5.0 BACKGROUND AND OBJECTIVES: Chatham County is soliciting proposals from qualified firms to research, create and develop an implementation plan for a comprehensive branding initiative for the County. The purpose of this initiative is to differentiate Chatham County from other counties in the State of Georgia by developing a brand which may be used to market the County to prospective businesses, developers, residents, and visitors. The chosen agency shall provide Chatham County with a market research study to determine the view of the County in neighboring communities. The firm must create an image for Chatham County that can be easily and effectively utilized across multiple graphic identity applications and communicative mediums such as signs, letterheads, signage, social media marketing materials and websites.

Chatham County would like a proposal that exemplifies the primary goals and objectives to be achieved by the branding initiative and process:

• Uniformity – The brand should convey a common message and image to audiences both within and outside of Chatham County.

• Community Identity/ Pride – Identify and promote what makes Chatham County distinct and appealing in a regionally competitive environment for investors, businesses retailers, visitors, and residents.

• Community and Economic Development Promotion – promote a healthy economy, attract private investment, new residents and young professionals, and retain key businesses. A defined message that will market Chatham County locally, statewide, nationally, and internationally as a great place to live, work, play and do business; the right place for development, redevelopment, and investment; the perfect mix for a business-friendly community.

• Flexibility – The brand must be flexible and adaptable in order to meet the needs of a variety of departments and county functions. It must also be flexible enough to grow and evolve along with any changes in the market.

• Endorsement – The brand must be authentic and resonate with citizens, businesses, employees, and community groups within Chatham County and throughout the region in order to gain the broadest possible support for the initiatives. It must be relevant to the County, but also reflect the desire to move forward.


A. Project Management – The consultant will lead all aspects of Chatham County community branding initiative, including the following:

1. Advisory to the Steering Committee – This team will be composed of representatives from the County and key stakeholders identified by County leaders.

2. Facilitator during the research process and/or testing of the new brand –

Include descriptions of community engagement efforts that will take place during this process. The consultant will be expected to employ creative means of public engagement to ensure that all segments of the community are aware and involved in the project.

3. Research – Research will be the basis for the development of a brand concept, creative elements and the overall brand initiative. The consultant will review previous studies conducted by Chatham County to help implement strategies for the brand image and marketing campaign. In addition:

a. Identifying the key elements of Chatham County.

b. Analysis of current efforts and existing creative elements such as logos, tag lines, and creative designs.

c. Analysis of competitor marketing strategies.

d. Measures that will be used to determine if the branding effort is successful.

B. Strategic Plan – The consultant will develop strategic objectives that will include implementation, management, and ongoing promotion of the brand to include, but not be limited to the following:

1. Maintenance and consistency of brand image and messaging whilemproviding suitable flexibility for the target audiences of the participating agencies.

2. Recommendation of ways to articulate the brand; define markets and promotional avenues; and advise on strategies to better promote and create brand awareness.

C. Creative/Development of Brand – The consultant will develop creative elements that may include design concepts, logos, typeface, color palate, messages, tagline, voice/tone/personality, and other products to support the overall brand initiative.

Two distinct creative options must be presented, based on the results of the research. In addition, each creative option should have a 250th Anniversary variation to be used the entire year of 2027. The County may make a minimum of two revisions of any creative option. The selected logo design will be delivered with a style manual and guidelines for use and the capability of use in the following:

a. Print and electronic advertising

b. Website design

c. Media placement

d. Public Relations

e. Outdoor signage and brand recognition

Logo formatting requirements:

Provide high resolution (600 dpi min) EPS file format layered images, including transparent, and black and white versions of the final approved logos as well as flattened jpeg, png, and pdf formats of the final approved logo.

Additional Design Collateral:

a. Letterhead

b. News Release

c. Business Cards

d. Social Media profile photos/cover photos

e. Canva templates

f. Television Bug

g. PowerPoint Presentation template

h. Email Signature

D. Implementation Matrix – 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. An Action Plan should include, but not limited to the following:

a. Estimated costs/budget associated with the implementation process.

b. Proposed timelines for the development of creative elements. With an overall completion date of May 30, 2024.

c. Recommended positioning logo and brand guidelines.

d. Implementation plans for brand identity applications and brand identity maintenance plan.

E. Evaluation Plan – The consultant will develop a plan for ongoing evaluation of the brand’s effectiveness and reporting of results of the strategy to the steering committee, key stakeholders and the public.


1. Minimum monthly reports outlining significant meetings, discussions, actions, and results.

2. Qualitative and quantitative analyses of current image (County Seal) and positioning.

3. Recommended positioning of logo and brand guidelines.

4. Implementation matrix for brand identity applications and brand identity maintenance plan.

5. Detailed implementation schedule based upon available research.

6. Estimated costs/budget associated with the implementation process.

7. Presentation of the proposed brand identity including the elements listed above.

8. Final written report outlining the elements listed above.

9. Designer to be available for brand consultation for up to 12 months (meaning, responding to questions of usage or clarification on style guide).

10. The County will retain copyrights to all images, logos, style guides, designs, color treatments, fonts, and templates created by the designer and/or firm.

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