The Town of Westport is seeking qualified research, advertising
and/or marketing corporations to research, design and draft a high quality,
sophisticated and compelling marketing campaign utilizing big data, poignant
facts, storytelling and benchmarked statistics on living or opening a business
in Fairfield County.
The Town of Westport, in conjunction with the Fairfield Five
group (Stamford, Fairfield, Norwalk, Greenwich and Westport), make up the
commercial hub of Fairfield County and represent the region for economic
development. The group is branded and has been collaborating for over three
years on economic development presentations, corporate recruitment, strategic
planning and government lobbying. It enjoys a considerable amount of financial
and political support from residents and businesses in the region.
Since the mid-20th Century until today, Fairfield County has
typically attracted individuals and families from New York City looking for
suburban communities with proximity to NYC. However, the region has more
recently been challenged by
1) Slower commuting times on its
rail and highways;
2) The fiscal stability and
reputation of the State of CT;
3) The global trend of young adults
and young families choosing to move or remain in cities and
4) The overall growing
attractiveness of home rentals, multi-modal transportation and access to arts,
culture, leisure and dining in urban areas.
Fairfield County must compete with places like Westchester, Nassau and Suffolk Counties in New York, as well as New
Jersey and even Boston. While enjoying much appreciation from its own
residents, the region seeks to refresh its image and appeal again to outsiders
and tomorrow’s leaders. It seeks to educate, inform and sell the quality of
life and economics of living or working here to New Yorkers, while highlighting
some of the current leading business industries and ecosystems in Fairfield
County. The campaign must target the New York City and the tristate region.
Scope of Work:
The chosen vendor/s must have substantial experience with
national and global marketing campaigns. It should have a team of analytical
researchers, copywriters and effective designers.
Phase I: A subsequent RFP will request that the chosen
vendor gather important and compelling economic, social and cultural indicators
separately for each of the five communities (Stamford, Greenwich, Norwalk,
Fairfield & Westport) and the associated data points. The indicators and
data should be prepared individually for each community so said communities can
utilize the data for local purposes.
Phase II: Once the indicators and data have been identified
and agreed upon by the municipalities, the vendor will then be responsible for
creating a marketing and advertising campaign that promotes and highlights the
Fairfield Five and the important facts about the area. The data in phase I
should be aggregated and include compelling facts from other Fairfield County
communities. The vendor will also be asked to tell the story of the Fairfield
Five from its inception to its accomplishments and mission. The campaign must
include various images and slogans to choose from and a plan for where, when
and how to market the materials.
11:00 AM THURSDAY FEBRUARY 20, 2020
Finance Department Town Hall Room 313 110 Myrtle Avenue
Westport, CT 06880