Buffalo Blueway Water Trail Issues Public Relations and Marketing RFP

Waterkeeper is seeking a PR Agency to assist with the rollout of a multi-channel marketing campaign for the Blueway. Project Tasks include website development and hosting, trail map creation, development of social media platforms and social media content.

The objective of the Public Relations and Marketing project is to develop a public relations and traditional media campaign for the Buffalo Blueway to increase the visibility of the project within and beyond the Western New York region and to brand Buffalo NY as a Waterfront City. The campaign must include a plan for messaging, targeted campaigns, event interaction, public engagement opportunities, and merchandise line as well as other innovative and effective promotional ideas to engage, and attract the public to the Buffalo Blueway while branding Buffalo as a waterfront city.

Background:

Buffalo Niagara Waterkeeper (Waterkeeper) is a community-based, not-for-profit organization that leads the region’s effort to safeguard water resources for present and future generations and connect them to the water. Waterkeeper received funding from Empire State Development (ESD) to create and enhance water-based public access sites along the “Buffalo Blueway” (Blueway).

Waterkeeper has a project goal of 30% inclusion of state certified Minority and Women Owned Business Enterprises (“MWBE”) and encourages MWBE entities to apply. Waterkeeper further encourages Consultants to include MWBE entities on their project teams at the same 30% goal.

The purpose of the Buffalo Blueway Project is to create a network of vibrant public access points to Western New York Waterways, specifically the Buffalo and Niagara Rivers and Lake Erie by designing and implementing an interconnected multi-modal pathway This water trail system will provide new and enhanced access to water recreation activities such as paddling, fishing, and boating by including fishing piers, scenic overlooks, paddle sport launches and other amenities. The Blueway will also establish links to the Niagara River Greenway Trail system, cultural attractions, and commercial corridors. All work performed for Waterkeeper must be accomplished with the protection of water resources and the environment in mind. This network of safe visible public access points is and will be located along the Buffalo River and Outer Harbor of Lake Erie in the City of Buffalo, New York.

Scope of Work:

The objective of the Public Relations and Marketing project is to develop a public relations and traditional media campaign for the Buffalo Blueway to increase the visibility of the project within and beyond the Western New York region and to brand Buffalo NY as a Waterfront City. The campaign must include a plan for messaging, targeted campaigns, event interaction, public engagement opportunities, and merchandise line as well as other innovative and effective promotional ideas to engage, and attract the public to the Buffalo Blueway while branding Buffalo as a waterfront city.

1 – Kick-off Meeting

• The selected Consultant must participate in a Project Kick-off Meeting with Waterkeeper and project partners. The purpose of the meeting will be to introduce all members of the Project Team, review Project communication protocols, review the final Scope of Services, review and finalize the Project Schedule, and to discuss project milestones and deliverables.

2 – Public Relations and Media Campaign

• Consultant shall develop a plan for a public relations and media campaign (“Marketing Plan”) for the Buffalo Blueway. The Marketing Plan must include:

1. Messaging
2. Targeted campaigns utilizing traditional, social, and digital media
3. Design, plan, and leverage existing public engagement opportunities
4. Present additional promotional ideas, as applicable and feasible

3 – Website Development

• The Consultant shall continue development and hosting of “Buffaloblueway.com.” A landing page currently exists and is actively hosted. The consultant will be expected to further develop the website to include interactive features such as interactive maps and trip planning capabilities. Consultant must ensure that the website is both mobile optimized and search engine optimized as well as suggest other features for development to better execute the Marketing Plan.

4 – Trail Map Creation

• The Consultant shall be responsible for creating and developing through to production three independent maps:

1. Foldable Map. Consultant shall edit and produce a foldable map of the Buffalo Blueway Sites by April 2019. A map file already exists for this task.
2. Waterproof Map. Consultant shall produce a waterproof tilemap for adherence to a floatable key ring showing routes and route segments based on the full foldable map by April 2019.
3. Individual Route Maps. Consultant shall produce individual route maps in electronic; paper and waterproof tile format showing suggested trails/ routes along the Buffalo Blueway by April 2020.

     5 – Social Media Outreach

1. Develop social media platforms for Buffalo Blueway.
2. Develop and post sponsored and organic content for Buffalo Blueway on social media platforms.

6 – Develop Budget for Advertising

• Develop a budget for and make purchases of advertising for Buffalo Blueway.

Due Date:

December 14th

Address:

Jennifer Fee, Marketing Manager

BUFFALO NIAGARA WATERKEEPER

721 Main Street

Buffalo, NY 14203

5WPR and Rubenstein PR are strong NY PR Agencies.