The purpose of this Request for Proposal (RFP) is to solicit
proposals to establish a lump sum contract through competitive negotiation with
a qualified consulting firm with solid experience in marketing research (both
quantitative and qualitative), message/positioning development, and municipal
identity/branding including development of a brand values statement; logo
development and associated graphic standards; and recommendations for brand
rollout through social media marketing as well as traditional marketing.
The City of Kaukauna is seeking the development of a
comprehensive brand marketing campaign to drive business attraction and
retention, energize current residents and position the municipality as a
desirable place for relocation, and enhance general perception.
Today Kaukauna is home to 15,858 people with it’s own
full-time Police, Fire and Rescue services and a municipally owned electric and
water utility. Kaukauna is well-maintained with regular garbage
collection, street cleaning, well-lit and well-paved streets and other services
vital to keeping our community safe and attractive. Kaukauna boasts a 350-acre
Industrial Park Network, complete with rail and heavy truck access.
Our proximity to the Fox River affords our residents with
numerous recreational opportunities such as the Historic Grignon Mansion, the
1000 Islands Environmental Center, many parks and sport fields, a public
swimming pool, and a public library.
City-sponsored events held in the Central Business District
include a weekly outdoor music series – Live! from Hydro Park, Fox Firecracker
5k Run/Walk and the Downtown Farmer’s Market June through October. With such a
variety of activities available, it should not come as a surprise that Kaukauna
is also known as “The Friendly City.”
HISTORY OF KAUKAUNA
Kaukauna is one of Wisconsin’s oldest communities. The first
white explorer to see Kaukauna was Jean Nicolet, who pushed his birch bark
canoe up the Fox River from Green Bay in search of a water passage to the
Orient. Nicolet made allies with the Winnebago Indians that he found in the
region. Trappers, hunters, missionaries, and merchants soon followed with
additional expeditions to the new territory.
Because travelers had to carry their boats and cargoes over
the three waterfalls at what is now Kaukauna, that spot was destined by nature
to become a way-station and settlement on this important waterway. When Father
Claude Allouez paused there on April 18, 1670, he noted in his journal, “we
passed the portage called by the natives KeKaling, our sailors dragged the
canoe among the rapids: while I walked on the Riverbank, where I found apple
trees and vine-stocks in great numbers.”
Thousands of bales of furs were carried over the KeKalin Falls during the ensuing fur-trading period and log dwellings were erected at the site to house the portagers and travelers. By 1760, Charles de Langlade had a fur trading post at the falls.
Scope of Work:
Project Management – The consultant will lead all aspects of
the City of Kaukauna community marketing and branding initiative, including the
1. Advisory to the Steering Committee (to be determined) –
This team will be composed of representatives from the City and community
(business) leaders. Meetings throughout the process will be required.
2. Lead for facilitating various focus groups comprised of community leaders and business owners to determine existing attitudes, perceptions, opportunities and challenges to enhancing the City’s image.
3. Facilitator during the research process and/or testing of
the new brand – Include descriptions of community engagement efforts that will
take place during this process. The consultant will be expected to employ
creative means of public involvement to ensure that community leaders and the
business community are aware of and involved in the project.
4. Research – Research will be the basis for the development
of a brand concept, creative elements, messaging/positioning and the overall
brand initiative. The consultant will create and implement a brand research
plan, which will include qualitative and quantitative research with key publics
to identify the following:
a. The key elements of the City of Kaukauna.
b. Analysis of competitor marketing strategies.
c. Measures that will be used to determine if the branding effort is
5. Strategic Plan – The consultant will develop strategic
objectives that will help better inform the City of Kaukauna on implementation,
management and ongoing promotion of the brand to include, but not be limited to
a. Promotion of the use of the brand among City of Kaukauna departments.
b. Maintenance and consistency of brand image and messaging while providing suitable flexibility for the target audiences of the participating agencies.
c. Recommendations of ways to articulate the brand; define markets and promotional avenues; and advise on strategies to better promote and create brand awareness.
6. Creative/Development of Brand – The consultant will
develop creative elements that include design concepts, logos, messages, brand
statement, tagline, and other products to support the overall brand initiative.
A minimum of three distinct creative options must be presented, based on the
results of the research. The selected logo design will be delivered, with the
final option delivered with a style manual and guidelines for use and the
capability of use in the following
a. Print and electronic advertising
b. Website design
c. Media placement
d. Public relations
7. Implementation Plan – The consultant will develop an
action plan for implementation of the brand in sufficient detail to allow
Steering Committee to understand the approach and work plan. An Action Plan
should include, but not be limited to the following:
a. Estimated costs/budget associated with the implementation process.
b. Proposed timelines for development of creative elements.
c. Recommended positioning logo and brand guidelines.
d. Implementation plans for brand identity applications and brand identity