Corpus Christi Water Marketing & Communication Campaign
Release Date: May 8, 2024
PROPOSALS DUE: May 23, 2024, 2:00pm CT
1.4. Procurement Officer and Delivery Address:
Minerva Alvarado
City of Corpus Christi – Contracts and Procurement
1201 Leopard St., 1st Floor Corpus Christi, Texas 78401
Phone: (361) 826-3163
Section 4 – Scope of Work
4.1. General Requirements
The City of Corpus Christi Water (CCW) seeks to engage a turn-key reputable
marketing firm to spearhead a comprehensive and communication strategy for
water supply development projects. The City’s commitment to ensuring long-term
water security and sustainability for its residents, stakeholders, and community
partners is of upmost importance. Through this RFP, CCW aims to select a firm
capable of developing and implementing a dynamic campaign that will educate,
engage, and inspire community-wide support and participation.
The selected firm will be responsible for designing and executing a strategic
marketing campaign that effectively communicates benefits, processes, and
environmental considerations of the water supply projects. The primary goal is to
foster a deep understanding and robust support among all community members,
thereby facilitating widespread engagement with the initiative. The campaign may
also extend to cover related themes such as water conservation and other
environmental sustainability efforts undertaken by the City.
4.2. Scope of Work
Services to be performed include, but are not limited to, a review of the current
marketing channels and strategies, utilization of current platforms, turn-key
implementation and enablement, routine in-person and or virtual meetings with
City staff, reporting, and recommending future digital marketing initiatives to meet
current and future operational needs. In addition to implementing new campaigns
the firm will take primary responsibility for all digital and print marketing, and provide
ongoing support toward existing water supply development initiatives. The vendor
selected must act as a partner and work with the the City to increase education,
engagement, and community-wide support for new water supply development
projects.
A. Public Relations
1. Develop and implement PR strategies to effectively communicate with
the public, media, stakeholders, and other relevant parties.
2. Create comprehensive communication plans to disseminate information
about the water supply projects through various channels, including press
releases, newsletters, social media, and the municipality’s website.
RFP Template 03/15/2022 Page 15 of 23
3. Develop marketing materials, such as brochures, videos, infographics, and
presentations, to showcase the features and benefits of the new water
supply projects.
4. Facilitate community engagement activities, such as public meetings,
workshops, surveys, and feedback mechanisms, to involve residents and
stakeholders in the planning and decision-making process.
5. Develop a crisis communication plan and provide support in managing
any unforeseen issues or challenges related to the water supply projects.
B. Market Segmentation
1. Conduct a detailed analytical analysis within the first month of contract to
identify sentiment and perceptions across diverse community segments.
2. Develop and implement strategic messaging to effectively engage with
various stakeholders, community partners, and residents of all demographics.
C. Marketing Strategy
1. Create and implement a comprehensive marketing strategy that underscores
the significance of the development of a new water supply to Corpus Christi’s
future water security and sustainability.
2. Utilize a mix of media, including digital, print, and all available communication
channels, to disseminate engaging and informative content to a wide
audience on a regular basis as recommended by the firm.
D. Content Creation and Implementation
1. Provide a range of creative services on a frequency based on strategy
recommendations, from innovative design to content production, tailored to
resonate with and include all community members.
2. Content formats may include videos, graphics, social media posts, blogs,
social media reels, live recordings, and other digital and traditional media
outputs.
E. Reporting
1. Implement continuous campaign monitoring and analytics tracking, with
regular reporting to the CCW team.
2. Adjust strategies based on performance metrics such as clicks, click-through
rates (CTRs), search relevance, impressions, and community sentiment.
F. Ad Trafficking:
Oversee the management and placement of advertisements across various
channels, including but not limited to Google Ads SEM, display ads on high-traffic
websites, social media, and traditional outlets like billboards and print media.
G. Media Placement:
Handle the strategic placement of all campaign media, ensuring optimal visibility
and engagement across radio, TV, streaming services, print media, influencer
marketing channels, and digital platforms.
H. Collaboration
1. Work in close partnership with CCW and the Communications Team
throughout all campaign stages, from design and creation to execution and
management.
2. Maintain open lines of communication with the CCW team, who will serve as
the primary contact throughout the campaign’s duration.
