City of Los Alamitos Request for Proposal – Citywide Rebrand
City of Los Alamitos
Request for Proposal (RFP) 2025-07
For
CITYWIDE REBRAND
DECEMBER 2024
Published Date: 12/02/2024
Question Deadline: 12/12/2024 8:00 PM ET
Proposals must be received by 5:00 P.M. on January 6, 2025.
Prospective Proposers will need to register on BidNet. Proposals will be received electronically through BidNet Direct (http://cityoflosalamitos.org/517/Bid-Opportunities).
Contact Information
Matthew Lightner
5624313538 ext. 155
mlightner@cityoflosalamitos.org
DESCRIPTION OF THE CITY
On March 1, 1960, the township of Los Alamitos became a chartered city. Still embracing its small-town ambience, the City offers excellent recreational and park facilities, a stellar police department, and thriving economic development. With its outstanding schools, friendly neighborhoods, and strategic location as the crossroads of two major freeways, Los Alamitos keeps its roots in history and its future vested in those who cherish this special community.
Located in northwest Orange County, the City of Los Alamitos is a peaceful, tree-lined residential area that is considered an ideal place to live. Although Los Alamitos is a quiet residential community, it is bordered by the I-605 freeway and there is easy access to the I-405 freeway. Located in West Orange County, adjacent to the cities of Long Beach, Cypress, Seal Beach and Garden Grove, the City is 4.3 square miles with an approximate population of 12,580. Los Alamitos is comprised of people who take great pride in their community.
Los Alamitos has a highly diversified economic base, consisting of light industry, manufacturing, and commercial business. The City, however, still maintains much of its original small town image. Consistent with the community’s values is its caring attitude for its residents.
The City operates under a “council-manager” form of government. Policy making and legislative authority are vested in the City Council. The City Council is composed of five members who serve by District and are elected by the registered voters of their respective Districts. General municipal elections are held in November of even years. City Council members serve staggered terms of four years and can serve up to three consecutive terms. The City Council elects a member of its body to serve as Mayor annually in December.
The City Council is responsible, among other matters, for passing ordinances, adopting the City budget, appointing committees, and appointing the City’s Charter Officers, which include the City Manager, City Attorney, and City Clerk.
The City Manager serves as the Council-appointed executive manager of the City. The City Manager’s Office is responsible for the implementation of decisions established by the Los Alamitos City Council and the coordination of those efforts through the various City departments. Providing leadership and vision, the City Manager manages the affairs of the City through the execution of the adopted budget, identification of legislative priorities, and overall management of quality City operations.
The City Attorney acts as legal advisor and counsel for legal issues involving the City and their committees and commissions. The City Clerk is responsible for the coordination of the City Council’s administrative activities and legislative efforts.
The City provides a full range of municipal services, police protection, construction and maintenance of City streets and storm drains, parks and City right-of-way maintenance, community recreation activities, building inspections, licenses and permits, and public facilities. City departments include Administration (City Manager, City Attorney, City Clerk, and Human Resources/Risk Management, Development Services (Planning, Economic Development, Building, Public Works, Neighborhood Preservation, Economic Development), Finance, Recreation and Community Services, and the Police Department.
PROJECT DESCRIPTION
The City of Los Alamitos is seeking professional branding services to bring the City’s unique identity and voice to life through an authentic brand. We request proposals from agencies and communications professionals to provide a full range of services that include but are not limited to brand assessment, brand strategy, and brand implementation.
SCOPE OF WORK
- Research and Brand Assessment
- A clear understanding of the City’s assets, organizational culture, and desired direction will be the basis for the development of the brand concept and creative elements. The selected Firm will review the City’s Strategic Plan and conduct additional research as needed, as well as evaluate the City’s current brand identity and messaging.
- Deliverable: Deliver a document and presentation that details key research findings in evaluating the City’s current Brand Identity and outlines strengths, weaknesses, and a way forward including a working Brand Positioning Statement.
- Brand Development
- The selected Firm will identify a Brand Positioning Statement to guide the development of all creative elements. The agency will work closely with the City and its partners throughout the development process to ensure the brand is inclusive and representative of our community makeup and applicable to partner organizations and stakeholders who could use the brand in future marketing efforts. This should include multiple presentations to and/or workshops with City staff, Council, residents, and key stakeholders.
- Deliverable: Deliver a Brand Platform document designed to illustrate the City’s new Brand Identity, both ideologically and visually. The Brand Platform will be presented to Staff and to the City Council. The Brand Platform should detail all creative elements and messaging, along with design mock ups for key marketing materials and guidance for brand application across all mediums and could include but are not limited to websites, social media, digital advertising, email marketing, social media marketing, live broadcast, physical signage, traditional mailers, brochures and pamphlets, slide decks, business card, letterheads, vehicle wraps, backdrops, tradeshow booths, promotional items (coffee mugs; pens; wearables-polo/t-shirts, etc.), and other applications.
- Brand Implementation
- The selected Firm will prepare a Brand Platform document that details the City’s new brand and indicates how the brand strategy will be applied to future internal and external communications efforts. The agency must create a brand image for the City of Los Alamitos that can be easily and effectively utilized across all appropriate communications platforms such as websites, digital advertising, email marketing, social media marketing, live broadcast, physical signage, traditional mailers, slide decks, letterheads, vehicle wraps, promotional items, and other applications.
- Deliverable: Creative Elements will be detailed in the Brand Platform, yet workable files and templates should be delivered in file formats native to Adobe Creative Cloud or Microsoft Office Suite (i.e. PowerPoint slide deck templates). Creative elements could include but are not limited to tagline(s), logo(s), wordmark(s), city seal, color palettes, mood boards, type treatments, a standard for imagery as it relates to photography and video, a standard for visual aesthetic as it relates to design, and other templated marketing materials.
- Social Media Strategy: The selected Firm 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 selected vendor 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.
- Logo and Theme Utilization: The selected Firm shall utilize Los Alamitos’ current logo and theme, when considering current branding initiatives. However, new themes will be integral to future branding initiatives.
