Attachment B: Scope of Work India Trade and PR Representation

Vision Statement A state united in welcoming the world to experience awe-inspiring adventure.

Mission Statement Our mission is to elevate life in Utah by advancing the visitor economy through marketing, stewardship, and destination development.

· Marketing: We curate messaging that inspires visitation, supports local businesses, and strengthens the Utah economy.

· Stewardship: We distribute visitation statewide and support the responsible discovery of Utah.

· Development: We partner with local communities to enhance their visitor economies, benefiting residents and visitors.

Guided by this mission and Utah Office of Tourism (UOT’s) Red Emerald Strategic Plan, we face the challenge of growing Utah’s international visitor economy and increasing the market share of high-yield inbound markets.

Goal/Objective Primary Goal: Enhance the economic impact of international travel in Utah, with a focus on high-yield markets.

Secondary Goal: Unify Utah’s global brand through a statewide marketing framework that streamlines regional efforts, reduces overlap, and maximizes reach.

Travel Trade Management and Reporting

Contractor will lead and execute the development of travel trade relationships, partnerships, education, and campaigns. This work will include, but is not limited to:

1. Creation of a proposed travel trade plan and marketing plan of work detailing high-level campaign milestones and timelines.

a. The annual work plan will include:

i. Timelines for executing proposed and planned campaigns and other efforts with trade partners.

ii. Identify Top Trade based on product quality, room nights/visits to Utah, ability to develop Red Emerald trips, collaboration with the Utah Office of Tourism, and value-added opportunities.

1. Secondary market goals and work plans will be assessed on a project-by-project basis, based on budget and priorities for each market, in agreement with the market manager.

iii. Identify asset expectations from the UOT Head Office Agency of Record, where applicable.

2. Utilize the Asana marketing project management board for Fiscal Year 27

a. Work within the Asana project boards as assigned by the market manager to respond to tasks and work on campaigns and other efforts within the outlined timelines.

b. Work on the FAM Asana project boards with the Global Content & Tour Specialist and the market manager to coordinate FAM outreach, stay on task, and meet deadlines.

3. Preparation and distribution of UOT guides, resources, and updates

a. Email blasts/industry newsletters

b. Field and respond to trade inquiries

c. Field collateral requests, supplier, and product inquiries

d. Maintain supply as well as drive demand for Utah collateral/keep running inventory

4. Travel trade training for UOT and its partners

a. Tour Operator profiles for sales missions and market updates, highlighting sales calls/outreach and partner education

b. Implement a program of trade outreach

c. Market-ready education, including market-ready education webinars, partner integration with agents and operators, and other relevant initiatives.

5. Travel trade development

a. Quarterly sales calls and touchpoints for top accounts focused on product development and marketing; hard costs included in the contract.

b. A minimum of forty (40) training/education sales calls (in person and/or webinars) per fiscal year with qualified tour operators and travel agencies; hard costs are included in the contract.

c. Dedicate funding and marketing efforts to promote the B2B travel trade education platform, driving awareness, earned media, engagement, and certification.

i. Increase completion rates by the % as identified by the UOT and create incentives for the program using allocated marketing funds.

d. Develop a minimum of two (2) (as approved by the market manager) travel trade co-operative marketing programs each fiscal year, with partner opt-in/participation opportunities (co-op campaign details/ROI & KPIs uploaded to the Salesforce CRM with applicable partners tagged).

i. One cooperative marketing and/or integrated partner program dedicated to Urban and Outdoors (Northern UT) partners (dedicated funds/invoiced).

ii. One campaign and/or cooperative marketing program dedicated to Ski+/winter sports (non-Southern UT/Parks and beyond)

e. Develop relationships with airlines to expand flight routes, partner on cooperative campaign opportunities, provide tickets for FAMs, host press, and engage in industry outreach.

f. Streamline resource allocation and lower the barrier to entry for partners to reach international audiences.

i. Transition to a curated menu of "High-ROI" marketing opt-in tiers for partners. Provide larger baseline investments to ensure partner participation is results driven.

ii. Expand "Reverse Mission" and other opportunities that bring international buyers and media directly to suppliers in Utah

g. Develop a minimum of one (1) travel trade promotional and/or educational opportunity per quarter (activations and/or marketing promotions, conception, information/creative design, copywriting, graphic design) with qualified travel trade partners.

i. Diversify travel trade promotional opportunities and cooperative campaigns by leveraging brand partnerships (when applicable, UT brands and brands that align with UT), media partners, and other third-party partners to increase visibility among target audiences and maximize ROI.

ii. Where applicable, integrate cooperative marketing campaigns into head office consumer marketing efforts and other areas.

iii. Collect RFPs for all trade partnerships to identify quality partnership opportunities that achieve UOT's goals and maximize ROI (i.e., top 10 qualified list, product, value add, and matching marketing efforts).

h. Plan and attend applicable industry trade shows as identified by the UOT

i. Record notes from all appointments from trade shows, sales missions, and FAMs for the Salesforce CRM template and complete follow-up tasks as assigned.

i. Reporting sent to partners by the UOT with individual follow-up as appropriate.

