RFP: Spaceworks Tacoma s Brand Development, Communications and Community Engagement Project

Transcription

1 RFP: Spacewrks Tacma s Brand Develpment, Cmmunicatins and Cmmunity Engagement Prject Respnse deadline: 5pm, Wednesday, March 15, 2017 Respnse/questins submissins: Heather Jy at heatherj@tacmachamber.rg RFP awarded n Friday, March 31st, 2017 A GROWING OPPORTUNITY In additin t being awarded the cntract, yu have an pprtunity t: 1. Expand yur expsure thrughut the Tacma-Pierce Cunty business cmmunity thrugh the Chamber's member netwrk. 2. Braden yur cmpany's reputatin as a valued cntributr t a city-wide imprvement prgram. 3. Be a part f defining the persnality f a rapidly grwing and thriving prgram with strng supprt frm rganizatins like the City f Tacma, US Department f Husing and Urban Develpment, JP Mrgan Chase Fundatin, and Suth Sund Tgether. 4. Ptential t extend the partnership as an nging, lng-term cntributr t the Spacewrks cmmunicatin prgram. 5. Help Spacewrks grw Tacma s creative ecnmy and reinfrce Tacma s identity as a maker city

2 SCOPE: Partner With Spacewrks T Evaluate and establish Spacewrks brand Create a cmprehensive Cmmunicatins & Cmmunity Engagement Strategy Increase prgram clarity, visibility, and engagement Custmize cmmunicatins fr varius audiences such as prgram participants, cmmunity participants, funders, etc. which will include cntent fr the website, scial media channels, and ther identified engagement platfrms. Design a new, brand relevant, respnsive/mbile-friendly, website that accunts fr a variety f existing and new cntent and als allws Spacewrks staff t manage site in an nging basis. PROGRAM DESCRIPTION Spacewrks Tacma launched in 2010 as a way f addressing dwntwn Tacma s cmmercial vacancies by ffering lcal artists and creative entrepreneurs spaces fr artwrk display and pp-up businesses. As a jint initiative f the City f Tacma and the Tacma- Pierce Cunty Chamber, Spacewrks sught t address the challenges cmmn t bth artists and entrepreneurs and develped a business training prgram fr its participants t help them navigate permits, licenses, business plans, and marketing. Nw, Spacewrks graduates 24 well-trained and rad-tested, independent business wners every year. Recent graduates are partnered with prperty wners in need f tenants. Thrugh prperty partnerships, natinal and cmmunity funding, training and supprt the prgram incubates successful creative businesses nurtured by a strng supprt ecsystem Our missin is t make Tacma culturally vibrant and ecnmically strng thrugh training and supprt fr artists and creative entrepreneurs. We d this by: Facilitating training and prfessinal develpment that is geared t the creative class Presenting cmmunity events that highlight ur participants and encurage cmmunity interactin. Prviding temprary space and visibility t creative entrepreneurs, rganizatins, cmmunity grups and artists. We celebrate Tacma culture by prviding pprtunities t artists and entrepreneurs thrugh five prjects: 1. ARTSCAPES temprarily places 2D, 3D, mural, r multi-media art installatins in strefrnt windws, utdr spaces, and an utdr vide gallery. 2. CREATIVE ENTERPRISE prvides relevant and meaningful small business training and peer-t-peer supprt t the participants t systematically grw Tacma s creative class and generate destinatin-quality activity that will engage and transfrm ur cmmunity. 2

3 3. SPECIAL PROJECTS prvides shrt-term space (ne day up t six mnths) t individuals r grups wh want t pursue r present art f any discipline, a creative special prject, r a pp-up stre/event CREATIVE HOUSE is a multi-artist studi space in dwntwn Tacma. It cntains 12 affrdable studis, and a 1300 sq/ft pen shared space fr hsting events and activities. The space is perated by Spacewrks Tacma. 5. SPACEWORKS GALLERY is a space fr cntemprary artists and curatrs wrking in the Pacific Nrthwest t hst feature exhibitins. Activating a lngstanding vacant space, the gallery is perated by Spacewrks Tacma. Always free and pen t the public, the space als hlds an infrmatin desk fr peple t learn mre abut Spacewrks prgrams and participants, pprtunities t get invlved, and events. PROJECT DESCRIPTION Spacewrks Tacma requests prpsals frm varius creative design firms t select the mst qualified candidate wh best represents the missin and visin f Spacewrks. The selected creative cmpany will be asked t wrk in clse cllabratin with, and in supprt f, Spacewrks brand management staff in redefining the Spacewrks brand with ptins fr updating the lk (including web and print cllateral), cmmunity engagement strategy and phased implementatin assistance. The prpsed re-brand shuld be implemented by September 30, Spacewrks has 5 full and part-time staff with 2 staff prficient in graphic and web design implementatin and 1 staff dedicated t prject fulfillment. We are seeking prpsals that address three areas f fcus: Cmmunicatins & Cmmunity Engagement Strategy, Brand Develpment, and Website Update. Cmmunicatins & Cmmunity Engagement Strategy Spacewrks seeks a creative cmpany t develp a cmmunicatins strategy that staff can implement t advance its 5 strategic gals. The strategy may invlve scial media marketing plan, blg schedule, and snail mail cmmunicatins, enewsletter redesign, r ther ways f engaging ur key audiences. Spacewrks staff identified three key audiences: 1. Funders Crprate spnsrs, multi-rganizatinal cllabratins fcused n Ecnmic Develpment and Turism, individual dnrs and grantrs Prperty wners that prvide lw-rent spaces as a means t supprt this effrt 3

