MT. PLEASANT COMMUNITY BRANDING Request for Proposals PURPOSE

Transcription

1 1 MT. PLEASANT COMMUNITY BRANDING Request fr Prpsals PURPOSE The purpse f this Request fr Prpsal is t slicit prpsals frm firms and/r individuals experienced in cmmunity brand develpment and design t establish a shared brand fr the Mt. Pleasant cmmunity t be utilized amng area stakehlders. The gals f the branding prgram are t: Prvide a clear visin that articulates the cmmunity s cmpetitive advantage and distinct strengths by fcusing n the unique characteristics f the Mt. Pleasant cmmunity Shift perceptins and mitigate negative steretypes Cmmunity-wide alignment arund a vibrant, authentic place brand, perceptin and reality Increase and sustain pride and enthusiasm f what makes Mt. Pleasant great Enhance awareness f the Mt. Pleasant area Recruit and retain talent, making ur cmmunity an even better place t live fr the next generatin Increase turism, increasing visitrs length f stay and diversity f experience Fster ecnmic and business grwth Increase number and diversity f residents Engage residents and business wners t have cnversatins abut what they lve abut Mt. Pleasant, and give them the tls t becme advcates fr Mt. Pleasant Supprt the effrts f Central Michigan University and Mid Michigan Cllege t recruit and retain students, faculty and staff; encurage alumni t live in, wrk in, r visit the area; and prmte the partnership with the cmmunity Help recruit and retain physicians and ther medical prfessinals Prmte the Saginaw Chippewa Indian Tribe s influential culture and histry, as well as build awareness f the wide-array f entertainment attractins ffered in a cmmunity that is centrallylcated and easily accessible Mtivate partners t build brand int cmmunicatin strategies year after year BACKGROUND Fr thse wh live, wrk and play in the Mt. Pleasant area, it is easy t recgnize the rich culture and histry that exist with the Saginaw Chippewa Indian Tribe; the active lifestyle that is encuraged with the scenic parks and miles f trails; the vitality and pprtunities generated by Central Michigan University and Mid Michigan Cllege; and the cuntless ther appealing features and fferings f the cmmunity. Unfrtunately, many f these attributes are ften vershadwed by cmmn miscnceptins, such as There s nthing t d in Mt. Pleasant, and It s in the middle f nwhere. Additinally, the messaging used amng business, residents and the cmmunity t describe the area ften varies, resulting in an unclear understanding f the essence f the Mt. Pleasant cmmunity. The City f Mt. Pleasant is cllabrating with prject partners t pursue the develpment and launch f a cmmunity-wide brand. A strng cmmunity-wide brand wuld shift perceptins and mitigate negative

2 2 steretypes, while prviding a cnsistent representatin f the area, in rder t make the Mt. Pleasant area mre desirable t visit, call hme r start a business. Prject Partners: Central Michigan University Central Michigan University Alumni Assciatin Charter Twnship f Unin City f Mt. Pleasant Isabella Cunty McLaren Central Michigan Hspital Michigan Ecnmic Develpment Crpratin Mid Michigan Cllege Middle Michigan Develpment Crpratin Mt. Pleasant Area Cnventin & Visitr s Bureau (CVB) Mt. Pleasant Area Chamber f Cmmerce Saginaw Chippewa Indian Tribe PROJECT MANAGEMENT It is anticipated the City f Mt. Pleasant will manage the RFP prcess, respnd t applicant questins and frmally award this cntract fr branding services. Once the prject is awarded, representatives frm the City f Mt. Pleasant and the Mt. Pleasant CVB will serve as the primary cntact fr the selected firm, and will ensure perfrmance f the scpe f wrk. SUBMITTAL REQUIREMENTS AND SCOPE OF WORK The brand identity fr the Mt. Pleasant cmmunity shuld cnvey the area s assets and unique qualities in a way that is authentic, succinct and memrable. It will describe wh we are, what we are fr, what we d and why we d it. The fllwing shuld be submitted with all prpsals: A. A frmal cver letter including: Firm Prfile. Prpsals shuld prvide a cmplete and cncise descriptin f the firm s ability t meet the requirements f this RFP. The prfile shuld als include a shrt bi f key staff members wh will wrk n this prject and the firm s website and scial media sites.

