Vancouver Library Marketing Needed

Fort Vancouver Regional Library District (FVRL), the fifth largest library district in the state of Washington, is requesting proposals for consulting services for two related projects: 1) Modernizing its branding and visual identity; 2) Developing an actionable marketing plan for the district.

Scope of Work:

1. Branding

With a new strategic plan, and a new mission, vision and values statements, FVRL is ready to open a new chapter in its history. As part of the rebranding process, we are seeking a new logo and branding that energizes and emphasizes our strengths while honoring our past. Our brand should represent the diverse communities we serve throughout SW Washington, not just our base in Vancouver. The new brand and visual identity of the organization should articulate the library’s traditional aspects, as well as identifying our changing role within the community.

The new logo and identification system should be created with a variety of uses in mind and with flexibility for FVRL’s graphics team to use in a variety of physical and virtual mediums such as signage, promotional posters, digital and print advertising, social media identity, letterhead, etc.

The successful consultant will work with FVRL’s Communications and Marketing Department (CMD) to identify appropriate considerations and use cases for the new visual and brand identity, including:

• Logo design (for print and virtual use)
• Use cases, from library cards to promotions to permanent signage
• Brand language
• Brand usage guidelines/style guide
• Brand book
• Design templates for key communications and marketing needs
• Key messages and tone

The consultant will work closely with FVRL’s Leadership team and CMD staff to leverage existing talents and experience, and develop a timeline for the rollout of the new brand identity.

2. Marketing Plan

FVRL seeks a consultant to develop a comprehensive marketing plan that will include an analysis of the public’s perceptions of our libraries and how they learn about library programs and services. The successful consultant will provide recommendations and a plan for the district’s staff to better inform the public about our mission and the breadth of services their libraries provide to meet their needs.

As part of this work, we would like the consultant to capture the public’s perceptions about their libraries and FVRL, through some combination of:

• Online and in-person surveys
• Demographic data
• Community meetings
• Desk research including recent reports about patron attitudes and perceptions towards public libraries

The final marketing plan should then arm FVRL’s CMD staff and Leadership team with actionable recommendations for target audiences and how best to reach them given staff capacity and the breadth of the library district.

Due Date:

July 12, 2017 to:

Fort Vancouver Regional Library District

RFP  – Branding and Marketing

1007 E Mill Plain Blvd.

Vancouver, WA 98663

ATTN:  Tak Kendrick

PR firms who have education experience include Ketchum PR and Burson Marsteller.