4 2. Clients Spacewrks crdinates regular applicatin calls t attract and serve creative entrepreneurs and artists as ptential clients Spacewrks has a grwing list f clients wh receive nging marketing and technical supprt 3. Custmers f ur clients / visitrs t public art sites and events Our clients have a diverse range f creative businesses including nn-prfit, retail, and business t business services. We wuld like their custmers t understand the relatinship between Spacewrks Tacma and the entrepreneurs it serves. Spacewrks believes that public art prvides a big value t the Tacma cmmunity. The utcme f these creative effrts is t create a mre dynamic, inclusive and livable cmmunity. This type f creative placemaking is vital t ur city s success. They need t knw that their supprt f Spacewrks is critical t deliver these unique, exciting experiences. Seeking ut and supprting these ventures is vital t the vibrancy f the city. The cmmunicatin strategy must incrprate ways f reaching and engaging ptential financial supprters, enthusiastic custmers, and a diverse pl f artists and creative entrepreneurs. Thse audiences need t knw that Spacewrks businesses represent welltrained, cmmunity-supprted pprtunities that make Tacma culturally vibrant and ecnmically strng. The strategy may include: Brand Bk and Style Guide and dcumented Marketing Strategy Media relatins plicy Prfiles f receivers/cnsumers f services/prducts f Creative Enterprises Clarified cmmunicatin abut ur prgrams: Creative Enterprises, Artscapes, and Gallery Exhibitins 1120 Creative Huse and Spacewrks Gallery marketing plans Negating false perceptin that we are funded slely by gvernment handuts 4

5 VISION Website redesign t ffer a wealth f resurces cnnecting entrepreneurs and artists with ecnmic pprtunities Reaching and engaging Tacma and surrunding cmmunities Brand Develpment Spacewrks has set the stage fr a thriving, lcal, creative ecnmy. Nw Spacewrks needs t increase the clarity and visibility f its brand s that its target audiences - funders, custmers, and creative entrepreneurs - see the prgram as a rewarding pprtunity fr Tacma t cme tgether with the gal f fstering a mre culturally vibrant and ecnmically strng cmmunity. MISSION VALUES Spacewrks seeks t update its brand t cmmunicate the Spacewrks visin f prviding high-quality prgrams and services, and its strng track recrd f incubating successful creative businesses. Impressive small business grwth and jbs stem frm smart, diverse, and passinate business wners whse creativity is nurtured by a strng supprt ecsystem. The brand needs t cmmunicate that Spacewrks is an integral part f this dynamic ecsystem. In additin, the brand needs t cmmunicate the Spacewrks missin f making Tacma culturally vibrant and ecnmically strng thrugh training and supprt fr artists and creative entrepreneurs. The new brand shuld cmmunicate Spacewrks Values: Entrepreneurial Spirit: Spacewrks supprts creative risk-takers in grwing their businesses in Tacma. Innvatin and Creativity: Spacewrks builds a vibrant, creative and innvative cmmunity. Diversity and Equity: Spacewrks represents diverse peple, vices, and perspectives, and prvides fair access t creative ecnmic pprtunities. Cllabratin: Spacewrks partners with rganizatins and individuals t achieve a cllective visin. Spacewrks seeks brand develpment prpsal that addresses the fllwing bjectives: Evaluatin f existing brand and develpment f new brand Maintain Spacewrks image while prmting individual Creative Enterprises 5

