The City is looking for a branding effort that is coordinated throughout the municipality. Internally, the at a minimum the brand should reduce departmental fragmentation, increase staff awareness of how their activities translate into building the City’s brand and story, and empower a visionary mindset for the future. Externally, the brand should cultivate community pride, honor the community’s history, and inspire the City’s future. The City looks to utilize staff members, community members, business owners, etc. as brand ambassadors to bring mindfulness to the community and facilitate a better City story. At this time, the City is seeking qualified consultants with experience in developing a clear identity for the community, and an ability to capture the spirt of its residents, businesses, recreation, industry, and visitors.
Background:
The City of Lancaster (City) is a charter city incorporated in 1977. The City is governed by a five-member City Council whose members are elected at large and operates under a Council/City Manager form of government. The City serves as the northern boundary of Los Angeles County, with Kern County to the north. The City is the largest city in the Antelope Valley with a population 160,000 across 94 square miles.
Almost 13 years ago, the City of Lancaster unveiled its current branding campaign. Since then, the City has evolved and is no longer utilizing the brand as originally intended. The City is looking to rebrand to deliver a consistent message across all platforms. Rebranding must be a collaborative effort between the community, local leaders, and businesses. Considerations must also be made for existing sub-brands and initiatives such as STIR, MOAH Museum, Cedar Center, Revive 25, Next 50, Smart Cities, Destination Lancaster, etc. The City believes delivering a consistent brand image will help strengthen the City’s message. The City is looking for a branding effort that is coordinated throughout the municipality. Internally, the at a minimum the brand should reduce departmental fragmentation, increase staff awareness of how their activities translate into building the City’s brand and story, and empower a visionary mindset for the future. Externally, the brand should cultivate community pride, honor the community’s history, and inspire the City’s future. The City looks to utilize staff members, community members, business owners, etc. as brand ambassadors to bring mindfulness to the community and facilitate a better City story.
The Antelope Valley has a desert landscape, but a seasonal climate. There are several activities within a 100-mile radius of the City that residents and visitors can enjoy such as the beach, mountains, numerous hiking trails, amusement parks, historic and natural history sites, theatres and museums, and professional and amateur sporting events. The aerospace industry is beginning to boom again in the Antelope Valley, and with Edwards Air Force Base becoming the “center of the aerospace testing universe”, this is a major industry in the area. In addition, the City is incorporating many Smart City features, brining technology to the forefront of our growth and sustainability as a community.
At this time, the City is seeking qualified consultants with experience in developing a clear identity for the community, and an ability to capture the spirt of its residents, businesses, recreation, industry, and visitors.
Scope of Work:
The City is seeking consultants with demonstrated experience related to rebranding a government entity including brand development and discovery, focus groups, marketing, identifying target audiences, and social change.
Rebranding must include research focusing on residents, local leaders, stakeholders, and the surrounding community. Focus groups may be used. Research should build on existing messaging and campaigns to create a brand that reflects various sub-brands. The new brand must establish a comprehensive and compelling “umbrella” brand for all the City’s programs. User testing is expected with final reports on findings.
Task 1 – Research
Provide a comprehensive strategic plan detailing:
1. A preliminary analysis of current branding practices including recommendations to improve the City website and evaluation of communication efforts
2. Review of fiscal resources including estimate for updating brand citywide
3. Analysis of community needs, desires, expectations and support
Qualifications: Consultant must have demonstrated experience in strategic planning in developing a brand
Task 2 – Brand Design
Brand must include, but is not limited to:
1. Strategic plan
2. Identified target audience, including supporting research
3. Logo
4. Slogan/tagline
5. Business system (business cards, letterhead, envelopes)
6. Style guide or manual
7. Design marketing and collateral outreach material
8. Considerations for future growth
Qualifications: Consultant must have extensive experience in conveying a strong brand design, logo, and marketing plan.
Task 3 – User Testing
Prior to approving the final brand, extensive user testing will need to be conducted. Residents, community members, visitors, stakeholders, and local leaders will need to be interviewed prior to brand design. User testing will be expected prior to the launch and following launch. The analysis will need to be provided as results become available.
Qualifications: Consultant must have demonstrated experience in user testing.
Task 4 – Marketing Materials
Marketing materials must include but are not limited to:
1. A timeline for planning and implementation
2. A plan to involve the community and public outreach
3. Materials that may be used across print, video, radio, social media, etc.
4. Launch recommendations and materials
Qualifications: Consultant must have experience in implementation of a new brand
Due Date:
June 20th, 2019.
Address:
Office of the City Clerk
RFQ #714-19 – City of Lancaster Brand Development and Implementation
City of Lancaster
44933 Fern Avenue
Lancaster, California 93534
Zeno Group and Edelman PR have relevant experience.