Town of Bargersville Brand Development & Marketing Strategy RFP Issued By Bargersville

2021-10-03 by Jim Crickell

Purpose:

The Town of Bargersville is seeking brand marketing consulting services to develop a distinctive brand identity and marketing strategy that will define the town to prospective businesses, residents, and visitors. The brand identity will come forth through a process that identifies the town’s existing mix of retail, restaurants, services, cultural and academic institutions, and leverages a singular, compelling message to target audiences. The goal of the branding and marketing program is to develop an integrated marketing communications plan that includes overarching brand awareness efforts as well as guidance for targeted campaigns for select groups, i.e., prospective economic growth targets, visitors, residents, etc.

Background:

The Town of Bargersville is located in Johnson County, Indiana just 20 miles south of downtown Indianapolis. Commuting to Indianapolis, Nashville or Bloomington is convenient because of State Road 135, County Road 144 and State Road 37. Recent annexation expanded Bargersville from 2.2 miles to 18.77 miles. Bargersville is served by 2 school districts, Center Grove Community School Corporation and Franklin Community School Corporation. At the time of the 2010 U.S. Census, population was 6,170, with significant growth occurring. Bargersville is the fastest growing community in Johnson County. Bargersville is a close-knit community rich in history and character along with a growing economy. The area has become home to several modest and extravagant residential subdivisions and businesses. Newer commercial properties include the Taxman Brewing Company, Dollar General, Dannemiller Hardware, Johnson’s Barbeque, Aspen Trace, Stones Crossing Health Pavilion, Anytime Fitness, and Goodwill. Interstate I-69 is under construction and will extend into the western part of Bargersville. With the extension of I-69, the area will have even more development potential. The town foresees hotels, restaurants and specialty retail stores in the near future. The Town of Bargersville consists of the town and municipally owned utilities. Utilities include water, sanitary sewer, electric, and storm water. Even though the population of the Town of Bargersville is 6,170 the water utility serves approximately 13,000 residents in and outside town limits.

Scope of Work:

Project Goals: • Research existing perceptions and brand awareness of the Town of Bargersville among key constituencies. • Propose strategies that will help position the Town of Bargersville as an attractive and vibrant community for businesses, investors, residents, and visitors. • Review, refresh, and propose brand messaging and positioning to help “unify” the Town of Bargersville brand across all stakeholder and constituent groups. • Complete a comprehensive study of the current visual system and catalog of graphic assets and recommend changes. o We are specifically looking for a new logo, letterhead, envelopes, brand attributes, and business card designs. The firm should also provide a style guide for the town containing information such as font styles and HEX colors. • The brand must be authentic and resonate with residents. • Interactive process o The firm should provide different options and consult with the town employees and council members before making any final decisions.

October 5 

Address:

Carissa Comstock

Community Development Coordinator

317-422-3126

ccomstock@townofbargersville.org

Relevant agencies to consider include Edelman PR and Finn Partners.