6 Send the message that devting resurces t the arts and creatives is a viable and prven strategy fr ecnmic, business, and cmmunity develpment. Draw in dnrs, prperty wners, participants and cnsumers Deliverables: Fcused n efficiently achieving desired utcmes Print and Digital Cllateral Designs apprpriate t help achieve desired utcmes within budget. Marketing Fact Sheet and histry (via strategic reprt) Website Website structure audit Updated website and enhanced nline presence with an eye tward mbile friendly executins Design website framewrk with sample pages apprpriate t cntent types, allwing Spacewrks staff t manage and ppulate site with existing and new cntent ging frward Web Site Update Spacewrks seeks t update the lk and cntent f its web site t ffer an experience that is user friendly, intuitive, simple t use, prvides detailed infrmatin abut ur services and prgrams, and allws staff t easily add r mdify cntent. Current website is hsted n WrdPress.cm and will need t be transitined t anther hst t take full advantage f WrdPress features, plugins, cntent management, and newest web technlgy. The finished web site must allw Spacewrks cmmunicatins staff t easily create and edit cntent, manipulate the layut in rder t allw fr prgram updates, and be scalable fr expanding client and funder cmmunicatins. The web site design and layut shuld clarify and reflect Spacewrks missin and visin, reflect the new brand, prvide descriptins f all Spacewrks services, team bigraphies, and cntact infrmatin. The site must als be cmpletely secure. Site functins must: Prvide descriptin f Spacewrks prgrams and services Offer galleries f phts and vides Have a blg fr psting updates and events Serve as prtal fr client applicatins integrated thrugh Submittable and Salesfrce Represent prgram participants in a prfessinal way Shwcase a grwing prtfli f prjects Offer cmmunicatin channels including cntact frm and newsletter subscriptin Shwcase Spacewrks prperty partners, spnsrs, and funders 6

7 Display a list f press clippings and press releases Display embedded interactive map f participant businesses and Artscapes Cmmunicate a calendar f Spacewrks-hsted and cmmunity events Have clear hierarchy, structure and styles that give Spacewrks staff the ability t maintain and migrate current and new web cntent t the upgraded web site Fundatinal Brand Imperatives Since Spacewrks launched in 2010 the prgram relied n the multitasking abilities f small staff t cmmunicate their prgrams, services, and successes t respective audiences. The brand is currently represented by a cnsistent use f lg, minimal graphic elements, reliance n pht-cllages f its clients and prjects, dminating mnchrmatic clr scheme, and highlighting the successes f ur clients abve ur wrk. The use f lg is the mst cnsistent brand element appearing in web and print publicatins, ballns, n supprted strefrnts, murals, and Artscapes, as well as mnthly enewsletter t mentin a few. In Octber 2015 Spacewrks hired LUMA cnsulting firm t facilitate the develpment f a 5-year strategic plan. Using surveys and interviews f Spacewrks stakehlders the research phase identified the need t increase bth clarity and visibility f ur brand and its impact n the Tacma cmmunity. Spacewrks' Strategic Planning prcess identified five key Organizatinal Gals: 1. Build a culturally vibrant and ecnmically strnger cmmunity. 2. Advance ecnmic pprtunities fr artists and creative entrepreneurs. 3. Build prgrams and services that reflect the diversity f Tacma. 4. Increase the clarity and visibility f ur brand. 5. Establish lng-term sustainability fr Spacewrks. Implementing Gal 4 by hiring a creative firm t develp Spacewrks Cmmunicatins and Cmmunity Engagement Strategy will significantly imprve the effectiveness f Spacewrks ability t achieve the ther fur stated gals. Schedule All prpsals in respnse t this RFP are due n later than 5pm PST March 15th, The cntract will be awarded by March 31 st, Spacewrks seeks a creative cmpany wh can wrk within ur aggressive timeline t execute the prject within 6 mnths, April- September Spacewrks Marketing Crdinatr will prvide cntent and help with implementing cmmunicatin strategies and website transfer thrughut and after the term f cntract. 7

8 Evaluatin f prpsals will be cnducted by March 31, If additinal infrmatin r discussins are needed with any bidders during this tw-week windw, the bidder(s) will be ntified. Budget $30,000 All prpsals must include prpsed csts t cmplete the tasks described in the prject scpe. All csts and fees must be clearly described in each prpsal. Bidder Qualificatins Prvide a brief descriptin f yur firm s structure and capabilities, including basic infrmatin and histry. List all services prvided in-huse and services prvided by any utside cnsultants. If any services are t be prvided by utside cnsultants, please prvide a brief descriptin f the firm, its rle, and capabilities. Describe in detail yur apprach and prcess fr brand develpment. Intrduce yur prpsed prject team, including cnsultants. Prvide backgrund infrmatin fr all persnnel assigned t the prject including specific experience that each team member wuld cntribute t the prject. Identify and define their individual rles. Prvide three case studies f yur firm prviding similar services t rganizatins ur size within the past 5 years. These case studies must include a brief descriptin f the brand identity services prvided and a discussin f the utcme. Submit a detailed schedule with yur prpsal fr the prject, which includes critical milestnes, assuming a start date f April 15th, Prvide a detailed fee prpsal, which utlines the specific activities that will be perfrmed during the brand prcess, and is in alignment with the prject schedule. References: Supply at least three (3) references that have used yur prfessinal services fr a similar prject. Include a cntact name, address, and a cntact phne number, as well as a prject summary. Prpsal Evaluatin Criteria Spacewrks will evaluate all prpsals based n the fllwing criteria. T ensure cnsideratin fr this Request fr Prpsal, yur prpsal shuld be cmplete and include all f the fllwing criteria: 8

