Request for Proposals

The Grand County Colorado Tourism Board is currently requesting proposals for marketing agencies. View RFP details and requirements.

Marketing RFP FAQ'S

Submission Deadline

Is there a deadline for submission? September 15, 2024

Resumes Vs. RFP's

Will you accept individual resumes? No, please refer to RFP requirments.

Budget Clarification

Could you clarify whether the $500,000 budget is intended to cover one year or the entire two-year contract? Additionally, are you asking for a budget breakdown for each year separately or for the entire two-year period combined?

Answer: The $500,000 is per year and subject to change in 2026 based on lodging tax.

Current Marketing Infrastructure

Can you please provide us an overview of your current marketing tech stack, including your CMS, CRM partner, marketing automation tools, and any measurement/attribution platforms? Additionally, what is the current state of first-party data you’ve collected, and how is this categorized?

Answer: We do not have access to this information. We receive monthly reports from our current agency.

Branding and Creative Assets

Can you elaborate on the current branding guidelines and any recent updates or rebranding efforts that the agency should adhere to? Also, what is the current state of your creative assets (video vs. static) across all four seasons?

Answer: We have branding outlines, which we’ll share with the agency that won the account. We own all of our assets.

Target Audiences and Market Research

Can you share any background on your target audiences and markets, including any prior audience research? Have you identified any interest-based mindsets (e.g., family travel, outdoor recreation) that should be prioritized?

Answer: We use Datafy, AirDNA and Google Analytics for research. Our top markets are Colorado, Texas (Houston/Dallas), Kansas, and Illinois (Chicago). Sustainable and responsible travelers – Family, Outdoor recreation, couples.

Meeting Attendance

In your Scope of Services, you mention “attend six GCCTB monthly meetings.” Do you have a preference or standard for in-person attendance versus virtual attendance?

Answer: We’d like to see both.

Data Tracking and Reporting

What specific data sources does GCCTB currently utilize for tracking ROI and KPIs? How frequently does GCCTB expect data analysis and reporting, and is there a preferred reporting format or dashboard?

Answer: We would like to see marketing attribution in our digital marketing and all advertising. We currently review clicks, page views, page rank, time on the site, and number of pages as website KPIs. Social media and PR have their guidelines.

The board would like to see monthly reports.

Seasonal Media Efforts and Campaign Integration

To help us further understand alignment with the County’s peak and off-peak tourism seasons, could you provide more details on the seasonal media efforts and how these should be integrated with existing campaigns?

Answer: Our primary focus is on the off-season, disbursing visitors to less-known parts of the county and more extended night stays.

Local Partnerships and Media Buying

Are there any existing media partnerships or contracts that the agency should be aware of and integrate into the media buying strategy? Additionally, can you provide more details on the types of local professionals and businesses that should be prioritized in the campaign execution?

Answer: We would like to see the use of local photographers, printers, and videographers, when available.

Website and SEO/SEM Campaigns

Could you clarify the current state of the website’s SEO health and any previous SEM campaigns' performance metrics?

Answer: Numbers are up this year compared to last.

Budget Allocation for Website and SEO/SEM Campaigns

Can you provide a rough breakdown of how the $500,000 budget has been historically allocated? For example, how much of the $500,000 was dedicated to paid media spend (display, social, search, etc.) and how much was dedicated to agency support (creative, media, etc.).

Answer:

SEO - .8%

Services (including web maintenance, production costs, emails) 49%

Print/digital – 34%

Local advertising/paid social -9%

Current Marketing Infrastructure

Can you please provide us an overview of your current marketing tech stack, including your CMS, CRM partner, marketing automation tools, and any measurement/attribution platforms? Additionally, what is the current state of first-party data you’ve collected, and how is this categorized?

We do not have access to this information. We receive monthly reports from our current agency.

Branding and Creative Assets

Can you elaborate on the current branding guidelines and any recent updates or rebranding efforts that the agency should adhere to? Also, what is the current state of your creative assets (video vs. static) across all four seasons?

Answer: We have branding outlines, which we’ll share with the agency that won the account. We own all of our assets.

Seasonal Media Efforts and Campaign Integration

To help us further understand alignment with the County’s peak and off-peak tourism seasons, could you provide more details on the seasonal media efforts and how these should be integrated with existing campaigns?

Answer: Our primary focus is on the off-season, disbursing visitors to less-known parts of the county and more extended night stays.

