The Leon County Division of Tourism/Visit Tallahassee seeks a Digital Services Agency with the ability to provide best-in-class digital marketing services, including, but not limited to:

• Based off primary destination market research, coordinate with Visit Tallahassee marketing staff to develop a strategic and actionable annual marketing campaign that drives visitation and increases brand awareness in the key markets and with target audiences.
• Utilizing the creative brand campaign, anticipated to launch in 2025, develop and execute annual media plan for the destination.
• Develop and execute engaging marketing/activations in key markets to creatively showcase the destination.
• Search Engine Marketing.
• Search Engine Optimization.
• Website content curation and creation.
• Visit Widget® Mobile application development and maintenance.
• Graphic Design work, as needed.
• Social Media Integration on paid and organic content with Visit Tallahassee/Leon County Division of Tourism Social Media Team.
• Account updates and strategic presentations during Tourist Development Council Meetings (4-6 times per year)
• Annually set KPI’s. Report progress to Visit Tallahassee and to Tourist Development Council in a full report including highlights and insights as requested.
• Monthly KPI measurement and reporting, monthly digital analytics and media/campaign ROI. Website tracking/reporting. Mobile tracking and reporting.

• Targeted Marketing Campaign Development: Develop a research-driven annual marketing campaign targeting key markets, informed by primary destination research. The campaign should strategically drive visitation to Tallahassee and increase brand awareness through engaging and impactful digital advertising initiatives.
• Integrated Media Planning and Execution: Utilize the creative brand campaign to develop and execute a comprehensive annual media plan that effectively reaches Visit Tallahassee's target audience across various digital platforms. This should include strategic placements, ad formats, and messaging tailored to each channel for maximum impact and ROI.
• Innovative Experiential Marketing: Conceptualize and implement experiential marketing activations in key markets to creatively showcase Tallahassee as a desirable tourist destination. These activations should provide memorable and immersive experiences that resonate with target audiences, driving engagement and fostering positive brand associations.
• Data-Driven Performance Measurement: Develop and Implement KPI measurement strategies to track the effectiveness of digital advertising campaigns and initiatives. Provide monthly digital analytics reports and media/campaign ROI analysis to assess performance, optimize strategies, and ensure alignment with Visit Tallahassee's objectives. Additionally, implement website and mobile tracking/reporting mechanisms to monitor visitor behavior and inform ongoing content curation, design, and optimization efforts.

Leon County Division of Tourism/ Visit Tallahassee, requires innovative concepts and strategies along with a demonstration of quantifiable results. Agency(s) must offer best-in-class services and must have extensive experience in destination marketing, preferably with a Florida DMO, as demonstrated in case studies and examples provided.

Within the first two to four months of the award of the contract, it is expected that the awarded vendor will provide a strategic annual marketing campaign as well as an outline of recommended media buys to support the campaign. In June/July of years following the annual year of the contract, awarded vendor will work with Visit Tallahassee to develop annual marketing campaign as well as an outline of recommended media buys to support the campaign. Plan must be finalized by Sept. 15 of each year of the contract.

Within the next six to twelve months of the awarded contract, following the launch of the new destination branding campaign, it is expected that the awarded vendor will develop website framework and begin execution of new destination website. Additionally, it is expected that the awarded vendor will monitor effectiveness of the executed creative campaign and adjust as necessary to optimize budget and effectiveness utilizing tools like Google Analytics, Zartico, etc.

The selected agency must have significant experience in destination marketing, preferably Florida DMO’s and expertise in targeting primarily leisure travel consumers.

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:

  1. • If located outside of the Tallahassee-Leon County area, the agency shall be consistently available and in‐market on a regular basis.
     • 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.
     • All media and outside purchases will be at net cost with no markup. Fees and commissions, if any, shall be paid to the County or credited against agency billings.
     • Written estimates must be provided for each billable job and this approved and signed estimate must accompany billing. If changes are necessary because of a request by the Leon County Division of Tourism/Visit Tallahassee, TDC or for other reasons, 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 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.