and coordination
  
• Research supervision and predictive analytics
  
• Seasonal and annual strategic planning and long-term marketing consultation
  
• Creative design, content development, copywriting and concept execution at a quality and creative level that is competitive in domestic markets for any of the following:
  
• Print advertising, brochures, profile sheets
• Television and radio advertising
• Billboards and other sign advertising
• Digital display advertising, banner advertising, newsletters
• SEO, email marketing, social media, blog content, website design
• Special events, industry awards, presentations, contests, merchandise
• Tradeshow displays
• Online media planning, negotiation, buying and optimization
  
• Coordination of corporate marketing partnership arrangements, which may include relationships with other agencies
  
• Print publication co-op planning and execution
  
• Email marketing strategy and design
  
• Supplier contract supervision (see below) as well as complex client budgeting and financial management
  
• Brand supervision and direction
  
• Management of direct-response advertising, tracking studies and strategic planning
  
• Maximizing the CVT’s efforts to increase earned revenue through cooperative advertising (both print and online), marketing partnerships, and sponsorships
  
• Providing direction and future planning to ensure that the website remains dynamic, interactive and relevant:
  
• Utilizing the database for internal and external market communication efforts
• Increasing traffic
• Maximizing paid advertising
• Optimizing SEO
• Conducting usability analyses

The selected vendor will be required to develop and maintain a production schedule, attend regularly scheduled planning meetings with the CVT and conduct an annual business review.

The vendor may also be required to subcontract for the following services:

• Printing
  
• Broadcast and print production services
  
• Photography and videography
  
• Collateral fulfillment and postage
  
• Public relations support
  
• Data entry and management
  
• Publications and website production
  
• Advertising sales
  
• Media coordination services for special programs
  

The CVT reserves the right to contact additional subcontractors who will be required to work with the selected vendor on behalf of the CVT.

The selected vendor will oversee and manage accounts payable/receivable for those subcontractors and must have the ability to pay promptly for continuation of services. The CVT reserves the right to approve the selection of any subcontractors that may be used for these services, as well as others not enumerated.

In aggregate, the CVT intends to spend $250,000 annually on marketing communication services, including certain subcontracts. This figure is an estimate and is intended to serve only as a guide for prospective RFP respondents. It is not a guarantee of yearly spend.

Preference will be given to vendor with prior experience working with a destination marketing organization, and with experience in Johnson County’s target market.

As part of RFP, indicate the hourly rate for services.