Greening the Gateway Cities Marketing

2022-07-18 by EPR Staff
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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

o mathew.cahill@state.ma.us

 Karim Glasgow, Business Management Specialist

o 617-626-1287

o karim.glasgow@state.ma.us

 Allison Smith, Program Coordinator

o 617-626-1774

o allison.smith@state.ma.us

Contacting DCR Urban and Community Forestry

 Julie Coop, Forester III

o 617-797-3392

o julie.coop@state.ma.us