HomeMy WebLinkAbout2019-934-Visitor Bureau-Visitor profile research _ v
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client : Chapel Hill/Orange County Visitors Bureau
project : Visitor Profile Research
date : 4/ 10/ 19
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This estimate includes all costs to conduct visitor profile research to gain insights and a j
deeper understanding of visitors to Chapel Hill/Orange County and their perceptions of the
area . The goal will be to use the learnings to ultimately help increase tourism . Research
efforts will target UNC - Chapel Hill alumni , area natives , and past and potential visitors from
surrounding areas .
An outline of the research goals , approach , and methodology is below :
Research Goals :
• Understand the opportunity audiences , including alumni , past visitors , and people
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who have not visited Chapel Hill but intend to
• Get an understanding of the audiences ' attitudes , perceptions , and behaviors to
help overcome any potential hurdles to visitation and inform future brand strategy
• Understand the perceptions of current residents
• Ultimately ensure that messaging is tailored to the right people , in the right places
• Cover the following : key perceptions , depth of familiarity with what the area has to
offer , visitation , length of stay , intent to visit , barriers to visitation , travel motivations ,
behavior , and the decision - making process
Methodology :
• Online survey to help benchmark key performance indicators (KPIs) to be used as a
baseline to track metrics as needed to gauge improvements and /or need to pivot
• Online anthropology/social listening to add further insights around online survey
learnings
o We will review online conversations from the past year , excluding
conversations primarily driven by UNC fan activity
o We will take a representative group of the conversations and identify people
who live in Chapel Hill /Hillsborough /Carrboro vs . people who live elsewhere
o We will identify key themes from the discussions (overall emotion , types of
activities , and other insights that bubble up) , and these insights will be folded
into the overall results from the online survey
• Alumni poll to understand perceptions among UNC alumni including those living in
Charlotte
o A short poll including closed - and open - ended questions will be created to
gauge perceptions
ao 6601 Six Forks Road , Suite 400 , Raleigh , NC 27615 pa 919 . 544 . 2193 wo cleaninc . com
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o In addition , we will tap into any alumni connections that we have through
family and friends ; these insights will be qualitative in nature but will provide a
valuable perspective that we can incorporate alongside the other elements
of the research
• Here is an outline of the proposed timing for this research from date of estimate
approval :
o Week 1 : Hold kickoff and draft online questionnaire ; draft alumni poll
o Week 2 : Questionnaire approvals , programming , and setup ( including organizing
alumni connections) ; start online anthropology
o Week 3 : Fieldwork ; continue online anthropology
o Week 4 : Data processing and analysis ; finish online anthropology
o Weeks 5 - 6 : Analysis and creation of the final presentation
o Week 7 : Final presentation of results
Estimat t
Online Survey, Online Anthropology, and Alumni Poll $47 , 800
Includes agency project management and all third - party research costs
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Fee Assumptions
Estimated fees are based on the scope of work and assumptions as described in this proposal and are valid
for 60 days . These estimates may be revised upward or downward based on final discussions of scope and
deliverables between the Client and the Agency prior to contract execution . Assuming no deviations , the final
invoice will be issued at or within +/- 10 % of this estimate .
No production or outside services will be contracted for the Client unless services have been previously
authorized by the Client . Examples of these outside costs could include photography , research , imagery ,
hosting , SEM/SEO charges , etc . These costs will be billed monthly as incurred , or as needed prior to
contracting with outside parties .
Outside purchases made on behalf of the Client will require advanced payment prior to the supplier
engagement .
Fees assume two rounds of revisions for each deliverable requiring Client review , feedback , and approvals .
The Client will provide a single point of contact to provide review , feedback , and approvals .
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Final files become the property of the Client upon receipt of final payment of all outstanding invoices . Final
files may include camera- ready output , negative film , reels , and press plates , where applicable . Electronic
files of Client projects are also owned by the Client but will remain in the Agency' s custody for the contract
period .
If a project is canceled , the Client is responsible for the greater of 50 percent of the estimated project cost or
the total percentage of work completed .
Appriov &c] Date
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aw 6601 Six Forks Road , Suite 400 , Raleigh , NC 27615 p0 9190544 . 2193 w .o cleaninc . com