Local Partnerships and Media Buying

Are there any existing media partnerships or contracts that the agency should be aware of and integrate into the media buying strategy? Additionally, can you provide more details on the types of local professionals and businesses that should be prioritized in the campaign execution?

Answer: We would like to see the use of local photographers, printers, and videographers, when available.

Website and SEO/SEM Campaigns

Could you clarify the current state of the website’s SEO health and any previous SEM campaigns' performance metrics?

Answer: Numbers are up this year compared to last.

KPI's & Metrics

What are the specific KPIs and metrics that the GCCTB will use to measure the success of the marketing strategy?

Answer: We would like to see marketing attribution in our digital marketing and all advertising. We currently review clicks, page views, page rank, time on the site, and number of pages as website KPIs. Social media and PR have their guidelines.

Definition of Responsible Tourism

How does the GCCTB define "responsible tourism," and how should this be integrated into the marketing approach?

Answer: Please review the transparency page - Link to Transparency Page

Challenges to Grand County Tourism Industry

What are the main challenges currently facing Grand County’s tourism industry that this marketing strategy needs to address?

Answer: Loss of lodging tax to HB1117.

Specific Visitor Segments

Are there specific visitor segments or markets (domestic vs. international, first-time vs. repeat visitors) that GCCTB wants to focus on more heavily?

Answer: We currently do not have the budget for international and depend on the help of the Colorado Tourism Office.  We would like to see a combination of first-time and repeat.

Existing Marketing Initiatives

What existing marketing initiatives are in place, and what has been their performance to date?

Answer: Newsletter, digital and print advertising, website, emails. I can’t answer performance to date.

Creative Assets

What creative assets are currently available, and will they need to be refreshed or completely redesigned?

Answer: Our assets will be available – website, videos, photographers, logo -etc.

Current Media Channels

Which media channels (e.g., digital, print, social, CTV) have been most effective in the past, and are there new channels that GCCTB is interested in exploring?

Answer: Digital, social (separate contract), and CTV (which we started this year)

Seasonal Vs Year Round Marketing Efforts

How much emphasis should be placed on seasonal vs. year-round marketing efforts?

Answer: The focus is on off-season and mid-week.

Website Challenges

What are the current challenges with Grand County’s website, and are there specific areas that need improvement (e.g., user experience, SEO, ADA compliance)?

Answer: ADA compliance and user experience

Data Needs

What specific insights or data is GCCTB looking for from the market research on key target demographics and travel trends?

Answer: We want to get more information from our current data/research we pay for (Datafy and AirDNA). We’d like to have a better understanding of our key markets and trends to share with stakeholders.

Marketing Research Reports

Are there existing market research reports or data that GCCTB can share to inform the strategy.

Answer: Not at this time.

KPI's For Website

What are the specific KPIs for “Maintain website performance and accuracy, while building upon existing and seasonal media efforts."

Overall, what is the expectation and anticipated volume of changes?

Answer: We’d like to see increases in the specific times mentioned above.

Website Design

How is the website coded?  Wordpress?  Drupal?  HTML?

Answer: Wordpress

Website & ADA Compliance

Regarding “Ensure that the website and all marketing materials are ADA Compliance”...

a.    Does the website currently meet all ADA expectations or is initial work needed?  

Answer: No

b.    What is the anticipated volume marketing materials to be added monthly? 

Answer: We are not sure at this time

GCCTB Technology Stack

Could you please provide details on GCCTB’s current technology stack, specifically regarding the CRM, enterprise SEO platform, CMS, email platform, and analytics tools in use?

Answer: We do not have access to this information. We receive monthly reports from our current agency.

Budget for Paid Media

What is the total planned budget for paid media?

Answer: That’s up to the agency’s discretion.

Non-Colorado Entity Applicant Requirements

Are there any additional requirements or specific details for non-Colorado entities concerning the designation of a place of business within the state?

Answer: No

Applicant Evaluation Criteria

Does the GCCTB team have specific evaluation criteria for assessing the respondents? If so, could you please share those criteria?

Answer: The board will be looking to see if the scope of work meets the board's mission, goals, and objections.

Primary Concerns/Pain Points

What are the primary concerns or pain points with the current marketing strategy that GCCTB aims to address?

Answer: I can’t address this question.

Initiation of RFP Process for Marketing Agency

What prompted GCCTB to initiate the Request for Proposal (RFP) process?

Answer: We are required to put out a RFP every 2 to 3 years.

Incumbent Agency

Is there an incumbent agency? 

