Branding RFP Issued By City of Dodge City
The CVB is seeking a marketing firm with extensive experience in rebranding with proven experience in a tourism community preferred. The selected firm will work closely with CVB staff and key stakeholders to provide comprehensive recommendations for rebranding Dodge City. At the conclusion of the project, the selected firm will provide the CVB with an executable brand package of marketing materials (as detailed below), that will guide the CVB to seamlessly execute the new brand. The CVB invites interested organizations to submit their qualifications for evaluation and potential selection as our strategic partner and consultant in this effort.
Background:
The Dodge City Convention and Visitors Bureau (CVB) serves the citizens of Dodge City as part of the City of Dodge City’s plan for economic improvement. We also serve the attractions, lodging facilities, restaurants, and businesses that benefit from the influx of visitors.
The CVB’s target market is travelers from 100 miles away or more. Current marketing efforts include community advertising and marketing through multiple mediums by providing historic publications, city maps, and visitors’ guides. We serve visitors by providing current information at the Visitor Information Center, and on printed material such as brochures and handouts as well as digital information on www.visitdodgecity.org and on social media.
Dodge City is the pure definition of the West, one of the most historic western cities in the nation, a gateway to history that began with the opening of the Santa Fe Trail by William Becknell in 1821. The name Dodge City is synonymous with some of the most notorious lawmen in western history, and by 1872 Dodge City was home to Wyatt Earp, Doc Holliday, and the Masterson brothers.
Annually, thousands of travelers relive the story of the Wild West by visiting the many attractions and events Dodge City has to offer. Dodge City’s leadership is positioning the community to become the entertainment destination of Southwest Kansas, with the Boot Hill Museum, Boot Hill Casino and Resort, United Wireless Arena, Boot Hill Casino and Resort Conference Center, Dodge City Raceway Park, Long Branch Lagoon Water Park and Western State Bank Expo Center.
With the addition of the Boot Hill Distillery, Dodge City Brewing and improvements to historic downtown, Dodge City has even more to offer. The recent ground breaking for the six million dollar Boot Hill Museum expansion will be complete in May of 2020 and will feature both fixed and traveling exhibit space as well as a new gift shop.
Scope of Work:
The successful vendor will be expected to provide the outcomes listed below as well as make an oral presentation addressing the following:
· *(Selection Committee will select the verbal and visual brands presented from a variety of proposed options).
Verbal Brand Elements including:
· Positioning statement: for messaging, marketing and communicating the Dodge City brand.
· Key message platform: including the following: defining the brand that is Dodge City and a summary of key Dodge attractions
· Tagline and/or key theme lines for website and campaigns
· Advertisement scripts
· Create a Jingle
Visual Brand Elements including:
· Logo (scalable vector image)
· Color palette
· Typography
· Sizable graphic elements which are camera ready as well as high resolution for a variety of platforms
· Favicon
· Photo and video style guide
· Business papers (card, letterhead, envelopes)
· Brochure cover template
· Social media assets
Brand Style Guide (outlining guidelines and rules for verbal and visual brand usage)
Information provided by Dodge City:
· List of Assets and Attractions
· Current Marketing Plan
· General Budget
· Audience Definition
· List of Perceived Competitors
Due Date:
12/30/2019 5:00 PM
Address:
Melissa McCoy
City of Dodge City
806 N. 2nd Avenue
PO Box 880
Dodge City, KS. 67801
M Booth PR and Hunter PR are agencies worth considering for this assignment.
