SEO and Digital Advertising RFP

Juab County (the "County"), through Juab County Tourism, seeks an experienced agency to improve the search visibility of juab.is and plan, create, and manage digital advertising campaigns.

Juab County recently developed the Juab_is destination brand and intends for all marketing and advertising to build upon that investment. The goal is to attract visitors, encourage overnight stays, support local businesses and events, and promote the County's outdoor recreation, history, and culture.

The County intends to select one agency to provide the combined services. The selected agency must demonstrate previous experience in strategic marketing, media buying, and SEO, particularly within the hospitality, tourism, and outdoor industries.

The estimated budget for the initial contract year is **$60,000**, including SEO services, advertising purchases, management fees, creative development, and all related costs.

SEO: Help Visitors Find Juab.is

The selected agency shall:

• Review the website and identify opportunities to improve search visibility, content, and technical performance.
• Research relevant search terms used by potential visitors.
• Optimize priority website pages and create or update useful visitor content.
• Coordinate technical website improvements with the County's existing website provider.
• Explain the monthly SEO activities, deliverables, and content quantities included in the proposal.

Strategic Marketing and Media Buying

The selected agency shall:

• Prepare a strategic marketing plan identifying target audiences, seasonal opportunities, campaign timing, and recommended expenditures.
• Plan, purchase, manage, and optimize digital advertising on Google, Meta (Facebook and Instagram), and YouTube.
• Recommend an appropriate mix of advertising platforms and explain how the proposed strategy supports measurable tourism goals.
• Target appropriate regional audiences and out-of-state travelers planning Utah trips or traveling between ski destinations and national parks.
• Follow the County's approved cooperative marketing grant requirements for audience targeting and expenditures.

Advertising Creative

The selected agency shall:

• Write advertising copy, design graphics, and edit County-provided photography and video for approved campaigns.
• Ensure all advertising reflects the established Juab_is destination brand, including its visual identity, voice, and messaging.
• Build upon the existing brand rather than develop a new destination identity.
• Identify the number of advertisements, creative variations, video edits, and revisions included in the proposal.
• Disclose any additional production costs.
• Obtain prior written County approval before publishing advertisements or materially changing approved spending, creative content, or campaign messaging.

Reporting and Communication

The selected agency shall:

• Provide monthly reports detailing work completed, campaign performance, actual advertising expenditures, agency fees, and recommended next steps.
• Meet with the Tourism Director at least once per month.
• Track useful visitor actions, including visitor guide downloads, lodging referral clicks, and engagement with event information.
• Explain the capabilities and limitations of campaign tracking and performance measurements.
• Provide supporting records and documentation required for cooperative marketing grant reporting.

**Proposals must be received no later than November 23, 2026, at 5:00 PM Mountain Time.** Both an electronic copy and a mailed or hand-delivered copy are **required**.

Email PDF copies to both shannam@juabcounty.gov and Kyleym@juabcounty.gov. Email Subject: Juab County Tourism SEO and Marketing RFP. Submit the written proposal and cost breakdown as separate PDF attachments. Place the cost breakdown in a separate sealed envelope within the mailed or hand-delivered submission package.

Proposals are evaluated on a 100-point scale: relevant experience, team, and references (20); proposed strategy, services, and creative approach (30); knowledge of Juab County and seasonal conditions (15); reporting and communication (10); cost and value (25). Award will not be based on price alone, and the lowest-priced proposal will not necessarily be selected.

The initial contract term will run from January 4, 2027, through December 31, 2027. The County may renew the contract for up to four additional one-year terms, for a maximum of five years.

Insurance required: Media Liability Insurance with minimum limits of **$2,000,000** per claim and **$5,000,000** in the aggregate; Commercial General Liability Insurance with minimum limits of **$1,000,000** per occurrence and **$2,000,000** aggregate; Cyber Liability Insurance with minimum limits of **$1,000,000** per claim and **$2,000,000** in the aggregate.