MT. PLEASANT ISSUES BRANDING RFP
The purpose of this Request for Proposal is to solicit proposals from firms and/or individuals experienced in community brand development and design to establish a shared brand for the Mt. Pleasant community to be utilized among area stakeholders.
Background:
For those who live, work and play in the Mt. Pleasant area, it is easy to recognize the rich culture and history that exist with the Saginaw Chippewa Indian Tribe; the active lifestyle that is encouraged with the scenic parks and miles of trails; the vitality and opportunities generated by Central Michigan University and Mid Michigan College; and the countless other appealing features and offerings of the community.
Unfortunately, many of these attributes are often overshadowed by common misconceptions, such as “There’s nothing to do in Mt. Pleasant,” and “It’s in the middle of nowhere.” Additionally, the messaging used among business, residents and the community to describe the area often varies, resulting in an unclear understanding of the essence of the Mt. Pleasant community.
The City of Mt. Pleasant is collaborating with project partners to pursue the development and launch of a community-wide brand. A strong community-wide brand would shift perceptions and mitigate negative stereotypes, while providing a consistent representation of the area, in order to make the Mt. Pleasant area more desirable to visit, call home or start a business.
Project Partners:
o Central Michigan University
o Central Michigan University Alumni Association
o Charter Township of Union
o City of Mt. Pleasant
o Isabella County
o McLaren Central Michigan Hospital
o Michigan Economic Development Corporation
o Mid Michigan College
o Middle Michigan Development Corporation
o Mt. Pleasant Area Convention & Visitor’s Bureau (CVB)
o Mt. Pleasant Area Chamber of Commerce
o Saginaw Chippewa Indian Tribe
Scope of Work:
The goals of the branding program are to:
o Provide a clear vision that articulates the community’s competitive advantage and distinct strengths by focusing on the unique characteristics of the Mt. Pleasant community
o Shift perceptions and mitigate negative stereotypes
o Community-wide alignment around a vibrant, authentic place brand, perception and reality
o Increase and sustain pride and enthusiasm of what makes Mt. Pleasant great
o Enhance awareness of the Mt. Pleasant area
o Recruit and retain talent, making our community an even better place to live for the next generation
o Increase tourism, increasing visitors’ length of stay and diversity of experience
o Foster economic and business growth
o Increase number and diversity of residents
o Engage residents and business owners to have conversations about what they love about Mt. Pleasant, and give them the tools to become advocates for Mt. Pleasant
o Support the efforts of Central Michigan University and Mid Michigan College to recruit and retain students, faculty and staff; encourage alumni to live in, work in, or visit the area; and promote the partnership with the community
o Help recruit and retain physicians and other medical professionals
o Promote the Saginaw Chippewa Indian Tribe’s influential culture and history, as well as build awareness of the wide-array of entertainment attractions offered in a community that is centrally- located and easily accessible
o Motivate partners to build brand into communication strategies year after year
Due Date:
March 13th, 2018
Address:
City Clerk’s Office
City of Mt. Pleasant
320 W. Broadway
Mt. Pleasant, MI 48858
PR firms with city experience include Rubenstein PR and Zeno Group.
