Request for Proposal. Comprehensive Re-brand and Marketing Strategy. Lloydminster Public Library

Transcription

1 Request for Proposal Comprehensive Re-brand and Marketing Strategy Lloydminster Public Library November 5, 2018

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3 1.0 INTRODUCTION The City of Lloydminster Library Board is seeking proposals from qualified firms or consultants ( Consultant or Vendor ) to develop and facilitate a comprehensive re-brand and marketing strategy for Lloydminster Public Library ( LPL or Library ). Brand and marketing strategies will be developed based on results of the Long Range Strategic Planning process completed in early (Addendum 2) 2.0 PURPOSE The purpose of the re-brand and marketing strategy is to : provide cohesion and consistency of voice in library messaging update the presence and personality clearly articulate the products and services offered by LPL improve internal and external communications As part of the re-brand and marketing plan development, community input from the strategic planning process, as well as staff expertise and experience, will be considered. 3.0 STRATEGIC PLAN The new strategic plan includes: New Mission Statement: By connecting people, the library inspires exploration, creativity and enjoyment New Vision Statement: Together, we create unlimited frontiers for our community New Values Accessibility Partnership Intellectual Freedom Knowledge Accountability Pillars People Utilization Experience Resources From these starting points a new set of strategic objectives was developed with proposed actions and outcomes. The entire plan appears as Addendum '2' to this document 4.0 SCOPE OF WORK LPL intends to contract with a consultant to work cooperatively with the Lloydminster Public Library Board, Library staff and select community stakeholders as appropriate to create a comprehensive and actionable marketing plan, and to develop the Library s brand including a new visual identity and writing guide.

4 4.1 PHASE 1 Brand Strategy Development Conduct necessary research to determine audiences and perceptions of the Library s current brand. Audit current Library print and digital communications to determine implied and stated messages. Develop brand strategy that outlines primary audiences, brand values, and personality. Develop a new visual identity (including logo) for the Library using the newly developed vision and mission statements from the Long Range Strategic Plan. Deliverables: Findings summary and brand strategy document including the Library s target market and identified audiences. 4.2 PHASE 2 - Writing Style Guide Develop effective messages that serve the new brand and to ensure all LPL staff and Board are better communicators and representatives of our organization. Messages, including LPL s new tagline, should allow staff to consistently and confidently tell the Library s story in a consistent tone and voice routinely using the same words and terminology. Deliverables: Standard Key Messages including: Uniform information about the Library to be used in such items as grant applications or press releases The vision of the Library and messages/stories to illustrate the work we do Organization biography concise (single paragraph) and comprehensive (one-page) Elevator speech Age appropriate presentations with suitable graphics for children (age 6-12), youth (12-16), young adult (16-21), families, community groups (16 and up) Standard Writing Guide including: Voice and tone Writing guide Editorial style guide 4.3 PHASE 3 - Visual Brand Style Guide: Standard manual that can be used for print, digital and website identity including: Logo LPL Branding guidelines Color palette (Pantone, CMYK and RGB values) Typography including a typographic hierarchy Photography including photographic style Graphic Elements including social media templates (Facebook, Twitter, Instagram) External signage In-library signage Colour scheme Brand architecture and design hierarchy

