Market Research and Brand Development Services

The Vendor is required to provide to conduct comprehensive market research and develop a cohesive, data-driven brand strategy for the agency.
- This mission is fulfilled through a broad range of public health services, health education initiatives, disease prevention programs and efforts to ensure a safe and healthy environment across the county.
- Goals and Objectives
o    Assess community awareness and perception of agency programs and services.
o    Identify gaps in communication, access, and brand clarity.
o    Evaluate internal brand alignment and staff understanding of agency mission and messaging.
o    Develop a comprehensive brand strategy grounded in research findings.
o    Provide a visual and messaging framework that ensures consistency across platforms.
o    Deliver implementation guidance for sustained brand adoption.
- Market Research & Data Collection 
o    Develop and administer statistically valid community surveys. 
o    Conduct digital survey distribution and outreach strategy. 
o    Analyze demographic and behavioral segmentation data. 
o    Conduct focus groups with community members representing diverse populations. 
o    Conduct stakeholder interviews (community partners, healthcare providers, government officials). 
o    Conduct internal staff listening sessions.
o    Brand Audit
•    Review current logo, messaging, website, social media, printed materials, and signage.
•    Conduct competitive/comparative analysis of other local health departments and regional agencies.
•    Evaluate brand consistency and clarity.
- Brand Strategy Development
o    Based on research findings, develop:
•    Brand positioning statement
•    Brand promise and value proposition
•    Core messaging framework (key messages, audience-specific messaging)
•    Brand voice and tone guidelines
•    Tagline options
•    Audience personas
•    Brand narrative/story
- Visual Identity Development
•    Evaluate current logo and visual identity.
•    Provide recommendations for refresh or redesign.
•    Develop visual identity system including:
o    Logo concepts (minimum of three initial concepts)
o    Color palette
o    Typography system
o    Graphic elements
o    Image style guidelines
•    Conduct stakeholder review process and refinement.
- Implementation & Transition Support
•    Develop phased brand rollout plan.
•    Provide internal brand training session for staff and leadership.
•    Provide templates (PowerPoint, letterhead, social media, report cover, flyer template).
•    Provide external launch strategy and messaging plan.