Clarifying Questions 2- 2025-87 RFP Integrated Marketing Campaign.pdf
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- Attached to
- 2025-87 RFP Integrated Marketing Campaign
- Solicitation number
- S-C01010-00015577
- Issued by
- Clackamas County, Oregon
About this file
This document is a clarifying questions response issued by Clackamas County, Oregon, for Request for Proposals #2025-87 regarding an integrated marketing campaign for Mt. Hood Territory tourism promotion. The RFP solicits a comprehensive marketing strategy targeting short-haul markets within approximately 300 miles, with primary objectives of driving measurable economic impact through increased visitation, overnight stays, and visitor spending. The campaign will encompass strategy development, creative concept creation, media planning and buying across digital, social, print, broadcast, and out-of-home channels, campaign execution and management, measurement and reporting, and post-campaign knowledge transfer. Proposals must be submitted electronically by January 29, 2026, at 2:00 PM Pacific Time, with a 20-page submission limit and clarifying questions due by January 22, 2026, at 5:00 PM Pacific Time. The contract term extends from the effective date through December 30, 2027, with the campaign expected to launch in the first half of 2026. Oral presentations may be requested at the County's discretion.
The County has established an estimated maximum project budget of $800,000.00 as the all-inclusive funding available, and contractors are responsible for all costs associated with campaign development, execution, and delivery, including strategy, creative development, media planning, project management, promotional items, reporting, asset licensing, permits, and travel expenses. The evaluation committee will score proposals based on Proposer's General Background and Qualifications (0-25 points), Scope of Work (0-50 points), and Fees (0-25 points), with award going to the highest-scoring responsive proposer. The contractor must provide full, unrestricted usage rights for all campaign assets and source files, and must obtain all necessary permits, model releases, and property releases at their own expense. Required insurance includes Commercial General Liability of $1,000,000 per occurrence with $2,000,000 annual aggregate, Professional Liability of $1,000,000 per occurrence with $2,000,000 annual aggregate, and Automobile Liability of $1,000,000 per occurrence. The clarifying questions address attribution and measurement methodology, noting that the County uses Datafy for tracking pixels at the media placement level and emphasizes that attribution should be measured through a combination of observed actions and modeled analysis, with measurement expected to be primarily probabilistic rather than deterministic across all media placements.
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PH: 503-742-5400 WWW.CLACKAMAS.US
REQUEST FOR PROPOSALS #2025-87
Integrated marketing campaign
RESPONSE TO CLARIFYING QUESTIONS
January 15, 2026
Note that these are questions submitted by interested firms to the above referenced solicitation. The below answers are for clarification purposes only and in no way alter or amend the RFP as published.
1. Priority Business Categories and Specific Partners Are there particular categories of businesses Tourism would like this campaign to prioritize from an attribution and conversion perspective (for example, lodging, dining, retail, experiences, or ticketed attractions)? In addition, are there specific businesses, partners, or flagship properties within those categories that should be treated as priority conversion destinations or reporting benchmarks?
Answer:
The primary priority for this campaign is driving measurable economic impact, with a particular emphasis on overnight stays and visitor spending. From an attribution and conversion perspective, lodging and overnight visitation are key indicators of success, with additional consideration given to how the campaign supports broader visitor spending across dining, retail, experiences and attractions, particularly among short-haul visitors traveling from nearby markets.
The County is not designating specific businesses, partners, or flagship properties as required conversion destinations or reporting benchmarks. Agencies are encouraged to recommend approaches that reflect the destination as a whole and leverage a range of tourism offerings, rather than focusing on individual businesses.
Proposers may suggest illustrative examples or category-level benchmarks to demonstrate how performance would be measured, provided the approach remains inclusive, equitable and aligned with the campaign’s destination-wide objectives.
2. Preferred Booking Engines and Conversion Paths Are there specific booking engines, reservation platforms, or partner websites Tourism would like us to prioritize when driving traffic (such as lodging booking platforms, attraction ticketing systems, or destination-owned pages)? Understanding preferred conversion paths will help us align media strategy, landing experiences, and reporting with Tourism’s goals.
Answer:
The County is not prescribing specific booking engines, reservation platforms, or partner websites that must be prioritized as conversion destinations. Proposers are encouraged to recommend conversion paths that best support the campaign strategy and measurement goals, with an emphasis on driving overnight stays and visitor spending.
