DELIVER SEALED PROPOSALS BY: February 14, 2024, at 12:00 p.m. Eastern


The purpose of this Request for Proposal (RFP) is to obtain the services of a contractor that is

licensed, qualified, and experienced in providing marketing and branding services.


The Town of Herndon, Virginia, incorporated in 1879, is located in the northwest quadrant of

Fairfax County. Part of the Washington DC Metropolitan Area, Herndon is approximately 23 miles

west of the city, accessible via Metrorail’s Silver Line, and two miles east of Washington Dulles

International Airport. The town has a land area of 4.25 square miles. A rural dairy outpost at its

founding, Herndon is now home to 24,167 residents, according to the 2022 U.S. Census annual

population estimate; The town’s currently adopted comprehensive master plan anticipates a

population increase to approximately 28,200 in 2030.

Herndon is renowned for its heritage and its “sense of place.” Unlike many Northern Virginia

communities, the town is distinct with its historic downtown, complete with authentic train depot

and caboose; and a downtown municipal center complex that includes a Town Green, site of

concerts, children’s programs and special events. An agreement with Comstock Herndon Venture

LC to redevelop areas of the downtown is currently paused, due to market conditions; action on the

agreement is anticipated in 2024. This project is approved for 273 apartments, 17,000 sf of retail

space, an 16,265 sf Arts Center, and a 726-space parking garage.

The town is distinctive in the vast array of cultures represented among its residents. A full 37

percent of residents are Hispanic, according to a July 2021 report from the U.S. Census. Sixteen

percent are of Asian descent, and myriad other countries and cultures – from virtually all across the

world – are represented in Herndon. This cultural diversity is evident in the town’s businesses as

well, with restaurants, shops and other commercial enterprises specializing in specific cultural

experiences and often owned by first-generation Americans.

Special events celebrated annually in Herndon include Friday Night Live, a spring/summer concert

series on the Town Green that draws thousands weekly; a 4th of July celebration; a series of holiday

events including WinterMarkt, Tree Lighting and Sing-along and the Holiday Homes Tour, and

more. The Herndon Town Council is reviewing and intending to adopt a new special events policy

that will encourage Herndon’s many cultural groups to hold “mini-festivals” celebrating the town’s

diversity, at various times and locations throughout the year.

Herndon is home as well to active and vibrant arts organizations including the Elden Street Players,

an award-winning theatre group performing at its own Industrial Strength Theatre: and Arts

Herndon, an organization that presents works by local, regional and national artists and facilitates

arts programming and exploration.

The town is also a hot spot for the pursuit of exercise and active physical sports. The 45-mile

W&OD Trail runs through the heart of Herndon’s downtown, bringing cyclists, in-line skaters,

joggers, dog-walkers and more through Herndon by the thousands each year; the Herndon

Community Center, operated by the town’s four-time Gold Medal winning Parks & Recreation

Department, offers facilities for virtually all types of athletic pursuit; the Herndon Centennial Golf

Course is operated as a town enterprise fund and is consistently ranked among Golf Digest’s

“Places to Play”; and Herndon’s youth sports leagues – from soccer to baseball to lacrosse to many

additional sports – enjoy widespread participation. The town boasts 11 parks, facilitating an

assortment of outdoor activities ranging from natural, passive recreational activities to natural and

turf sports fields, a skate park facility and Pickleball courts. The parks contribute to the town’s 32

consecutive years of earning “Tree City USA” designation from the National Arbor Day


Due largely to its location at the heart of the Dulles Technology Corridor, Herndon enjoys a

significant corporate presence that includes Amazon Web Services; Beacon Roofing Supply;

Boeing; Karsun Solutions; Northwest Federal Credit Union; Peraton; Physician Transport Systems

and Serco. The second phase of the Metrorail’s Silver Line, including a station stop in Herndon,

opened in 2022, spurring strong redevelopment interest in the town. Planned redevelopment of

existing commercial buildings at the town’s Metro stop, coupled with strategic planning for

adjacent, transit-related growth, envision a vibrant commercial and residential hub that

complements Herndon’s historic downtown area.

In 2012, the town embarked on its first-ever branding initiative, which resulted in a new “brand

essence” statement for the town, a new wordmark and a marketing campaign that centered on using the “On” in Herndon in various iterations that celebrated the town (“It’s ON, Rock ON, Dine ON, etc.) Although the “ON” usage has been largely phased out, the town’s wordmark is widely used in town operations, communications, and representation. A style guide has also been developed that ensures usage of the wordmark is consistent and “on brand.”

In 2023, the Herndon Town Council – a seven-member elected body, which also includes the

town’s duly-elected Mayor – embarked on a series of strategic visioning sessions that resulted in,

among other outcomes, a stated desire for a town-wide rebranding initiative. The council also

developed a tagline that focuses on the town’s diversity (“Out of Many Communities, One”) with

the intention that the new brand celebrates Herndon’s many cultures. It is envisioned that the town’s new brand statement and supporting efforts will further the growth of Herndon’s business sector as well as its desirability as a place to live and to visit.


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