REQUEST FOR PROPOSALS

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1 REQUEST FOR PROPOSALS EDC of Western MA Greater Springfield Convention and Visitors Bureau Tourism and Economic Development Brand EDC of Western MA / GSCVB Tourism & Economic Brand Development RFP Feb 28, 2016 Page 1

2 Project Goal Engage a firm, or group of firms, to create a coordinated, regional brand that increases awareness of the region and its attractiveness as a place to visit, work, live, or grow a business. Overview The Western Massachusetts region is committed to launching a positive branding campaign in 2016 and continuing into future years. The hope is that this can be a broadbased, coordinated effort across multiple constituencies led by economic development and tourism. The intent is that by more effectively communicating the capabilities of our business communities, the qualities of our local attractions and the quality of our work/life environment we can strengthen our existing business relationships, create new market opportunities, become more attractive to visitors and events and attract and retain talent. The key stakeholders in this branding project are the Greater Springfield Convention and Visitors Bureau (GSCVB) and the Economic Development Council of Western Massachusetts (EDC). Outlines of their missions and expectations are provided below. GSCVB Mission The Greater Springfield Convention and Visitors Bureau, an affiliate of the Economic Development Council of Western MA, promotes Massachusetts Pioneer Valley as a year-round destination for conventions, meetings, sports, group tour and leisure travel. EDC Mission The EDC mission is to stimulate and facilitate a vigorous regional economy, encouraging and sustaining capital investment and quality job growth. Background Greater Springfield Convention and Visitors Bureau: The GSCVB is at a branding crossroads. The current branding was done before there were two other RTCs promoting single counties in our region and before a major world-class casino was granted a license in Springfield, MA. Since its inception, the GSCVB s mission has always been to market the 3-county Pioneer Valley region with the understanding that visitors don t stop at county lines. Pioneer Valley: Through the years, visitor research has shown that Pioneer Valley is perceived as a location in the American West or is thought of as being a prairie-like location outside of New England. Through an effective co-op advertising program, the GSCVB has been moderately successful with increasing the awareness of the Pioneer EDC of Western MA / GSCVB Tourism & Economic Brand Development RFP Feb 28, 2016 Page 2

3 Valley brand. Still, the branding recommendation was to re-brand when it could be afforded. Now that MGM will market itself as MGM Springfield in Western MA and many of our attractions are doing the same, the Pioneer Valley brand needs to be re-thought. Other major attractions with large advertising budgets do not utilize the Pioneer Valley brand including Yankee Candle Village (S. Deerfield), Six Flags (New England), Basketball Hall of Fame (Springfield) and Springfield Museums. Attention must also be paid to the other RTCs in this region and how this brand works within those parameters. With limited funds, the GSCVB has moved toward marketing a super-region Western MA. The domain VisitWesternMa.com was purchased and points to the GSCVB s website, ValleyVisitor.com. New co-op materials were produced around Visit Western MA during FY15. The Economic Development Council of Western MA: At the same time, The Economic Development Council of Western MA lacks a cohesive regional economic development brand. Many of their members and major employers in the region are experiencing recruitment difficulties. Although they are engaged in workforce development programs, it isn t enough to fill the positions currently available and they project additional jobs becoming available in the near future. The EDC is committed to capitalizing on the strength of the various industry sectors such as health, education, manufacturing, creative and technology, a growing entrepreneurial ecosystem and tourism as the basis for retaining and attracting a qualified workforce. Recently, an EDC Marketing subcommittee developed a potential campaign to more effectively communicate the capabilities of the business community and the quality of the local work/life environment to create new market opportunities and better attract and retain talent. Audiences: The audience targets include business leaders, influencers in the community and young professionals with ties to the community or interests conducive to this region. The campaign theme, Western Mass Works for Me was presented to the EDC Board and tourism partners in late 2015 and received positive initial feedback from the business community. While this marketing concept has natural tie-ins to economic and workforce development, there are questions on whether it is appropriate or practical for broader based regional marketing particularly as it relates to travel and tourism. Ideally, the current campaign could be modified to be inclusive of all industries and needs, or conversely an alternative marketing concept can be developed and explored. The hope is to unite around a single brand expression for the Western MA region and work across industries and interests to make it appealing for their objectives. EDC of Western MA / GSCVB Tourism & Economic Brand Development RFP Feb 28, 2016 Page 3

