Department of Tourism & Marketing

Buyer seeks a contractor to conduct a Marketing Effectiveness Study. The study will measure the value and effectiveness of various advertising channels that drive visitation to Vermont. The scope includes evaluating paid media programs as well as owned media programs such as social media and the state's destination website. The goal is to develop baseline ROI measures and provide consumer and industry insights to inform strategic marketing direction.

• 3/24/2025 - Request Date
• 4/14/2025 - Proposal Due Date

• Measure return on investment (ROI) of various advertising channels
• Evaluate effectiveness of paid media programs driving visitation
• Assess impact of owned media including social channels
• Analyze effectiveness of state's destination marketing website
• Develop baseline ROI measure for advertising effectiveness
• Provide consumer insights to inform strategic marketing direction
• Deliver industry insights to guide marketing programs
• Compare effectiveness across different advertising channels and tactics
• Study value of marketing initiatives that drive state visitation
• Determine which marketing approaches yield highest visitor conversion