City of Marshall, MN Issues Branding RFP
purpose of this initiative is to develop a brand which will be used to market
the City to prospective businesses, developers, residents, and visitors. The
chosen agency shall provide the City of Marshall with an in-depth market
analysis to determine the image of Marshall to both residents and neighboring
agency must create an image of Marshall that can be easily and effectively
utilized across multiple platforms and mediums including signage, print
collateral, digital marketing materials, and websites. The City is also
concurrently recruiting a planning consultant to rewrite the Comprehensive
Plan. Branding and planning consultants will cooperate and coordinate public
meetings and marketing. Furthermore, pending need fulfillments, one consultant
may be chosen for both branding and planning campaigns.
of Marshall is in the process of undergoing a website redesign. Although the
City plans to incorporate the new branding into its website, there is no need
to include web development in proposals.
of Marshall is the heart of Southwest Minnesota. Home to over 13,000 people,
Marshall is a regional hub that draws employees and visitors from across
Southwest Minnesota, doubling the daytime population to over 25,000. Everyone
who lives, works, and visits Marshall enjoys its strong sense of community.
of Marshall continues to grow and thrive thanks to its low cost of living and
forward thinking, business-friendly environment. In addition to having a
balanced local economy featuring manufacturing, healthcare, education, service,
and retail, the region features a great quality of life and access to broadband
infrastructure. Marshall also supports a strong agricultural community, making
it the perfect blend of city and country.
as a great place to raise a family, Marshall is known for its low crime rate
and robust education system which includes a public university. The City of
Marshall gives its citizens a small-town feel with big city opportunities.
Scope of Work
An elected steering committee will collaborate with the vendor to
oversee and consult on the Scope of Work. The successful partner will have
creative excellence in brand research, design, development, and implementation
partnering agency will conduct research, develop several branding options, and
establish an implementation schedule. Expected services include conducting
quantitative and qualitative research, analyzing results, creative development,
and identifying a strong, unique, complementary, and differentiated brand that
captures both a forward-thinking feel and historic nature of Marshall. The
Scope should include:
- Advisory to the Steering Committee composed of
representatives from the City of Marshall and community leaders.
- Conduct formal, quantitative research and informal,
qualitative research including creative community engagement efforts to
determine future branding and implementation. This will include the review of
previous studies conducted by the City of Marshall. The audience for the survey
should be a well-represented sample of Marshall residents and business leaders.
The goal of the research is to get useful feedback on how the City should be
marketing Marshall. Our desire is to create a brand that connects emotionally
vs. rationally and this research should identify insights and emotions that
drive decision making.
- Conduct input gathering sessions (focus groups or
ethnographic research) for brand research/testing with residents, community
organizations and business partners. Please consider diversity when conducting
- Analysis of current branding efforts and existing
creative collateral including logos, brand platforms, color pallet and design.
Examination of competitors marketing strategies.
development of a strategic objectives that will include implementation,
management, and ongoing promotion of the brand
- The promotion of
use of the brand amongst the City of Marshall and community agencies, groups,
and businesses to encourage brand integrity.
- Maintenance and
consistency of brand imaging while providing suitable flexibility for the
target audiences of the participating agencies.
for ways to articulate the brand; define markets and promotional avenues; and
advise on strategies to better promote and create brand awareness.
- Development of a brand guide and deployment strategy
directing the most effective us of brand, including the identification of a
distinct and appropriate position of niche for the City. Brand guide will include
design concepts including logos, messages, 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 research. The selected logo
will then be delivered with a style manual and guidelines for use and the
capacity of the following:
- Print and
- Website design
- Media placement
- Public Relations
- Outdoor signage
- Apparel and
branding options (Chamber, CVB, EDA)
- The consultant
will develop an action plan for implementation of the brand in sufficient
detail to allow staff to understand the approach and work plan. The action plan
should include but not be limited to:
- Estimated costs
associated with implementation.
timelines for implementation rollout.
- Potential funding sources.
- Brand identity
- The consultant
will develop a plan for ongoing evaluation of the brand’s effectiveness and
of results to key stakeholders.
January 30th 2019
Marshall Branding Proposal
City of Marshall Administration
344 West Main Street Marshall, MN 56258
Alison Brod PR and Zeno Group are possibilities for this