5 Deliverables will include the visual style guide and the following templates : Letterhead Library and Board Business cards Staff and Board Templates for: press releases advertisements annual reports career postings facsimiles and memorandums name tags and corporate wear notices invitations and thank-you cards tri-fold brochures (letter stock) newsletters (legal or tabloid stock) informational handouts (tabloid stock) large format (2ft by 3ft) signs tabletop displays booth displays and banners retractable banners Website templates for use with CMS software (Joomla, Drupal or Word Press) 4.4 PHASE 4 - Marketing Plan, Brand Launch and Implementation Develop a marketing plan for print, digital and social media that includes strategies for promotion of ongoing programs and services at LPL. Facilitate training of new brand identity with Library leadership and key staff so it can be effectively rolled out both internally and externally to ensure brand alignment. Consultant will assist Library staff to implement and launch externally to the community. Elements to include but are not limited to: Name, logo, and external communications such as presentations and annual reports Deliverables: Marketing Plan, re-branding launch schedule and appropriate training L expects the Selected Consultant to complete all activities defined above within four 5.0 PROJECT TIMELINE LPL expects the selected consultant to complete all activities defined above within four months of contract start. Vendors are expected to develop a project plan that defines milestones and deliverable due dates in accordance with these timelines. Such project plans should ensure all phases of the stated project are developed and delivered to the LPL Board within the four month time-frame. of the contract to allow additional time to complete the services defined in this RF 6.0 RESPONSE REQUIREMENTS All proposals submitted in response to this RFP must fully and directly address the statement of work. The following must be included in the proposal: 1. The company name, the name of a contact person, mailing address, telephone number, cell number, address and website. 2. A concise description of Respondent's principal business including company background, characteristics of business strength, and products and services offered. 3. A description of the qualifications of the staff who would work on the project. 4. The name of the person(s) assigned direct responsibility for completion of the project 5. A discussion of Respondent's experience in providing deliverables similar in size, complexity and nature to those requested in this RFP.

6 6. Examples of Respondent's work including sample logos and publications. 7. At least three (3) references for similar projects completed by the Respondent, including name of organization, name of contact person, address, telephone number and address. 8. A discussion of the company's ability to complete the project within the Library s desired timeline. 9. A detailed pricing proposal including the estimated number of hours, and fees, for each of the project s phases. 10. A clear understanding that all project elements will be the exclusive property of Lloydminster Public Library and the Library will have exclusive rights to each of the elements, including the design artwork. 11. A description of any additional recommended items or services, including the estimated number of hours and fees. 12. A proposed timeline for completion of the project, including milestones, Each submitted package should be marked clearly on its exterior that it is in response to Re-Branding and Marketing RFP. Proposals should be sent by mail, or delivered in person to: Ron Gillies Head Librarian Lloydminster Public Library St Lloydminster, AB T9V 0K2 hlib@lloydminster.info The award is subject to review and approval of the Head Librarian and the Lloydminster Public Library Board. The Library reserves the right to accept or reject any or all bids. All material submitted in response to this RFP will become the sole property of the Library. The Library expressly reserves the right to utilize any ideas submitted in the proposals received unless covered by legal patent or proprietary rights, any of which must be clearly indicated in the proposal submitted in response to the RFP. Inquiries may be directed to Ron Gillies by at: hlib@lloydminster.info 7.0 RESPONSE TIMELINE Submissions are due by 5 pm Mountain Standard Time on Friday November 30, If required presentations to the Library Board will be scheduled for the following week with final award on or before December 15. Work should start immediately thereafter and be completed by April 30, SELECTION CRITERIA The Respondent whose credentials and submission best meets the Library s needs will be selected to execute this project. Evaluation criteria will consist of: 1. Quality of samples provided. 2. Thoroughness of the proposal. 3. Responsiveness of the proposal to the RFP. 4. Demonstrated understanding of the purpose and desired outcomes of this project. 5. Presence of a qualified project team. 6. Cost will be considered but will not be the deciding factor in selecting the winning proposal. 7. The Library reserves the right to reject any and all submissions.

7 Plan of Service TOGETHER, WE CREATE UNLIMITED FRONTIERS WITH OUR COMMUNITIES

8 This Photo by Unknown Author is licensed under CC BY-SA

9 Table of Contents Introduction 4 Mission 5 Vision 6 BHAG 7 Values and Pillars 8 Planning Process 9-10 Strategic Objection One: People Strategic Objective Two: Utilization Strategic Objective Three: Experience Strategic Objective Four: Resources Conclusion 15 3 And when I had finished reading the children s library I began on the adult books. Neil Gaiman This Photo by Unknown Author is licensed under CC BY-SA

10 Introduction 4 Lloydminster Public Library has served the community since Change has been constant with the Library operating from several locations within two provinces over the past 87 years The collection has expanded and formats have changed to keep up with technological advances and user interests Our core values remain the same and are driven by service to the public from knowledgeable staff

