A. The description of work includes creating a comprehensive
1-3 year economic development marketing plan, based upon mutually agreed upon
terms and conditions.
B. The campaign must support the City’s Economic
Development goals as outlined in the “Focus on Success Economic Development
C. The campaign is defined as including supplemental
research, plans, and material deliverables. The strategic targeted marketing
campaign along with tactical implementation options and material deliverables
should address the following:
1. Identify a “unique selling proposition” and
messaging recommendations for Goodyear economic development.
a. Develop positioning and messaging in relation to
each targeted sector (see target sectors in 2.0 above)
2. Identify advertising recommendations to reach
a. Develop mass media, digital communication and
advertising strategies for each sector. b. Identify all costs and media buy
plans associated with the recommended strategies and tactics.
3. Create, design and produce material deliverables
for a marketing campaign as decided upon by the City’s economic development
team based on the recommendations from the Consultant.
a. Deliverables may be re-evaluated and adjusted on an
annual or bi-annual basis.
4. Website content updates
a. Landing/splash pages for specific industry targeted
campaigns b. Search Engine Optimization (SEO) for digital and print
5. Key Performance Indicators (KPI) measurements to
track and benchmark the progress and success of the plan. The benchmark
measurements will include, but not limited to:
a. Website Page Views (driven by advertising as well
as organic clicks) b. Website Impressions from Advertising c. Unique URL and/or
hidden landing pages to track advertising success of individual campaigns with
conversions to website page views d. Number of leads based upon tracking from
advertising and organic visits to website (may need additional software for
tracking purposes) e. Social Media Impressions to include follower gains/losses
6. Identify risks and assumptions inherent to the plan
so as to provide a realistic view of the plan’s implementation.
D. The branding portion of the campaign may include,
but is not limited to the following:
1. Creating a branding plan without any impact on the
current City logo. The City logo is not to be changed or altered in any way.
The current City logo will be used on all marketing materials.
2. Conduct the appropriate research such as utilizing
surveys, interviews, and/or focus groups.
a. Identify what Goodyear’s businesses
believe/perceive the “Goodyear business brand / brand identity” to be. b.
Identify what Goodyear staff and management think the “Goodyear business
brand / brand identity” should be. c. If there is a gap in the view of the
“Goodyear business brand / brand identity / brand identity” between businesses
and staff, determine how to bridge that perception gap. d. Identify what makes
the Goodyear business brand / brand identity unique.
3. Determine what should be the large,
all-encompassing, “Goodyear business brand / brand identity” in relation to the
goals of the City.
a. The new business brand / brand identity must be
recognizable, understandable, memorable and credible.
4. Determine the value of the new business brand /
a. Identify how it will impact the City b. Identify
how it will impact Economic Development c. Identify how it will impact Goodyear
5. Determine the positioning of the new Goodyear
business brand / brand identity.
6. Determine a slogan for the new Goodyear business
brand / brand identity.
7. Determine communication strategies and tactics for
rolling out the Goodyear business brand / brand identity. Determine how the
success of a Goodyear business branding campaign will be measured.
E. Project Schedule:
Offeror work will commence immediately after contract
The City of Goodyear (“City”) requests proposals from
qualified advertising agencies and design firms that are interested in
contracting with the Goodyear Economic Development team to develop a creative
and robust marketing campaign which will put Goodyear, Arizona on the map with
a unique brand identity which differentiates the City from its competitors as
well as capitalize on the regional strengths in the Greater Phoenix metro
Scope of Work:
A. The City is approximately 190 square miles, with a population
of nearly 90,000, and only 11 percent built-out. There is approximately 4,000
acres (equivalent to 6.25 miles) currently available for development in the
main business corridors within the City limits.
B. The City strives to leverage the educated and
skilled workforce, business friendly environment, access to the I-10 and 303
freeway with shovel-ready infrastructure, abundant land, and a high-quality
lifestyle to make Goodyear an attractive place to start or relocate a business.
C. The City seeks to support its goals of long-term
economic vitality and quality of life through marketing campaigns that
addresses the following:
1. Fostering job creation within the City 2. Promote
our highly skilled workforce of 1.5 million within a 30 minute drive time 3.
Promote growth and sustainable revenue generation within Goodyear 4. Promote
the growth of industry clusters within Goodyear 5. Decrease the flow of
educated/skilled workers leaving the City for work 6. Leverage the
Phoenix-Goodyear Airport as an economic asset 7. Brand and promote a
“technology corridor” to attract top Fortune 500 technology companies and other
high-tech companies in key geographical areas. 8. Promote the new Class A Civic
Square office complex (to be completed in 2022) to top Fortune 500 companies
other advanced business service companies in key geographical areas. 9. Rebrand
and promote the our 2,500-acre “Goodyear Medical Innovation Corridor” 10.
Stimulate the City’s retail and entertainment base by building the daytime
population within the City
D. The City will emphasize efforts on the five main
corridors of development to be marketed:
1. an office and retail corridor, paralleling both
sides of the I-10; 2. an industrial and office corridor along the 303; 3.
an industrial and aviation corridor south of the I-10; 4. a medical innovation
corridor south of McDowell; and 5. a new technology corridor at I-10 at
A. The City is seeking a firm or multiple firms to provide
flexible support on an “as needed basis” to the Economic Development team and
other City staff in developing a strategic targeted marketing campaigns along
with tactical implementation options and deliverables in an ever-growing and
changing business market.
B. The consultant should conduct strategic market research
to provide and recommend creative marketing options with possible deliverables
to include: digital and print advertising, website updates/SEO/landing pages,
social media support, printed collateral, press releases and announcements, and
all native digital artwork files.
C. The Goodyear economic development targeted
industries currently include the following in order of priority, however may
change over time: