Branding Services

The Vendor is required for a strategic, highly creative firm to lead a branding and marketing effort for city.
• Identify a firm to create a plan for the City and community partners to implement a multi-channel, integrated destination and economic development marketing and advertising campaign.
• Design and implement an activation of the “City of Opportunity” brand positioning through a targeted, short-term marketing initiative. This project is intended to test messaging resonance, develop high-quality storytelling content, and generate public engagement with the brand across digital and community touchpoints.
• Messaging and Creative Strategy Development
• Develop a concise campaign messaging framework (based on positioning work already developed)
• Translate brand positioning into plain-language messaging for public use
• Provide creative direction for campaign visuals and storytelling approach
• Ensure messaging is adaptable across digital, print, and in-person applications
• Deliverables (Note—all deliverables must be received by Oct. 1):
• Campaign messaging framework document
• Creative concept overview
• Storytelling pillar outline
• Creative application guidance across media types
• Content Development and Production
• Plan and execute production of photo and video content featuring real residents and businesses in collaboration with the City
• Conduct interviews and coordinate storytelling subjects in collaboration with the City
• Produce edited assets optimized for social media, web, and paid advertising
• Deliverables:
• 6-10 short-form video assets (15-60 seconds)
• Raw footage and source files provided to the City
• Social-ready and print-adaptable formats
• City banners with new logo
• Welcome to city - the City of Opportunity packet
• Paid Media Strategy and Execution
• Develop and execute a targeted digital media strategy aligned with campaign objectives
• Manage paid placements across digital platforms
• Optimize campaign performance over the activation period
• Provide mid-point and final reporting
• Deliverables
• Media plan and targeting strategy
• Active campaign management (6-10 weeks)
• Performance reporting (midpoint and final summary)
• Print and OOH Application
• Apply unifying creative concept to physical formats, including print and OOH placements
• Design collateral for high-visibility public environments (eg, posters, flyers, signage, transit or community-facing displays)
• Ensure consistency between digital storytelling and physical brand expressions
• Coordinate production-ready files for printing or installation
• Deliverables:
• Print-ready design templates and layouts
• OOH-ready creative assets (formatted for vendor production)
• Adaptations of campaign visuals for physical environments
• Community Activation Support
• Design and support at least 1 community facing activation tied to campaign messaging
• Activation may include pop-ups, event-based engagement, storytelling installations, or partner-supported activities
• Deliverables:
• Activation concept and plan
• Internal Toolkit
• Develop a basic set of templates to support internal and partner use of campaign materials
• Provide a simplified messaging and usage guide for consistency
• Ensure alignment with unifying creative concept across applications
• Deliverables:
• Social media templates
• Flyer and presentation templates
• 1-2 page messaging and usage guide