Marketing and Rebranding Consultation Services for Police Department

The purpose of this Request for Proposals (RFP) is to solicit proposals from qualified firms to provide marketing and rebranding consultation services for the Chesterfield County Police Department (“CCPD” or “County”).


The County of Chesterfield is located south of the Richmond Metropolitan area. The County is situated between the James and Appomattox Rivers. Chesterfield’s land mass is approximately 437 square miles and consists of a mixture of suburban and rural communities which populate 362,000 residents. The Chesterfield County Police Department (CCPD) is a dual-accredited law enforcement agency through Virginia Law Enforcement Professional Standards Commission (VLEPSC) and the Commission on Accreditation for Law Enforcement Agencies (CALEA) and is staffed with approximately 673 full-time employees and 51 part-time employees. The police department includes over 20 specialized assignment opportunities. CCPD currently relies on social media (e.g. Facebook, Twitter, Instagram, YouTube, Nextdoor, LinkedIn, as well as Apple, Spotify, and SoundCloud for hosting podcasts), word-of-mouth recommendations, and its professional law enforcement reputation to attract top-tier talent from throughout the region. CCPD received funds from the state allocated by the Department of Criminal Justice Services for a total of $300,000 to promote recruitment and retention and support costs associated with criminal justice reform.

Scope of Work:

Overview The Selected Contactor will conduct a comprehensive analysis of the police department’s mission and vision statement, employee culture, community support, County government support, and geographical location with the goal to attract nationwide candidates. 

The Selected Contractor will work closely with the Chesterfield County Police Department to provide recommendations for the marketing and rebranding of the agency. The Selected Contractor will also be given access to department staff and its leadership team during the project. 

Project Scope and Deliverables Requested deliverables/materials for this project include, but are not limited to: Establishing a strong social media presence (e.g. provide the County with a social media marketing plan); 

Market research to support brand identity decisions;

Messaging framework – brand positioning, core brand pillars, tone of voice, value proposition, target audience(s);

Proper use of brand identity – name, logo, tagline; Brand style guide – color usage, typography, guidelines for visual representation, proper use of brand identity, etc.;

Electronic communication templates (dual-use for internal and public-facing) newsletters, event bulletins, quarterly reports, and electronic signatures.

Due Date:  December 08, 2021 4:00 P.M


Chesterfield County, Lane B. Ramsey Building c/o Procurement Department 9901 Lori Road Chesterfield, VA 23832

Relevant agencies to consider include Edelman PR and Alison Brod PR.

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