Transformational Tourism, Events, and Regional Marketing (T-TERM) Grant

The Southwestern Vermont Chamber of Commerce will be the recipient of an $85,000 grant from the Transformational Tourism, Events, and Regional Marketing (T-TERM) Grant Program. This funding, provided through the Vermont Department of Tourism and Marketing (VDTM) and supported by federal American Rescue Plan Act funds, will be used to elevate tourism and marketing initiatives for The Shires of Southwestern Vermont in 2025.

This grant underscores the Chamber’s commitment to fostering economic recovery and enhancing the vibrancy of the region’s travel and tourism sector, which has faced significant challenges in the wake of the COVID-19 pandemic.

Innovative Marketing and Enhanced Visitor Experiences
The Chamber's proposed initiatives aim to increase out-of-state visitation and showcase The Shires as a premier destination. Key activities include:

  • High-Impact Marketing Campaigns: Targeting first-time visitors from neighboring states through digital advertising, social media, and strategic partnerships. A special focus will highlight the cultural diversity of the region and outreach to BIPOC and other diverse communities.

  • Utilizing Cutting-Edge Analytics: Leveraging Placer.ai, a location analytics platform, to gain real-time insights into visitor demographics, behaviors, and trends, enabling data-driven marketing strategies.

  • Enhanced Online Presence: Partnering with a leading agency to design and implement creative campaigns, develop high-quality assets, and optimize website engagement for a more impactful visitor experience.

The T-TERM Grant Program prioritizes projects that not only attract visitors but also transform the economic vitality of local communities. The Chamber’s initiatives align with this mission by focusing on long-term, sustainable tourism growth and welcoming historically underrepresented and new communities to The Shires of Southwestern Vermont.

“The Chamber is thrilled to receive this grant and excited about the opportunities it brings to elevate tourism in The Shires,” said Matt Harrington, Executive Director of the Chamber. “This funding allows us to implement innovative marketing strategies and showcase the unique cultural and natural assets of our region to a broader audience. Additionally, being able to actively measure tourism traffic was once only a pipe dream, now with this added funding and the technology, we can do this in real-time.”

Commissioner Heather Pelham of the Vermont Department of Tourism and Marketing added, "The T-TERM Grant Program is designed to catalyze innovative projects that not only bring visitors to Vermont but also create lasting impacts on our communities. We are delighted to support the Southwestern Vermont Chamber in its efforts to showcase the unique cultural and natural assets of The Shires. This initiative will play a vital role in strengthening the region’s tourism economy while fostering inclusivity and creating meaningful connections with new and diverse audiences."

The Focus of This Initiative

The Shires of Southwestern Vermont Destination Marketing Organization (DMO), a 501c3 nonprofit under the Southwestern Vermont Chamber, seeks to foster and use the combined energies and assets of the North and South Shires of Bennington County to market the region to the world. The DMO was originally formed as a Regional Marketing Organization under the State of Vermont Legislature in an effort to provide regions the opportunity to market their own brands. In 2008, the “Bennington County Regional Marketing Organization,” one of the only remaining and funded RMOs in the state went through a rebranding process and is now called The Shires of Southwestern Vermont. 

As funding evaporated from the state and the Manchester Chamber closed - a co-sponsor of the organization - the Southwestern Vermont Chamber took over the day-to-day operations of marketing the region by embracing The Shires brand and continued to develop marketing efforts including social, print, digital, rack distribution and public relations. Currently, the Chamber operates the DMO with severely limited funds. This grant will super-charge the brand and give it new life to attract visitors from all over the world.

With the use of these grant funds, we are engaging in a multifaceted project to increase visitation to The Shires of Southwestern Vermont (Bennington County) through marketing strategies that will target first time visitors in neighboring states, highlight culturally relevant programming, and attract and welcome BIPOC and other diverse communities to the region.

To achieve these goals, we will:

  • Produce high-quality assets to support a marketing campaign, including but not limited to photography of the region’s attractions, graphic design for cohesive branding, and video production.

  • Purchase media placements that will amplify the reach and effectiveness of the marketing campaign, including but not limited to targeted social media ads, search ads, and partnerships with online platforms.

  • Utilize placer.ai, a location analytics platform, to track and analyze out-of-state visitation, optimize marketing strategies, and assess the economic impact of initiatives.

  • Contract with a marketing agency for the design and implementation of a marketing campaign to

    target out of state visitors.

  • Document and evaluate outcomes including, but not limited to, campaign performance report and

    analysis of KPIs.

RFP For Agency

To ensure the highest quality and most effective execution of our marketing and destination development strategies, we will partner with a reputable external vendor specializing in advertising, marketing, and digital solutions. A leading agency will be contracted to design and implement a comprehensive marketing campaign targeting out-of-state visitors. Their expertise in media buying, creative development, website development, social media strategy, and campaign management will be crucial in maximizing our outreach and impact.

Timeline

● Proposal Submission Deadline: Friday, January 31, 2025

● Agency Selection Announcement: Friday, February 28, 2025

● Internal creative and planning work: March and April

● Campaign Launch: Monday, May 12, 2025

● Campaign End: Friday, October 31, 2025

Submission Details

Submit proposals to:
Matt Harrington
Southwestern Vermont Chamber
100 Veterans Memorial Drive, Bennington, VT 05201
matt@swvtchamber.com