Litchfield Hills Marketing Strategy & Advertising Campaign Services
RFP # – EDD2024-01
Proposals shall be delivered to NHCOG Offices, 355 Goshen Road, Litchfield CT 06759 during normal office hours or mailed to PO Box 832, Litchfield CT 06759 no later than 3:00PM on November 1, 2024. Submittals received after this date and time will not be accepted. Sealed envelope(s) should be clearly marked: “RFQ/RFP #EDD2024-01, Discover Litchfield Hills”.
All questions must be submitted by email to rmalanca@northwesthillscog.org by 12pm Noon on October 23, 2024.
The Northwest Hills Council of Governments (NHCOG) is issuing this Request for Qualifications & Proposals (RFQ/RFP) to retain a consultant or consulting team, as-needed, to assist the Northwest Hills Council of Governments (NHCOG) and the Northwest CT Economic Development District (EDD) in developing and implementing regional public relations, advertising, marketing, and multimedia strategies.
The EDD’s marketing platform is Discover Litchfield Hills. The primary focus has been to develop the Discover Litchfield Hills website https://www.discoverlitchfieldhills.com/ and social media pages (Facebook & Instagram). We are now positioned to invest in a more robust advertising campaign. However, before those funds can be committed, we must develop a strategy that guides this funding and establish anticipated results.
This request for Qualifications and Proposals includes the following:
Section I – General Conditions and Submittal Requirements
Section II – Selection Process & Criteria
Section III – Overview
Section IV – Scope of Work
Appendix A – Insurance Requirements
Appendix B – Acceptance of Terms of this agreement
Appendix C – Non-Collusion Affidavit
Section III: Overview
Background Information:
The Litchfield Hills serve as both a gateway to the Berkshires and the welcome mat to CT from both NY and MA. The abundance of breathtaking natural landscapes, scenic outdoor recreation areas and a robust local agriculture sector offers an opportunity for the Litchfield Hills to establish itself as a vibrant and sustainable tourism destination and support economic diversification and growth throughout the region. The Litchfield Hills encompass 21 towns in Northwest CT:
Barkhamsted, Burlington, Canaan, Colebrook, Cornwall, Goshen, Hartland, Harwinton, Kent, Litchfield, Morris, New Hartford, Norfolk, North Canaan, Roxbury, Salisbury, Sharon, Torrington, Warren, Washington and Winchester.
This same boundary represents a U.S. Economic Development Administration (EDA) designated Economic Development District (EDD), which develops a 5-Year Comprehensive Economic Development Strategy (CEDS) that guides economic prosperity and resiliency throughout the region.
One initiative that is in the current CEDS (as well as the previous CEDS) is to promote small businesses and attract visitors to the area so that local businesses, artists and non-profit organizations can thrive.
Through regional marketing efforts we are able to highlight local businesses, create a “buzz” around NW CT making it an attractive tourist destination and inform residents of local events and shop local options; in turn, supporting local businesses, creating/retaining jobs and building economic resiliency.
The EDD’s marketing platform is Discover Litchfield Hills. The primary focus has been to develop the https://www.discoverlitchfieldhills.com/ website and social media pages (Facebook & Instagram).
Purpose:
We are now positioned to invest in a more robust advertising campaign that will extend our reach beyond NW CT. To be sure our efforts are methodical, and results are measurable, we are seeking a consultant or team of consultants that can provide services, on an as-needed basis, to assist the EDD in developing regional public relations, advertising, marketing, and multimedia strategy and services.
This consultant(s) will work directly with the NHCOG Director of Community and Economic Development. A small subcommittee of the Northwest Hills Economic Development Collaborative (EDC) has been established to provide input and guidance on branding, marketing and advertising efforts. The consultant may be required, as necessary, to attend subcommittee meetings as well as full Board meetings of the EDC. We are expecting a multi-year contract, that can be extended by agreement of both parties.
Due to the wide breadth of services, applicants may submit qualifications for only the portions of the Scope of Work they wish to be considered for or can submit a proposal for all aspects of the Scope of Work and may include subcontractors if necessary.
Goals:
1. Further build brand image and solidify the region’s identity in a way that resonates with residents, visitors, businesses and potential investors.
2. Continuing the momentum of Discover Litchfield Hills that has been developed over the past several years.
3. Clearly define ways that local businesses, non-profit organizations and local governments can utilize the regional marketing strategy to improve their reach and effectiveness.
Section IV – Scope of Work
- Conduct a Brand Audit of Discover Litchfield Hills
• Develop and implement a framework that allows the EDD to gain a better understanding of how customers perceive and connect with Discover Litchfield Hills. This audit will identify the brand’s strengths and weaknesses.
• Should include a review of the existing ecosystem of other local marketing and branding efforts throughout the region to identify synergies
• This data will be used to inform our strategies for improvement and guide the development of a multi-media advertising campaign.
2. Develop a Marketing Strategy
• This strategy is intended to create an action plan and instructions for all stakeholders (i.e. EDD, NHCOG, Municipalities, local business, non-profit organizations and local artists) across a broad range of activities that support regional branding, marketing and advertising
• Strategic research to identify targeted market. What does this audience need or want?
• Annual and long/range action plan to reach targeted markets, including cost schedules for advertising expenses and other related costs
• Identify Key Performance Indicators (KPI) of success. What is the goal of these efforts, why do we want to increase visitors. What is the overall benefit to the region and local community?
• A coordinated advertising and media plan, a blend of printed and digital material, organic and paid advertising, storytelling, blogs, influencers and journalism
• Messaging that can be used on various channels
• Digital and social media Strategy
• Develop and pitch storylines, press releases, facts sheets and interview
• Identify local and regional assets that will support marketing goals
3. Development and implementation of an Advertising Campaign
• Implement and oversee advertising, multimedia, digital, communications and other components of the marketing strategy to reach target audience
• Develop and produce advertising content such as ad copy, radio spots, television, commercials, creative storylines, print and broadcast notices, digital, indoor and outdoor advertisements, billboards, transit signage and additional content to communicate and promote the Region
• Execute media buying activities, negotiating competitive rates and securing ad placement
• Plan, create and execute marketing strategies and campaigns to reach target audience.
• Encourage user-generated content and identify potential influencers
