• Comprehensive Brand Assessment and Strategy: Conduct a thorough brand health assessment and audit of Leon County Division of Tourism/Visit Tallahassee to identify strengths, weaknesses, opportunities, and threats. Develop a comprehensive brand architecture that aligns with Leon County Division of Tourism/Visit Tallahassee's mission, values, and target audience demographics.
• Innovative Brand Development: Utilize industry best practices and in-depth marketing research including Downs & St. Germain brand/visitor data to develop a new creative brand for Leon County Division of Tourism/Visit Tallahassee that resonates with target audiences, evokes emotional connections, and distinguishes Leon County Division of Tourism/Visit Tallahassee as a premier tourist destination.
• Strategic Brand Governance: Create a comprehensive "Brand Guideline" that serves as a definitive resource for maintaining brand consistency and integrity across all marketing materials, ensuring cohesive brand messaging and visual identity across various platforms, vendors, agencies, and partners.
• Creative Asset Production: Design a diverse array of premium creative assets, including digital and print collateral, banners, branded photo shoots, and video content, all in alignment with the newly developed brand guidelines. The client will be responsible for all associated printing and related production costs.

Leon County Division of Tourism/Visit Tallahassee will require innovative concepts and strategies along with a demonstration of quantifiable results. Agency(s) must offer best-in-class service and must have extensive experience in destination marketing and working closely with Destination Marketing Organizations as demonstrated in case studies and examples provided. Additionally, they must have a history of creating successful branding campaigns and effective creative executions across all possible media.

Within the first two to four months of the award of the contract, it is expected that the awarded vendor will conduct all necessary evaluations to achieve the main objectives stated within the scope. This will include a brand audit to gauge the health of Leon County Division of Tourism/Visit Tallahassee in the Florida tourism market as well as identifications of niche markets that may have emerged during initial research.

Within the first four to six months of the award of the contract, it is expected that the awarded vendor will develop a new creative marketing campaign based off the evaluation conducted at the start of the contract. This will include development of new creative and creation of the brand guidelines.

For the entirety of the contract, the awarded vendor will be expected to continue to develop key creative assets for Visit Tallahassee such as the brand architecture as well as any primary documents needed to support the new creative direction of the brand. Following the launch of the campaign, an analysis of the health and effectiveness of the new creative campaign will be expected.

The selected agency shall be in‐market for discovery after contract execution, on or around the October 1, 2024 start date. If located outside of the Tallahassee-Leon County area, the agency shall be consistently available in‐market.

Operational requirements include:

• • The selected agency shall assign a permanent team with diverse perspectives that represent Tallahassee-Leon County that will take ownership of the Leon County Division of Tourism/Visit Tallahassee account. Vendor must assign one account manager to this account and identify the percentage of that individual’s time that will be devoted to this account. Frequently changing or ad hoc assignment of personnel will not be accepted and can be considered grounds for contract termination.
  • Written estimates must be provided for each billable job and this signed estimate must accompany billing. If changes are necessary because of a request by the Leon County Division of Tourism/Visit Tallahassee or for any reason, new estimates must be provided and signed prior to any execution.
  • Billing per job must include proof of agency payment for outside expenses, copies of all out-of-pocket expenses incurred, signed/approved estimate and affidavit indicating total number of agency hours incurred.
  • Leon County/Visit Tallahassee retains ownership and all rights of use (including by assigns) of all marketing and advertising materials generated by the agency(s) and paid for by the County for use in its campaigns.
  • Leon County/Visit Tallahassee maintains the right to use any agency‐generated materials as it deems necessary and may do so without consent or approval.
  • The Leon County Division of Tourism/Visit Tallahassee requires universal releases for materials unless mutually agreed cost considerations become prohibitive, such as model releases, music, photography, etc. Any restrictions on contracted materials such as photography, talent, models, etc. are to be provided to the Leon County Division of Tourism/Visit Tallahassee in advance with implications stated. In general, buyouts should be incorporated into the initial production costs.
  • The Leon County Division of Tourism/Visit Tallahassee shall have final review and approval of all work concepts, created and or produced for the account by the agency.
  • The Leon County Division of Tourism/Visit Tallahassee retains the right to hire/contract/work with other advertising, marketing, promotion or technology agencies/vendors including freelance creative suppliers as deemed appropriate to achieve the County needs.
  • The Leon County Division of Tourism/Visit Tallahassee must be advised of all current and new North Florida business solicitations by the selected agency so the Leon County Division of Tourism/Visit Tallahassee can determine if these present a potential conflict of interest.
  • The Leon County Division of Tourism must abide by state regulations that prohibit public entities from making advance payment of goods and services.