4 Scope of Work 1. Brand Audit Review existing elements of branding including but not limited to market research, market attributes, marketing plans, current collateral. a. Interviews with key stakeholders and any other assets that will assist in understanding the current brand. Working with key stakeholders, the firm will identify what differentiates the region from its competitors. b. Meeting with the staff and key members of the GSCVB and EDC to learn about the characteristics of each organization along with expectations. c. Review of existing concept developed by the EDC s Homefield Advantage Marketing Sub-Committee to determine whether it can be modified to include tourism and/or is an appropriate representation of this region and our goals. (document attached) d. Review of Team Springfield, a collaborative initiative for attracting meetings & conventions to the MassMutual Convention Center. e. Review of the Western MA Sports Commission, a division of the GSCVB capitalizing on the 4-county region s history of sport, abundance of colleges and ideal infrastructure to attract more small, medium and large scale sporting events of all types into Springfield and the region. For the purpose of sports events marketing, the region includes Hampden, Hampshire, Franklin and Berkshire counties. 2. Brand Strategy Create a cohesive brand for regional tourism and economic development that advances tourism, recruitment and business attraction and expansion. a. The successful firm(s) should expect to answer the following questions to complete the branding process: i. What are the economic and tourism assets of the region? ii. What do we promise? What are the assets and experiences that we are capable of delivering? iii. What sets us apart from the competition in our sectors? b. Based on the input received, the firm(s) will develop a brand platform for tourism and economic development. These brands must be part of a cohesive family where each brand can stand alone but must make sense together. Include brand platform: mission, position, values, attributes, promise, tone, and pitch. 3. Brand Testing In-Market and Target Markets Up to three platforms and logos to test with focus groups and/or other appropriate testing methodology must be applied to ensure that brands fulfill the brand promise. 4. Brand Assets Create and finalize brand guidelines consisting of the following deliverables: a. Brand Platform: promise, mission, vision, position, values, attributes, personality b. Messaging Guidelines: name, tagline, voice, key points and supporting messaging, and writing guidelines c. Visuals: Logo, colors, corporate typefaces, design and style grids, imagery, dos & don ts EDC of Western MA / GSCVB Tourism & Economic Brand Development RFP Feb 28, 2016 Page 4

5 5. Roll-out Recommendations Create a suggested local and regional launch plan to include public relations, social media and other communication channels as needed. Include metrics to gauge success of roll-out. RFP Options and Requirements I. Response options: As an individual agency with competencies in all areas that meet the requirements of the RFP; or As a team that combines multiple agencies/groups that have expertise in individual disciplines that meet the criteria of one or more areas. Firms are encouraged to partner with local creative companies as part of their team to provide the range of marketing design and execution services required to meet the full scope of work as outlined below. Individual agencies or teams of multiple/agencies that have expertise in individual disciplines that meet our criteria are encouraged to apply including partnerships between local and out of market firms. II. RFP Submission Requirements Please provide the following required information in your submission: 1. An overview of your firm(s) including name, years in operation, office locations (including headquarters), primary point of contact, and bios of team members that would be engaged in this project. 2. A list of the tourism, economic development and workforce development specific experience you have with regard to brand development, as well as whether there is a specific industry or type of work your firm specializes in. 3. Three case studies of your work that resulted in a successfully developed and implemented branding program, including the business results achieved. Tourism and Economic Development examples are required. 4. Three references for your relevant work including company name, primary client name, contact details, and brief explanations of services provided. 5. Any potential conflicts with your existing vendor client base and this RFP. 6. A preliminary overview of a brand marketing concept for this campaign. In general whether proposed Works for Me campaign can be modified and/or expanded to serve broader regional messaging or whether an alternative approach is required. III. Project Timeline Task Due Date RFP Released March 1, 2016 Deadline for questions March 18, 2016 RFP Proposals due April 1, 2016 Finalists selected April 15, 2016 Interviews in Springfield April 22, 2016 Contract awarded May 2, 2016 EDC of Western MA / GSCVB Tourism & Economic Brand Development RFP Feb 28, 2016 Page 5

6 Contract begins May 9, 2016 All research and the Brand Audit portion of the June 30, Scope of Work must be completed and billed Project deadline September 1, 2016 Content and Format of Proposals Submit five (5) typed proposals to the following address by April 1, 2016 at 5 p.m. EST. Greater Springfield Convention & Visitors Bureau Michele Goldberg, Director of Marketing 1441 Main Street Springfield, MA All shipping, mailing, insurance and delivery costs are the responsibility of the invited candidates. Upon submission, proposals become property of the EDC/GSCVB. EDC of Western MA / GSCVB Tourism & Economic Brand Development RFP Feb 28, 2016 Page 6

TRAVEL AND TOURISM RESEARCH ASSOCIATION REQUEST FOR PROPOSAL

TRAVEL AND TOURISM RESEARCH ASSOCIATION REQUEST FOR PROPOSAL Background The Travel and Tourism Research Association (ttra), founded in 1970, is a non-profit professional organization committed to improving