Scope: Core Services that must be included in a proposal and will be included in the contract issued as a result of this RFP. The review of qualifications and award of a contract will be based on the proposals received for this scope. The City of Lowell is requesting the submittal of proposals to implement a yearlong multimedia promotional plan to increase public awareness and engagement. The media company will leverage its TV and streaming platforms to deliver consistent, accessible, and professionally produced content aligned with the City’s goals: 1) enhance the City’s image externally, and 2) drive local tourism and economic development.
Work Plan
1.Strategic Planning a. Hold quarterly planning meetings with the City’s communications team to align on content goals
b. Develop a shared rolling editorial calendar that includes seasonal campaigns, priority programs, and City events
2.Content Development
a.Produce a variety of content to showcase arts and culture, and promote economic development
b.Support branding through consistent graphic treatments and creative direction that align with City standards
c.Capture on-site footage when appropriate and mutually agreed upon
d.Surface sponsorship opportunities that align with goals
3.Distribution
a.Air produced content on local television properties
b.Publish and promote content across affiliated streaming platforms and digital channels
c.Amplify messaging through social media, where appropriate
4.Collaboration
a.Coordinate with designated City staff, via the Communications team, to gather approvals, assets, and contacts
b.Provide flexibility to adjust messaging as needed throughout the year in response to emergent priorities or opportunities
Progress Reports
1.Quarterly Reports
a.Recap of content produced and distributed
b.Summary of airtime and digital reach
c.Engagement data, where available, as well as demographic reach
d.Strategic insights to inform next steps
2.Final Summary Report
a.Comprehensive review of all deliverables
b.Cumulative impact metric
c.Lessons learned and recommendations for future communication strategies
PROPOSAL REQUIREMENTS A couple of places to replace “public relations”: In the third line “A detailed breakdown of how your company will provide media services.” Further down “Describe your media services experience.
Content
The proposal must contain a detailed description of how the consultant would carry out the requirements set forth in the RFP. The information submitted must include, but should not necessarily be limited to, the following items:
A statement, in concise terms, of your understanding of the scope and work to be completed for this project.
Provide resumes of key personnel
Provide an organization chart of personnel assigned to this project A company background statement to include:
Full name, address, and telephone number(s) of the organization and, if applicable, the branch office that will perform or assist in performing the contracting work. If a corporation, indicate the state in which incorporated. If appropriate, state whether the firm is licensed to operate in Massachusetts. Names, addresses, and telephone numbers of personnel authorized to negotiate the proposed contact with the City of Lowell.
A demonstration of the consultant’s relevant previous experience and qualifications for successfully completing the requirements of the RFP.
Provide a detailed breakdown of how your company will provide media services Describe your media services experience
The names and contact information for at least three (3) former or current clients as references with respect to the proposer’s previous or current work.
Due Date: June 30, 2025 11:00 AM, EST/EDST
Contact: pmvaughn@lowellma.gov
