DNR RFP 2026-30 Strategic Marketing Plan

Background
The Department of Natural Resources (DNR), Division of Parks and Trails (PAT), is seeking proposals to update its existing divisional marketing plan. The goal is to create a comprehensive five-year marketing plan for the years 2026-2030, along with a specific marketing plan for 2026 and a marketing style guide for that year. This initiative aims to enhance the visibility and engagement of Minnesota's state parks and trails, which are vital to the state's natural resources and recreational opportunities.

Work Details
The contractor will review the existing marketing plan developed in 2019 and propose updates based on various data sources including a 2022 visitor survey, interviews with key PAT staff, analysis of social media audiences, competitor analysis, and additional market research.

The updated five-year plan will focus on:
- Showcasing unique natural features and recreational opportunities across the PAT system.
- Targeting the 13-34 visitor demographic.
- Educating visitors on rules, safety, and sustainable tourism.
- Promoting accessibility, equity, diversity, and inclusion.
- Highlighting career opportunities within PAT.
- Supporting sales of park permits and merchandise.

Specific deliverables include:
1. A five-year division marketing plan (2026-2030).
2. A one-year marketing plan for 2026 detailing tactics, schedules, channel placements, and messaging.
3. A marketing style guide for 2026 that outlines strategy, voice, brand position, aesthetics, campaign elements, and execution methods across various platforms.

Period of Performance
The anticipated contract term is from April 2025 to April 2026.

Place of Performance
The contract will be performed in Minnesota.