A DVERTISING B RANDING. Please return no later than 5 PM on Monday, July 6, 2015

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1 R EQUEST FOR P ROPOSAL (RFP) B USINESS I MPROVEMENT D ISTRICT OF C ORAL G ABLES F OR T HE F OLLOWING S ERVICES: A DVERTISING B RANDING S UBMISSION DUE NOT LATER THAN: Please return no later than 5 PM on Monday, July 6, 2015 M ARINA S. F OGLIA Business Improvement District of Coral Gables 220 Miracle Mile, Suite 234 Coral Gables, FL

2 S ECTION 1: B ACKGROUND B USINESS I MPROVEMENT D ISTRICT OF C ORAL G ABLES R EQUEST FOR PROPOSAL ( RFP) WHO WE ARE The Business Improvement District (BID) is a non-profit organization representing the District s property owners and businesses from Douglas Road to LeJeune Road (east-west) and Giralda Avenue to Andalusia Avenue (north-south). The district is an organizing and financing mechanism used by property owners and merchants to revitalize the area. The BID is an autonomous non-profit organization that is operated independently of the City of Coral Gables. It has a 16 member volunteer Board of Directors. The BID office is staffed by the Executive Director, Assistant to the Director and Office Assistant. WHAT WE DO The Business Improvement District (BID) of Coral Gables mission is to promote commercial vitality to Miracle Mile and Downtown Coral Gables, and to act as a strategic catalyst for the overall improvement of the area. Through the implementation of marketing and advertising programs, and engagement in the form of advocacy, this collective organization of property owners and merchants position Downtown Coral Gables as a desirable place to shop, dine, play, live and do business. OUR WORLD Downtown Coral Gables and Miracle Mile is a pedestrian-friendly neighborhood infused with a chic European feel. Decorated with tree-lined streets and Mediterranean architecture, the historic area boasts some of Miami s finest boutiques, acclaimed restaurants and lively cultural venues. With more than 160 retailers and over 90 restaurants, Downtown Coral Gables and Miracle Mile is a sophisticated destination to shop, live, play and work. Located in the heart of Miami, it s a charming gem that the locals like to keep a secret and visitors love to find. For more information and a directory, visit OUTLOOK A growing pipeline of new commercial and infrastructure projects are ushering new momentum enhanced by one of the fastest growing regions in the country. We are experiencing a growing tourism industry, a growing retail and shopping area with new dining and entertainment options. More restaurants, bars and entertainment are expected to open after major renovations. Attendance at cultural venues, special events and festivals continues to grow. Demand for living in the downtown urban setting is becoming increasingly popular but the supply is currently not meeting the demand. VISION Our primary objective is simple: to make Downtown Coral Gables not only a great place to live, work, and play, but also to shop, dine and visit.

3 S ECTION 2: O BJECTIVE OF D OWNTOWN CORAL GABLES ADVERTISING CAMPAIGN S COPE OF W ORK T HE BID is seeking proposals to develop: Compelling Downtown Coral Gables brand that reflects the unique, authentic experiences that consumers find in the district and that is effective in all visual mediums (print, environmental, web, mobile etc.). Strategic marketing plan targeting the local/regional/international consumer. Visually exciting tools that intuitively provide event, visitor, market, programmatic and organizational information. I. Strategic Marketing Plan Develop a strategic marketing plan targeting the local/regional/international consumer to increase downtown visitation and sales. The marketing plan will include: radio, TV, print and online platforms. A. Objectives of Marketing 1. Drive local consumers to visit the downtown retail businesses, restaurants, bars, music, art and cultural venues and attend downtown special events and festivals. 2. Brand Downtown Coral Gables as an attractive shopping and dining destination for both local and international visitors 3. Create buzz about Downtown Coral Gables 4. Increase awareness of upscale shopping opportunities in Downtown Coral Gables 5. Create co-op advertising opportunities that merchants can and want to be a part of 6. Create special events, where appropriate, to complement advertising strategy & garner media coverage B. Deliverables 1. Plan and budget to achieve objectives and utilizes multi-mediums: On-line ad template and a Geo-targeted online ad strategy Video, social media and new trends Radio and TV ads Print ad template in various sizes that fit into key local publications 2. Photography: source stock photos and obtain/take specific photos from mutually agreed upon shot list. Obtain all necessary publication rights.