6. Create product inventory sheets in preparation for all trade shows and events.

a. Develop a full appointment schedule for any Trade Event as outlined by the UOT.

7. Work with Brand USA and Visit USA on local opportunities (activations/events, sales missions, agent training).

a. Collaborate with and support local Utah coverage & activations with Brand USA.

b. Maintain membership, attend Visit USA events, and engage with the committee.

8. Develop and execute new route and air-lift campaigns as assigned by the UOT (additional funding TBD)

9. Develop and execute a travel trade familiarization (FAM) tour strategy, identify goals and target participants for FAM tours, and support FAM best practices.

a. FAM hosting costs are included in the Contractor’s marketing budget.

b. Adhere to FAM KPIs and UOT FAM best practices.

c. Coordinate with UOT staff to organize and host familiarization trips, with hard costs (non-partner/UOT head office) included in the marketing budget, unless otherwise noted.

i. FAMs will be vetted and approved by the UOT.

ii. Collect and return to UOT (via upload into the Asana FAM task) a signed assumption of risk waiver from every FAM participant before they arrive in Utah.

iii. Collect FAM participant information and support follow-up as outlined in the Asana FAM project board.

10. Report quarterly & monthly to the market manager on trade outreach efforts, new product development, industry sentiment, and partner opportunities.

11. Develop and lead in-market travel trade sales missions for UOT (annually, biannually, or as identified in sales mission plans and calendars). The account manager and market manager will determine mission costs.

a. Adhere to the UOT sales mission best practices.

b. Travel trade profiles completed ahead of the mission.

c. Pre-mission partner meetings and market education are included in mission prep and in-market activities.

Public Relations Contractor will lead and execute on developing earned media and media partnerships. This work will include, but is not limited to:

1. Creation of the proposed PR Plan and the timeline for fiscal year ‘27 (FY27), and addressed in advance of each fiscal year, Contractor is contracted thereafter (timelines include deliverables/asset expectations from the UOT head office and, where applicable, the domestic PR Contractor).

a. Leverage earned media coverage in print and online publications to increase awareness of Utah Forever concepts in storytelling.

i. Amplify the "Utah Forever" narrative through earned media, focusing on storytelling themes that bridge global interest with local sustainability.

2. Identify the top Trade and Consumer PR publications/media outlets by target demographic, readership/circulation, and, where applicable, niche/affinity target-audience reach.

3. Clipping Reports are to be submitted quarterly and to the market manager; hard costs for clipping service are included in the Contractor’s marketing budget.

a. Report quarterly & monthly on media outreach effectiveness, utilizing the Barcelona Scoring Principles, including clippings and earned media value.

i. Align the FY27 scoring benchmarks, and as identified by the UOT, with other media goals.

b. Include media in CRM reporting templates, as assigned by the UOT.

4. Distribution of press releases, pitches, ‘what’s new,’ and press kit updates aligned with storytelling objectives.

a. Field and respond to media inquiries.

b. Plan and assist with media events and media tours

c. Press releases and pitches

d. Meet with the domestic PR team twice a year and use the team's best practices and pitch sheets.

5. PR support for the UOT and its partners

a. Media profiles for sales missions & FAMs

b. Media presentation preparation for partners

c. Media contact lists

6. Implement a visiting journalist/media program

a. Adhere to FAM best practices for media hosting.

b. In coordination with UOT staff, organize and host familiarization trips (hard costs/non-partner/UOT head office hosting costs included in the contract, unless otherwise noted)

c. Collect and return to UOT (via upload into the Asana FAM task) a signed assumption of risk waiver from every FAM participant before they arrive in Utah.

d. Collect FAM participant information and support follow-up as outlined in the Asana FAM project board.

e. Develop and lead in-market media sales mission and/or activation for UOT/In-state partners (annually, biannually, or as identified in sales mission plans and calendars).

Consumer Awareness UOT head office leads digital consumer buys and ad-buying agency/Brand USA programming. The Contractor will engage in consumer awareness to include, but not limited to:

1. UOT-led consumer activations and events

2. Attend consumer trade shows on behalf of the UOT as applicable

3. Collaborate with the UOT international ad-buying agency to identify consumer opportunities in the market. The hard costs for the ad buys will be covered by UOT’s head office/consumer budget.

4. Manage consumer campaigns as appropriate for the market and agreed upon by the director and market manager.

a. Include consumer marketing analytics and reports in all quarterly reports to the UOT.

b. Defer to the market manager and other UOT team members (as appropriate) to discuss consumer marketing campaigns.

