BRANDING AND OUTREACH SERVICES FOR THE HOWARD COUNTY OFFICE OF WORKFORCE DEVELOPMENT AREA
OPENING: SEPTEMBER 11, 2024 AT 11:00 A.M.
BUYER: Rena A. Agee
PHONE: 410-313-6381
EMAIL: ragee@howardcountymd.gov
SPECIFICATIONS
1 BACKGROUND: The Howard County Office of Workforce Development (HCOWD) is dedicated to
fostering strong connections between businesses and talent in the Howard County region. We specialize in providing a comprehensive suite of workforce services designed to facilitate business recruitment and retention, while also addressing the needs of individuals seeking employment, training opportunities, and apprenticeships.
1.1 To address economic challenges arising from the Covid-19 Pandemic, the HCOWD received
America Rescue Plan Act (ARPA) funding. A key focus of the ARPA funding requirement is to
provide outreach efforts to raise awareness about a range of services provided by the HCOWD,
including training and employment services, educational programs, work and learn activities, youth
services, incentives for businesses to establish apprenticeship programs, and grants for organizations offering apprenticeship opportunities.
1.2 Operating as a key workforce partner within the Columbia Workforce Center (CWC), our
collaborative environment synergizes stakeholders’ efforts to support workforce development
initiatives. Our service delivery strategy is carefully organized to cater to the unique requirements
of adult job seekers, youth, businesses, and apprenticeships, with each sector offering specialized services for specific audiences.
1.3 The CWC, a central hub, houses a wealth of resources and diverse partners actively engaged in
collaborative endeavors, enhancing workforce development initiatives. As the HCOWD, we are
actively working to establish a distinctive visual identity within the community. This visual
representation symbolizes our commitment to promoting workforce excellence, in partnership with
the CWC, to achieve our common goals.
STATEMENT OF WORK:
Howard County, Maryland (the “County”) seeks a qualified firm (the “Contractor”) to furnish branding and outreach services that creates a unique visual identity, engages diverse audiences, and strengthens connections among job seekers, businesses, and the community in the HCOWD area.
2.1 To accomplish this, the Contractor(s) shall develop and implement a strategic communication plan considering different audiences, encompassing message development, material selection, media types, and plans for implementation and evaluation tailored to each audience. This shall include insights on optimal platforms, such as print publications, digital channels, social media platforms, and other relevant avenues, to ensure maximum visibility and engagement with our target audiences.
All material developed shall be within the scope of the County’s branding and outreach
requirements. The awarded Contractor(s) will play a vital role in achieving these goals through
innovative and impactful solutions under the strategies identified below.
2.1.1 Comprehensive Event Collateral and Branding & Creative Material Development: The
Contractor(s) shall propose and develop a comprehensive suite of event collateral and
templates, including visually engaging backdrops, banners, digital media, and explainer
videos. Simultaneously, the Contractor(s) shall craft branded templates such as road signs,
newsletters, rack cards, infographics, and postcards, posters, ensuring a cohesive
representation of the organization’s brand.
2.1.2 Expertise in Discovery Process and Industry Practices: The Contractor(s)’s expertise is
pivotal during the discovery process. The Contractor(s) shall review HCOWD’s current
collateral material, including brochures, flyers, and other promotional materials, to assess
areas for improvement and suggest proven outreach strategies or contemporary design
practices. Specifically, the HCOWD is looking to modernize the design, streamline the
content, and ensure consistency with our brand identity while aligning with industry
standards for relevance and engagement.
2.1.3 Messaging Tool and Strategic Design: Collaterals function as a powerful messaging tool,
conveying HCOWD’s mission and engaging the community. The Contractor(s) shall
strategically design these materials to enhance outreach efforts, fostering a distinct visual
identity and reinforcing HCOWD’s presence. The Contractor(s) shall provide
recommendations on the most effective outreach methods and placement channels
according to specified target audiences.
2.1.4 Social Media Strategy: The Contractor(s) shall develop and execute a social media
strategy across permitted platforms including a social media calendar, suggested
messaging that engages target audiences including hashtags, and editable social media
post design templates for specified event types and target audience. The Contractor(s)
shall also advise on how to build a following on each platform, create accessible content,
and advise on paid outreach options through each platform. This strategy aims to enhance
the message’s reach and impact.
2.1.5 Logo and Theme Utilization: The Contractor(s) shall utilize HCOWD’s current logo and
theme, when considering branding initiatives.
2.1.6 Advertising Campaign and Media Buying: The Contractor(s) shall develop an effective
and cost-efficient advertising campaign and media buying strategy. This includes radio,
print, internet, mobile, direct mail, and signage for maximum outreach based on the
different audiences served.
2.1.7 Sustainability and Regular Communication: Identifying methods for sustained
communication beyond the contract duration and creating easily updatable collateral
materials are essential. The Contractor(s) shall commit to regular meetings with HCOWD
throughout all project stages. This comprehensive approach ensures the Contractor’s
alignment with organizational goals, effective communication, and impactful outreach for
HCOWD.
2.2 The Contractor(s) shall recommend methods for measurement and goal-related related metrics
aligned to the strategic communication plan. Additionally, the Contractor(s) shall provide details on
the specific metrics that will be used to assess the effectiveness of the strategic communication plan.
Additionally, the Contractor(s) shall have the capability to track and measure the effectiveness of
outreach efforts using relevant metrics and adhere to all relevant regulations and guidelines.
2.3 The Contractor(s)’s strategic communication plan shall encompass a completion schedule of 3 to 6months from the Agreement start date.
2.4 The Contractor(s) shall review and agree to comply with the conditions set forth in Attachment A Supplement of Federally Required Contract Provisions Pursuant to the American Rescue Plan Act.
