The vendor is required to provide that comprehensive re-branding campaign services for the following:
a. Discovery and research
• Stakeholder engagement: Conduct interviews and surveys with department leadership, division heads, staff, and external partners to assess brand perception and identity needs.
• Audience research: Identify public perception gaps and barriers to awareness through surveys, focus groups, and data analysis.
• Market and competitive analysis: Evaluate state, regional, and national agencies with similar mandates to identify best practices in government branding.
• Brand audit: Assess existing department branding, materials, websites, and communications for consistency, strengths, and areas for improvement.
• Deliverables:
1. Research findings report
2. Brand perception analysis
3. Market positioning recommendations
b. Brand strategy development
• Brand positioning: Define a clear brand purpose, vision, and unique value proposition for department.
messaging framework: develop core messages tailored to different audiences, including the general public, government leaders, educators, and tourism partners.
• Inclusive branding strategy: Ensure that department identity is representative and accessible to state diverse population.
• deliverables:
1. Department brand positioning statement
2. Key messaging guide for internal and external audiences
3. Inclusive branding strategy framework
c. Visual identity development
• logo system: Create a refined department logo and adaptable sub-brand identities for divisions while maintaining brand cohesion.
• brand color palette and typography: Define official color schemes and typography for consistent application across digital and print materials.
• Photography and visual guidelines: Establish visual storytelling principles that reflect department mission and diverse audience
• Deliverables:
1. Logo and brand identity assets (print & digital formats)
2. Typography and color usage guidelines
3. Brand imagery and design elements
d. Messaging and content framework
• Tagline development: create a memorable and concise tagline.
• key messages: develop key messages for different target audiences, timelines and channels.
• Content strategy: outline a strategy for content creation and dissemination.
• Deliverables:
1. Tagline options
2. Key messaging document
e. Brand guidelines
• Brand book: compile all elements into a comprehensive brand guidelines document.
• Usage instructions: provide detailed instructions on the use of brand assets.
• Deliverables:
1. Complete brand book (pdf and print formats)
2. Brand asset usage guidelines
f. Implementation and rollout
• Brand guidelines and training: develop a brand-style guide with clear instructions for internal teams and partners.
• Website and digital integration: provide recommendations for website updates to reflect the new brand identity in collaboration with department internal team.
• Marketing and communications toolkit: create branded templates for social media, signage, brochures, presentations, and other key materials.
• Internal rollout plan: conduct staff training sessions and provide resources to ensure successful adoption of the brand.
- Department brand guidelines (pdf & print-ready formats)
- Website brand integration recommendations
- Social-media, digital, and print collateral templates
- Staff training materials and implementation roadmap.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: February 25, 2025