Marketing RFP Issued By Philadelphia Roadmap to Safer Communities

Marketing RFP Issued By Philadelphia Roadmap to Safer Communities
Marketing RFP Issued By Philadelphia Roadmap to Safer Communities

The Managing Director’s Office’s Office of Violence Prevention (MDO OVP) is seeking quotes for proposals to design and implement a marketing strategy with materials to promote the City of Philadelphia’s gun violence reduction strategy known as the Philadelphia Roadmap to Safer Communities. Commonly referred to as (the Roadmap), this five-year (2019-2024) plan applies several initiatives to reduce the city’s rising gun violence.

Background:

There were 353 homicides in Philadelphia for 2018, and 355 at the close of last year. While the Roadmap is working in high gear and partnering with law enforcement to reduce those numbers for 2020, this campaign will make clear to the many diverse Philadelphia communities that every available resource is being called upon for this effort.

In January of 2019, Mayor Jim Kenney unveiled the Roadmap following the completion of a “Call to Action” mandating the Mayor’s Cabinet and senior leadership develop within 100 days a plan for how to dramatically reduce killings and shootings.

The Philadelphia Roadmap to Safer Communities is guided by four main goals:

  • Connected & Thriving Youth, Young Adults, & Families
  • Strong Community Engagement & Partnerships
  • Coordinated City Services & Planning
  • Safer & Healthier Neighborhoods

Scope of Work:

The Philadelphia Roadmap to Safer Communities is guided by four main goals:

  • Connected & Thriving Youth, Young Adults, & Families
  • Strong Community Engagement & Partnerships
  • Coordinated City Services & Planning
  • Safer & Healthier Neighborhoods

The MDO OVP is seeking a company for two primary tasks:

  • Roadmap brand and identity development  
  • Youth campaign for Philadelphia’s high-risk neighborhoods

Deliverables should support and raise awareness of the Roadmap.

Proposals must be under $34,000, and firms should demonstrate how they will achieve the following tasks:

  1. Develop brand identity, including but not limited to logo, slogan, hashtag for social media, and promotional tangibles for the Roadmap, with a focus on creating a clear, understandable message that raises the awareness of the citywide anti-violence plan. Promotional tangibles may include, but may not be limited to Templates for handouts, postcards, door hangers, etc.  
  2. Develop a summer 2020 youth anti-violence campaign and develop key campaign materials. This includes:
    • Campaign strategy, which may include both digital and traditional media.
    • Development of key campaign materials, which will be determined by the recommended strategy.
    • An evaluation strategy of the summer campaign.

The City prioritizes campaign materials that can be adapted for use across mediums, maximizing impact. Strategy and materials should be developed in collaboration with senior City leadership dedicated to this area of work.

  • Recommendations for transitioning the summer 2020 youth strategy into a citywide campaign.

All deliverables must be made available in both the original, PDF, and vector format to the City. However, whenever possible, deliverables that are easy to reproduce by the City, without requiring Adobe InDesign or other tools, is strongly preferred. Printing of literature or purchase of ads will not be part of this request, and will be managed separately. All materials produced will become the property of the City.

MDO OVP will provide all details about the Roadmap and any necessary information to assist with the planning and design of the campaign.  Proposals are due by 5pm on March 6, 2020, and must be provided electronically to Dave Kinchen at dave.kinchen@phila.gov.

Due Date:

March 20

Address:

 dave.kinchen@phila.gov

Relevant agencies worth considering include KCSA PR and Walker Sands PR.

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