Nevada State Purchasing Division Department of Administration 515 E Musser St Ste 300 Carson City, NV 89701 purchasing.nv.gov nevadaepro.com

Request for proposals 10TCA-S3661

Release Date February 13, 2026

Solicitation number 10TCA-S3661

Single point of contact name Annette Morfin

Single point of contact email amorfin@admin.nv.gov

Single point of contact phone amorfin@admin.nv.gov

Soliciting agency Nevada State Purchasing Division

Contracting agency Nevada Dept. of Tourism & Cultural Affairs/Nevada Division of Tourism

Solicitation title Travel Nevada – Agency of Record

Deadline for submissions March 18, 2026 @ 1:00 pm

For deaf and hard of hearing, call 711 and ask the relay agency to dial the single point of contact phone number above.

This request for proposals is available at nevadaepro.com as a bid solicitation.

Table of Contents

Applicable regulations governing procurement

Statute and code. All applicable Nevada Revised Statutes (NRS) and Nevada Administrative Code (NAC) documentation can be found at: www.leg.state.nv.us/law1.html

Single point of contact. Vendors and their representatives shall only contact the single point of contract or use the electronic procurement system regarding this solicitation until after a notice of award (NOA) has been issued. Failure to observe this restriction may result in disqualification of a response per NAC 333.155(3).

Ethics. Prospective vendors are advised to review Nevada’s ethical standards requirements, including but not limited to NRS 281A, NRS 333.800, and NAC 333.155.

Project overview

The Nevada State Purchasing Division, on behalf of the Nevada Department of Tourism & Cultural Affairs (DTCA)/Division of Tourism (Travel Nevada) is seeking proposals from qualified vendors to provide Agency(s) of Record for marketing and public relations services as described below and in the scope of work and attachments.

This contract may be awarded in one (1) of two (2) ways.

To a single agency capable of handling all elements (creative, media planning and buying, digital, social media, and public relations); or To multiple agencies, as is the current model, with one (1) or more agencies managing the individual elements noted above in 2.3.1.

The State intends to award one (1) or more contracts in conjunction with this request for proposals (RFP), as determined in the best interests of the State. The Nevada Division of Tourism shall administer contract(s) resulting from this solicitation. The resulting contract(s) are expected to be for a contract term of four (4) years, subject to Board of Examiners approval. Contract(s) are anticipated to begin July 1, 2026 and expire June 30, 2030.

Agencies with specific areas of expertise are welcome to submit a response in just one (1) area.

Agencies should have a tangible passion for Nevada, expert knowledge demonstrated in their fields, an understanding of Travel Nevada’s existing brand platform, the unique experiences that drive travelers to choose Nevada over its key competitors, and the ability to work cohesively with Travel Nevada’s in-house studio and any other contracted partners.

Travel Nevada’s current in-house studio comprises of a content and creative team with members who handle copywriting and strategic direction over all content related initiatives, website management, social media content curation and execution, and graphic designers who assist in production and provide creative direction over creative projects.

Contracted vendor(s) will also be responsible for providing strategic direction within their contracted area of expertise, based on nationwide best practices to ensure Travel Nevada’s marketing efforts are innovative, engaging, and create a strong return on investment.

Current travel consumer and travel industry landscapes should be creatively considered when strategizing all marketing efforts.

Marketing landscape and technology shifts should always be at the forefront of Travel Nevada brand’s strategic direction.

Management of the Travel Nevada account must be provided, incorporating the highest level of transparency, ethics, and collaboration.

Contracted vendors may also be responsible for executing contracts with third-party vendors and SaaS companies as part of the services executed on behalf and with approval of the state through this contract.

In-market representation will be required as part of this contract’s execution.

With the evolution of new technologies, like AI, all vendor contract(s) with Travel Nevada must adhere to the state’s policies regarding said technologies as well as Travel Nevada’s preferences for usage.

Contracting agency background

The Nevada Division of Tourism (Travel Nevada) serves to manage the State’s tourism efforts through consumer-facing programs that promote statewide visitation, educate visitors, and through industry partner focused programs that provide resourcing and training at a local level all resulting in an enhanced quality of life for all Nevadans.

Travel Nevada believe in their:

North Star: Travel Nevada has an enduring commitment to Nevada and are mindful stewards of the state.

Intention: Travel Nevada responsibly serves the people of Nevada and welcomes visitors with dedication and pride.

Alignment: Travel Nevada purposefully collaborates and communicates with one another and our communities.

Heart: Travel Nevada leads with joy, enthusiasm, and empathy.

Travel Nevada is funded entirely by lodging tax revenues, so overnight visitation is critical to the Division’s ability to continue to market the State and ensure long-term sustainability, particularly in rural areas of the state.

