Marketing and Place Strategy Services

The Vendor is required to provide to create a unified marketing and place strategy that advances the following interconnected objectives:
1. Resident retention and attraction
•    Strengthen community pride and local identity
•    Attract new residents, families, and workforce talent
•    Highlight quality-of-life assets, housing options, education, and amenities
2. Tourism and leisure development
•    Increase overnight stays and visitor spending
•    Position Seneca falls as a year-round destination
•    Leverage heritage tourism, waterfront recreation, arts, and events
3. Downtown district and small business support
•    Promote downtown Seneca falls historical charm and vibrancy
•    Support small businesses through coordinated branding and marketing tools
•    Align physical place making with marketing and storytelling
4. Local investment and economic growth
•    Attract private investment, entrepreneurs, and developers
•    Clearly communicate the town’s value proposition to site selectors and investors
•    Support long-term tax base growth and job creation
- Requirement:
1. Research and discovery
•    Review existing plans, studies, and marketing materials
•    Market and peer community analysis
•    Demographic and economic trend assessment
•    Stakeholder engagement (e.g., residents, businesses, tourism partners, institutions)
•    Brand perception analysis (internal and external)
2. Brand and positioning strategy
•    Development or refinement of a unified community brand
•    Key messaging frameworks for multiple audiences
•    Visual identity guidance (logo usage, typography, color palettes, imagery)
•    Brand architecture for tourism, downtown, and investment marketing
3. Target audience identification
•    Residents (current and prospective)
•    Visitors and tourists
•    Entrepreneurs and small businesses
•    Developers, investors, and employers
•    Regional and state partners
4. Marketing and communications plan
•    Integrated marketing strategy across digital, print, and experiential channels
•    Website, social media, and content strategy recommendations
•    Media relations and storytelling approach
•    Event, place making, and seasonal campaign concepts
5. Downtown and place making integration
•    Alignment of marketing with physical improvements and public realm initiatives
•    Wayfinding, signage, and gateway concepts (conceptual level)
•    Support for downtown promotions and business recruitment
6. Implementation roadmap
•    Phased action plan (short-, medium-, and long-term)
•    Budget estimates and funding considerations
•    Roles and responsibilities (town, partners, private sector)
•    Performance metrics and KPIs.