WEBSITE DEVELOPMENT & MARKETING CAMPAIGN
Refer ALL Inquiries to: Petra Gooding
Telephone No: 919-588-3456
Commodity: Educational & Training Services
E-Mail: bids-pgooding@wcpss.net
DUE DATE: Send to pgooding@wcpss.net until 12:00 p.m. on Friday, March 3, 2023.
BACKGROUND AND PROJECT OBJECTIVES
Organizational Background WAKE Up and Read is a community collaborative committed to ensuring that all children are reading on grade level by the end of 3rd grade. As the local affiliate for the National Campaign for Grade Level Reading, the collaborative partners focus on three key areas: school readiness, high quality learning opportunities, and engaged and empowered families. Wake County Public School System leads the collaborative as the backbone agency. Collaborative partners include Marbles Kids Museum, the Consulate General of Mexico, Wake County Libraries, Wake County Smart Start, Wake Education Partnership, Wake PTA, and Wake Tech amongst others. Partners anchor their collective efforts in equity and align strategies to improve early childhood literacy outcomes in Wake County.
SCOPE OF WORK
WAKE Up and Read seeks assistance in the creative development and delivery of a brand marketing campaign and strategy. We seek a partner who can quickly get up to speed on our position and strategy, develop a creative platform for that strategy, follow with a marketing action plan, website redesign, and support implementation across social media platforms. Our partner will work directly with our leadership team and a campaign advisory group that includes parents/caregivers.
Project Goals
• Create a cohesive communications strategy to increase awareness and access to resources that
support early literacy development for parents and caregivers of young children.
• Develop language that clearly articulates the work of WAKE Up and Read, create clarity on the
outcomes of the collaborative’s work
• Shift public awareness of the current brand to move beyond book drives/distribution
• Support the implementation of the campaign through website updates and social media
Deliverables
Creation of a comprehensive creative platform/campaign that refines and builds on our current brand. The plan will include creative development and strategy, and tactics detailing how to deliver that strategy to families, schools, collaborative partners, and the broader community. The final concept will reflect our diverse community, with specific messaging and creative solutions that prioritize the following audiences:
• Parents/Caregivers of young children
• Collaborative Partners
• Community members, including current and prospective volunteers
Phase 1:
• Creative brief
• Creative campaign (two to three concepts for review, and at least two rounds of revisions on the
selected concept)
• Refined creative and messaging platform that includes all key audiences based on selected concept
Phase 2:
Development of a marketing strategy to use across all stakeholder groups.
This would include:
• Parents/Caregiver Marketing: Tactics to raise awareness with, attract and engage families with children ages birth to 8 years old.
• Collaborative Partner Marketing: Tactics to align and engage partners and rally around the success of our Campaign for Grade Level Reading Community.
• Community Marketing: Tactics to raise the overall profile of the district in the community
Phase 3:
• Branding guide for the campaign
• Website redesign
• New Logo if necessary
• Brochure
• Communication templates (one pagers, report covers, decks)
• Social media campaign and support for implementation
Success Metrics
Success metrics definitions and proposed methods for measurement should be included in the campaign proposal.
VENDOR QUALIFICATIONS
• VENDOR shall be licensed and approved to do business in the State of North Carolina.
• Insurance requirements referenced within as well as any Federal, State and Local requirements shall be required and maintained.
• Must have experience working with a large, urban school districts, schools with over 500 students, and middle schools in particular
• Vendor will be disqualified for consideration if they are listed on either the State of North Carolina debarredvendor registry, or the Federal Government debarred vendor registry.
(Federal Government) https://www.sam.gov/SAM/pages/public/searchRecords/searchResults.jsf
(State of North Carolina) https://ncadmin.nc.gov/documents/nc-debarred-vendors