In addition to lodging tax revenue, Travel Nevada monitors effectiveness by demonstrating increased visitation and visitor spending within the state of Nevada, administering both industry relations and marketing efforts within a research-informed integrated marketing campaign.

The tourism industry is one of the strongest economic drivers for the Silver State, offering visitors outdoor adventure, heritage, arts & culture, gaming, and truly unusual, unique-to-Nevada experiences.

As important as the tourism industry is to Nevada, multiple facets must be monitored and nurtured by our organization to ensure that tourism truly benefits those who live and work throughout the state.

Additional background can be found in our complete FY26-FY28 Strategic Plan that is attached in NevadaePro.

Nevada competes in a crowded and rapidly changing tourism marketplace, requiring integrated, high-impact marketing to stand out and meet evolving traveler expectations.

As the state’s official destination marketing organization, Travel Nevada must deliver consistent, statewide marketing that drives visitation, supports rural and urban communities, and ensures strong brand stewardship.

Retainer Rational:

Justification for Retainer-Plus-Cost Compensation Model A retainer-based model provides predictable and transparent costs, clearly separating payment for agency expertise from executional expenses.

Moving away from hourly billing removes incentives tied to time spent and instead emphasizes outcomes, performance, and strategic value.

Retainers support long-term brand stewardship, continuity, and ongoing optimization rather than transactional, task-based work.

Requiring media buys and other third-party costs to pass through at net or minimal markup ensures fiscal accountability and directs the majority of public funds toward market-facing activity.

This structure provides critical flexibility when tourism collections or revenues fall below projections, allowing Travel Nevada to scale back executional costs – which represent the majority of the budget – while retaining agency expertise to identify alternative, cost-effective ways to continue marketing the state.

Overall, the retainer-plus-cost model improves transparency, efficiency, and resilience while maximizing return on investment for Nevada.

Goals and objectives

If a single Agency of Record can best meet these needs, Travel Nevada is open to that approach; however, Travel Nevada is also open to engaging (2) or three (3) specialized agencies if doing so provides the greatest overall success.

The flexible model supports efficiency, transparency, and measurable return on investment while allowing Travel Nevada to respond quickly to changing market conditions.

As part of a new three (3)-year strategic plan that launched in FY25, Travel Nevada has the following integrated marketing goals that it will be expect all contracted vendor(s) support in achieving:

Activate Nevada’s Story Amplify Brand Messaging Travel Nevada and many partners within the state have created messaging to encourage a more mindful engagement with the state and its natural and cultural resources.

Travel Nevada and its partners will align on core messages, explore co-op marketing and other methods to complement and amplify messages, and leverage efficiencies to broaden their reach.

This may include using programs such as trade shows, FAM and press tours, and sales and media missions as vehicles to deliver messaging to audiences who influence travel decisions at scale.

Diversify Storytelling and Storyteller Voices People like to visit places where they feel they belong.

This can be achieved by telling Nevada’s many stories – heritage, history, arts, extreme adventure, urban adventure, and cultural experiences – and having a diversity of storyteller voices and stories from unique perspectives.

To achieve this, Travel Nevada will continue to diversify who it works with to tell Nevada’s story through their individual lenses.

Build from Outdoor Recreation While outdoor recreation draws visitors to Nevada, there is more to the state that may interest this visitor segment.

Travel Nevada will showcase its unique assets that may entice a visitor predominantly focused on outdoor activities to explore more of what Nevada offers:

Heritage, Arts, Culture, and The unusual.

Refine Adventure Messaging for Audiences “Adventure” can mean different things to different people.

For some, it conjures images of more extreme activities like rock climbing, base jumping, or mountain biking.

For others, it can mean exploring a community on foot and trying out different restaurants and bars.

For others, it can mean having access to an exciting new place, regardless of physical ability.

Travel Nevada will consider how it tells its adventure story and ensure stories cast a wide enough net to include all these interpretations of adventure.

Objectives Improved length of stay by 10% over the planning horizon Year-over-year increase in IME Study scores for brand attribute awareness Growth in engagement with Adventure Centers over the first (1st)-year baseline

Target Audiences & Key Messages

Core Markets In-state Los Angeles San Francisco Sacramento Phoenix

Messaging Approach: Focus on the Rurals and extending trips

Warm Leads Boise Salt Lake City San Diego

Messaging Approach: Full funnel messages to shift perceptions, demonstrate state’s variety of offerings

Momentum Markets Chicago Portland Seattle Dallas-Ft. Worth Houston

Messaging Approach: Overall awareness and full funnel messages to showcase all there is to do and see in Nevada.

