Communication, Marketing, Branding & Public Relations Services For Carbon Valley
Gillette and Campbell County are interested in retaining a
firm or set of firms that will design, develop, and implement a strategic
advertising and public relations campaign that, in collaboration with Gillette
and Campbell County, will: i. Incorporate the Carbon Valley Blueprint,
(to be completed fall 2019 by Lone Tree Academics, LLC), promote local
awareness of outreach efforts to develop a base of local advocates for Carbon
Valley as a destination for companies working on advanced carbon product
development and CCUS. ii. Identify target advanced carbon research
organizations regionally, nationally and internationally for marketing and
public relations outreach. iii. Increase profile/brand awareness to position
Carbon Valley as a prime location for relocation and expansion in key target
industries. iv. Develop marketing and promotion strategies for an international
Carbon Conference to be hosted in Campbell County.
Campbell County and the City of Gillette have focused
considerable resources on creating an inviting and engaging community for
individuals and families. Campbell County is located close to several outdoor
activities, including hiking, hunting, fishing, camping, and snow sports.
Additionally, Campbell County has one of the lowest effective tax rates in the
Campbell County is also home to significant mineral
reserves, including the largest coal reserves in the U.S. Wyoming is the
Nation’s leading source of inexpensive, low-sulfur coal. Low sulfur coal is an
important aspect of meeting environmental standards aimed at reducing air
Furthermore, from a transportation standpoint, Campbell
County is located on a major interstate corridor. Additional transportation
services include a major railway hub and a commercial airport.
Despite the broad range of activities that add value and
create a high quality of living, low taxes, and proximity to coal stock,
Campbell County struggles to attract business to our region. More specifically,
we struggle to attract national and foreign companies that are conducting
carbon-based research for advanced carbon products and carbon capture use and
A contributing factor is that Campbell County and the City
of Gillette have never engaged in a sophisticated marketing campaign designed
to highlight the significant opportunities that exist here.
Campbell County is uniquely situated to brand and market
itself as Carbon Valley: The World Capital of Advanced Carbon Research and
Development. Advanced carbon research includes nontraditional uses for coal
such as carbon fiber or graphene, as well as carbon capture utilization and
Campbell County has an opportunity to create a thoughtful
marketing strategy designed to attract international companies and
organizations currently engaged in coal research. To accomplish this task,
Campbell County needs a strategic marketing plan based on our resources and
desired outcomes, as well as the culture of target companies and organizations.
Scope of Work:
The selected firm(s) will be expected to service the
marketing, branding, and public relations needs of the City of Gillette and
Campbell County in the development of Carbon Valley. The following includes a
sample of the required services:
Marketing & Branding
• Develop community branding ideas, including logo and
slogans to define Carbon Valley; and to effectively and successfully raise
awareness and connect with target audiences.
• Create branding strategies to brand Gillette/Campbell
County as Carbon Valley, the research and development capital for CCUS and
advanced carbon products.
• Create coordinated marketing campaigns (print, broadcast,
digital, online, email, etc.) to include a written plan addressing objectives,
audience/market description, strategies, tactics, and budgets.
• Creative strategy and design (reports, advertising, and
visual display, broadcast, or social media materials).
• Concept development, including quality graphic design.
• Develop an original copy (text), copywriting, and editing. Languages may also include Chinese, Japanese, or other identified foreign languages.
• Provide guidance on cultural considerations for identified
• Media planning & buying: media negotiations, client
meetings, correspondence related to specific media plans/buys.
• Strategic planning for local, regional, national, and
• Build messaging that can be used in various channels
including earned media, social media, and paid traditional media to geo-target
key audiences through relevant channels to drive awareness, create an emotional
connection and education on key actions.
• Create messaging to drive interaction and build excitement
through sharing relevant content and providing opportunities to interact with
• Develop a concrete social media strategy using tools like
Facebook, Twitter, LinkedIn, and Instagram.
• Develop and pitch storylines and press releases, fact
sheets, issue briefings, and industry highlights to the media.
• Identify and submit Carbon Valley governments,
organizations, and businesses for industry award opportunities.
• Support communication efforts (i.e., blog posts, monthly
newsletters, etc.) as needed.
• Develop and maintain targeted media lists (local, trade,
national, and international).
• Strengthen relationships with the local community.
• Integration of survey systems for feedback
November 8, 2019
Agencies worth considering include Shift Communications and Ruder Finn.