Answer: Yes

Prior Work

Are there things that you have done previously that you would like to continue? 

Answer: This is up for discussion. 

Are there things that you have done previously that did not work?  

Answer: I can’t answer this question.

Campaigns

Are these separate creative ideas for multiple campaigns throughout the year? Or is x4 inclusive of creative revisions? 

Answer: One campaign per season.

Due Date for RFP

This is a Sunday, can we confirm that this is the correct date?  

Answer: Yes, this is correct.

Media Buy 

Is the $500,000 inclusive of media buy? If not, what is the budget? 

Answer: The $500,000 is outlined in the scope of work.

Specific Goals & Objectives for Marketing Strategy

What are the specific goals and objectives that the marketing strategy should aim to achieve?

Answer: Please take a look at the transparency page under 2024-2025 strategies. Link to Strategies Page

Media Partners

Are there existing media partnerships or contracts that we need to consider?

Answer: Local photographers and printers. We also have social media and Public Relations Contractors.

Existing Marketing Reports/Data

Are there any existing market research reports or data that should be considered?

Answer: We have access to Datafy, AirDNA and Google Analytics.

Strategy/Creative

Does GCCT permit agencies to bring in vendors to partner on services outside of their scope? I.e., SEO or analytics partners

Answer: Yes, you have the option to bring in outside vendors to complete the scope of work, giving you more control over the project.

Are there any examples of tourism campaigns that resonate with the Grand County team? Who/where is marketing in a way that feels exciting/aspirational? 

Answer: We went through a rebranding process a year ago. At this point, I can’t answer this question.

Are there any existing tonal/visual guidelines? I.e., a Brand Bible?

Answer: Yes

Is there a list of example deliverables for each campaign, are they different? I.e. Is there one major campaign per year -  1 x30s video OOH, social, radio etc, with supporting content over the remainder of the year?  “Present a list of creative ideas and strategies for the GCCTB (minimum 4 times a year)”

Answer: There are seasonal campaigns with one major theme.

Is there more detail you can provide around what the output might look like for this? “Provide marketing support for Grand County area events, lodging, retail, restaurants, and activities as directed by the executive director and GCCTB.”

Answer: Promotion through local outlets, advertising, newsletter and web presence.

Media 

Is there a media budget assigned for the year? 

Answer: It’s up to the agency to present that information in the RFP. Where does the agency feel the best use of funds would be.

Experience

Is Tourism experience a must?  

Answer: Yes

Location of Agency:

Is more weight given to agencies based in Colorado?

Answer: Depends on the RFP addressing the scope of work.

Project Timeline and Ramp-Up Period

Do you expect the marketing campaign to launch on January 1st? If so, what is the anticipated ramp-up time from the contract signature date to launch? In other words, what is your desired in-market launch date?

Answer: We realize that some cross-over will need to happen in December with the main portion of the work starting January 1^st, 2025.

Budget Allocation

Out of the total budget allocation for this project of $500,000, do you have a preference on how much is designated for paid media versus production (i.e. developing the creative for the marketing) or are you expecting the agency to make a recommendation. 

Answer: The $500,000 per year budget is for the scope of work outlined in the RFP.

In years past, what have you spent on paid media vs. creative production?

 Answer: In the past, 1/3 was spent on creative and 2/3 on media buys.

Incumbent Competition

Is the incumbent agency a local firm?

Answer: Our current agency has a location in Denver.

Past Advertising Challenges

What advertising strategies or approaches have not been successful in the past for the Grand County?

Answer: I can’t answer the challenges and wins of the current marketing messaging.

Past Advertising Wins

What advertising strategies or approaches have been successful in the past for the Grand County?

Answer: I can’t answer the challenges and wins of the current marketing messaging.

Preference for Local Businesses

Do you prefer working with businesses that are based full-time in Grand County? If a business has a part-time presence in the area and extensive knowledge of it, would that be seen as an advantage?

Answer: We would like to see a Colorado Agency, but the board will pick the agency with the best scope of work presentation.

Key Performance Indicators (KPIs)

What specific KPIs or metrics will be used to evaluate the success of the marketing initiatives? Are there specific targets for metrics like website traffic, social media engagement, or visitor numbers?

Answer: We would like to see marketing attribution in our digital marketing and all advertising. We currently review clicks, page views, page rank, time on the site, and number of pages as website KPIs. Social media and PR have their guidelines.

Creative Flexibility

How much creative flexibility will the selected agency have in developing new campaigns? Are there existing brand guidelines or messaging frameworks that must be followed?

