CITY OF BIRMINGHAM-PURCHASING DIVISION
710 NORTH 20™ STREET
P-100 CITY HALL
BIRMINGHAM, AL 35203-2227
OFFICE: (205) 254-2265 / FAX: (205) 254-2484
REQUEST FOR PROPOSAL NUMBER: RFP #25-31
RFP RELEASE DATE: NOVEMBER 27TH, 2024
PROPOSAL DUE DATE: DECEMBER 19, by 5:00 P.M CT
Proposals must be submitted in a sealed envelope marked “BIRMINGHAM POLICE DEPARTMENT RECRUITMENT & MEDIA MARKETING CAMPAIGN, by 5:00 P.M., DECEMBER 19 2024”
INTRODUCTION
The Birmingham Police Department (BPD) is issuing a Request for Proposals (RFP) to engage an experienced marketing agency to design and implement a comprehensive recruitment and media marketing campaign. This campaign aims to convey the culture, benefits, incentives, and career growth opportunities offered within BPD. The selected agency will conduct in-depth research to understand BPD’s organizational structure, values, and unique attributes, translating these insights into a compelling, multi-platform national campaign. The agency must be prepared to deliver results across various channels, including television, print, and social media. The City seeks to contract the best service offered at a competitive rate. The selected provider must have the ability to invoice for services in the provider’s own name. The City will not accept invoicing by a third party. The required services and performance conditions are described in the Scope of Services.
SCOPE OF SERVICES
The chosen agency will be responsible for:
- Research and Audience Analysis
- Conduct comprehensive research to understand BPD’s mission, values, organizational culture, and goals.
- Identify and define target audience demographics, psychographics, and media consumption patterns.
- Perform audience mapping to effectively communicate BPD’s brand and opportunities to prospective candidates nationwide.
- Strategy and Creative Development
- Design campaign assets that are visually engaging, culturally resonant, and adaptable across multiple media channels.
- Develop strategic recommendations and content that align with BPD’s recruitment goals and highlight key incentives, such as the $10,000 sign-on bonus, quarterly retention bonuses, relocation assistance, recruitment referral bonuses, and mental health and wellness observance leave.
- Propose creative concepts that accurately reflect the opportunities within BPD, such as career advancement, specialized units/training, leadership training, and the comprehensive officer wellness program.
- Design a recruitment website to include a landing page for hiring.
- Campaign Implementation
- Swiftly execute a coordinated campaign across television, print, and digital platforms, ensuring broad reach and high impact.
- Implement, website design, social media strategies and content plans that drive engagement and foster community trust.
- Use analytics to track, assess, and refine campaign effectiveness, optimizing for measurable recruitment outcomes.
- Deliverables
- Research Findings and Audience Mapping: Detailed documentation on research findings and audience mapping insights.
- Project Management Strategic Plan and Creative Concepts: A comprehensive strategy document and proposed creative concepts for BPD review.
- Media Assets and Campaign Collateral: A full suite of multimedia assets including but are not limited to a tactical paid media plan, graphic design, video production, motion graphic design, copywriting, etc.
- Website Development: To maximize the campaign’s effectiveness, a dedicated website will serve as a central hub where users can explore career opportunities in law enforcement and learn what it takes to become a Birmingham Police Department (BPD) officer. The website landing page will feature streamlined, clear messaging on BPD career paths and application processes. Additionally, it will include tracking capabilities to monitor user engagement and submission forms for inquiries.
- Campaign Performance Reports: Periodic reports evaluating campaign reach, engagement, and effectiveness in meeting recruitment objectives.