4 II. Brand Development BID is looking for a vendor to develop a brand that better reflects the consumer experiences in the district including dining, shopping, arts, cultural activities and bar/live music scene and create a positive image for the BID organization. The brand should generate excitement and encourage visitation, investment and living in the district. A. Brand Deliverables The BID will assume full responsibility for usage of the logo and branding. All graphics will become the sole property of BID. The selected vendor will be expected to deliver: 1. Logos: The selected vendor will be asked to present 3 logo concepts. The vendor should expect to be asked for several revisions to the concepts presented. All logos should represent the experience of the district and mission of the organization; feel clean, crisp, and modern; and should be applicable across multiple platforms (print, website, social media, etc.). Logo mark or symbol Word mark or logotype Logos for use on White/Light Backgrounds Logos for use on Dark Backgrounds Logos in grayscale Logos in horizontal and vertical orientations (if necessary for the design) 2. Tagline and or locator line: Develop short, compelling tag and/or locator line that captures and reinforces the brand and experiences of the district and encourages visitation, investment and living. 3. Fonts: Development of new font palette. 4. Color Palette: Development of a color palette. 5. Graphic Elements: Creation of several identifying, unifying elements to create a strong, recognizable visual identity. 6. District Map: to be used in print and online: Create a district map that shows: District and its relations to other downtown areas Key hospitality and cultural venues Parking garages and lots 7. Stationery: Business cards Letterhead Envelopes

5 8. Apparel and Equipment Staff shirts Valet Parking/Valet Podiums Umbrellas T-Shirts Banners/Podium Banner 9. Branding Guidelines: A brief document which explains how to use the newly created graphic identity to facilitate consistent branding: Guidelines on proper use of graphic elements in print and digital media, including application of materials in a website. Fonts which should not have any licensing restrictions on commercial use, any costs associated should be included in the project cost estimate. Any image files or accompanying graphic recommended to be used in conjunction with the logo. All colors used in the logo design including: o Web hex color o RGB color o CMYK color o PMS Pantone Swatch 10. Files: Vendor shall deliver electronic files in high resolution and low resolution formats as needed by BID. B. Brand Development Process The brand development process shall be inclusive of the District stakeholders and designed to build consensus as well as excitement. The process shall include the following as well as other actions as mutually agreed upon by BID and selected vendor: 1. Small group stakeholder sessions including: Marketing Committee BID Board Committee 2. Possible group presentations: Presentation to stakeholders (goals, process and timeline) Presentation of drafts to stakeholders and gathering of input Presentation of final brand design and its applications 3. Meetings with BID staff as needed to manage process and create the best possible outcome.

6 DEADLINES AND O THER I NFORMATION Please submit five (5) copies of your proposal including the information below to the BID office at 220 Miracle Mile, Suite 234 no later than Monday, July 6, In addition, please submit one electronic copy of your proposal by to mfoglia@shopcoralgables.com. Presentations by top five candidates will follow and a decision will be made by Friday, July 31 st, If you have any questions, please call Marina Foglia at or to mfoglia@shopcoralgables.com. 1. Please provide a detailed description of your firm s: a. Capabilities and background information, and establishment of agency b. Significant prior work accomplishments, project type and size, etc Agency status, e.g. independent, branch, subsidiary c. Number of full time employees d. Annual billings e. Biography of principals 2. Provide names and biographies of account executive and primary creative team members who will be responsible for the account. 3. Provide a list of five references representative of related past experience. Please include a contact person, company name, phone number and brief description of the project. 4. Describe specific prior work with retail venues. 5. Provide a list of professional services that will be required for the project and identify which services will be performed in-house and which will be subcontracted. 6. Please give a brief and concise statement of your advertising/promotional philosophy, taking into consideration the following points and any others you feel are appropriate: a. How do you measure the effectiveness of your promotional efforts? b. What is the method you use for developing goals? 7. Please outline how you would charge for your services, including: a. Standard billing policies b. Agency commission and mark-up on all services and products. Please be specific. 8. Please identify your credit sufficiency. You may include a statement from your certified public accountant.

7 9. Please describe your ability to produce work in both English and Spanish. Please give examples of past work you have completed in Spanish. Would this type of work be done in-house or by a translator? 10. Please submit examples of previous creative work you have completed in print, out of home and electronic media. 11. Please prepare a detailed proposal to encompass advertising based on a present budgetary total of $400,000 for the year for the BID. The proposals should list specific advertising activities and outline all costs. 12. Please submit with this RFP a sample full-page print ad that brands Downtown Coral Gables. Evaluation Proposals will be evaluated based on the following criteria Quality of Submittal Qualifications of Firm and Professional Staff Firm Experience Strategic Approach Creativity of advertising concepts presented References/Client Satisfaction Contact Information/Proposal Submission Proposals may be mailed or hand delivered to the following address: Marina S. Foglia Business Improvement District of Coral Gables 220 Miracle Mile, Suite 234 Coral Gables, FL Questions regarding the Request for Proposal can be submitted via to mfoglia@shopcoralgables.com.

8 I NTENTION TO R ESPOND We plan to respond to the Business Improvement District of Coral Gables (BID) advertising and branding services RFP. For the purpose of this submittal, our contact is listed below. Company Name: Contact Name: Address: Address: Phone: Fax: Website: Please return via to mfoglia@shopcoralgables.com or mail to the address below. Please return no later than 5 PM on Monday, July 6, Business Improvement District of Coral Gables 220 Miracle Mile, Suite 234 Coral Gables, FL 33134