County of Somerset New Jersey Issues Marketing RFP
The County of Somerset is seeking proposals from individual professionals and/or consulting firms to analyze the County’s communication strategy regarding amenities, services, programs, and experiences available to county residents, as well as marketing to retain businesses and visitors.
Somerset County is at the hub of Central New Jersey. Its 21 municipalities, which encompass 305 square miles, contain a diversity of landscape, population, and development that reflects the varied lifestyles of its estimated 331,164 residents. As one of America’s oldest counties, Somerset is steeped in colonial and Revolutionary War history. The county was established by charter on May 22, 1688, with land conveyances dating to 1651. Historic sites, monuments, and buildings are found in virtually every town, preserved for future generations.
Scope of Work:
I. Description of Work Required
The County of Somerset is seeking proposals from individual professionals and/or consulting firms
to analyze the County’s communication strategy regarding amenities, services, programs, and
experiences available to county residents, as well as marketing to retain businesses and visitors.
The goal of this study is to complete an independent, objective analysis and evaluation of the
public information, marketing, communication, branding and customer service efforts of the
The purpose of this study is to provide a fresh, innovative look at public information efforts,
marketing efforts, and internal and external communications efforts including an evaluation of
staffing levels and identify potential organization changes to achieve the County’s public
engagement goals/vision. This initiative shall allow a full range strategic and operational crossfunctional services in critical information areas for the County (such as but not limited to,
marketing and communications, advertising, public affairs, public relations, organizational
alignment, customer, and user experience).
This study shall:
• Review previously commissioned reports and budgets related to long-term planning,
economic development, tourism and communication such as but not limited to:
o County Master Plan
o 2021 Assessment of Communication & Outreach by the Bloustein School of Planning
& Public Policy at Rutgers
o Preservation for open space and historic resources
o Somerset County Business Partnership Strategic Plan
o Somerset County Park Commission Programming
o Cultural and Heritage reports
• Provide an assessment of the county’s current communication capabilities, structure and
• Provide a SWOT (Strength, Weakness, Opportunity, Threat) analysis to assess the county’s
competitive advantages/challenges for attracting and retaining, businesses and visitors
• Review current budget and expenditures
• Review current organization charts for public communications and marketing
• Recommend best practices for staffing/management allocation and scheduling
• Review IT hardware and software as well as additional materials (cameras, audio/video
equipment) in regards to the public information office and provide any enhancements
• Offer benchmarking to compare against other New Jersey County’s plans/ information
The consultant shall be provided access to interface/interview employees, management, other
entities under the umbrella of county government. Presentations to the Somerset County Board of
Commissioners and/or management groups may be required.
Prior to preparing the final report, shall schedule at least (2) two meetings with stakeholder
administration to review findings. The consultant shall prepare in addition to the full study
document an executive summary of main points and findings of the study for review by the
Somerset County Board of Commissioners and Administrator prior to drafting the final report.
Full report needs to be available within 6 months of kick-off meeting.
The study shall include a clear and concise outlined implementation strategy based on the final
Due Date: on September 9, 2021 at 2:30 P.M
Sealed RFP responses will be received by the Purchasing Agent on September 9, 2021 at 2:30 P.M. in the Purchasing Division, County Administration Building, 20 Grove Street, Somerville, New Jersey 08876 at which time and place responses will be opened and read for: SOMERSET COUNTY COMMUNICATION, INFORMATION, AND MA
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