9 Overall prpsal suitability: prpsed slutins must represent and supprt Spacewrks 5-year gals, missin and visin Organizatinal experience: Bidders will be evaluated n their experience as it pertains t the scpe f this prject Previus wrk: Bidders will be evaluated n examples f their wrk as well as client testimnials and references Technical expertise and experience: Bidders must prvide descriptins and dcumentatin f staff technical expertise and experience Each bidder must their prpsal t heatherj@tacmachamber.rg by March 15th, 2017, 5PM PST. Spacewrks Tacma c/ Tacma-Pierce Cunty Chamber 950 Pacific Ave, Ste 300 Tacma WA Spacewrks Stry Spacewrks came t life as a way f addressing dwntwn Tacma s cmmercial vacancies by ffering lcal artists and creative entrepreneurs a space fr artwrk display and pp-up businesses. The year was 2010 and the natinal ecnmic recessin threatened t und all the imprvement made thrugh decades f intensive investment in Tacma s dwntwn revitalizatin. Empty strefrnts alng Pacific Avenue advertised the ecnmic dwnturn. The mre businesses clsed up, the harder it was t sell Tacma as a viable investment. Withut shpping pprtunities, fewer custmers had any reasn t g dwntwn. In cntrast t the retail market, Tacma s art and creative entrepreneur cmmunity was thriving. Years f civic supprt, prmtin, and develpment f the city s creative class meant that there was an abundance f quality art wrk and enthusiastic business pineers. In its early days, Spacewrks ffered an immediate slutin t the empty strefrnts. Original, lcal art filled vacant windw frnts. Experimental pp-up businesses brught stres back t life fr a shrt time. The idea back then was that the interim creative ccupants wuld draw attentin and ptential lng-term business tenants. While thse initial effrts did bring attentin, they did nt bring the hped-fr ecnmic rebirth. Lng-term businesses did nt replace the temprary Spacewrks installatins. Prperty wners wh tk a chance n Spacewrks regretted that they did nt see any rewards fr the risk. Fewer wners wanted t participate in the prgram. 9

10 Simply filling empty strefrnts with creative ideas wasn t enugh t address the underlying challenges t Tacma s ecnmic success. Spacewrks needed t address the challenges businesses faced. In respnse, Spacewrks develped a business training prgram fr its participants. By helping creative entrepreneurs navigate permits, licenses, business plans, and marketing, Spacewrks addressed the nuts and blts bstacles t success fr fledgling lcal businesses. Further, Spacewrks reached int cmmunities that have been histrically underrepresented in business. Expanding beynd the dwntwn crridr and recruiting therwise untapped individuals, Spacewrks embraced a mdel that blended creative ideas and business basics. This prvided valuable educatin and pprtunities t a diverse grup f entrepreneurs, expanding the range and visin f Tacma s lcal businesses. Nw, Spacewrks graduates 24 well-trained and rad-tested independent business wners every year. Recent graduates are partnered with prperty wners in need f tenants. The riginal businesses that develp thrugh Spacewrks prvide viable business anchrs in a few strategic neighbrhds. At the same time, the art installatin prgram prvides atmsphere and imprved aesthetics t areas that have ptential, but need a higher prfile. Six years after its birth Spacewrks has nearly everything in place fr a successful lcal art and business initiative. Hwever, there is ne critical piece that still needs placement: the public. Despite internal changes t the Spacewrks prgram, the majrity f peple still think f Spacewrks as art in windws and free rent fr creative small businesses. Thse wh knw abut the business training Spacewrks ffers ften believe the city prvides all the financial supprt. In rder t keep Spacewrks strng in its missin t make Tacma culturally vibrant and ecnmically strng thrugh training and supprt fr artists and creative entrepreneurs, the prgram needs the financial supprt f the public. That supprt must cme bth thrugh direct dnatins t Spacewrks and custmer supprt f Spacewrks businesses. In additin, ptential artists and creative entrepreneurs need t see the Spacewrks prgram as a successful way t achieve their business gals. Spacewrks needs a cmmunicatin plan t reach ptential financial supprters, enthusiastic custmers, and diverse artists and creative entrepreneurs. Thse audiences need t knw that Spacewrks businesses represent well-trained, cmmunity-supprted pprtunities fr funders, custmers, and entrepreneurs. They need t knw that there are unique, exciting experiences available t them by supprting Spacewrks and seeking ut its businesses. 10