On Deck Markets

Denver Atlanta Messaging Approach: Build overall awareness and curiosity, supporting partners’ marketing efforts in these markets, specifically through third-party validation.

Brand Personality

Our brand personality should inform all messaging – culturally, visually, and verbally.

Offbeat There’s an uncommon thread that ties us together. We’re a bit different, a bit unusual but in the best way. We’re not afraid to stand apart from the crowd or challenge the status quo. We live to express ourselves-it’s our eccentric nature and our creative spark. We’re looking to bring a sense of surprise and excitement to those around us, a sense of novelty that keeps people on their toes.

Creative Being champions of innovation and originality, every Nevadan is an artist at heart, inspired by the beauty and wonder of the space that surrounds us – the desert and mountains and open possibilities – we’re naturally driven to experiment, test, explore and create. We relish the opportunity to see our imaginative visions brought to life and to bring a little magic into the world.

Wild-at-Heart We’re an unbridled free spirit, a spontaneous celebration of life, and a reminder that every day is an opportunity to live with passion and adventure. Like the pioneers, miners, cowboys and casino magnates who built our Nevada, we’re unafraid to chase our dreams, to take risks, to explore the unknown. So, as Nevadans, we’re all in, and we unapologetically inspire others to do the same.

Accepting Having an understanding of our place in the world doesn’t stop us from accepting others, their ideas and their beliefs. Nevada is a “you-do-you” kind of state. We don’t judge people for who they are – we accept and invite what everyone brings to the table. Being accepting, keeps things interesting and open.

Resourceful We see opportunities where others see only limitations, we think on our feet and improvise when we have to. We chart our own way through life with grit and ingenuity – our sleeves rolled up, ready to make things happen and get things done.

Down-to-Earth Nevada doesn’t put on airs or pretend to be something it’s not and neither do we. We keep our cards on the table, we don’t use five words where three will do, and we firmly believe jeans are always appropriate attire. In a world that is often overwhelming and chaotic, we’re a reminder of the value of life’s simpler things: a hot cup of coffee on a cold morning, a beautiful sunrise after a desert monsoon, a warm smile from across the table.

Surprising Part of Nevada’s charm is its unexpected surprises and delightful contradictions – those elements which are seemingly in opposition to one another, yet somehow in perfect harmony: the alpine lakes hanging above a parched and sweeping desert, snow-capped peaks adjacent to sunbaked salt flats, and explosion of neon opulence amidst the dark and starry Mojave skies. We’re like that. We’re full of surprises, and we’re all the more charming for it.

Bright We bring a certain Nevadaness, a certain big-desert energy to the world. We walk with our heads up, lending a sense of confidence and optimism to all we encounter. We’re enthusiastic and charismatic, and our eyes sparkle with a bit of mischief.

Independent Nevadans have always been guided by an internal compass, charting their own path through life-one oriented by the values of freedom and autonomy, self-reliance and individuality. We aren’t swayed by outside opinions. We know what’s right for us and we let others do their own thing. In thinking for ourselves we inspire others to do the same. We hold our own, but we’re here to help others when they need it, too.

Scope of work

Services Overview

Creative Travel Nevada is seeking a creative agency that will be responsible for managing all aspects of Travel Nevada’s brand strategy and campaign production.

This creative work is expected to elevate our existing brand in a way that builds advocacy amongst our targeted travelers.

Travel Nevada’s brand campaigns must go beyond simply generating awareness to lift perceptions positively and drive trackable visitation metrics such as increased trip spending, repeat visitation, longer length trips.

The Travel Nevada brand underwent a brand refresh in FY23 and has been successfully penetrating the market with this messaging over the last several years. Travel Nevada is therefore not seeking a reinvention or departure from the current brand strategy.

Travel Nevada’s brand platform is a solid representation of our organization, and our brand campaign is still building with measurable success. Responding agencies should seek to build off this momentum by developing supportive brand campaigns and creative initiatives that propel the brand forward.

Outside of the primary consumer-facing brand, Travel Nevada has numerous programs and products that will require creative support through this contract. These may include but aren’t limited to hosted conferences like Rural Roundup and the Governor’s Conference on Tourism, our newly developed Adventure Centers, campaigns like Tourism Means More and Out There with Care, and support for initiatives specific to our Industry Development, Public Relations, Trade, International teams.

As part of our interactive brand, Travel Nevada often needs to host or participate in in-person events (both in-market and domestically) that require agency representation and management.

Agencies should be prepared to be trained and knowledgeable representatives acting as an extension of our internal team.

Travel Nevada will also lean on our creative agency to help continually update our library of visual assets that will support not only the brand campaign but all assets and media that the team produces.

