Marketing RFP Issued By Cherokee County Board
Cherokee County seeks to acquire the services of a qualified creative agency or individual(s) (consultant) to complete a plan that will support marketing and communication initiatives for the Cherokee Recreation & Parks Agency (CRPA). The County invites sealed proposals from qualified creative agencies or individuals with experience in marketing strategy, design and content development services. The work will support CRPA’s marketing and brand awareness efforts, as well as drive activity around specific recreation programs and services.
Background:
Cherokee County is committed to providing a superior quality of life for our residents and to preserving the beauty, unique character, and desirability of the community where we live, work, and play. Recreation, parks, green space and trails play a vital role in maintaining a vibrant, livable community. Through CRPA, the County currently maintains and operates twenty (20) public parks and three (3) indoor recreation facilities. The Recreation & Parks Agency offers dozens of recreation activities including but not limited to athletics, aquatics, summer/day camps, instructional programming, special events, active adult programming, and therapeutic recreation programs.
The mission of CRPA is “Making life better in Cherokee County by preserving our parks and facilities while creating more active and healthier communities through recreation”. Our vision is to provide a diverse system of high quality public parks, recreation facilities and programs enabling Cherokee County to remain the place to visit, live, work and play.
Scope of Work:
The project consists of developing a marketing and outreach plan for CRPA. The Agency is seeking a consultant who brings innovative ideas and proven experience in how to reach diverse populations, integrate the multiple messages and existing brands within the agency and to recommend a multi-year plan with phased strategies for implementation. Cherokee County shall retain complete copyright, patent, trademark and ownership of all materials produced by the consultant. The scope of work includes delivery of all digital and native files.
The County anticipates this work will include:
1. Logo and Brand Guide:
The selected consultant will collaborate with CRPA staff to develop a logo and brand that aligns with the unique character of Cherokee County, the mission and long-term vision of the agency.
Examples of Deliverables:
- Three concepts and up to three rounds of revisions,
- Selection and production of a final version, and
- Brand Usage Guidelines
Please include examples of a variety of logos created from past projects in proposal.
2. Marketing Strategy:
The selected consultant will develop a comprehensive marketing strategy to expand public awareness of CRPA parks, facilities and programs. The strategy will include both traditional and digital media.
Examples of Deliverables:
- 12-Month Marketing Strategy to include all media channels, etc.
3. Brand & Marketing Tools & Templates:
The selected consultant will develop tools and templates that give programs and events a more coordinated and cohesive approach. The selected consultant will develop calendars and message maps for consistency of brand and timing. The tools and templates will include print design and digital design.
Examples of Deliverables:
- Print Design such as business cards, office stationary and collateral, signage, etc.,
- Digital Design such as social media headers, avatars, calendars, electronic newsletter, etc.,
- Email Calendars,
- Marketing Message Map,
- Review & recommendations of changes to the agency’s existing website and Play Cherokee brochure
- Please include examples of relevant digital media created from past projects in proposal.
4. Ongoing Brand and Marketing Consulting:
The selected consultant may be engaged in an ongoing basis to continue to maintain and build the brand; periodically review and update the marketing strategy; and/or consult with CRPA for marketing and outreach for future programs and events.
Examples of Deliverables:
- Will vary by project.
The consultant should include an hourly rate for ongoing consultation beyond the scope of items 1-3 above.
Project Outline
The consultant will provide the County with professional services to create a Brand & Marketing strategy plan. The consultant will conduct meetings and communicate with County staff on a regular basis throughout all phases of the project to review and comment upon work products, refine plan objectives and develop recommendations. The following are suggested as the minimum requirements. In the proposal, the Consultant may also suggest methods of achieving the goal of the creation of a successful marketing plan.
One (1) kickoff meeting with the Project Manager and Committee to review the work plan, timeline and details of the process.
Project phases will include the following:
- Research & Analysis of current marketing efforts, brand performance,
- Development of Marketing & Brand Strategy,
- Development of Logo & Brand Guide,
- Present Recommendations and Draft Plans,
- Review & Refinement of Draft Plans, and
- Presentation of Final Plans.
- A minimum of three (3) additional meetings and/or presentations with County staff at key points throughout the project.
Project Timeline
The County anticipates 3-4 months for the completion of this project from the time of award.
Due Date:
November 12, 2019
Address:
Cherokee County Board of Commissioners
1130 Bluffs Pkwy, Canton GA 30114
Relevant agencies include Hunter PR and Ketchum PR.
