Greening the Gateway Cities Marketing
The Massachusetts Department of Conservation and Recreation (DCR) seeks a vendor under
statewide contract PRF70, Advertising, Marketing & Event Planning Services for the continued
implementation of a marketing campaign for the recruitment of “tree hosts” for new trees in
targeted neighborhoods as part of the Greening the Gateway Cities Program. This contract will
build upon existing work developed previously, maintaining consistency with the recent
rebranding efforts.
There are 26 Gateway Cities in Massachusetts and midsize urban centers that anchor regional
economies around the state. Once vital economic hubs, they have struggled as manufacturing
jobs left, unable to rebuild and draw investment. These cities offer many in-demand assets –
active urban cultures, young and underutilized workers, walkable neighborhoods, infrastructure
and transportation networks.
The Greening the Gateway Cities Tree Planting Program is designed to bring the energy
efficiency and environmental benefits of a healthy tree canopy to Gateway Cities. So far, over
28,000 trees have been planted for free – primarily by DCR crews – throughout 14 Gateway
Cities. Along with higher energy efficiency, Gateway Cities will see benefits such as:
A reduction in stormwater runoff
Better air quality
An increase in property values and tax receipts
A safer, healthier environment for residents
Project Plan
Background
The primary challenge to DCR tree planting efforts is identifying private tree hosts who agree to
allow DCR to plant trees on their land and who agree to water the trees regularly for the first
two years. Tree plantings are executed in specific neighborhoods that would benefit from
increased tree density. The number of trees required to achieve the energy and other benefits is
carefully calculated. About 20% of the trees are planted on public land, so private citizens need
to participate in order to reach required numbers.
The DCR works with local organizations in each city to reach out to citizens to participate. This
outreach has been updated to a mixed media campaign to reach a broad demographic base.
Satisfaction ratings for those who do participate in the GGCP are outstanding. Visit
www.maurbancanopy.org for current GGCP branding.
Objective
Enhance current recruitment efforts with strategically targeted marketing programs tailored to
specific communities and neighborhoods. Additionally, update DCR Urban and Community
Forestry information for distribution.
Strategies
Find the right audience – property owners in targeted neighborhoods
Craft a strategic message – property owner benefit-driven, culturally appropriate for
specific neighborhoods
Employ targeted media mix – enhance/support community outreach
Coordinate with contracted community groups to implement the program
Target Audience
Primary: Property owners in identified neighborhoods in 26 Gateway Cities
Secondary: Renters of homes/apartments/storefronts in identified neighborhoods in 26
Gateway Cities
Deliverables
Marketing and media plans
Execution of materials needed to increase program participation
Post-program assessment and presentation of results
Data Available
Specific number of trees by neighborhood
List of homeowners who have received a tree/already agreed to participate
Existing community marketing materials and plans by city
Urban and Community Forestry Fact Sheets and materials
Customer survey results
Timeline
The anticipated timeline for the contract is July 1, 2022 through June 30, 2023, with one option
for renewal for one year.
There are 2 planting seasons, for target focus, weather permitting as follows:
Fall: September 6 – November 18, 2022
Spring: April 18 – June 30, 2023
Requirements
Relevant case studies for integrated community outreach campaigns
o Includes examples of work executed
(2) letters of reference from current clients
Estimated cost to design and implement programs for cities with existing plantings,
including:
o Time
o Media
o Production
o Data purchase
o Translation
o Reporting/data model
Project Completion
At a mutually agreed to date after the fall planting season ends, selected agency will:
Deliver report of final results by city
Call out cities that need additional planting locations, with recommendations for how to
achieve
Recommend best practices based on results
At a mutually agreed to date after the spring planting season ends, the selected agency will:
Deliver final report by city
Recommend best practices based on results
Deliver marketing material templates
Budget
The total budget for this procurement is $60,000.
Response (RFR)
Contacting Greening the Gateway Cities
Douglas Hutcheson, Forester II
o 413-237-9713
Karim Glasgow, Business Management Specialist
o 617-626-1287
Allison Smith, Program Coordinator
o 617-626-1774
Contacting DCR Urban and Community Forestry
Julie Coop, Forester III
o 617-797-3392
