The vendor required to provide marketing branding and economic positioning strategy services will develop a comprehensive community identity and destination marketing, branding and positioning strategy for the urban area of city, including the northerly portion of the beach that remains within the town.
- Objectives
1. Background review and situational analysis
• Review of existing plans, the 2010 spruce the city, and recent studies
• Assessment of current market conditions, trends, and competitive destinations
• Summary of implications resulting from the formal identification of city
2. Stakeholder and community engagement summary
• Engagement plan and facilitation of town halls, workshops, interviews, and surveys
• Inclusive engagement with residents including seasonal residents, businesses, indigenous partners, and key stakeholders
• Report highlighting shared values, opportunities, and concerns
3. Destination positioning framework
• Clear destination positioning statement
• Unique value proposition and key differentiators
• Target audiences and priority markets
4. Community brand and identity strategy
• Core brand narrative and storytelling themes
• Key messages for residents, visitors, and investors
• Visual and verbal brand direction (brand pillars, tone, and style guidance)
5. Economic development positioning strategy
• Alignment of destination brand with economic development goals
• Identification of priority business types, experiences, and investment opportunities
• Guidance to support downtown revitalization and year-round economic activity
6. Marketing and communications strategy
• Recommended marketing channels and tactics
• Seasonal and shoulder-season promotion opportunities
• Content themes and campaign ideas aligned with the destination brand
7. Experience, place-making and wayfinding guidance
• Recommendations to align events, programming, street-scapes, signage, and public spaces with the destination identity
• Opportunities to strengthen arrival points and visitor orientation
8. Implementation roadmap
• Phased action plan (short, medium, and long term)
• Priority projects and quick wins
9. Brand toolkit and practical tools
• Brand guidelines for consistent use
• Templates and examples for marketing and communications
• Guidance for partners to apply the brand independently.
- Questions/Inquires Deadline: January 9, 2026
