Place-Making, Identity, and Integrated Marketing Strategy Services

The Vendor is required to provide strategic communications, marketing, media innovation, and public sector engagement firms to develop and implement a comprehensive five year strategic communications, city television, digital media innovation, and integrated marketing roadmap.
- Aims to function as a modern municipal media organization—producing high-quality, accessible, and engaging content across television, digital, and emerging platforms. 
- The evolution of municipal communications, digital multimedia and television programming, including the expansion of city owned broadcast channels, streaming platforms, short-form video storytelling, and original content production to meet modern audience expectations
- Foundation, assessment, and brand asset validation
1. Brand and communications assessment
•    Organization-wide brand identity assessment
•    Communications and marketing inventory across all departments
•    Evaluation of existing workflows and approval structures
2. Brand asset validation requirements
•    Ada and digital accessibility compliance (WCAG standards)
•    Multilingual adaptability, including Spanish and other priority languages
•    Regional and national media representation gaps
•    Earned vs. owned vs. social media presence benchmarking against peer cities
•    Regional media engagement strategy to increase placement and coverage
3. Brand messaging and architecture
•    A social media messaging matrix (captions, hashtags, campaign slogans)
•    Tone guidance including "do and don’t" standards for:
o    Celebratory messaging
o    Official announcements
o    Emergency and crisis communications
4. Governance and intake framework
•    Citywide intake and review workflow for communications and branding requests
•    Department submission process
•    Approval routing and service-level timelines
•    Alignment with multimedia division and city manager’s office
- Strategic positioning and global event readiness
1. Global event positioning strategy
•    Messaging strategy for global and national events
•    Crisis-response and rapid-response messaging protocols social media misinformation and rumor response guidance
•    Live, delayed, and on-demand programming guidance
•    Cross-platform distribution plans (TV, YouTube, social, website)
2. Tourism and digital place-making strategy
•    Instagram strategy
•    Tiktok strategy
•    YouTube strategy LinkedIn strategy
•    City app strategy
•    Facebook strategy
•    Short-form video strategy (reels, Tiktok, shorts)
•    Creator and influencer partnership guidance
•    Recommended content cadence (daily / weekly / monthly)
3. Leadership and government communications
•    Mayor and council communications
•    Executive leadership messaging
•    Department-level operational communications
•    Community meeting and public hearing communications
- Implementation, asset development, and training
1. High-priority asset development
•    Be provided in fully editable formats
•    Be owned by the city
•    Include templates usable by non-design staff
•    Assets shall be suitable for both broadcast television and digital distribution.
•    Social media templates
•    Presentation templates
•    Video graphics packages
•    Broadcast motion graphics and lower-third packages
•    Standardized on-screen branding for meetings and events
•    Campaign toolkits
•    Press release templates
2. Workforce training and adoption
•    Social media and communications training for staff
•    Crisis communications training
•    Elected official communications support guidance
4. Media innovation, expansion, and partnerships
•    Evaluate emerging technologies
•    Pilot virtual tours and digital experiences
•    Develop interactive campaigns and digital tools
•    Expand city video programming and storytelling
•    Partner with universities, tech organizations, and media producers
- Measurement, legacy, and post-event sustainability
1. Performance measurement and reporting
•    Monthly or quarterly reporting templates
•    Pre-event baseline measurement
•    During-event real-time metrics
•    Post-event impact and legacy measurement models
•    Television viewership metrics (where available)
2. Post-event legacy strategy
•    How assets and messaging remain usable beyond major events
•    How community engagement momentum is sustained
•    Long-term brand and economic impact measurement
- Digital presence and social media management
•    Comprehensive content calendars
•    Dei and cultural recognition calendars
•    Social listening using tools such as Hootsuite
•    Community engagement and customer service protocols
•    Live streaming standards
•    Influencer and community partner collaboration
•    Accessibility-compliant content standards
•    Municipal television content planning and scheduling
•    Live and recorded broadcast standards
•    Cross-promotion between television and social platforms
- Internal communications and organizational alignment
•    Mayor and council communications strategy
•    Executive leadership communications alignment
•    Department and division communications coordination
•    Crisis escalation and approval protocols
•    Brand ambassador program development
- Implementation framework requirements
•    Five-year implementation roadmap
•    Staffing models and budget ranges
•    Governance and accountability structures
•    KPI dashboards and reporting models.