In addition to the creative work, the selected agency(s) will provide comprehensive account management and strategic planning to facilitate the execution of all creative services. This account management will also require collaboration with any other contracted agency(s) of record.

Media Planning and Buying Travel Nevada is seeking strategic thinkers who will truly elevate the brand through a robust mixed media campaign that implements strategic touchpoints to our targeted audiences throughout the travel journey.

The contracted team should be media experts who are on top of trends, identify new channels, partners, market opportunities, and take risks to optimize results. Their media buying authority should ensure Travel Nevada can deliver campaign messaging while optimizing cost efficiencies.

Travel Nevada will look to its media buying partner to continually identify strategies that ensure Travel Nevada is top of mind throughout the traveler journey and that we are able to stand out amongst the noisy media landscape.

The Media Buyer will work collaboratively with Travel Nevada’s staff as well as all integrated marketing partners regarding the strategy and execution of each buy.

As with the creative requirements, the selected media buying partner should consider the nuances of strategy among Travel Nevada’s selected markets and audiences within those markets to ensure the proposed buys amplify brand and campaign messaging appropriately.

The proposed media buys should include national partners in the travel space, and major brand-aligned partnerships should be introduced, with the involvement of the creative agency. Travel Nevada’s media mix should include unique traditional mediums and digital executions.

In addition to media planning and buying work, the selected agency will provide comprehensive account management and strategic planning to facilitate the execution of all creative services. This account management will also require collaboration with any other contracted agency(s) of record.

Digital Travel Nevada is seeking an experienced digital services agency to support all UX/UI, website development (frontend and backend), website management, SEO, CRO, CRM initiatives utilized to support the overall integrated marketing objectives of the agency.

The current digital tech stack is provided as an attachment. Contracted agencies will be expected to provide support and expertise with all elements included. Any customs or solutions proprietary to Travel Nevada’s existing digital agency should be able to be maintained and/or replicated.

Travel Nevada’s consumer-facing website is extremely robust. Qualified agencies must be able to maintain regular ongoing maintenance and improvements to the site’s structural foundation and will continually test, optimize, and deploy new and existing website content and features that support website conversions while ensuring Travel Nevada stays dedicated to the highest level of accessibility practices and privacy protection efforts.

Digital services comprise the most significant means of owned media efforts that our organization has, therefore, all digital strategies need to work to creatively capitalize on how we can support non-owned marketing channels in a closed loop tracking system.

Digital agencies will also be expected to provide the same level of service for all Travel Nevada owned website properties including but not limited to:

travelnevada.biz ruralroundup.com nvgovcon.com

Social Media Travel Nevada is looking for supportive services to augment our in-house content creation for social media purposes.

As platforms grow and change, Travel Nevada will look for the agency of record to provide strategic platform and audience-based insights and guidance to inform our social media strategies, as well as support in content production as necessary.

While follower growth is important, we recognize that as consumers’ mindsets shift around which platforms they spend their time on, we need to focus more on engagements (specifically video shares and saves) along with reach and comment sentiment to measure growth across the social media ecosystem.

In collaboration with our paid media efforts, Travel Nevada maintains an extensive influencer partnership program and will rely on our agency of record to support for support in finding beneficial partnerships, account vetting, contracting, and trip execution.

Public Relations Through engagement with a variety of stakeholders and utilizing focused messaging, Travel Nevada and its contracted vendor(s) will maximize opportunities to raise awareness about Nevada as a compelling tourism, outdoor, and cultural destination aligning with national trends, identifying unique niche audiences and driving social conversations among high value customers.

The external communications program must align with the overall marketing strategy and integrate with all other industry development and marketing components. The PR vendor must work closely with the Division’s marketing and industry development staff and the integrated marketing agencies to create cohesive messaging.

The PR vendor and Travel Nevada’s PR staff are responsible for driving brand awareness and positive perception and must be able to apply proper messaging across all channels of marketing, public relations, consumer relations, and B2B efforts.

The assigned account lead(s) must collaborate with other account lead(s) if multiple agencies are selected within the integrated marketing agency group to ensure seamless alignment and planning.

Account Management Travel Nevada will require all contracted vendor(s) to have an excellent level of account management services. Service account managers will be expected to coordinate and communicate effectively with both the internal staff and other contracted agencies.

Account management services not only include the day-to-day production management of projects but also will require high-level strategic planning and insight to supplement the internal agency’s strategic planning.

Regular and transparent reporting is required to ensure consistent review and iteration of all work conducted on behalf of Travel Nevada.

Agencies will be expected to collaborate with the Department of Tourism and Cultural Affair’s Research department on large-scale research, audience surveying, and product testing projects.

Regular in-person planning meetings and attendance (and occasional presentations) at public meetings will be expected as part of general account services.

