City of Los Angeles Request for Proposals (RFP) Legacy Business Program Branding and Outreach RFP No. 207115

PROPOSAL DEADLINE: Tuesday June 20, 2023 by 11:59:59 p.m. PDT

2. Scope of Work

2.1 Description of Services to Be Provided

The scope of services shall include, but not be limited to, the following:

A. Branding

The Proposer will develop Program recognition with a logo, window decal, and plaque designs for display at businesses. The branding should include an original art piece with a distinctive design that will provide excitement and interest for businesses and residents alike. Proposers are encouraged to partner with local artists. The Proposer will develop a cohesive brand concept, including taglines and marketing material that align with the Program. The Proposer will create a brand manual and style guide (“Style Guide”) outlining how the brand works and design standards for future marketing and communication materials. The brand shall deliver a consistent message that is easily recognizable, marketable, and memorable. The Proposer will conduct community engagement and research to inform the development of a brand concept, creative elements, and the overall brand initiative.

B. Research and Analysis

The Proposer will conduct all necessary market research and analysis to successfully outreach the Program, including, but not limited to, analyzing the target audience, defining the Program’s unique value proposition and messaging, and outreach initiatives targeting underserved communities and businesses owners whose first language is not English. The Proposer will conduct community meetings and focus groups with stakeholders, chambers of commerce, and other government agencies with legacy


C. Marketing Strategy

The Proposer will prepare, deliver, and implement an outreach/marketing strategy (“Marketing Strategy”) for the Program, subject to future modifications, enhancements, or elimination at EWDD’s sole discretion. The Marketing Strategy shall include, but not be limited to, Program target list, timeline, marketing materials, public relations strategy to build awareness and credibility for the Program, advertising strategy to reach target audiences through print, online, and in-person meetings, and digital marketing strategy that includes search engine optimization, social media marketing, email marketing, and content marketing.

D. Implementation of the Marketing Strategy

Upon the acceptance and approval of the Marketing Strategy, the Proposer will identify and contact potential legacy businesses. The Proposer will undertake the packaging, promotion, and solicitation of the Program and develop marketing materials such as brochures, flyers, and posters that are in line with the brand identity. The Proposer and EWDD will monitor and adjust the Marketing Strategy based on performance and results. It is the Proposer’s responsibility to furnish the labor, materials, marketing

expenses and any other related items and costs needed to outreach the Program.

  1. Technical Specifications

The proposer should follow typical brand guidelines including but not limited to the following:

1.Brand study and marketing research to clarify the Program audience, brand positioning, and best approaches to branding and messaging.

2. Development of brand standards and suites of visual and marketing materials, that

complies, where website publication is concerned, with, at a minimum, the Web Content

Accessibility Guidelines (WCAG) AA standards, as follows:

● Color contrast is, in most instances, at least 4.5:1

● Alt text or a similar solution is used for images that convey meaning

● Navigation elements are consistent throughout the site

● Form fields have accurate labels

● Status updates can be conveyed through a screen reader

● Headings are used in logical order

3. Logo with the following specifications:

● Logo should have a unique and original design

● Logo should work well both in color or black and white

● Logo should work well both in print and online, whether on a website or social media

● Logo should be legible and distinguishable at varying sizes

● Logo should work well across a range of applications, including signage

● At least one logo variation

2.3 Vendor Performance Management

A. Program Outcomes and Deliverables

1. Conduct a minimum of 15 outreach/marketing in-person events located throughout the City with at least one conducted in Spanish and record online webinars in at least English, Spanish, Korean, and other languages as necessary.

2. Enroll a minimum 1,000 businesses that meet the qualifications of a legacy business.

3. Submit a Marketing Strategy to be approved by EWDD prior to initiating outreach and marketing efforts. The Marketing Strategy and all its components will be property of EWDD who will maintain full ownership.

4. Submit a Style Guide that includes logos, typography, color palette (including RGB, CMYK, PMS), and imagery; usage guidelines, identification of interior paint specifications consistent with brand color palette; and any printer information needed for branded items. The Style Guide and all its components will be property of EWDD who will maintain full ownership.

5. Submit all marketing materials and media kits created to advertise the Program.

B. Communication and Monitoring

Proposer will be expected to furnish monthly status reports of its marketing efforts and resultant

interest. Further contents of these reports shall be determined by EWDD and shall be subject to

change or modification.

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