Brand Identity Development

Transcription

1 Brand Identity Develpment fr Sustainability Prgram Request fr Prpsal September 12, 2011 Cntact: Wilma Sthern Vice President f Marketing Central Atlanta Prgress 50 Hurt Plaza, #110 Atlanta, GA wilmas@atlantadwntwn.cm

2 Table f Cntents I. PROJECT SUMMARY A. Intrductin Page 3 B. Backgrund Page 3 II. SCOPE OF SERVICES, DELIVERABLES AND SCHEDULE A. Scpe and Expected Deliverables Page 4 B. Anticipated Schedule Page 4 III. SELECTION AND EVALUATION CRITERIA A. Prject Apprach Page 5 B. Selectin Criteria Page 5 C. Cmpensatin Page 5 D. Equal Opprtunity Statement Page 5 IV. SUPPLEMENTAL INFORMATION A. Due Date Page 5 B. Cntact Page 5 Page 2 f 5

3 I. PROJECT SUMMARY A. Intrductin Central Atlanta Prgress and the Atlanta Dwntwn Imprvement District (CAP/ADID) are seeking the services f ne r mre branding, marketing, r cmmunicatins firm(s) t develp the name, lg, branding strategy and graphics standards fr its newly created sustainability prgram. B. Backgrund In supprt f the gals established by the City f Atlanta, CAP/ADID s new sustainability prgram strives t prvide the cnnectins, resurces and educatin necessary t enhance the envirnmental sustainability and ecnmic vitality f the Dwntwn cmmunity. The divisin will cllabrate with private and public rganizatins within Dwntwn t prmte and deliver measurable imprvement in the fllwing areas: Building Energy Efficiency Thrugh its participatin in the Clintn Glbal Initiative Better Buildings Challenge (BBC), CAP/ADID will wrk t decrease energy cnsumptin in Dwntwn buildings 20% by CAP/ADID will prmte participatin in the BBC initiative thrugh marketing and educatin effrts; and will execute utreach prgrams t educate building wners and cnnect them with resurces necessary t assess current perfrmance and take actin t meet the gals f the BBC. Sustainable Transprtatin Expanding upn the wrk f The Dwntwn Transprtatin Management Assciatin (DTMA) CAP/ADID will cntinue t implement transprtatin demand management strategies t reduce the verall miles traveled in single-ccupancy vehicles, resulting in imprved air quality and reduced carbn emissins. CAP/ADID will prvide educatin and recgnize tp perfrmers via the Clean Air Campaign s Cmmuter Rewards prgram. Waste Management CAP/ADID will cllabrate with building wners, waste cntractrs and the City f Atlanta t measure and increase the amunt f waste diverted frm landfills by prmting participatin in a cmprehensive waste management plan. The verall gal is t achieve a diversin rate cnsistent with the gals set frth by the City f Atlanta thrugh utreach and incentives, where resurces allw. CAP/ADID will serve as educatr and facilitatr t prperty and business wners in regard t effective waste management prgrams and best practices. Lcal /Sustainable Fd Surcing CAP/ADID will encurage restaurants and businesses within Dwntwn t prcure as many ingredients as pssible frm lcal rganic surces and bring lcal fd surces within a shrt reach f Dwntwn s bundaries. This will nt nly prvide healthier meal ptins fr the cmmunity, but als result in reduced carbn emissins by reducing the number f miles the fd must travel frm surce t table. Thrugh prmtin and educatin effrts, CAP/ADID will utilize marketing strategies t steer cnsumers tward thse businesses that are exhibiting best practices in lcal fd surcing. Water Cnservatin CAP/ADID will serve as an educatinal resurce t encurage prperty and business wners t reduce their amunt f municipal ptable water cnsumptin and encurage re-use f nn-ptable water where apprpriate. Page 3 f 5

