REQUEST FOR PROPOSALS (RFP) The City of Kalamazoo, Michigan is soliciting sealed proposals for: Streets for All Marketing and Communications PROPOSAL REFERENCE #: 91824-001.0

PROPOSAL DUE DATE: August 22, 2023 at 3:00 p.m. Local Time (ET)

INTRODUCTION/OBJECTIVE

The City of Kalamazoo, Michigan (City) is seeking a qualified communication and marketing firm to brand, market, and communicate to our Downtown residents, workforce, and visitors during several years of upcoming transportation changes (parking, streets, and construction timelines).

Currently known as Streets for All, City staff have been working for several years to bring together funding to address barriers that took decades to create. As “everyone’s neighborhood,” downtown is where Kalamazooans live, work, and play. However, each user has a slightly different need.

For example, downtown residents desire a complete neighborhood where they can meet their daily needs, including shopping, recreation, and entertainment. On the other hand, downtown employees envision easier access to its abundant goods, services, retail activities, and safe transportation. At the same time, visitors imagine vibrant, active streets and gathering spaces with unique events and family-friendly activities which draw from the region.

Existing conditions Downtown possess many characteristics of a vibrant, urban neighborhood.

However, circulation and navigation, speeding, and the uncomfortable pedestrian environment resulting from the one-way streets have created barriers to adjacent neighborhoods, circulation for emergency responders is compromised, and access to businesses is difficult. Many people feel uncomfortable driving around Downtown and choose not to come back after an unpleasant experience. Additionally, parking and outdated wayfinding add to the confusing access and circulation. Include another layer, such as a train blocking one of the routes or a construction detour, and the downtown can feel like it comes to a grinding halt. The City is about to embark on projects that will significantly impact these barriers to a vibrant, urban Downtown, specifically converting Kalamazoo Avenue (2024-25) and Michigan Avenue (2026-27) to two-way traffic (with more transformational streets projects planned for 2027 and beyond) and an update of the Downtown parking system (2023-2026).

We are looking to create a pro-active branding and marketing campaign and communication network to support Downtown during the coming period of change and disruptions. Construction and work for these projects will be occurring continuously for at least the next six years. Our businesses and residents are concerned with the impacts, as we seek the ultimate goals of two-way traffic, simplified circulation, and accessible parking. We need to be sure they are informed of all closures, work plans, and timelines to the best of our ability. Importantly, we need to also inspire everyone to go on this journey with us – celebrate with branded events and marketing campaigns which excite people for what’s possible and keep business owners engaged with their customers.

Many local businesses are excited about the changes but scared of the potential impacts and when and how the changes will happen. Communication will be critical before we even start the projects to be sure our business owners feel confident they will know what is going on every step of the way.

CITY OF KALAMAZOO – REQUEST FOR PROPOSALS Page 12

Streets for All Marketing and Communications Proposal Reference #: 91824-001.0

3. SCOPE OF WORK

The selected Consultant will be expected to provide the services identified below. The items represent the minimum anticipated services to be performed. In your response to the Request for Proposals (RFP), Proposers should identify other related services they will provide, if applicable.

3.1. Branding of the Streets for All initiative. Develop a brand for the Streets for All work to be used with marketing materials and events that engage the Downtown residents, employees, and visitors with the exciting changes that are coming and to continue to celebrate every road closure, every orange barrel as it gets us closer to the goal, we all have.

This includes a logo, hashtag, or something easy to remember and recall throughout the projects and potential partnerships with local businesses, such as the orange barrel latte or lager. This task is expected to be completed early in year 1.

3.2. Communications network between City, community, and construction team. These communications will reach out to multiple audiences to keep them informed along the way, including Downtown employees, business owners, property owners, residents, and visitors that use various modes to travel in, to, and within our Downtown—utilizing multiple platforms to communicate and inform throughout the phases of the project. During active construction, this will include regular communication with the construction and City teams for weekly or bi-weekly distribution of detours, routes, special events, etc. to the community. This task is expected to occur primarily in years 2 and 3.

3.3. Communications and marketing for implementation of the Strategic Blueprint for Downtown Parking and Downtown Placemaking projects. Changes to the parking system, including rates, meter locations, and parking ramp opportunities, will not only need to be explained in the how-to sense, but also communicated and celebrated to keep the focus on broader transformational Downtown projects. Placemaking projects may include road closures and other activities that will also affect where people can park, walk, and access businesses. This task will be ongoing through the multi-year contract.

3.4. Events planning and marketing during the construction. Construction will hinder access as detours will always affect some more than others. Business owners have taken many hits since the COVID-19 pandemic. We hope to promote and support our Downtown businesses throughout this project to remain successful and prosperous so that the new construction can boost everyone in the future. Creative ideas that promote Downtown, even under construction, will go a long way in keeping our Downtown vibrant. This task will be ongoing through the multi-year contract.