New Market, VA Issues Branding RFP

New Market, VA Issues Branding RFP
New Market, VA Issues Branding RFP

The Town of New Market (Town) is accepting applications through this Request for Proposal (RFP) from qualified firms to develop a unique and memorable brand as specified herein. The campaign will ultimately position New Market as a premier place to live and visit in Shenandoah County and strengthen community pride. The firm selected will assist the Town in branding and other aspects of marketing for economic development and tourism purposes. The services will result in new graphically-designed images and key phrases (for example a new tag line) to be used for business cards, letterhead, website, wayfinding signage, vehicle decals, and other marketing materials.

Background:

New Market is nestled at the foot of the Massanutten Mountain, in the southern end of Shenandoah County and was established in 1796. The first settlers were Germans of the Mennonite and Lutheran faith, later to be joined by Scots and Irish. In 1864, one of the most iconic battles of the Civil War occurred in New Market, in which an Emmy-winning film “Field of Lost Shoes” was made. Currently, New Market is a community of 2,300 citizens. The community is comprised of many proud citizens that originated here, and those of whom relocated here.

The town has a unique architectural heritage, boasting a number of buildings that reflect the simplicity and craftsmanship of its early German settlers, while blending with newer structures and renovations with the town’s growth. New Market is home to the Virginia Museum of the Civil War, which is Virginia’s only state-owned Civil War museum. They host the annual reenactment of the 1864 Battle of New Market. There is also the New Market Battlefield Military Museum. Not only is the town known for its museums and reenactment, it is known for its recreational attributes. There are two multi-use parks, state of the art exercise equipment, a pool, golf resort within town limits. There are nearby hiking/biking trails, river access, sky diving, vineyards, breweries and camping destinations.

The town and local organizations host a number of community events that feature music, local food & art and activities for all ages. There is a diverse selection of restaurants featuring Southern, American, and Ethnic Cuisine. Our unique businesses and family owned stores feature antiques, local arts and crafts, music and more.

Scope of Work:

                Services will include the following:

                • Development of a brand concept, to include a message, tagline, and logo that are adaptable   for use in visitor attraction and retention. The brand shall be easily recognizable, marketable       and memorable.

                • Concepts and design will be used, and not limited to, the following ways:

                o Business cards

                o Letterhead

                o Light pole banners

                o Vehicle decals

                o Wayfinding signage

                o Website design

                o Social media

Due Date:

August 13, 2019

Address:

Amber Smoot

Town of New Market

PO Box 58

New Market, Virginia 22844

a.smoot@newmarketvirginia.com

Agencies worth considering include MWWPR and Alison Brod PR.