Long Island City Partnership’s (LICP) mission is to advocate for economic development that benefits Long Island City’s industrial, commercial, cultural, and residential sectors. The goal is to attract new businesses to LIC, retain those already here, welcome new residents and visitors, and promote a vibrant and authentic mixed-use community. The LIC Partnership is a 501(c)(3) that operates the Long Island City Business Improvement District (LICBID) and the LIC Industrial Business Zone, among other programs.
Background:
Long Island City, located directly across the East River from Midtown Manhattan, is a vibrant mixed-use community. Home to Fortune 500 companies, world-renowned arts and cultural institutions, prominent film and television studios, a large industrial base, and over 70,000 residents, Long Island City is a diverse and authentic NYC neighborhood in the borough of Queens—America’s most diverse county.
LIC is a neighborhood unlike any other, with an unparalleled and intertwining mix of sectors, at once enjoying deep roots and achieving new heights. Since 1979, the LICP has been serving this large and important area, helping to facilitate both neighborhood-wide improvements and individual company growth. LICP is celebrating its 40th anniversary in 2019. Over the last 40 years the neighborhood has gone under an enormous transformation. With its 40th year, LICP wants to take this opportunity to shine and showcase all this great neighborhood has and what is on the horizon for the future, while honoring its history.
Currently, research has shown from the Comprehensive Plan and most recently the Life Sciences Feasibility Study that LIC has a perception challenge. People do not realize how accessible LIC really is or even where it is located nor that it is a thriving neighborhood with dining, drinking, attractive views, activities and a healthy business community. This planning effort will also involve significant community engagement, requiring an effective marketing communications strategy.
Scope of Work:
The LICP seeks a marketing services campaign to create awareness of Long Island City assets and change the perception so people understand that this IS a vibrant live, work, play neighborhood full of vitality and opportunity. LICP’s 40th anniversary is the impetus for the new campaign, but the program must be more evergreen in concept.
The selected agency will work with the President and Director of Marketing & Communications to develop and implement an overall marketing and communications strategy for the Partnership based on the aforementioned key coverage points.
Primary objectives to fulfill mission goals:
1) Determine LIC’s message/tagline, through research conducted with community stakeholders – residents, businesses and those who work here.
2) Develop and provide a blueprint how to best market the industrial, commercial, residential, dining, entertainment, cultural art institutions, entrepreneurial, technology, burgeoning Life Science sector and retail businesses using the LIC message/tag line as the guiding principal.
• Market that LIC is a great place to locate your business
• Market that LIC is a great place to live and raise your family and for empty nesters as well
• Market that LIC is a Life Sciences, Tech and Entrepreneurial hub
• Market that LIC is a destination – for waterfront views, dining, drinking and cultural attractions
• How to best market the retail businesses to the residents and those who work here
3) Develop a digital marketing plan using all digital mediums, paid and earned – website, SEO, social media (Instagram, Twitter, LinkedIn, Facebook and YouTube), video, email tagline (events), redesigned e-newsletter, and any other items you think suitable.
4) Assess the current website and its ability to connect to the neighborhood and provide the data needed for residents, planning and development professionals and business assistance inquiries. Make any recommended enhancements and rearrangement of content for functionality and usage.
5) Recommend how to use the existing secondary branding (see website) to best integrate into a refreshed look and feel across all marketing assets – marketing collateral, web, digital and print. Alternatively, make a case for a new design direction.
6) Create a new design for the annual neighborhood lamp post banner program incorporating the new message/tagline.
7) Make recommendations on a targeted communications strategy to best achieve our goals including story angles, overall direction and particular media segments.
Due Date:
January 14th, 2019.
Address:
Rowena Sahulee, Director of Marketing & Communications
Long Island City Partnership
27-01 Queens Plaza North, Level B
Long Island City, Queens 11101
5WPR and Rubenstein PR would be good candidates for this assignment.