Travel costs incurred by the contracted vendor(s) in order to fulfill the services within this contract will be assumed by the contracted vendor(s).

Compensation Structure and Billing Travel Nevada is looking for a clean, transparent and simple way to handle all billing for integrated marketing services and thus requests that each agency provide detailed pricing for account management and fees for services outlined in the Scope of Work explaining how the proposing agency approaches a pricing structure: hourly, retainer or another model.

Any markups, fees or commissions must be disclosed as part of the pricing structure.

Cost for third (3rd) party software paid on behalf of Travel Nevada shall be paid at net cost.

Direct media buy costs should maintain a minimum of 70% of total approved annual budget.

Agency fees, including paid media commissions, shall not exceed 30% of total approved annual budget.

In adherence to the State’s accounting fiscal year (FY) calendar which July 1-June 30, billing for all activities completed on or before June 30 of each calendar year must be received by Travel Nevada no later than July 30 of the same calendar year.

Contracted vendor(s) are expected to cover the cost of any media in the event this billing schedule is not adhered to.

Due to the public-facing nature of this account, the contracted vendor(s) must be willing to provide timely, detailed cost and activity reporting into the overall administration of the account no matter what structure of pricing is determined.

Strategies & Tactics

Account Management Regardless of how this contract is awarded (one agency or multiple), all services should include strategic account management to help organize and mobilize project-based work as well as oversee strategic direction of the brand within each service discipline.

Account Manager(s) shall be:

Senior-level professionals with experience in the travel and tourism and/or consumer brand arenas, and must familiarize themselves with the business culture of Travel Nevada.

They must be available to attend regularly scheduled in-person and virtual meetings with Travel Nevada staff and other contracted agencies to provide updates and insight into all ongoing initiatives.

Identify a lead account supervisor whose key purpose is to ensure program integration across all marketing and communications components and with all appropriate external vendors.

Work directly with Travel Nevada team to ensure that all programs are working cohesively and accomplishing the goals as outlined in the RFP and the Division’s annual marketing plan.

Annual planning will be needed to ensure integrated efforts are forecasted in alignment with current fiscal goals and overarching strategic plan initiatives.

At minimum, Travel Nevada expects to have quarterly re-groups around strategic planning.

Work with internal Travel Nevada team, the Department of Tourism and Cultural Affairs’ research department, and other agency partners/vendors to produce regular reporting through the fiscal year as needed.

Provide quarterly campaign reports 40-45 days after the end of each quarter.

Exact due dates to be established based on quarterly Nevada Commission on Tourism meetings and quarterly Marketing Committee meetings.

Work with internal Travel Nevada team to produce Annual Report documenting progress against Strategic Plan for entire agency.

Deliverables: Meeting Attendance, Organization of Strategic Planning, Regular Internal & External Strategic Plan for entire agency.

Creative

Strategic Planning As defined in the “Account Management” section 3.2.1, the creative agency will contribute to the overall marketing strategic direction as identified by Travel Nevada.

The strategy will be reevaluated on an annual basis and must detail how all components integrate with one another to effectively and creatively propel the marketing efforts over the course of the annual plan period.

Research & Reporting Work closely with the Department of Tourism and Cultural Affairs’ research department and their contracted research vendors, as well as any other agencies of record to ensure all campaigns are grounded in proprietary data as well as industry trends, consumer behavior, and external research.

In addition to utilizing strong historic research and survey data, Travel Nevada is looking for a creative agency to work on finding innovative ways to define brand effectiveness, ideally in ways that do not depend too heavily on one data set or research vendor.

Brand Development Provide direction for evolving the current brand through messaging, creative execution and content delivery, and plan for future iterations and development.

In collaboration with the in-house Travel Nevada team, the creative agency of record will be responsible for acting as the main source of truth to ensure brand alignment across all platforms and disciplines.

Campaign Production Develop and produce all creative elements of campaign including but not limited to paid media assets, in-person activations, events, and collateral.

Content Production In conjunction with Travel Nevada’s in-house creative team and subcontractors, develop regularly updated inventories of photo, video, and audio content for use across all marketing channels.

As an extension of the internal Travel Nevada content team, the creative agency of record will be relied upon for creative copywriting for paid media placements as well as editorial content for use in print and digital products.

Deliverables: Brand Campaign Strategy, Asset (Photo, Video & Audio) Production, Production Design, Copywriting, Regular Internal & External Reporting

Media Planning and Buying

Strategic Planning In collaboration with Travel Nevada and other agencies of record, create an annual campaign media plan that includes a robust mix of media partners, flight dates, and funding per channel/outlet.