4 Carbn Emissins Reductin CAP/ADID strives t reduce ttal carbn emissins (MTCO2e) within the Dwntwn cmmunity, cnsistent with the gals set frth by the City f Atlanta. This will be achieved by reducing energy cnsumptin and miles traveled within Dwntwn thrugh the effrts described abve including the DTMA and BBC. Green Space CAP/ADID will participate in cmprehensive sustainable cmmunity planning initiatives and encurage prperty wners and develpers t prvide r preserve green space and prtect and restre the city s tree canpy. By wrking with cmmunities thrughut the regin, CAP/ADID will strive t implement lcal develpment plans that integrate sustainable husing, land use, ecnmic and wrkfrce develpment, transprtatin, and infrastructure investments. Sustainable Ecnmic Develpment & Green Jbs CAP/ADID will cllabrate with the Metr Atlanta Chamber Sustainable Ecnmic Grwth Initiative t increase the number f green jbs brught t Atlanta thrugh ecnmic develpment and the branding f Atlanta as a cmpetitive sustainable city. II. SCOPE OF SERVICES, DELIVERABLES AND SCHEDULE A. Scpe f Services and Expected Deliverables: 1. Develp a prject plan and timeline fr all deliverables 2. Develp name fr the prgram 3. Lg design 4. Message develpment t intrduce the new prgram publicly 5. Written guide f graphics standards/style guide t include the fllwing: a. The brand lg b. The brand clrs c. The brand typeface d. Design templates t include PwerPint, letterhead, ec-friendly cllateral, envelpes and masthead B. Anticipated Schedule: Mnday, September 12, 2011: RFP Issued Tuesday, September 20, 2011: Prpsals Due by 4:30 PM Friday, September 23, 2011: Successful Bidder Ntified Mnday, September 26, 2011: Cntract Signed Mnday, Octber 15, 2011: All Deliverables Due by 4:30 PM III. SELECTION AND EVALUATION CRITERIA A. Prject Understanding /Apprach Demnstrate prject understanding, including details f the team s familiarity with sustainability initiatives. Prvide a prject apprach and detailed scpe f services including anticipated wrk tasks and deliverables. Prvide any additinal infrmatin that demnstrates understanding and insights related t the prject scpe. Page 4 f 5

5 B. Selectin Criteria It is the intent t select directly frm infrmatin gained frm review f submitted prpsals. Hwever, we reserve the right t call references prvided and t require phne r persnal interviews with a shrt list f firms. The fllwing criteria will be used in evaluating submittals. The list is nt shwn in any priritized rder: 1. Statement f the prject bjectives 2. Qualificatins f the firm 3. Prtfli f similar past wrk including lg design, naming, messaging, brand strategy, and the develpment f graphics standards 4. Prject activities and timeline 5. Budget 6. A minimum f three references including the type f wrk dne fr each reference and date f executin. Past prjects must be within the last 3 years. C. Cmpensatin Prject budget shuld nt exceed $5000. Additinal cmpensatin includes in-kind spnsrship f the 9 th Annual Dwntwn Develpment Day (Nvember 3, 2011) at the Silver level, which is valued at $10,000 and includes the fllwing list f benefits: Opprtunity t be a panelist r intrduce a panel tpic Cmpany lg n electrnic invitatin distributed t mre than 25,000 peple Cmpany lg featured n signage displayed thrughut the event Cmpany lg in printed event prgram, distributed t all 500 attendees Cmpany lg featured in print advertising campaign prmting the event Cmpany name listed in all press materials prmting the event Cmplimentary exhibit table at the Dwntwn Exp prtin f the event t distribute cllateral and ther marketing material ($150 value) Table f Ten seats reserved in preferred lcatin ($450 value) Cmpany sign displayed at the table Cmpany lg and link featured n fficial 2011 Dwntwn Develpment Day website CAP/ADID will nt reimburse any csts incurred prir t a frmal ntice t prceed shuld a cntract award result frm this slicitatin. Prpsal submittal csts in cnjunctin with this RFP shall be brne by the submitting firm. D. Equal Opprtunity Statement Central Atlanta Prgress is an equal pprtunity emplyer and will select a cnsultant withut regard t age, disability, religin, creed r belief, plitical affiliatin, race, sex r ethnicity. IV. SUPPLEMENTAL INFORMATION A. Due Date The prpsal must be submitted electrnically via PDF by September 20, B. Cntact : Wilma Sthern, Vice President f Marketing Central Atlanta Prgress, Inc., wilmas@atlantadwntwn.cm 50 Hurt Plaza, #110, Atlanta, GA Page 5 f 5