Louisville Jefferson County Branding and Marketing Services RFP

Louisville Jefferson County Branding and Marketing Services

REQUEST FOR PROPOSAL

Open Date: Dec 19th 2024, 3:00 PM EST

Questions Due: Dec 19, 2024 3:00 PM EST

Submissions Due: Jan 06, 2025 3:00 PM EST

Upload your submission at: https://louisvilleky.bonfirehub.com/opportunities/165161

Contact: Kim Henry 

kim.henry@louisvilleky.gov

502-574-3491

Parks Background

Louisville Parks and Recreation has been serving the Louisville community since 1880. In 2003, the City of Louisville and Jefferson County merged, creating Louisville-Jefferson Country Metro Government or Louisville Metro Government for short. Over the years our branding has gone “Louisville Metro Parks and Recreation,” “Metro Parks and Recreation,” to “Louisville Parks and Recreation.” We have had multiple logos and brand identities to accompany the name changes. Currently we have seven different logos that don’t have a clear brand architecture and marketing strategy. Louisville Parks and Recreations is seeking marketing or public relation firms to unify our brand, public outreach, and better understand our public perception.

Summary of Opportunity

• Marketing, branding, and creative services:
  • Louisville Parks and Recreation (LP&R) is seeking qualified and experienced firms to redesign and reimagine the department’s fractured identity. LP&R services all of Jefferson County with more than 120 parks, fourteen community centers, ten golf courses, three swimming pools, Iroquois Amphitheater, and Jefferson Memorial Forest. Our main goal is to inform the public about our services, locations, and multiple recreational opportunities. Successful firms will have experience in designing, developing, and executing an overall brand architecture and implementing a marketing strategy centered on brand awareness. This marketing strategy would include media planning, media placements, physical and digital activations, graphic design elements, video production, and photography. 
• Public Relations:
  • LP&R is seeking qualified and experienced firms to support long-term public relationship needs and public perception. The Community Engagement Team is looking to better understand the public opinion of our department and how to build improved relationship with news outlets and publications. Successful firms will have a proven history of media strategy, messaging, crisis communication, outreach activities, and media training.

Scope of Work and Services 

Branding

Louisville Metro Government, through this Request for Proposals is seeking qualified Marketing Consultant Firms to provide their qualifications for branding services. This may include brand audit, design, positioning, messaging, and architecture for LP&R. 

Marketing Consultant Firms must possess a familiarity and understanding of the Louisville Metro area, local agencies, and the parks and recreation landscape within the community. Eligible Marketing Consultant Firms must be able to provide examples of past work and success in providing branding services to diverse, multi-tiered organizations.

Additional work product and services LP&R is seeking from a successful bid include: 

1. Logo Design

1. An inclusive, fun, colorful logo that incorporates all the elements and services LP&R provides to the community under a unifying theme. This logo will need to be able to bring together multiple divisions within LP&R with sub-division branding. 
2. Logo design specific to Jefferson Memorial Forest, which fits within the larger LP&R branding effort. 
3. Brand Templates
4. Create templates for commonly distributed communication and outreach materials including: 

1. PowerPoint Templates 
2. Email Signatures
3. Business Cards 
4. Brochures 
5. One-sheets 
6. Standard Operating Procedures 
7. Letterheads 
8. Envelopes
9. Digital Newsletters 
10. Other Office templates 
11. Signage 

1. Incorporating the new logo and other design elements into an accessible and inviting signage for each park, building, forest trails, trail heads, natural areas, information kiosks, etc. Park and Trail Signs should include the name of the Park /Trail, icon of activities, and other vital information. 
2. Roadside signage design suitable for wayfinding among multiple approaches to Jefferson Memorial Forest. 
3. Graphic Design of Promotional Materials 
4. Designing graphic elements such as icons to future develop LP&R’s new brand. Additionally, assist with design and printing of products including:

1. Park guides
2. Trail maps
3. Booklet- style of educational information 
4. Please note, this assistance would be on an as-needed basis and would be uncommon. 
5. Digital Brand Activation 
6. Consult and develop digital brand activation to bring brand awareness to our new brand through targeted social media campaigns, blog posts, creative advertisements, media placements, outreach publications, and organic social media strategy. 
7. Brand Auditing 
8. Assist with determining our brand’s weaknesses and strengths while determining the best course of action for increased brand awareness. Firms should be able to determine key performance indicators (KPIs) for our new brand awareness campaigns and public perception. Additionally, firms should develop monitoring KPI dashboard and monthly reports on digital and printed activities. Reports should cover:
   1. Social Media Analytics 
   2. Clipping New Reports 
   3. Website Analytics 
   4. SEO 

Marketing 

Provide marketing strategy recommendations that highlight the opportunities and assets within the LP&R system to the Louisville community. Additionally, provide a marketing strategy to promote Jefferson Memorial Forest regionally as a premier outdoor recreation destination.