Answer: The board went through a new branding process a year ago. They would like to see how that brand can be enhanced or if another creative brand makes more sense.

Data and Analytics

What kind of data and analytics support is currently in place, and what are the expectations for data reporting and analysis from the agency?

Answer: We currently use Datafy, Google Analytics and AirDNA for data and research.

Collaboration with Current Contractors

How does the GCCTB envision the new agency working alongside the current contractors listed (e.g., for PR and social media)? 

Answer: We work together with the local contractors. We have monthly all-contractors meetings.

Will there be opportunities for collaborative strategy sessions? 

Answer: Yes

Will the current contractors be doing some of the work and if so, what is their exact role in this project?

Answer: We currently have a PR and Social Media contractors.

Can you elaborate on the requirement to maximize the use of local professionals and businesses? Are there specific local partners that the GCCTB prefers or has had successful partnerships with in the past?

Answer: We would like to see the use of local photographers, printers, and videographers, when available.

Decision-Making Process

Could you provide more insight into the decision-making process for this RFP? Who will be the primary decision-makers, and what criteria will weigh most heavily in their evaluation?

Answer: The marketing committee will review the RFP and present the top agencies to the board. The entire board will make the final decision. The criteria will be based on the scope of work being presented.

Crisis Management

What expectations do you have for the agency regarding crisis management and rapid response to any negative publicity or issues that may arise?

Answer: Our PR firm handles crisis management.

Seasonal Adjustments

Are there particular seasons or events that require a more concentrated marketing effort or heavier lift?

Answer: Our primary focus is on the off-season, disbursing visitors to less-known parts of the county and more extended night stays.

Sustainability and Responsible Tourism

How does the GCCTB define "sustainable visitors," and what specific initiatives or messages should the marketing efforts promote to align with this objective?

Answer: Please look at the 2024-2025 strategies listed under the transparency page.

Subcontractor Preferences

Are there any specific subcontractors or partners you prefer or have worked with previously?

Answer: No

Qualities in a Partner

What qualities do you look for in a partner when collaborating on a project like this?

Answer: Transparent, communicative, and knowledgeable about destination marketing and finishing projects on time.

Marketing Support

How much of this project/contract is ad hoc requests for marketing support for Grand County area events, lodging, retail, restaurants, and activities as directed by the executive director and GCCTB?  

Answer: Marketing Support – TBD

Potential Disadvantages from Lack of Prior Relationships

As an agency interested in partnering with the GCCTB, we are curious if there might be any disadvantage to not having established relationships with current board members, organizations or other city officials. Are there any considerations we should be aware of in this regard?

Answer: We don’t foresee any problems with a lack of prior relationships with our board or Executive Director.

Deadline or Submission Extension

Could we request an extension to the submission deadline?

Answer: We can not offer an extension.

Changes to Marketing/Branding Efforts

What are you looking to improve or change from your current marketing or branding efforts? We went through a new brand last year. We’d like to hear how that can be enhanced.

Answer: The RFP is open  for any/all agencies that can meet the scope of work.

Budget 2025 - 2026

What is the budget overall and what is the media buy budget?

Answer: The budget is $500,000 for 2025 and is estimated to be the same for 2026.

Media Buy - $264,000

Existing Contractor's Contracts

Our current contractor manages PR until the end of 2025.

The current social media client handles all social media until the end of 2026.

Marketing Agency Responsibilities

Marketing agency will be responsible for updating and maintaining the website

Our Marketing agency manages the email database and deployment.

Incumbent Agency

Is there an incumbent currently providing these services and if so, who? 

Answer: Miles Partnership is our current marketing agency

Can you explain the role Carrie Tomlinson from Miles Partnership plays on your business. What aspects is Miles Partnership managing?

Answer: Carrie is the account manager for the account

Additional Budget Questions

Are you are asking responders to quote creative layout, production, creative account management and out-of-pocket expenses to develop the assets needed to fulfill the $500,000 media plan?

Answer: Yes

Do we need to factor into our pricing proposal all of the initiatives included in the scope of work?

Answer: Yes

Local Event Expectations

What are the expectations around supporting the local events mentioned? 

Answer: Promoting local events via website, e- newsletters, local advertising

Scope of Work

Does this scope include website hosting and maintenance, or is another vendor providing those services?  

Answer: Yes

Email Database

How large is your email database and how many emails do you deploy per year? Is your list segmented?

Answer: 25,250