3 3 Prpsed Budget. Include a summary f csts and fees based n the three steps and deliverables nted Sectin (B) belw. Please prvide a budget fr each individual task as an independent prject and an aggregate budget fr the entire prject. All verhead csts (including travel and vehicle mileage) shuld be included in the basic fee. Any ptinal services recmmended by the cnsultant may be included but shuld be priced separately. The Mt. Pleasant cmmunity branding prject partners anticipate that the develpment f a cmmunity brand shuld nt exceed $35,000, excluding the cst f creating cllateral materials, media placement and ther expenses that will be incurred in implementing the brand. Prject Schedule. Include a prpsed schedule fr the prduct delivery brken dwn by each f the three steps nted in Sectin (B) belw. Minimum qualificatins. The selected firm must have experience frmulating new brands based n research-driven methdlgy cmbined with infrmatinal insights prvided by stakehlders thrugh a public engagement prcess. Experience wrking with municipalities, gvernment clients r destinatin marketing rganizatins is preferred. References. Include three (3) references and at least tw (2) summary samples f cmpleted prjects. B. A detailed prpsal encmpassing the fllwing three (3) steps and deliverables: 1. RESEARCH AND ANALYSIS The first step is research. This is a crucial step in a branding campaign as its purpse is t understand the cmmunity s internal and external stakehlders views f the Mt. Pleasant area. What makes the Mt. Pleasant cmmunity different frm neighbring twns? Why d residents chse t make it their hme? Why d peple chse t visit? Wh are we as a cmmunity? Hw are we viewed by visitrs? Invlving stakehlders t answer these questins is key in identifying the essence f the Mt. Pleasant cmmunity and lays the fundatin n which t build the brand. During this step, there must be extensive engagement f stakehlder grups representative f the entire cmmunity, including (but nt limited t): City/Twnship/Cunty leaders City/Twnship/Cunty cmmissins and bards City/Twnship/Cunty residents Educatinal Institutins: Central Michigan University students, alumni, faculty, staff and leaders Mid Michigan Cllege students, faculty, staff and leaders Lcal K-12 Schls students/families, faculty, staff and leaders Lcal Parks & Recreatin staff, vlunteers and prgram participants Lcal business wners, including thse in dwntwn Mt. Pleasant Saginaw Chippewa Indian Tribe leaders and members Saring Eagle Casin & Resrt Mt. Pleasant Area Chamber f Cmmerce Mt. Pleasant Area Cmmunity Fundatin

4 4 United Way f Gratit and Isabella Cunties McLaren Central Michigan MidMichigan Health Mt. Pleasant Area Cnventin and Visitrs Bureau Middle Michigan Develpment Crpratin leaders Representatives f Restaurants/Attractins/Glf Curses/Events Visitrs The selected firm will use a variety f utreach methds t cnduct this research, including fcus grups, twn hall meetings, scial media, paper surveys/feedback, and ther methdlgies as apprpriate. After the research is cllected, the data will be analyzed and the findings will be presented t the branding prject partners. Deliverables: Cmplete research results Summary f research results 2. BRAND MESSAGE AND CREATIVE DEVELOPMENT Based n the findings f the research, the branding cmpany/firm will help the prject partners determine what the Mt. Pleasant cmmunity s brand represents tday and what it shuld represent in the future. The selected firm will create the messaging, the expressin f the brand, and visual elements that will effectively cmmunicate the Mt. Pleasant cmmunity s identity t target audiences. Messaging shuld cnnect t the hearts and minds f the audiences and be believable, relevant and simple. Cnsistency with the allwance fr flexibility is als necessary s the messaging can be used by all prject partners. With the research and messages defined, the branding cmpany/firm will create an updated visual identity fr the cmmunity. This includes a lg cncept, tagline and guide utlining the prper use f the new visuals. The prject partners will wrk clsely with the cmpany/firm t review, revise and finalize the visual identity. Prject partners culd use the visual identity within the guidelines established fr their respective rganizatins. Deliverables: A lg cncept, tagline and brand themes that reflect the essence f the Mt. Pleasant cmmunity Brand standards and guidelines utlining the prper use f the brand messaging and visuals Key messages and wrds that are easy t implement and universally adptable amng stakehlders and target audiences Vectr-based graphics f the selected lg cncept and taglines that can be used acrss varius applicatins and platfrms A cmprehensive cmmunity Pints f Pride Guided develpment f a brand champin team t gather feedback and generate enthusiasm