Plan must be developed and presented for review at the annual June meeting of Nevada Commission on Tourism and ready for deployment before the end of July every fiscal year.

Media Mix should include but is not limited to: traditional OOH, paid search, paid social, influencer partnership programs, sponsored content, display and native advertising (utilizing static, dynamic and video ad opportunities).

See opportunities for paid media partnership that pair our brands effectively, aligning us with new audiences and valuable existing audiences.

Identify media partners that will work with Travel Nevada to produce mutually beneficial content, developing assets that can exist on Travel Nevada’s owned channels as well as partner channels.

Research & Reporting Work closely with the Department of Tourism and Cultural Affairs’ research department and digital agency of record to manage campaign tracking implementation.

Provide ongoing real-time campaign monitoring and optimization to ensure all channels are working at the highest level of efficiency possible.

Paid Media Execution Delivery and placement of all individual media buys will be done directly by the contracted agency of record.

Paid Media Team will work very closely with creative agency and internal Travel Nevada creative team to communicate and manage asset production associated with all media buys.

Deliverables: Annual Paid Media Strategy & Plan, Regular Internal & External Reporting

Digital

Research & Reporting Provide ongoing updates regarding digital experience best practices, monitoring other tourism marketing organizations’ consumer brands and award-winning development programs for digital application.

Coordinate with integrated marketing teams to ensure successful campaign integration with travelnevada.com within all other marketing channels and efforts.

Set-up data integration with other marketing channels to enable more holistic cross-channel reporting.

Provide a monthly web analytics report that align metrics with goals established in the annual strategic plan, adjustable to align with campaign needs.

Manage website monitoring tools to ensure accurate reporting.

Work as part of the overall strategic planning team to ensure all interactive solutions are mapped and cohesive with all marketing efforts.

Provide effective website documentation and ongoing training opportunities as needed.

Ongoing Website Maintenance & Optimization Perform ongoing website maintenance, optimization and repairs as needed for travelnevada.com and other owned website properties to ensure exceptional website performance and user experience.

Monitor travelnevada.com and other owned website properties for ADA compliance, security, and technical stability standards and make updates as needed.

Ensure the back-end administrative tools and content management system for travelnevada.com that allow Travel Nevada to update website content independently are maintained to current best-practice standards.

Working with internal Travel Nevada team and in alignment with paid media initiatives and programs, develop an ongoing content strategy that will be utilized as the building plan for all content related work needed for the website (net-new additions, updates, and optimizations) and accompanying email marketing campaigns.

Establish attribution modeling and user journey paths to best understand the user and apply to optimizing performance across the site and improving conversation rates.

On an annual and ongoing quarterly basis, create a set of recommendations prioritized for impact to evolve KPIs and measurement and organize into a cohesive action plan.

Audit and leverage discovery findings to establish a tracking mechanism for all digital key performance indicators (KPIs).

Develop and implement search optimization strategies in consideration of current search landscape and in partnership with internal Travel Nevada staff.

Create and implement a Conversion Rate Optimization (CRO) plan, inclusive of AB testing and personalization strategy, utilizing enterprise-level testing platform.

Email Marketing & CRM Management Oversee the email marketing and CRM program from a strategic and executional standpoint.

Recommend, create and set up automated drip campaigns in collaboration with internal Travel Nevada content team.

Work with Travel Nevada to create, launch, and measure regularly delivered email campaigns that utilize personalized content to ensure top of mind-user engagement.

Implement necessary changes to ensure email marketing efforts are following current guidelines for privacy, optimal deliverability and engagement rates.

Provide regular analysis and optimization recommendations for email marketing campaigns as well as a quarterly CRM audience analysis and recommendations for email and website performance improvement.

Work with internal Travel Nevada team to ensure brand alignments and goals are integrated within CRM efforts.

Carry out ongoing list cleanup and platform updates as needed.

Deliverables: Ongoing Website Maintenance and Optimization (UX/UI, CRO, SEO), CRM Management, Email Marketing, Annual Digital Strategy Plan, Regular Internal & External Reporting

Social Media

Strategic Planning In congruence with overarching strategic marketing direction, provide annual planning contributions within the social landscape, including owned content strategies as well as influencer partnership programs.

Social media agency records should be highly informed of current social trends and be able to provide regular support in brainstorming unique content development ideas that will help set Nevada apart as a destination in the noisy social travel environment.

Research & Reporting Provide ongoing monitoring of engagement metrics and audience sentiment to inform posting strategy in real time.

Provide regular campaign reporting as needed.

Content Development As an extension of the internal Travel Nevada social media team, the social media agency may provide support in community management, developing audience engagement campaigns, content development, giveaways, influencer programming and activations.

