Dallas Issues RFP For Marketing & Branding Company

Dallas Issues RFP For Marketing & Branding Company

The Dallas Police Department is seeking proposals for the development of a “quick wins” professional marketing and advertising campaign to attract candidates for the position of police officer and secondly a long-term strategy to assist the department’s hiring goals. Proposers should develop a submission that provides the most complete response to the scope of services.

5WPR and DKC PR have worked previously for law enforcement agencies.

Scope of Work:

Part 1 (Consult/Recommendations):

The selected Firm/Agency should:

  • Have knowledge of developing content for a targeted marketing and branding campaign.
  • Have the capacity to identify gaps in the existing strategy and assist the Dallas Police Department with new and measurable alternative strategies to achieve the hiring goals.
  • Have the knowledge of how and where to most effectively allocate dollars per media content area.
  • Have the knowledge to help the Dallas Police Department develop capacity to track metrics associated with the media content area(s) targeted.

Part 2 (Develop/Create Media Content):

The selected Firm/Agency will create/develop the following media content (Each proposal is to contain up to three different options which build on the previous option):

Media Content #1 –  Base proposal

Develop a print and electronic marketing campaign that includes the following:

  • Create a slogan or catch phrase that represents the core values of policing specifically for the Dallas Police Department.  The slogan should also include a graphical design that would uniquely identify it as representing the Dallas Police Department.
  • Design 5 campaign posters that are suitable for print or electronic posting and showcase the various positions available in the department.  Posters should include contact information for police recruiting.
  • Take photos to be used in the campaign.  The Department will make officers and equipment available for the photo shoot at a mutually agreed upon time.
  • Reach the demographics of 21 to 28 of age, females, Hispanics and other minorities.

Media Content #2 –  Web based video

In addition to the requirements of Option 1, the following items should be included:

  • Development of a video suitable for multiple social media platforms such as, but not limited to, YouTube, Facebook, and Twitter.
  • Customized landing page with video.
  • Ability to launch 15 and 30 second videos
  • Geo-Targeting, IP Address Deployment
  • Lifestyle Targeted advertisements

Media Content #3 – Broadcast quality commercial Video/Radio

In addition to the requirement of Option 1 and 2, the following items should be included:

  • Development of a 15 and 30 second commercial of broadcast quality.
  • Print to Motion TV Commercial

Due Date:

April 6th, 2018.


City of Dallas

Business Development and Procurement Services

Attention: Deborah Brennan

1500 Marilla St., Room 3FN

Dallas, TX 75201

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