5 5 Recmmended templates fr cmmn needs such as municipal signage, brchures, web page layut, PwerPint, reprt cvers, etc. 3. STRATEGIC BRAND IMPLEMENTATION AND COMMUNITY ENGAGEMENT. This task will define the activities designed t effectively launch the cmmunity s new brand identity, as well as identify nging strategies fr cmmunicating, maintaining and enhancing the brand s value ver time. These strategies shuld: Priritize bth shrt- and lng-term strategies and tactics, including a timeline Emply a variety f cmmunicatin tls and platfrms Engage all stakehlder grups (as listed in Step 1) Enable target audiences t cnnect and interact with the cmmunity brand Prvide pprtunities fr key stakehlders t becme cmmunity brand advcates T ensure effective implementatin, the brand strategy shuld recmmend methds fr tracking results and measuring success with target audiences. Deliverables: Brand launch strategy and campaign tactics Cncrete, measureable key perfrmance indicatrs A recmmended lng-term maintenance plan fr brand prject partners t make certain the messaging remains strng and cherent, and the cmmunity cntinues t adpt the brand Additinal Prject Deliverables: Meetings: The cnsultant will be respnsible fr meeting with branding prject partners n a regular basis. The number and frequency f the meetings will be determined in cnsultatin with all parties befre the prject begins. The purpse f the meetings will be t establish bjectives, discuss alternatives, prvide directin and review prgress. PROJECT SCHEDULE It is anticipated that the cntract fr cnsulting services will be awarded in April The City expects a frmal launch f the brand within 6-8 mnths f the executin f that cntract. The cnsultant shuld prvide a schedule that identifies the timing f majr tasks, beginning with the cntract award and ending with the frmal brand launch and recmmended timing f suggested lng-term maintenance tactics. RFP Issued: Friday, Feb. 16, 2018 Prpsals Due: Tuesday, March 13, 2018 at 1:30 p.m. Firm Interviews (if necessary): Schedule t be determined Firm Selected: April 2018

6 6 EVALUATION OF SUBMITTALS: The City and its prject partners will evaluate all submittals t determine which cnsultants have the experience and qualificatins that are mst suited fr this prject. The prject partners may request persnal interviews with the highest-ranked cnsultants r may request ne r mre prspective cnsultants t submit detailed prpsals, which may include the fllwing: 1. Detailed descriptin f the methdlgy being prpsed. 2. Wrk prgram detailing: a. Tasks t be perfrmed. b. When each will be cmpleted (timeline). c. Schedule f wrk prducts. 3. Methds the cnsultant prpses t use t manage the prject and cmmunicate with the prject partners and the public as t prject prgress, reviews, and cnduct f public meetings. 4. Hurly rates (inclusive f verhead and prfit) fr persnnel r persnnel categries. 5. Data expected t be prvided by the prject partners. SUBMITTAL INSTRUCTIONS T be cnsidered, ten (10) cpies f the cmpleted submittal must be submitted in a sealed envelpe, clearly marked: REQUEST FOR PROPOSAL MT. PLEASANT COMMUNITY BRAND and received by 1:30 p.m. n Tuesday, March 13, 2018 by mail r hand delivery t: City Clerk s Office City f Mt. Pleasant 320 W. Bradway Mt. Pleasant, MI Submittals arriving after the date and time will remain unpened and will be disqualified. Any submittal may be withdrawn by giving written ntice t the City Clerk befre the stated pening time. Questins regarding the prpsal may be directed by t: Mlli Ferency Public Relatins Crdinatr City f Mt. Pleasant mferency@mt-pleasant.rg Questins must be received by March 11, 2018.

7 7 Answers will be psted as they are received in the Bids and Qutes sectin f the City s website at fr the benefit f all interested firms. It is the respnsibility f the interested firms t check the website fr new questins and answers prir t submittal. The names f firms and individuals submitting questins will nt be disclsed. RESERVATIONS The City reserves the right t accept any submittal, t reject any r all submittals, t waive defects in submittals in respnse t this request and t select the submittal deemed t be in the best interests f the City. Issuance f this request fr qualificatins des nt bligate the City t award a cntract. The City accepts n respnsibility fr reimbursing cnsultants fr expenses incurred in respnding t this Request fr Prpsal.