The Town of Bethlehem requests proposals from qualified marketing firms to research, create, and develop an implementation plan for a community branding and marketing initiative for the Town of Bethlehem. Responses to this Request for Proposal (RFP) will provide the Town with the information required to assess, evaluate, and select a consultant based on prior experience, qualification, methodology and approach, work performed in similarly sized communities, and price.

The primary goals/objectives to be achieved by the branding initiative include, but arenot limited to:

1.       Uniformity – The brand should convey a common message and image to constituents. A defined message that will market the Town of Bethlehem locally, statewide, nationally and internationally as a great place to live, work, play, vacation and do business; a community historically focused on sustainability and conservation; the right place for development, redevelopment and investment; the perfect mix for a business-friendly community.

2.       Community Identity/Pride – Identify and promote what makes the Town of Bethlehem distinct and appealing in a regionally competitive environment for 2nd homeowners, businesses, retailers, visitors, and residents.

3.       Community and Economic Development Promotion – Promote a healthy economy, attract new businesses, new residents and young professionals, and retain and enhance key businesses and creative talent.

4.       Flexibility – The brand must be flexible and adaptable in order to meet the needs of the Town, as well as the diverse groups and businesses within the Town in their specific marketing initiatives, while maintaining consistency with their overall brand. It must also be flexible enough to grow and evolve along with any changes in the market.

5.       Endorsement – The brand must be authentic and resonate with community leadership and stakeholders in the Town of Bethlehem.


Bethlehem was first established in 1774 as Lloyd’s Hill, the last of the provincial land grants. This was probably because James Lloyd, for whom the town was named, was a loyalist. Voters elected to change the name to Bethlehem following the Revolution. This was done on the last Christmas Day of the century and the town was so incorporated on December 27, 1799. Bethlehem is nestled in the beautiful White Mountain Region, “The North Country”, surrounded by National Forests and pristine natural beauty, just north of Franconia Notch. The town is a superb destination for year-round outdoor sports and activities and offers a perfect base for visitors to the many nearby White Mountain attractions.

Scope of Work:

Project Management – The consultant will lead all aspects of the Town of Bethlehem’s community marketing and branding initiative, including:

1.       Advisory to the Steering Committee (to be determined by the select board) – This team will be composed of representatives from the Town and community. Meetings throughout the process will be required.

2.       Lead and facilitate various focus groups comprised of members of the diverse constituencies that make up the soul of the Town.

3.       Facilitator during the research process and/or testing of the new brand – Include descriptions of community engagement efforts that will take place during this process.

4.       Research – Research will be the basis for the development of a brand concept, creative elements, messaging/positioning and the overall brand initiative. The consultant will create and implement a brand research plan, which will include qualitative and quantitative research with key publics to identify the following:

5.       The key elements of the Town of Bethlehem.

6.       Analysis of competitor marketing strategies.

7.       Measures that will be used to determine if the branding effort is successful.

8.       Strategic Plan – The consultant will develop strategic objectives that will help better inform the Town of Bethlehem on implementation, management and ongoing promotion of the brand to include, but not be limited to the following:

9.       Promotion of the use of the brand across the Town of Bethlehem.

10.   Maintenance and consistency of brand image and messaging while providing suitable flexibility for the target audiences of the participating agencies.

11.   Recommendations of ways to articulate the brand; define markets and promotional avenues; and advise on strategies to better promote and create brand awareness.

12.   Creative/Development of Brand – The consultant will develop creative elements that include design concepts, logos, messages, brand statement, tagline, and other products to support the overall brand initiative.

13.   Print and electronic advertising

14.   Website design

15.   Media placement

16.   Public relations

17.   Events

18.   Templates

19.   Implementation Plan – The consultant will develop an action plan for implementation of the brand in sufficient detail to allow Steering Committee to understand the approach and work plan. An Action Plan should include, but not be limited to the following:

20.   Estimated costs/budget associated with the implementation process in the initial year and then on-going years as well.

21.   Proposed timelines for development of creative elements.

22.   Recommended positioning logo and brand guidelines.

23.   Implementation plans for brand identity applications and brand identity maintenance plan.

Due Date:



Relevant agencies include Headline Media and Kite Hill PR.

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