RFP for Agency of Record for Delaware County Tourism

October 27, 2025

Request for Proposal (RFP)

Agency of Record: Marketing Services for Delaware County Tourism

Issued by: Delaware County Department of Economic Development (DCED)

  1. Introduction & Background

The Delaware County Department of Economic Development (DCED) is seeking proposals from qualified marketing agencies to serve as the Agency of Record (AOR) for Delaware County Tourism. The selected agency will act as a vital extension of the DCED team, reporting directly to Sophia Picco, Tourism Director, and will be responsible for developing and executing strategic marketing initiatives that strengthen the county’s tourism brand, increase visitation, and drive economic growth.

Delaware County is located in the heart of New York’s Catskill Mountains and is known for its natural beauty, outdoor recreation access, arts, history, and distinctive small towns. Delaware County is geographically about the size of the state of Rhode Island with a population of approximately 44,000. Tourism is a critical economic driver for the county, and effective marketing is essential to highlight the region’s assets and attract diverse audiences year-round.

Delaware County Tourism has been successfully steered for the past ten years by a small but mighty firm which has developed a robust social media and advertising campaign promoting the county’s local businesses and events. DCED is looking to continue those efforts.

  1. Purpose of the RFP

The purpose of this RFP is to select a marketing agency with demonstrated experience in tourism promotion, paid media planning and buying, content creation, and social media management. Experience interacting with ILNY is a plus. The selected agency will contribute to the goals of not only increasing overnight visitation but also increasing staycations of residents. The selected agency will:

– Assist in implementation of comprehensive annual marketing plan.
– Manage all paid media strategies and placements.
– Oversee and expand social media presence and engagement.
– Provide creative content development and campaign execution.
– Deliver regular reporting, analytics, and strategic recommendations.

  1. Scope of Work

The selected agency will be expected to provide the following services:

A. Strategic Planning
– Collaborate with DCED to develop an annual marketing plan aligned with county tourism goals and budgets.
– Identify key target markets, audience segments, and media channels using targeted consumer profiles as provided by Delaware County Tourism plan.
– Recommend creative campaign concepts that reflect Delaware County’s tourism brand.

B. Paid Media
– Develop paid media strategies across digital, print, outdoor, and broadcast platforms.
– Manage media planning, negotiation, placement, and optimization.
– Provide regular performance reports and insights.

C. Social Media Management
– Manage Delaware County Tourism social media accounts (Facebook, Instagram, YouTube, etc.).
– Develop content calendars, write copy, design assets, and schedule posts. Establish meetings to review content for each quarter.
– Monitor engagement, respond to comments/messages, and grow audiences organically.
– Create paid social campaigns to support strategic initiatives.

D. Content Development & Creative Services
– Produce engaging, high-quality creative assets (photo, video, graphics).
– Develop campaign concepts and executions for seasonal, thematic, and special promotions.

-Research and develop relevant content for Great Western Catskills website and as needed for projects.
– Align creative outputs with the existing Great Western Catskills brand.

-Tourism communications design as required.

Any and all content produced or contracted for Delaware County Tourism is the property of Delaware County, New York. Any and all contracts with third parties should reflect this. Any and all contracts shall be between Delaware County Tourism and the contracted party. Content and assets will be used exclusively for Delaware County Tourism on websites, social media, print, etc. Photo credits for photographers will always be credited.

E. Reporting & Analytics
– Provide monthly reports with KPIs, analytics, and recommendations.
– Present quarterly reviews to DCED and stakeholders.
– Use data-driven insights to optimize campaigns.

F. Website & Digital Asset Management

– Maintain and update the Great Western Catskills tourism website, including all plug-ins, software, and security patches.

– Provide schedule and ensure regular content updates, including events, business listings, and seasonal information. Connect with local conduit to ensure correct information.

– Monitor website performance and provide recommendations for improvements in design, navigation, and user experience.

– Ensure ADA compliance and best practices for accessibility across digital platforms.

G. Asset Library Management

– Assist with management of Delaware County Tourism’s digital asset library (photos, videos, graphics), ensuring assets are current, accessible, and properly archived.

-Manage library of articles, blogs and other content.

  1. Qualifications

Proposing agencies should demonstrate:
– Proven success in destination tourism marketing.
– Expertise in integrated media planning and social media management.
– Strong creative capabilities with a portfolio of relevant work.
– Experience working with government, nonprofit, or economic development organizations preferred.
– Ability to work collaboratively as an extension of the DCED team.

  1. Proposal Requirements

Proposals must include:
1. Agency Overview – history, size, locations, and relevant experience.
2. Key Personnel – bios of team members who will work on the account; identify project lead or account manager responsible for daily communications and coordination.
3. Case Studies/Examples – examples of successful tourism or similar campaigns. Specific projects associated with proposed account manager to act as lead for Delaware County Tourism account.
4. Proposed Approach – outline of how the agency will meet the scope of work.
5. Budget Structure – description of agency fees, media commissions, and billing practices.
6. References – three current or former clients with contact information.

  1. Budget

The budget for this scope of work is anticipated to be in the range of $210,000 annually (to be finalized). The proposal should outline how the agency will allocate resources across strategy, creative, paid media, and social media management. Please include descriptions of how you would allocate the budget for internal and external work.

  1. Timeline

– RFP Release Date: October 27, 2025
– Questions Due: November 5, 2025
– Responses Posted: November 14, 2025
– Proposals Due: November 26, 2025
– Agency Interviews (if required): Early December
– Notification of Selection: December 15, 2025
– Contract Start Date: January 5, 2026

  1. Evaluation Criteria

Proposals will be evaluated on the following criteria:
– Demonstrated expertise and relevant experience.
– Quality of proposed approach and creativity.
– Strength of team and resources.
– Past performance and client references.
– Cost-effectiveness and value.

  1. Submission Instructions

Submit proposals electronically in PDF format to:

Sophia Picco
Tourism Director
Delaware County Economic Development
sophia.picco@co.delaware.ny.us

Subject line: Delaware County Tourism RFP 2026

  1. Terms & Conditions

– DCED reserves the right to reject any or all proposals.
– All costs incurred in preparing the proposal are the responsibility of the proposer.
– Final scope and budget will be negotiated with the selected agency.