ATTACHMENT 02 Activity Measures Worksheet.xlsx

This is an Activity Measures Worksheet attachment for the Hawaii Tourism Authority (HTA) detailing quarterly performance targets and monthly reporting requirements for a marketing and promotional services contract. The offeror must submit quarterly targets across multiple service categories including consumer paid media (television, print, digital, radio, and out-of-home advertising), travel trade paid media, public relations activities, consumer shows, travel trade engagement, and social media campaigns. The performance measurement period spans from September 2026 through December 2027, with specific quarterly breakdowns for 2027. Specific metrics include media reach and impression counts, press release issuance, earned media story generation, media familiarization trips, trade show participation and appointments, trade education sessions, and social media performance indicators across Facebook, Instagram, YouTube, and TikTok platforms.

The worksheet establishes that the offeror may propose alternative social media platforms to supplement or replace the current platform list, and HTA reserves the right to modify activity measures to accommodate changing market conditions and strategic objectives. Monthly actuals tracking and reporting is mandatory throughout the contract period. All proposed quarterly targets are subject to HTA approval before implementation, ensuring alignment with the agency's evolving tourism promotion objectives and budget constraints.