Bergen County, NJ Issues Marketing RFP

2021-10-12 by JamesD

Bergen County has been providing support programs to small businesses especially as a result of the ongoing pandemic. Small business owners are still in need of support and resources to recover and sustain their businesses. As part of continuing to support and provide recovery resources, Bergen County Economic Development is designing and launching a new BergenforBusiness.com website to replace the current site. The new website is the cornerstone of a program to make bergenforbusiness.com a destination and source of comprehensive information that will continually make aware the no-cost support and resources available to small business owners from Bergen County Economic Development and associated agencies.

The Bergen for Business website will have a market research application named SizeUp, procured by Bergen County as a key data tool and additional links to other resources to support small businesses. Upon completion of the new bergenforbusiness.com website, a marketing plan will be implemented for a period of no less than six months. The cost-effective yet comprehensive marketing plan (both digital and traditional) will include internal and external communications and messaging to help small business owners become aware of the various services available to them. It will also include a webinar to present and train additional no-cost business resource partners including but not limited to SCORE, Small Business Development Center, Bergen County Job Center etc., as well as present and train small business owners throughout Bergen County on how to use and benefit from the new SizeUp tool and website.

Background:

Vendors will be required to have past marketing experience with Economic Development Groups and or County Governments. Vendors will need to have prior experience in providing consulting services to include Discovery, Assessment, Analysis, Planning and Program Management for Economic Development Groups and or County Governments. Vendors will need to be located in Bergen County and have a knowledge of the local Bergen County small business community.

Scope of Work:

Description of Services

Discovery – Research, collect and analyze comparable Economic

Development Groups and Government Agencies that employ the SizeUp tool.

Develop knowledge and insight of the future state of the

bergenforbusiness.com website including its mission and value proposition.

Understand how the SizeUp tool will help small businesses in Bergen County.

Learn and identify associated government agencies that will play a role in

the new Bergen for Business program.

Concepting – Ideate and collaborate new mission, vision and values of

the new Bergen for Business Program and website. Develop brand concepts

and creative for new the program. Get approval on brand concepts and

creative direction.

Creative – Develop and create Bergen for Business brand to include

copy, imagery, media, website layout and functionality. Prepare and start the

build of the new Bergen for Business website and content.

Production – Complete brand messaging and new Bergen for Business

website. Plan and launch the new website. Develop and complete a

marketing program for the launch of the Bergen for Business Program and

website.

Marketing Plan – Define, build and procure a B2B list of businesses in

Bergen County of twenty employees or less. The list will need to include

email address, company name, full name, address, SIC Code and where

possible phone numbers. The list will become the property of Bergen County

and will be used for multiple executions. It is expected that the list will be in

excess of forty five thousand companies.

Detailed RFP Descriptions

To market the benefits of bergenforbusiness.com and the SizeUp tool:

Develop and execute an email campaign to the procured small business list.

The first month will have four emails deployed and then two per month for

the next five months. The first month’s email deployment will have a call to

action for small businesses to sign up for the launch of the Bergen for

Business program and a demo of the features and functions of the SizeUp

tool.

Create, develop and deploy a Display Banner Campaign to the same

procured list of small businesses of 175,000 impressions per month for six

consecutive months.

Retarget website visitors with 50,000 impressions per month for six

consecutive months.

Create, develop and deploy contextual display banners of 50,000

impressions per month for six months.

Create, develop and deploy a Social Media Campaign to the same procured

list of small businesses of 200,000 impressions per month for six months.

Provision NJ based TV for three months to include display banner advertising.

Provision local print advertising for a period of one month to include display

banner advertising.

Create and develop an internal marketing communication that explains the

new Bergen for Business features and benefits and the SizeUp tool. In

addition, include a high level how to guide on how SizeUp works.

Coordinate and manage two webinars presenting the new Bergen for

Business Program and SizeUp tool.

Due Date: Oct 13th 2021, 12:00 PM EDT

Address:

Bergen County Division of Purchasing

One Bergen County Plaza

Hackensack, NJ 079601-7076

New Jersey based agencies include Dukas Linden and MWWPR.