The City of Miami’s Wynwood Business Improvement District (“Wynwood BID”) is in need of a fully capable and willing firm to provide marketing services for the business district. The firm(s) will develop and implement robust marketing and media relations plans that put the neighborhood’s unique businesses front and center.
I.MIAMI WYNWOOD BUSINESS IMPROVEMENT DISTRICT (“WYNWOOD BID”)BACKGROUND
The Wynwood BID is an independent public agency of the City of Miami (“City”) funded by a special tax levy on properties within its district boundaries. The Wynwood BID’s mission is to grow, strengthen and promote the economic health and vitality of the District’s 50 city-block area. As an autonomous agency of the City, the BID works to help the neighborhood achieve its full potential as a vibrant community for all that is centered on creativity, innovation, and art. The agency is governed by a fifteen (15) member Board of Directors, which includes three (3) public appointees and twelve (12) Downtown property owners, business owners, and/or residents. The Board sets policy direction, which is implemented by a multi-disciplinary team under the oversight of the CEO/Executive Director.
II. RFP OVERVIEW
This RFP establishes a contract for marketing services for the Wynwood Business Improvement District. The Wynwood BID marketing plan should be robust, centering the neighborhood’s uniqueness and businesses. Other materials to be created may include branded signage to visually define the neighborhood and official guidebooks to help visitors easily navigate the area. The awarded Proposer(s) shall also work directly with the Social Media contractor for additional promotion, marketing, and communication services/outreach.
III.DESCRIPTION OF SERVICES MARKETING SERVICES
Successful Proposer shall provide services related but not limited to marketing advisory, market research and analysis, identifying target audiences or markets, focus groups, online research, surveys, and polling; cost analysis and effectiveness; creating plans, project objectives, and campaigns; developing and executing strategic marketing plans for special events; increase brand awareness; community awareness and outreach campaigns; and other related marketing services to reach a defined target audience or target market.
Design/Graphics Services
The Successful Proposer shall:
3. Provide ongoing print and digital designs, as needed. Including but not limited to advertising creative, brochures, presentations, reports, marketing collateral, website designs, and other materials.Create up to two (2) final versions of the district map 6 times a year for printing and distribution. See wynwoodmiami.com/map for current map.Provide a stylized annual report with information provided by Wynwood BID, complete with pictures
and graphics to be submitted to the City Administration in January of each year.
3. Provide the Wynwood BID signage design for various initiatives and events such as wayfinding signage, trash receptacle logos, CCTV signage, pole and overhead banner and more.Provide monthly seasonal newsletter design templates.Create scalable ad templates for print and digital advertisements to be utilized in print media such as the newspaper and digital media such as website banners.Design and graphics services, including the creation and implementation of original creative, designs, artwork, layout and design templates, typography and illustrations, photography and other related elements that present a consistent brand for advertising.
Brand Strategy and Creative Services
The Successful Proposer shall:
3. Develop a research-based brand and marketing and advertising creative strategy for the Wynwood BID.Develop and produce results-driven marketing and advertising creative to support overall media and brand strategy. Develop and coordinate advertising efforts for the over-all brand campaign(s).Develop and coordinate advertising efforts accordingly.Provide editorial services including, but not limited to, copywriting, fact-checking, proofreading, and editing of all materials placed or handled.Provide the production services necessary to create promotional materials from concept to final format.Manage the full execution of photography and video production projects (including overseeing the direction of photo and video shoots, work for hire and talent agreements, creative asset selections, and related costs).Facilitate collateral projects including copy, design, production, studio services, vendor selection and management (as required), print production management (including attending press checks when required), and management of distribution (as requested).Maintain digital assets and digital brochures, as needed, making updates as necessary on multiple platforms for optimal user experience.Implement and maintain an email marketing program strategy to promote the Wynwood BID.
Advertising
The Successful Proposer shall provide services related to, but not limited to, creative design, production, and development of copyrighted materials, media, educational materials, brochures, flyers, and content; advertising campaigns; indoor and outdoor advertisements; billboards and transit signage; broadcast media such as television, radio, newspapers, and magazines; and other related advertising services to reach a defined target audience or target market. In addition, the Successful Proposer shall:
3. Recommend appropriate media channels for advertising including partner participation.Develop and coordinate co-op programs with mutually beneficial industry partners.Provide plans to negotiate, execute, and manage advertising buys across all media channels obtaining competitive pricing with a strong focus on leveraging strategic added value.Work with Wynwood BID to help develop and purchase advertisement placements if Wynwood BID funds a co-op advertisement campaign in tandem with a marketing partner.Track any purchased digital media, in addition to tracking the progress, results, and ROI of each advertisement campaign.
Website Usage/Visitation
The Successful Proposer shall:
3. Provide content for posting on the website (press releases, blogs, pictures, video, etc.).Work with the Social Media Contractor to drive traffic to the website.
Monitoring and Reporting
The Successful Proposer shall:
3. Work with Public Relations Contractor to provide marketing reports by the 1st of the month capturing the major headlines for Wynwood to be emailed to the Wynwood BID team.
Meetings
The Successful Proposer shall:
3. Attend a bi-weekly call to discuss current initiatives and status updates.Attend the board and committee meetings to update the Board of Directors.
Due Date: August 27, at 4:00 PM
Contact: Gray, Tahlia tgray@miamigov.com
