VENETA OREGON REQUEST FOR PROPOSALS Strategic Branding and Marketing for Economic Identity
DUE DATE: Proposals by 5:00 PM January 5, 2024 to: Sburke@ci.veneta.or.us
The City of Veneta seeks proposals from one or more Marketing/Branding Consultants to develop a prospective community identity that can be used to promote economic development, placemaking, business retention and expansion in the City. In June 2023, the City’s Economic Development Committee (EDC) advised Staff to use local representatives to form a committee in order to establish a memorable identity for the City of Veneta. The City of Veneta’s decision was motivated by findings from a collection of surveys and reports that identified the City’s branding efforts and regional awareness as a weakness and noted that a local identity was wanted by the business community to draw people in, and create a sense of unity among citizens.
Additionally, The Veneta-Fern Ridge Chambers of Commerce has previously attempted branding efforts with the slogan “Inspired by Nature”. A 2009 Visitor Readiness Report examined the efforts and determined that the branding was confusing to stakeholders, hard for businesses to adopt, and that a consistent marketing strategy was not followed or implemented.
The Economic Development Committee has emphasized the importance of including local voices during the initial process of developing a slogan. Following the EDC’s recommendation, A Community Identity Committee consisting of local representatives developed four potential slogans to be used to as Veneta’s Economic Identity:
1) Veneta; Completely Normal
2) Veneta; It’s Life As You Like It
3) Veneta; Inspired by Nature
4) Veneta; More Than a Stop Along The Way
Staff seeks proposals for a marketing consultant with knowledge and experience in branding, marketing, and placemaking. Placemaking revolves around creating a place that people want to work, live, and play. The consultant would evaluate the capacity for each slogan to translate into usable and viable branding for Veneta businesses. The marketing consultant should also develop a marketing strategy that can be implemented by the City, local businesses, and additional stakeholders.
Scope of Work:
The City expects that the consultant will perform the following tasks as part of this project: Task 1: Project Kickoff
The consultant will have a meeting with City of Veneta staff to plan bi-weekly check-ins, discuss prior and current branding and marketing initiatives, gain insight on the City’s economic development goals, and other matters.
Task 2: Develop Messaging
The consultant will evaluate and refine the 4 slogans previously developed by the EDC’s Identity Committee. The changes and additions made by the consultant should ensure the slogan’s effectiveness in marketability, placemaking, and economic development.
Task 3: Present Findings
In collaboration with City staff, the consultant will present the modified slogans to the EDC, Identity Committee, and local stakeholders for a final selection. The presentation should include the strengths and weaknesses of each option, how they may be used for the purpose of economic development and placemaking.
Task 4: Develop Campaign
The consultant will develop a strategic campaign that the city can adopt in order to implement the new slogan. The campaign should include collaboration strategies with local businesses and partners as well as a list of assets the City should acquire in order to expand the campaign. Assets might include, but are not limited to: promotional materials such as a logo, video assets, or other marketing materials.
Task 5: Implementation
The consultant will help implement the strategic campaign and produce materials and assets identified in Task 4.
Task 6: Other
Other tasks may be assigned or recommended by either the City of Veneta or Consulting Agency, in addition to the scope of work listed above. Such work might include, but is not limited to: alternative marketing efforts, other branding related to placemaking/ economic development, redesign of logo(s), etc.
Project Budget:
The City desires to accomplish this project for a not-to-exceed cost of $30,000. If a firm is unable to complete the project within the proposed budget, they should describe the necessity to expand the project budget within their proposal. Proposals that submit alternative budgets will not be automatically disqualified.