Tourism’s website includes a “Book a Room” feature across many pages; however, this tool does not link to a third-party reservation platform. Instead, it directs users to Tourism’s “Places to Stay” page, where visitors can explore lodging options and click through to partner websites, which may serve as a primary campaign landing experience depending on the proposed strategy.
For measurement purposes, Tourism’s primary conversion and engagement actions currently include:
• Outbound link clicks to tourism partner websites (highest volume)
• Newsletter signups
• Travel planner requests or downloads
Outbound conversion paths will vary depending on the campaign concept and content, and may include links to partner lodging, attractions, experiences, or related tourism offerings. These actions represent Tourism’s primary conversion and engagement indicators and may be supplemented by campaign-specific actions, as appropriate.
Proposers should describe their recommended conversion strategy, including how traffic will be routed, how conversions will be defined and tracked, and how the approach aligns with attribution and reporting goals.
3. Existing Pixel Coverage and Tracking Capabilities Do any of the priority businesses, partners, or booking platforms currently have Datafy pixels (or other approved tracking mechanisms) implemented? If so, are there known limitations by channel, placement, or partner that we should account for when designing the media plan and attribution model? More generally, are economic impacts from marketing campaigns attributed deterministically (via observed actions), or probabilistically?
Answer:
Tourism currently contracts with Datafy, which provides two distinct but related capabilities that may be relevant to this campaign.
First, Datafy offers advertising placements through partner platforms. Proposers are welcome to include advertising through Datafy as part of a recommended media mix, but use of Datafy is not required. Tourism also conducts ongoing advertising through Datafy-supported sources and will share information about existing placements with the selected agency to support coordination and avoid duplication of efforts.
Second, Datafy offers third-party tracking pixels that support advertising attribution, including measurement of visitor spending and lodging overnights. These pixels are applied at the media placement level, not on individual tourism partner or business websites. Use of third-party pixels depends on whether a given media vendor or platform allows them. While many digital media partners support third-party tracking, some media types and platforms do not, including major social and search platforms. As a result, pixel-based attribution may not be feasible across all placements in a balanced media mix.
Tourism recognizes these limitations and understands that attribution capabilities will vary by channel. Economic impacts for this campaign should be measured using a combination of observed actions and modeled analysis.
Attribution should not be expected to be fully deterministic across all media placements and is instead anticipated to be primarily probabilistic, informed by available data, modeled methodologies, and reasonable assumptions to estimate outcomes such as visitor spending and lodging overnights.
Proposers should clearly describe how performance and ROI would be measured across different media types, including recommended KPIs and metrics for channels where third-party tracking is not available, along with the rationale for those choices. The goal is to establish shared expectations around measurement prior to campaign launch.
The selected agency will be expected to work directly with Tourism and, as applicable, with Datafy or other attribution partners to coordinate advertising placement, pixel set-up, validation, reporting, and ongoing performance measurement. Proposers may also recommend equivalent attribution and reporting solutions that can demonstrate comparable outcomes.
4. Process for Expanding Attribution Coverage For priority businesses or platforms where tracking is not currently in place, what is the preferred process for enabling pixel implementation or equivalent tracking? We’d like to understand the level of coordination Tourism typically supports—whether through direct partner outreach, Tourism-led guidance, or campaign-level tracking approaches—to ensure attribution accuracy and consistency throughout the campaign.
Answer:
Attribution for this campaign is expected to be addressed primarily at the campaign and media placement level, rather than through individual tourism businesses or partner websites.
For digital media placements that support third-party tracking, the selected agency will be responsible for confirming tracking capabilities with media vendors and coordinating pixel implementation as part of the media planning and buying process.
Tourism’s role in facilitating attribution will be limited to introducing the selected agency to Datafy, if applicable, so the agency can work directly with Datafy on pixel creation, implementation, reporting, and performance review. Tourism holds a standing monthly advertising call with Datafy and can offer time within that forum for coordination related to this campaign, should the selected agency choose to use Datafy’s attribution tools.
If the selected agency determines that direct media buys through Datafy are appropriate as part of the recommended media mix, the agency will be responsible for determining the appropriate level of ongoing communication and coordination with Datafy.
Proposers should describe how they would approach attribution across a mixed media environment, including how tracking capabilities would be confirmed by channel, how limitations where third-party tracking is not available would be addressed, and how consistent, meaningful performance measurement would be maintained throughout the campaign.
End of Clarifying Questions #2
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