The Town of Wickenburg is requesting Statements of Qualifications (SOQs) from experienced and qualified firms to provide professional services for media advertising planning and purchasing. The selected consultant will assist with the launch of the Town’s Fiscal Year 2026 tourism campaign, beginning July 1, 2025, and help establish a long-term, strategic media approach to promote Wickenburg as a tourism destination.
In 2021, the Town of Wickenburg was designated as an official Destination Marketing Organization (DMO), making it eligible—when funding is available—for Proposition 302 tourism development funds. These funds are managed by the Arizona Office of Tourism and are anticipated to be the primary funding source for this contract, though all funding is subject to change and future appropriations. For the initial contract term, the Town expects to expend approximately $27,000, subject to funding availability.
The selected firm will work closely with Town staff and local stakeholders to develop a targeted Media Plan that advances the Town’s tourism goals. At a minimum, the Media Plan must identify key target markets, recommended media channels, and suggested activities. The plan may also include development or coordination of creative promotional materials. All elements of the Media Plan are subject to review and approval by Town staff.
Upon approval of the Media Plan, the consultant will be responsible for purchasing media in accordance with the approved strategy. All media placements must support campaign objectives and focus on attracting visitors from outside Maricopa County and the immediate surrounding area. All media placements for each annual contract term must be finalized by June 30th of each year. The firm may also be retained to provide ongoing services for future fiscal years, based on performance, funding, and coordination with Town staff.
The consultant will provide quarterly reports evaluating the performance of all media placements. These reports must include key performance indicators such as click-through rates, conversion rates, cost per click, cost per acquisition, impressions, reach, and return on ad spend. Prior to the launch of any campaign, the consultant must also provide projected performance benchmarks, along with relevant industry standards for comparison.
The Town expects that an initial media purchasing plan will be submitted and approved within 60 days of contract execution, with campaign implementation to begin shortly thereafter. All services provided will be aligned with the Town’s objective of increasing tourism to Wickenburg through targeted, data-informed advertising efforts.