11 5 Mission Statement BY CONNECTING PEOPLE THE LIBRARY INSPIRES EXPLORATION, CREATIVITY AND ENJOYMENT

12 Vision 6 Lloydminster Public Library: Together, we create unlimited frontiers for our communities

13 7 BHAG (Big Hairy Audacious Goal) CANADA S MOST LIBRARY-USING COMMUNITY

14 8 Values Accessibility Intellectual Freedom Partnership Knowledge Accountability Pillars People Utilization Experience Resources

15 Planning Process 9 The Library operates in a rapidly changing environment yet has its roots in a long and fondly remembered tradition. Obtaining information input on our current and future needs has therefore posed a challenge as we have tried to separate those traditions from expressed needs. For this reason the Library entered into a facilitated planning process using external consultants. To initiate the process, the Library Board met to review the vision, mission, values and pillars. After this an additional meeting was held to determine and build the new strategic objectives. Members of the community were then consulted to provide feedback on the new vision, mission, values, pillars and strategic objectives. The Library s management team then developed an implementation plan to meet these objectives. The Board intends to take the Library in a new direction that meets the needs of traditional library users, but also to broaden our horizons and engage with new areas of the community.

16 Planning Process Continued 10 Using the strategic objectives the following will be achieved: Re-focus services and programs on the following: - Early literacy and reading - Numeracy - Digital/information literacy - Civic literacy Support the Truth and Reconciliation process Support personal learning for all ages Encourage Imagination through reading, viewing and listening for pleasure

17 Strategic Objective One People: Comprehensive, strategic advocacy and marketing plan that includes the establishment of a Friends of Lloydminster Public Library Proposed Actions: Design and implement an advocacy and marketing plan that includes a rebrand of the Library's visual identity Restructure the Library Foundation into an armslength Friends of Lloydminster Public Library for advocacy and fundraising purposes Actively build the Library s social media presence to engage with communities and inform them of programs and services Form strategic alliances with community partners that augment our ability to serve our communities Desired Outcomes: 11 Lloydminster Public Library is viewed by citizens as contributing to the quality of life in Lloydminster More residents of Lloydminster are becoming active users

18 Strategic Objective Two Utilization: Increase the utilization of the Lloydminster Public Library using strategies based on community consultation Proposed Actions: Manage Lloydminster Public Library's physical and digital collection to reflect the evolving needs of the community Develop one or more outreach program for each of the following: seniors, the business community, newcomers and at-risk communities Implement volunteer delivery of library materials to homebound users Provide opportunities to teach patrons how to embrace technology available to them and build digital and civic literacy Desired Outcomes: Lloydminster Public Library collections and resources are highly utilized Users express a high degree of satisfaction with collections, programs and services 12

19 Strategic Objective Three Experience: Create a positive experience for users today and in the future Proposed Actions: 13 Ensure that Lloydminster Public Library is a welcoming place for the community to gather and create Renovate existing space to promote comfort, convenience, accessibility to reflect the varied space needs of our users from vibrant and collaborative to quiet and individual Ensure that hours of operation reflect the needs and lifestyles of our communities within the resources available Transition library staff from a dual service desk model to a single customer service model Desired Outcomes: Users express a high degree of satisfaction with physical surroundings and spaces Users express a high degree of satisfaction with hours of operation Lloydminster Public Library is regarded as an inclusive space with supportive staff

20 Strategic Objective Four Resources: Simplify access and improve collection use through a variety of strategies to ensure a high level of satisfaction among users Proposed Actions: Develop service initiatives that reduce barriers Modify physical spaces and collection displays to improve accessibility Explore alternate library service delivery models Desired Outcomes: 14 Library operating practices are based on industry best practice Library users report satisfaction with ease and effectiveness of library access and use

21 Conclusion 15 Lloydminster Public Library provides an essential service to Lloydminster and surrounding area We live in an ever changing world where technology and information sharing occurs at a rate never experienced in the history of mankind A library provides communities with the knowledge and technology necessary to keep up with the information flow Lloydminster Public Library has developed a strategic plan that meets the needs of our users and allows them to access the information they require in a timely manner

22 Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family. Kofi Annan This Photo by Unknown Author is licensed under CC BY-SA