Scope: The consultant will lead all aspects of the City of Goodlettsville community branding initiative, including the following:
3. a. Advisory to the Steering Committee – The steering committee will be composed of representatives from the City.
Facilitator during the research process and/or testing of the new brand– Include descriptions of community engagement efforts that will take place during this process. The City of Goodlettsville has a very involved and engaged community. The consultant will be expected to employ creative means of public involvement to ensure that all segments of the community are aware of and involved in the project.
3. b. Research – Research will be the basis for the development of a brand concept, creative elements, and the overall brand initiative. The consultant will create and implement a brand research plan, which may include qualitative and quantitative research to identify the following:
c. List of key stakeholders, groups, or influential individuals, as well as a cross- section of citizens and business owners in Goodlettsville and those outside of the city that have a vested interest in the branding initiative and need to be involved in the process.The key elements of the City of Goodlettsville.Analysis of current efforts and existing elements such as logos, tag lines, and creative designs.Analysis of competitor marketing strategies.Measures that will be used to determine if the branding effort is successful.
d. Strategic Plan – The consultant will develop strategic objectives that will include implementation, management, and ongoing promotion of the brand to include, but not be limited to the following:
e. Launch of the brand.Promotion of the use of the brand among various City of Goodlettsville departments, community agencies, groups and businesses while maintaining brand integrity.Maintenance and consistency of brand image and messaging while providing suitable flexibility for the target audiences of the participating agencies.Recommendation of ways to articulate the brand; define markets and promotional avenues; and advise on strategies to better promote and create brand awareness.Creative/Development of Brand – The consultant will develop creative elements that should include design concepts, logos, messages, tagline, and other products to support the overall brand initiative. A minimum of three distinct creative options must be presented, based on the results of the research. The selected logo design will be delivered with a style manual and guidelines for use and the capability of use in the following: a. Print and electronic advertising
b. Website design
c. Media placement
d. Public Relations
e. Events
f. Templates
Brand Launch Video – The consultant will create a 3-5 minute video based on research, interviews, focus groups, etc, that captures how the city’s history has led us to the brand/logo identified in the process.Implementation Plan – The consultant will develop an action plan for the implementation of the brand in sufficient detail to allow the Steering Committee to understand the approach and work plan. An Action Plan should include, but not be limited to the following: a. Estimated costs/budget associated with the implementation process.
b. Proposed timelines for development of creative elements. Schedule and expectations: Proposals shall include an outline of what the City can expect as part of the proposal, along with applicable timelines and an implementation plan. Ideally, the process should be completed by June 30, 2026.
c. Recommended positioning logo and brand guidelines.
d. Implementation plans for brand identity applications and brand identity maintenance plan.
Evaluation Plan – The consultant will develop a plan for ongoing evaluation of the brand’s effectiveness and reporting of results of the strategy to the Steering Committee, key stakeholders and the public.
Due Date: Wednesday, September 24, 2025 (10:00am CST).
Contact: Rachel Hoover 615-851-2200