Social Media Management Contractor will manage in-market social media channels. This work will include, but is not limited to:

1. Utilize the Voice and Tone Playbooks from the Domestic Social Media Vendor as guidance for tone, voice, community management, content, visuals, and other resources.

2. Work with UOT to identify the best social channels for Utah.

3. Collaborate with the UOT Social Media Agency and staff to develop a comprehensive social media content calendar, leveraging UOT resources.

a. Lead on paid programming, including social promotions that drive engagement, achieve goals, and address ad types, audience targeting, and creative. (The UOT head office/social media budget will cover the hard costs for the always-on and paid social media efforts.)

b. Complete monthly and quarterly social media reporting (template provided by the UOT)

4. Post 3-4 times weekly in heavy travel planning periods (as determined by the market) and throughout the year.

5. Community management: Responding to comments, questions, or complaints promptly (within 12-24 hours) and forwarding concerns to the market manager as appropriate.

6. Communicate (via email or Asana) with the UOT about wins and influencer posts.

7. Collaborate with the domestic social media manager & the market manager on influencer and ambassador programs.

8. Utilize additional resources for content guidance provided by the UOT, including the User Generated Content Library, image library in Mediagraph, custom URL builder, and others provided by the UOT.

9. CTA to: https://www.visitutah.com/

General Responsibilities Other general responsibilities include:

1. Proof any copy as needed for UOT international outreach initiatives.

2. Assistance with communicating with local vendors as needed for any UOT/Brand USA initiatives.

3. Attend any mandatory training sessions.

4. Training and fluency in the Salesforce CRM Templates/Sheets usage and data entry.

5. Training and fluency in Asana, used as a project management and team communication tool for FY27 planning.

6. Manage the Google budget sheet assigned by the UOT, including approval of budget line-item reallocation & campaign execution from market managers.

7. The market manager will review third-party contracts, cooperative marketing campaign agreements, insertion orders, and other signatory needs.

8. Quarterly reports provided per UOT template/recommendations, reviewed with market managers, followed by partner scheduled calls to report on “top three” travel trade, public relations, and consumer activities from the last quarter.

9. Meet/connect bi-weekly (virtually via Zoom, Google Meet, etc.) or by phone with the market manager to discuss projects/market updates and ensure the UOT head office provides the necessary resources.

10. The lead trade representative on the Utah account must attend the Utah Tourism Conference. The hard costs (registration, travel, and lodging) will apply to UOT’s head office budget. Attendance at IPW is optional, and all travel expenses will be applied to the Contractor’s marketing budget.

Knowledge of Utah as a Travel Destination and Partner Relations UOT requires that our in-market representative possess a strong knowledge of our state as a travel/tourism destination to provide unique cultural experiences to the tourism professionals in the market.

Knowledge of the destination includes developing relationships and understanding the partners' goals around the state.

1. Develop opportunities to interface directly with partners on projects; work with the market manager to incorporate partners into webinars and other no-cost industry engagement initiatives, as well as asset collection/deliverables, etc.

a. Connect with partners to share earned media, campaign, and product development wins as a result of sales missions, FAMs, and other efforts (international life cycle).

b. Connect with partners on FAMs during the tourism conference or at IPW, leveraging these opportunities to learn more about their areas and build interpersonal relationships.

Personnel Contractor agrees and understands that the UOT’s agreement to the contract is predicated in part on the utilization of the specific personnel, personnel qualifications, and personnel resources identified in the Contractor’s proposal.

Contractor agrees and understands that the UOT will have the right to approve or disapprove the assignment of any of the Contractor’s personnel assigned to the account team. Furthermore, Contractor must obtain the UOT's written approval before replacing any previously approved account team member. Contractor further agrees that any replacement made must be determined by the UOT to be equal to or better than originally proposed in terms of overall qualifications.

1) Contractor will include the UOT in the search process to review potential replacements.

2) UOT’s approval of a replacement will not be construed as acceptance of the person’s performance potential.

3) The UOT agrees that approval of a replacement will not be unreasonably withheld.

b. Contractor agrees and understands that the UOT will have the right to request a replacement of any person assigned to the account team for any reason. Unless the situation regarding the Contractor’s assigned personnel requires immediate replacement, Contractor will be allowed at least fourteen calendar days after notification to replace unsatisfactory personnel.

c. Personnel other than the account team: Within the first fourteen calendar days after a change, the Contractor must notify the UOT in writing of other personnel changes that may affect the UOT account (other than account team personnel who must be approved as stated previously). If required by the UOT after such notification, Contractor will provide the state agency with a copy of the resume for any new personnel who may serve as a resource on the state agency’s account.

Funding This contract is funded by the Tourism Marketing Performance Account (Fund), which is legislated annually. The exact amount of that funding is determined each year, and then the Board of Tourism Development and UOT Staff can determine budgets for the Utah Office of Tourism. Therefore, the budget for contracted services will be determined annually and specified within each year’s scope of work.