MARKETING RFP ISSUED BY BROOKLYN NAVY YARD DEVELOPMENT CORPORATION

2021-05-19 by Jim Crickell
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The Brooklyn Navy Yard Development Corporation (“BNYDC”) is issuing this Request for Proposals (this “RFP”) to seek proposals (“Proposals”) from PR firms.

BNYDC BACKGROUND BNYDC is a not-for-profit corporation that serves as the real estate developer and property manager of the Yard on behalf of its owner, the City of New York (the “City”). The 300-acre industrial park on the Brooklyn waterfront is home to over 400 businesses employing more than 7,000 people and generates over $2 billion per year in economic impact for New York City. BNYDC’s mission is to fuel New York City’s economic vitality by creating and preserving quality jobs, growing the City’s modern industrial sector and its businesses, and connecting the local community with the economic opportunity and resources of the Yard. BNYDC’s development, leasing, and programming efforts are focused on key drivers of the urban industrial sector, with viable long-term futures in the City, including both innovative and traditional manufacturing. Yard tenants also include commercial artists and artisans; entertainment, film, and media companies, anchored by the largest film studio on the East Coast; and high-end designers and food producers with on-site manufacturing.

The Yard is part of Brooklyn’s burgeoning Tech Triangle with manufacturers that use the latest in technology for design and manufacturing. There are many green manufacturers located on the Yard. To foster the development of green manufacturing, minimize the Yard’s carbon footprint, and further improve its community presence, BNYDC has made a major commitment to developing green buildings, sustainable infrastructure, and improved community access. The Yard is undergoing its largest expansion since World War II. New developments totaling 2.4 million square feet have recently been completed and the Yard is now home to more than 450 companies totaling more than 11,000 workers. In 2018, BNYDC released its Master Plan, which set forth its plans and proposed actions to support the creation and maintenance of up to 30,000 jobs within the Yard.

WORK BACKGROUND INFORMATION AND CONTEXT

The Work will include providing marketing support to support the organization’s internal team across multiple projects aimed at supporting leasing efforts and increasing sales and visibility opportunities for its tenant community.

Scope of Work:

The services to be provided by the marketing consultant shall consist of such advice and services as are necessary to assist BNYDC to achieve the goals set forth in Section D. These activities shall be performed in consultation with the President, Chief Development Officer, Leasing, and External Affairs teams that may include but is not limited to:

1. General leasing promotion:

i. Collaborate with Head of Leasing to develop a comprehensive marketing strategy that:

1. Defines a standard for vacant space marketing displays and manage the execution/installation/maintenance;

2. Develops and executes a comprehensive digital marketing strategy that includes maintenance of listing and tour sites (ex: Costar, VTS, Peek, etc.)

a. Strategic approach for campaigns is expected to include planning and management of media spend, which may include but is not limited to:

i. Social media,

ii. Direct mail,

iii. Digital advertising,

iv. Print advertising,

v. Events: Broker engagement, and

vi. Collaboration with third party agency team, as necessary; and

3. Analyze and report on marketing activity monthly (i.e., social, eblast, digital and print marketing and website activity).

ii. Serve as project lead with outside graphic designers or any other vendors to complete new collateral, as needed.

2. MBE leasing campaign

i. Collaborate with Head of Leasing to develop and execute a marketing campaign to attract MBE business to lease/relocate to the Navy Yard.

1. Strategic approach for campaigns is expected to include planning and management of media spend, which may include but is not limited to:

a. Social media,

b. Direct mail,

c. Digital advertising,

d. Print advertising,

e. Events: Broker engagement, and

f. Collaboration with third party agency team, as necessary.

2. Analyze and report on marketing activity monthly (i.e., social, eblast, digital and print marketing and website activity).

ii. Serve as project lead with outside graphic designers or any other vendors to complete new collateral, as needed.

3. Building 77 ground floor marketing campaign

i. Develop and implement a promotional strategy to increase foot traffic and sales for the ground floor of Building 77 that will include:

1. Serve as project lead to coordinate and execute the marketing strategy among the Yard’s internal teams: External Affairs, Property;

2. Coordinate with outside designers as needed;

3. Manage activation calendar;

4. Manage monthly ground floor tenant meeting (agenda setting and internal follow-up); and

5. Analyze and report on marketing activity monthly.

Due Date:

5 p.m. on May 24, 2021

Address:

Tiffany Townsend SVP, External Affairs marketing@bnydc.org

Brooklyn Navy Yard Building 77 Development Corporation 141 Flushing Ave, Suite 801 BrooklynNavyYard.org Brooklyn, NY 11205

Relevant agencies to consider include Rubenstein PR and Coyne PR.