Posting Date: June 24, 2024
Due Date & Time: Wednesday, July 31, 2024, 4 p.m.
Mailing Address: Glocester Town Hall
1145 Putnam Pike/PO Box B
Chepachet, RI 02814
Delivery Address: Electronic Submittal
Contact: Glocester EDC Chair
Email: glocesteredc@gmail.com
ATTACHMENT A: Scope of Branding Initiative and
Scope of Work
Scope of Branding Initiative
The purpose of this initiative is to both highlight and preserve the rural identity of Glocester, Rhode Island, promoting our rural identity and natural resource attractions to attract day visitors and prospective businesses while remaining aligned with the goals and plans established within the Chepachet Village Revitalization Plan. We hope to do this by developing a brand which may be used to market the Town to prospective businesses and visitors.
The chosen Firm shall provide the Town with a market research study to determine the view of the Town by its residents, business owners and elected officials.
The Firm must create an image for Glocester that can be easily and effectively utilized across
multiple graphic identity applications and communicative mediums.
It should be noted, the Town has an existing website and therefore website recreation or redesign should not be part of the proposal.
The selected Firm will be responsible for the following tasks:
a) Conduct a comprehensive analysis of Glocester’s current brand image, strengths, weaknesses, and market positioning.
b) Develop a clear and compelling place brand strategy that aligns with our goals and target audience.
c) Create a visually appealing brand identity, including a logo, tagline, and visual assets, that captures the essence of Glocester.
d) Develop brand guidelines to ensure consistency in messaging and visual representation across various communication channels.
e) Design an integrated marketing and communication plan to promote the brand, including digital and traditional media channels in a manner and format which may be implemented by the Town independently over time.
f) Assist in the identification and execution of strategic partnerships and collaborations to further enhance the brand’s reach and impact.
Scope of Work
The Firm will lead all aspects of the Town’s branding initiative, including the following:
a) Advisory to the Glocester Economic Development Commission- This
The commission is an entirely volunteer based commission and will be involved in assisting to facilitate aspects of the branding initiative.
b) Facilitator during the research process- Include descriptions of community engagement efforts that will take place during this process.
The Firm will be expected to employ creative means of public engagement to ensure that all segments of the community are aware of the project and have a reasonable degree of input and voice.
c) Research- Research will be the basis for the development of a brand concept, creative elements, and the overall brand initiative. The Firm
will review strategies for the brand image and marketing campaign.
In Addition:
a. Identifying the key elements and defining the characteristics of the Town of Glocester.
b. Analysis of creative elements such as tag lines, slogans, mottos, and creative designs.
c. Measures that will be used to determine if the branding effort is successful.
d. Analysis of marketing strategies of similar towns.
d) Development of Brand- The Firm will develop creative elements that should include design concepts, logos, messages, tagline, flag, fonts and other products to support the overall brand initiative.
A minimum of three distinct creative options must be presented based on the results of the research. The selected logo design must be delivered with a style manual and guidelines for its capabilities and use in the following areas:
a. Print and electronic advertising
b. Media placement
c. Public relations
d. Events
e. Templates
f. Websites
e) Identify Implementation Opportunities- The Firm will identify creative means through which to deploy the proposed design concepts.
a. Demonstrate tangible uses of proposed design concepts throughout areas of Glocester including both physical and digital presentation/use.
b. Ultimate execution of the proposed implementation opportunities by the Town of Glocester can be considered outside of the scope of this engagement.
f) Strategic Plan Creation- The Firm will develop strategic objectives that will include implementation, management, and ongoing promotion of the brand to include, but not be limited to the following:
a. Launch of the brand
b. Promotion of the brand among the Town and community agencies, groups and businesses while maintaining brand integrity
c. Maintaining the consistency of brand image and messaging while
providing suitable flexibility for the target audiences of the participating agencies
d. Recommendations of ways to articulate the brand, define markets and promotional avenues and strategies to better promote and create brand awareness.