Bi-State Development is seeking qualified firms interested in submitting sealed proposals for a Marketing/Advertising Agency that will provide Professional Counsel and Strategic Planning Services, and Brand Management for Bi-State Development’s Tourism Innovation enterprise and the National Park Services, in accordance with the Scope of Work.
The Bi-State Development Agency (d/b/a Bi-State Development) is a public transportation agency providing multi-modal transportation services to the greater St. Louis Missouri Bi-State metropolitan area. Bi-State Development is authorized to plan, construct, maintain, own and operate public works facilities including bridges, airports, wharves, docks, grain elevators, and air, water, rail and other terminal community storage areas in addition to serving as owner and operator of the area’s public transportation system. Bi-State Development (hereafter referred to as BSD) was created in 1949 through a compact between Missouri and Illinois and ratified by the United States Congress. The compact and its enabling legislation provide broad powers that enable BSD to cross local, county and even state boundaries in its efforts to enhance the region. It serves the City of St. Louis, St. Louis County and the Illinois counties of St. Clair, Madison, covering approximately 3,600 square miles and more than 200 municipalities and taxing districts.
BSD has the power to plan, construct, maintain, own and operate specific public works facilities including bridges, airports, wharves, docks, grain elevators, and air, water, rail and other terminal community storage areas in addition to serving as owner and operator of the area’s public transportation system.
Scope of Work:
BSD is searching for a Marketing/Advertising Agency that will provide Professional Counsel and Strategic Planning Services, and Brand Management for BSD’s Tourism Innovation enterprise and the National Park Service. The Agency shall perform services that include, but are not limited to the following:
1) Brand Management Counsel, Strategic Plan Development and Tactical Execution
a. Management, counsel and on-going deployment of BSD’s tourism brands including:
i. Gateway Arch (master brand)
ii. Riverboats at the Gateway Arch (sub brand)
iii. Old Courthouse (NPS sub brand)
iv. Museum at the Gateway Arch (NPS sub brand)
b. Management, development, and execution of established brand elements including:
i. Brand Positioning: The Gateway Arch provides visitors with a powerful, moving experience unlike anything else.
ii. Brand Platform: See Differently
iii. Brand Expression (logo and brand architecture)
c. Identification and validation of brand audiences in conjunction with development and management of strategic messaging including:
i. Visitor experience and special event target audiences identification and validation
ii. Visitor experience and special event messages by target audiences
iii. Further development of brand personality and tone all which are measured against brand KPI’s (key performance indicators).
iv. Management of key brand assets including website (gatewayarch.com) and webstore, Gateway Arch & Riverboat brochures, signage (indoor & outdoor), group tour assets, riverboat cruise & private charter collateral, ticket design, etc.
2) Marketing and Advertising Plan Development and Execution
a. Based upon direction from the client and in conjunction with available primary and secondary research, develop annual marketing and advertising plan to reach and exceed established ticket sales goals.
i. Identification and/or verification of key target markets and audiences
ii. Recommend key messaging points for target markets and audiences
iii. Identification and/or verification of mediums (print, radio, digital, etc) to use to reach target markets and audiences
iv. Recommend media strategies and tactics
b. Based upon recommended media strategies and tactics, work with contracted Media Planning & Buying Agency (currently DICOM, Inc.) to develop and execute a plan for driving Gateway Arch Tram and Riverboat ticket sales to reach and exceed established goals.
i. Analyze & validate ongoing media mix recommendations
ii. Oversight of direct marketing activities and making recommendations for refinement, improvement.
c. Based on marketing and advertising plans, as well as media strategies and tactics, develop creative assets to be used across all media including but not limited to print collateral and digital media.
3) NPS Education Programming & Special Events
a. Working within NPS established brand guidelines to support the marketing & promotion of NPS educational programming and special NPS events held at Gateway Arch National Park.
i. NPS education programs include public and private tours, Boy Scout & Girl Scout programs, building and museum tours, etc.
ii. Past NPS events have included initiatives like the Missouri National Parks Passport Challenge, Night at the Museum, 50th Anniversary celebrations, NPS Centennial celebrations, etc.
4) Support Sales Team with Relevant and Effective Collateral Materials
a. Propose and create relevant, effective and targeted collateral materials for sales team market segmentations (listed below) to be used at tradeshows, industry conferences, and with local partners.
i. Social, Military, Education, Religious, Fraternal, Wedding