Communications Strategy Development Consulting Services

The Vendor is required to provide communications strategy development consulting services to develop and implement a comprehensive communications, education, and branding strategy to elevate visibility and public engagement of the city.
- Evaluate current branding, communication tools, and public engagement channels
•    The board current identity in relation to its administrative entity, board, with recommendations to clarify the board role and strengthen its distinct presence;
•    Brand consistency, messaging, and visual identity across platforms and materials;
•    Website content, navigation, and usability related to the board role, board and committee functions, public meetings, workforce services, and strategic initiatives;
•    Social media usage, platform preferences, and audience engagement among target audiences (notably youth and workforce partners), that of which is to be analyzed and subsequently inform which platforms the board should prioritize when launching its social media presence;
•    Perception and awareness levels among key audiences (board and committee members, workforce partners, employers, youth); and
•    Branding and communication practices across other workforce development boards via a comparative scan.
- Create a refreshed branding kit and visual identity suite
•    Redesigned board logo(s), including sub-brands for the youth council;
•    Color palette, typography, and iconography aligned with accessibility and public sector engagement best practices;
•    Branded templates for: signage, email signatures, meeting memos and board documents, google slides and PowerPoint, press release, and document headers and footers;
•    Custom zoom and virtual backgrounds for both staff and hybrid board and committee meetings; and
•    Produce a style guide to support consistent, professional, and mission-aligned messaging.
- Redesign and optimize the website to promote engagement
•    Clear user pathways for different audiences: job seekers (youth and older adults), employers, workforce partners, and stakeholders;
•    Visual enhancements, including photography, icons, infographics, and multimedia elements to explain services and tell stories;
•    Dedicated and easily navigable page for the board meeting management system, which provides access to full board and committee meetings, agendas, and participation instructions, and is maintained through an external platform;
•    A youth-centered landing page or microsite featuring opportunities to engage in the youth council;
•    Integrated event calendar with reminders, sign-ups, and links to public meetings;
•    Contact forms, newsletter subscription integration, and social media links;
•    Tools for stakeholder feedback (surveys, comment forms);
•    Mobile responsiveness, SEO optimization, and compliance with ADA and language accessibility standards;
•    CMS staff training to complete basic updates. 
•    Editable templates or page builders; and
•    Collaborate with the city to identify a new board website URL and direct the redesigned website to the new domain.
- Relaunch and strategically manage social media
•    Social media strategy and platform recommendations
•    Cross-platform content calendar (Instagram, LinkedIn, Facebook, Twitter/X, Tiktok, if relevant);
•    Branded content templates for events, quotes, program highlights, and meeting calls-to-action;
•    Develop board taglines, hashtags, and QR codes;
•    Youth-specific content strategy co-designed with youth council members and youth advisors;
•    Guidance on post formats, content examples, timing, and strategies for greater reach; and
•    Metrics dashboard to track engagement growth and audience feedback.
- Launch a digital newsletter to foster regular engagement
•    Mobile-optimized and ADA-compliant email newsletter templates, content blocks, and visual assets;
•    Sample editorial calendar and recommended story categories;
•    Integration with website sign-up forms and social media;
•    Subscriber growth strategy, including segmenting audience lists; and
•    Staff training on email outreach platforms
- Design and execute an outreach and advertising campaign for work source and youth source employment services
•    Campaign strategy with defined goals, messaging pillars, and target audience profiles (e.g., youth ages 14–24, dislocated workers, reentry populations, veterans, older workers) aligned with outreach and enrollment timelines;
•    Branding and creative materials tailored to both work source and youth source audiences (e.g., flyers, digital ads, social media graphics, bus shelter ads, transit posters, short-form video and paid YouTube pre-roll);
•    Media buy recommendations for local radio, online, social, and out-of-home (ooh) placements with geographic and demographic targeting;
•    Suggested community distribution channels through schools, libraries, community centers, and partner organizations;
•    Messaging aligned with real success stories and outcomes to inspire trust and relatability;
•    Metrics dashboard for campaign tracking (impressions, clicks, service inquiries, conversions); and
•    Post-campaign impact analysis and recommendations for future outreach.