Scope: The selected individual or firm will be required to provide the services as follows:
2.4.1 Branding Services: The city requests proposals by qualified individuals or firm(s) to research, create, and develop an implementation plan for a branding initiative for the City of Hartford. We are seeking to create a unified, defined, and clear message that will market the city locally, statewide, nationally, and internationally as a great place to live, work, play, and do business; a place where innovation and tradition meet; and a hub for economic growth and cultural enrichment. The brand must be authentic and resonate with citizens representing diverse neighborhoods, businesses from various sectors including tech and insurance, leaders from cultural institutions like the Wadsworth Atheneum and the Bushnell, representatives from organizations like the Hartford Promise, and community groups involved in city events. It must be relevant to the City’s current identity while also reflecting its aspirations for the future.
2.4.2 Branding Deliverables:
2.4.2.1 Brand Presentation: Presentation of research findings, stakeholder feedback, and proposed brand strategy including potential logo options (considering refinement of the current City Seal or development of a new, modern visual representation).
2.4.2.2 Creative Elements: Logo design (and any variations for different uses), color palettes, typography guidelines, icon and graphic elements, and initial concepts for applying the brand to the city website and social media platforms.
2.4.2.3 Brand Guidelines: Comprehensive graphic standards manual for logos, color usage, font families for both digital and print materials, photography and imagery guidelines, social media branding, online advertising, business cards, letterhead, city signage, email templates, lead response templates, presentation templates, trade show/event collateral templates, and promotional item concepts.
2.4.3. Public Relations Services:
2.4.3.1 Develop a strategic public relations plan that includes media relations strategies for local, regional, and national outlets, community outreach strategies to engage Hartford residents, and a web, email, and social media content strategy and timeline for implementation.
2.4.3.2 Recommend public relations and publicity efforts to supplement paid advertising, including potential cooperative partnerships with local organizations and businesses and strategies for developing op-ed pieces and feature stories.
2.4.3.3 Develop types of stories process to pitch targeted media outlets including, but not limited to, local and regional television, print publications, and online news platforms.
2.4.4. Marketing (Digital and Traditional) Services:
2.4.4.1 Conduct an audit of the current city website (www.hartfordct.gov) and social media presence, providing recommendations for updates, improvements, or the creation of a more dynamic website to align with the new brand.
2.4.4.2 Develop a media kit to include key marketing messages and materials for various target audiences (businesses, residents, tourists).
2.4.4.3 Provide guidance and recommendations for coordinating advertising services, including the creation, preparation, and placement of advertising in various media outlets (digital, print, and potentially broadcast).
2.4.4.4 Provide creative ideas for unique partnerships with local businesses, cultural organizations (like the Hartford Chamber of Commerce) and community groups to leverage resources and amplify the city’s message.
2.4.4.5 Provide data and metric reporting recommendations for tracking social media engagement and the effectiveness of marketing efforts.
2.4.4.6 Develop media training for designated City staff.
2.4.4.7. Provide all other related services necessary to fulfill the City’s marketing and public relations needs in alignment with the new brand.
2.4.4.8 Create process and marketing continuities along platforms in multiple departments.
2.4.5. Optional Video Production Services:
2.4.5.1 Propose concepts for developing and producing promotional videos about the City of Hartford that can be used for marketing and promotional opportunities across various platforms. Include potential themes that highlight Hartford’s key attributes.
2.4.5.2 Outline a potential plan for developing a series of short videos that highlight and promote the City and City-funded projects and programs for use on the City’s website and social media sites. (The videos should present an overview of the City of Hartford, portraying its residential and business growth, history, capital investments, and arts and culture offerings in an engaging and informative way).
2.4.5.3 Describe your approach to assisting the City with the placement of all produced videos on the City’s website, social media sites, YouTube, and other applicable media outlets.
2.4.5.4 If proposing video production services, please detail your capabilities and experience in producing all elements of the video(s), which may include, but are not limited to: outlines, storyboards, scripting, voicing, interviews, lighting, B-roll to support interviews and script, shooting, lighting, graphics, animation, editing, coding, and music.
2.4.5.5 Specify the formats in which the finished product(s) would be delivered.
Due Date: 08/06/2025 2:00 PM (EDT)
Contact: Roxann Bivans 860-757-9613 roxann.bivans@hartford.gov
