Final Content Strategy Report – Shenandoah Valley Tourism Partnership

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A Request for Proposal, or RFP, is a document that a business, non-profit, or government agency produces to document the requirements for a planned project. They use the RFP to request bids from vendors. They review the submitted vendor proposals and select the best vendor to complete the project.

This week I used an RFP that was created by the Shenandoah Valley Tourism Partnership to produce a Content Strategy Report. SVTP is looking to improve the functionality, content, and look of the existing website to aid visitors, group tour operators, wedding planners, the media, and other groups interested in exploring the Shenandoah Valley.

The conclusion I came to was the SVTP site needs to make design and content changes that can continue to grow and engage users. This growth will help the site meet the business goals by focusing on the Core Strategy Statement and the Messaging Framework. Maintaining updated and refreshed content will keep users coming back.

Business goals

Business Goal #1: Increase awareness of the Shenandoah Valley as a visitor destination in target markets.

Business Goal #2: Increase visitor spending and produce a substantial economic impact for the Shenandoah Valley.

Business Goal #3: Promote partner destinations.

Core Strategy Statement:

To increase the number of people who visit the Shenandoah Valley area, growing the local business revenue, and showing visitors all that SVPT has to offer.

The core strategy statement will help ensure SVTP is meeting its business goals by increasing the number of people who engage with SVTP’s website. By becoming the expert in all things within Shenandoah Valley, SVTP will be able to engage the user and remain connected with the community. Continued outreach through events is essential to highlight on the home page of the site with strong calls to action while providing seasonal information for the users.

View full report here




Casey, M. (2015). The Content Strategy Toolkit
     Peachpit, a division of Pearson Education.

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