Travel Nevada prioritizes targeting niche audiences to showcase the many unique reasons travelers would make time to visit or re-visit our state. Social media is one of the primary ways we deploy messaging.

Deliverables: As needed Content Production for Social Channels, Regular Internal & External Reporting, Influencer Relations Management.

Public Relations

The contracted vendor(s) will provide a strategic direction and program execution for the Division within the areas of:

Strategic Planning Contribute to the overall strategic direction of the integrated marketing program and develop the external communications portion of the plan.

Develop a dynamic, overarching communications strategy that details how all marketing components integrate with one another to effectively propel the marketing efforts over the course of contract period.

Development of Annual Report Assists with the development of an online annual report chronicling the Division’s annual activities, budget overview, staffing, etc. Develop occasional or project-based reports as needed.

Media Relations Generate significant media coverage in domestic consumer and trade traditional and digital media outlets and develop and host in-market press trips; develop and host media missions (including partners) in key markets; work with media buying agency and internal staff on social media and influencer relations; and create and host mediagenic consumer events that position Nevada within key feeder markets.

Work with internal staff, generate travel and business stories in travel trade outlets that showcase Nevada to tour operators, travel agents, and the general travel and tourism industry.

Public Affairs Upon request, work with internal staff and potential outside vendor on stakeholder and legislative session messaging alignment.

Tourism Conference Event Coordination With help from the Division’s staff, contracted vendor(s) may be required to coordinate and provide event support through educational sessions and media relations and social outreach.

Education Offer industry partners education to maximize PR opportunities at annual in-state conferences and Territory meetings.

Attachments

Attachments incorporated by reference. To be read and not returned.

Terms and conditions for services

Attachments for review. To be read and not returned (unless redlining).

Standard form contract Insurance schedule Digital Tech Stack

Attachments for response. To be completed and returned.

Vendor information response Cost schedule Certification regarding lobbying Reference questionnaire

Timeline

Questions. All questions regarding this solicitation shall be submitted using the bid Q&A feature at nevadaepro.com.

Timeline. The following represents the proposed timeline for this project.

All times stated are Pacific Time (PT).

These dates represent a tentative schedule of events.

The State reserves the right to modify these dates at any time.

The deadline for submissions is the nevadaepro.com bid opening date and time. Late quotes will not be accepted.

Evaluation

Evaluation and scoring are conducted in accordance with NRS 333.335 and NAC 333.160-333.165.

Responses shall be kept confidential until a contract is awarded.

In the event the solicitation is withdrawn prior to award, responses remain confidential.

The evaluation committee is an independent committee established to evaluate and score qualitative evaluation factors for the solicitation.

The State, at its option, may limit participation in cost scoring, presentations, or both to vendors above a natural break in relative scores.

Financial stability shall be scored on a pass or fail basis.

Responses shall be consistently evaluated and scored based upon the following factors and relative weights.

Cost factor. The cost factor score is based on the following equation, unless the subject solicited requires alternative scoring. The highest proposed cost from any vendor and the lowest proposed cost from any vendor will be added together to generate a combined total. For each vendor, that proposed cost will be subtracted from the previously combined total. This number is then divided by the highest proposed cost. The resulting number is multiplied by the cost factor weight to generate a weighted cost score.

Presentations. The State may require vendors to make a presentation. The State reserves the right to add additional criteria for presentations. The State reserves the right to forego presentations and select vendor(s) based on written responses submitted.

Best and final offers. Pursuant to NAC 333.165, the State reserves the right to permit revised responses or add criteria to obtain the best offers. Vendors are encouraged to submit their best offer at time of initial response.

Nevada-based business preference

The State awards a five percent (5%) preference to Nevada-based businesses pursuant to NRS 333.3351 to 333.3356, inclusive.

Nevada-based business is defined in NRS 333.3352(1).

The term ‘principal place of business’ has the meaning outlined by the United States Supreme Court in Hertz Corp v. Friend, 559 U.S. 77 (2010), typically meaning a business’s corporate headquarters.

To claim this preference a vendor must indicate it on their vendor account and submitted quote in nevadaepro.com.

This preference cannot be combined with any other preference, granted for the award of a contract using federal funds, or granted for the award of a contract procured on a multi-state basis.

Inverse preference

The State applies an inverse preference to vendors that have a principal place of business in a state other than Nevada and that state applies an in-state preference not afforded to Nevada based vendors, pursuant to NRS 333.33695.

The amount of the inverse preference is correlated to the amount of preference applied in the other state.

Vendors who meet this criterion must indicated it on their submitted quote in nevadaepro.com.

This preference cannot be combined with any other preference, granted for the award of a contract using federal funds, or granted for the award of a contract procured on a multi-state basis.

