Scope: 1. Project Overview Provide comprehensive marketing services to Birmingham Green, focusing on establishing and strengthening brand identity, supporting grant pursuits, and improving public engagement with the Five Jurisdictions we serve. The engagement spans twelve (12) months and includes strategy development, public relations, video production, grant support, and digital presence management.
2. Key Objectives
• Establish a cohesive brand identity for Birmingham Green and its foundation.
• Support Birmingham Green’s efforts in securing national and regional grants, including Google Ad Grants. • Increase public awareness and engagement through strategic PR and media relations with the Five Jurisdictions (as noted in the Introduction). • Develop marketing materials, including video storytelling, to highlight key programs.
• Optimize digital presence via SEO and Google Business Profile management.
3. Deliverables
A. Foundation:
• Pre-Session Preparation:
o Development of Pre-Session questions.
o Creation of a Moderator’s Guide.
o Review of existing brand materials and research.
• Brainstorm Session:
o Conduct a 3-4 hour brainstorming session with Birmingham Green stakeholders.
o Facilitate internal strategic meetings post-session.
• Strategic Outputs:
o Development of key strategic messages for the organization and foundation.
o Creation of Certified Nursing Assistant (CNA) program talking points.
o Formulation of Mission and Values statements.
o Personality and tone analysis for the brand.
o Google Business Profile setup.
o Creation of brand guides and a copy bible.
o Development of content pillars for social media.
o Presentation of materials with one (1) revision round.
B. Ongoing Marketing Tactics & Strategy
1. Public Relations (PR)
o General PR Support:
§ Conduct kickoff meeting for PR strategy.
§ Media research and media list creation.
§ Creation and pitching of one (1) press release per quarter.
§ Coordination and support for up to four (4) interviews.
§ Ongoing research and editorial calendar management.
§ Build relationships with up to five (5) trade publications.
o National Speaking Engagement Support:
§ Quarterly recommendations for speaking engagements.
§ Ongoing research and strategic support for opportunities.
o Award Support:
§ Quarterly strategy meetings.
§ Research and assistance for up to six (6) award applications.
o Community Relations:
§ Targeted introductions in the Chamber of Commerce of the Five Jurisdictions.
§ Quarterly assistance with political relationship strategies.
2. Video Production
o Two (2) videos and two (2) social media cuts.
o Comprehensive production process including strategy, scripting, filming, and postproduction.
3. Grant Support
o Messaging assistance for up to ten (10) grant applications.
o Google Ad Grant application preparation and management.
4. Blog Support
o SEO training for internal teams.
o Monthly keyword research for content optimization.
5. Organization Website Management
o Monthly hosting and security maintenance.
o Up to two (2) hours of support per month (bankable if unused).
6. Social Media Support
o Monthly reporting and strategic recommendations for organizational and foundation content.
7. Digital Advertising & Local SEO
o Google Business Profile management and optimization.
o Monthly keyword research and performance tracking.
8. Account Management
o Monthly 30-minute progress meetings.
o Regular updates via email on marketing activities.
9. Regional Presence
o Have a known presence within the business and philanthropic communities of the Five Jurisdictions we serve and create introductions.
o Form strategic partnerships with business and philanthropic entities within the Five Jurisdictions we serve.
o Facilitate event participation and sponsorships among businesses within the Five Jurisdictions we serve
Due Date: April 10th, 2025, at 5:00 p.m. EST
Contact: Michael Sharifi, msharifi@birminghamgreen.org