Mandatory minimum requirements

Pursuant to NRS 333.311 a contract cannot be awarded to a response that does not comply with the requirements listed in this section. Response shall include confirmation of compliance with all mandatory minimum requirements.

Nevada Law and State indemnity. Pursuant to NRS 333.339, any contract that is entered into may not: (1) require the filing of any action or the arbitration of any dispute that arises from the contract to be instituted or heard in another state or nation; or (2) require the State to indemnify another party against liability for damages.

No Boycott of Israel. Pursuant to NRS 333.338, the State of Nevada cannot enter a contract with a company unless that company agrees for the duration of the contract not to engage in a boycott of Israel. By submitting a response, vendor agrees that if it is awarded a contract, it will not engage in a boycott of Israel as defined in NRS 333.338(3)(a).

nevadaepro.com vendor registration. Pursuant to NRS 333.313, vendor must be registered at nevadaepro.com to respond to the solicitation. Vendor information must match Nevada business license and sam.gov entity registration. Vendor information in nevadaepro.com will be used for contract formation. Email address(es) associated with general mailing address or default bid mailing address (if different from general mailing address) in nevadaepro.com will be used for formal notifications. If a vendor has a different contact name and email for negotiations, that should be indicated on the title page(s) of their response.

Nevada business license. Pursuant to NRS 353.007, prior to contract execution awarded vendor must hold a state business license pursuant to NRS chapter 76 unless exempted by NRS 76.100(7)(b). Business license must match nevadaepro.com vendor registration.

System for Award Management (sam.gov) Prior to contract award vendor must hold an active entity registration in sam.gov. Entity registration must match nevadaepro.com vendor registration.

Contract responsibility. Awarded vendor shall be the sole point of contract responsibility. The State shall look solely to the awarded vendor for the performance of all contractual obligations which may result from an award based on this solicitation, and the awarded vendor shall not be relieved for the non-performance of any or all subcontractors.

Data encryption and stateside data. State IT requires that data be encrypted in transit and in rest. State IT requires that State data assets must be maintained in the United States and data will not be held offshore.

Confidentiality and certification of indemnification

Submitted responses, which are marked confidential in their entirety, or those in which a significant portion of the submitted response is marked confidential may not be accepted. Pursuant to NRS 333.333, only proprietary information may be labeled a trade secret as defined in NRS 600A.030(5). All proposals are confidential until the contract is awarded; at which time, both successful and unsuccessful vendor proposals become public information.

Vendors shall submit proprietary information and confidential business information in separate files, flagged as confidential in nevadaepro.com. The State is not responsible for any information contained within a response; responses shall be released as submitted.

By submitting a response vendor acknowledges its responsibility to act in protection of labeled information and agrees to defend and indemnify the State of Nevada for honoring such designation. Failure to so act shall constitute a complete waiver, and all submitted information shall become public information; additionally, failure to label any information that is released by the State shall constitute a complete waiver of any and all claims for damages caused by the release of the information.

Vendor certifications

Vendor understands and acknowledges that the representations within their response are material and important and are relied on by the State in evaluation of the response. Any vendor misrepresentations can be treated as fraudulent concealment from the State of the true facts relating to the response.

Any and all prices that may be charged under the terms of the contract do not and shall not violate any existing federal, State, or municipal laws or regulations concerning discrimination or price fixing. Vendor agrees to indemnify, defend, and hold the State harmless from liability for any such violation.

All response terms, including prices, shall remain in effect for a minimum of 180 days after the response due date. In the case of the awarded vendor, all response terms, including prices, shall remain in effect throughout the contract term.

The price(s) and amount of this response have been arrived at independently and without consultation, communication, agreement or disclosure with or to any other contractor, vendor, or potential vendor. No attempt has been made at any time to induce any firm or person to refrain from proposing or to submit a response higher than this response, or to submit any intentionally high or noncompetitive response. All responses shall be made in good faith and without collusion.

The information included in this response has been arrived at independently and without non-public information obtained from State officials, staff, or their agents.

All employees and contractors assigned to the project are authorized to work in this country.

Vendor has a written equal opportunity policy that does not discriminate in employment practices with regard to race, color, national origin, physical condition, creed, religion, age, sex, marital status, sexual orientation, developmental disability or disability of another nature.

Vendor has a written policy regarding compliance for maintaining a drug-free workplace.

Critical items

In addition to the scope of work and attachments, the items listed in this section are critical to the success of the project. These items will be used in evaluating and scoring responses. Vendor response should address items in this section in enough detail to provide evaluators an accurate understanding of vendor capabilities. Responses that fail to sufficiently respond to these items may be considered non-responsive.

Standard form contract. The State strongly…