How To Design A Gaston County Image Campaign

Transcription

1 GREATER GASTON DEVELOPMENT CORPORATION 620 North Main Street, Belmont, NC Tel: REQUEST FOR QUALIFICATIONS For Professional Public Relations, Marketing, Branding and Promotional Services To Conceptualize, Develop and Implement The Alliance for Growth s Gaston County Image Campaign Issued on August 26, 2015 (Available at 10:30 a.m.) Qualifications Statements Due by September 29, 2015 (No later than 2:30 p.m.)

2 RFQ Objective Pursuant to the Request for Qualifications (RFQ), the Greater Gaston Development Corporation (GGDC) is seeking a highly-qualified public relations, branding and marketing firm to conceptualize, develop and implement an image campaign for Gaston County North Carolina over a 3-year period. The selected firm may perform a range of potential services including but not limited to strategic marketing plan development and recommendations; brand development, testing and creative production; development of collateral, materials and copy for broadcast, print, outdoor, social and online media, as well as all related purchases and placements; public relations; event marketing and management; and related services. The selected firm is expected to enter into an Agreement for Professional Services. Goals of the Image Campaign Improve the image of Gaston County in order to accelerate job growth and expand the tax base of the County; Create a brand for Gaston County that reflects the many positive attributes of Gaston County and its cities and towns; Develop key messages that effectively address both the positive and negative perceptions of Gaston County within the County itself and within the region; Convey these messages through appropriate media in order to influence positively business and leisure travelers, existing and future residents of the region, businesses and developers, entrepreneurs, key influencers and news media; and Measurably increase awareness among targeted audiences of Gaston County s desire to attract business, grow and become the preferred location within the Charlotte region to live, work and recreate. Background The GGDC is a business-driven, non-profit organization formally incorporated in 2014 to accelerate job growth and increase the tax base in Gaston County, North Carolina. Governed by a Board of Trustees composed of Gaston County business and governmental leaders, the GGDC is financed through dues and contributions from its Trustees and other investors. During the fall of 2014, over 100 Gaston County community leaders came together under the auspices of the GGDC to develop the Alliance for Growth action plan. (A copy of the plan may be downloaded from Page 2

3 That plan described the following vision for Gaston County: Gaston County is the preferred Charlotte-area location for new and expanding business; it serves as an ideal regional site for capital investment, employment opportunities and job growth. To achieve this vision, the Alliance for Growth plan focused on seven key areas that would foster job growth and stimulate capital investment in Gaston County: Sites/Buildings/Infrastructure Transportation/Access Growth Regulatory Process Workforce Preparedness New and Expanded Recruiting Entrepreneur/Small Business Environment Image/Marketing/Relationships The Image/Marketing/Relationship focus area examined the perception of Gaston County held by both those within the county and within the larger Charlotte region. A survey of developers in Mecklenburg County and individuals in Gaston and Mecklenburg counties produced very sobering results. For instance, a number of prominent real estate developers in Mecklenburg County knew very little about Gaston County and did not have Gaston County on their list of locations to consider for new projects. Even within Gaston County itself, although a majority of Gaston residents thought positively about their County, a significant number were neutral or negative. Based on these and similar results the Alliance for Growth Plan identified as an early and critical action item the development of a public relations, branding and marketing campaign to improve the image of Gaston County. This would complement and to some degree highlight substantive progress made in the other six focus areas of the Alliance for Growth plan as well as many other positive attributes of Gaston County. In the second and third quarters of 2015, the GGDC successfully conducted a fundraising effort to finance a 3-year public relations, branding and marketing Image Campaign. Funding has been secured from Gaston County (Travel and Tourism), the private sector (GGDC), City of Gastonia (Tourism Development Authority), City of Mount Holly, City of Belmont, Bessemer City, and the Towns of Dallas, Cramerton and Stanley. Funding requests currently are pending with the Town of McAdenville and the City of Lowell. A Steering Committee composed of representatives of investors in the Alliance for Growth Image Campaign will oversee and direct the campaign from inception to completion. The Greater Gaston Development Corporation will administer the campaign, review contractor performance and act as the contracting and fiscal entity for the project under the overall direction of the Steering Committee. Page 3

4 For respondents not familiar with Gaston County, there are a number of resources available online, such as websites for the Gaston County Economic Development Commission, the Gaston Regional Chamber of Commerce, the Montcross Chamber of Commerce, Gaston County Board of Education, Gaston County Travel and Tourism, Gaston Together, City of Gastonia and the other Gaston County municipalities, as well as cultural and recreational venues. Detailed statistical information on the County, including comparisons with peer counties in the region, can be found at: Services to be Performed The selected firm will develop a strategy and approach to a branding and marketing program for Gaston County and then implement that strategy to achieve the goals of the Image campaign outlined above. To develop and implement this strategy and approach, the basic services required either directly from the selected firm or its subcontractors may include but not be limited to: A. Market research and perception study B. Brand and marketing strategy C. Creative and production for broadcast and print D. Digital marketing including strategy, creative and production E. Social marketing including strategy, creative and execution F. Direct mail marketing G. Media planning and buying H. Event planning, marketing and execution I. Website creation and maintenance J. Public relations K. Metric development, results tracking and Return-on-Investment analysis L. Program and budget management and reporting The qualified public relations/marketing firm will be required, at the request of the GGDC, to submit a specific proposal including assigned staff, account manager, account representatives, detailed scope of work and cost estimates. This information may be included in the preparation and execution of a professional services agreement for the firm s services. Qualifications Assessment The GGDC wants to understand the capabilities of each firm and how those skills and experience may apply to the goals of the Alliance for Growth Image Campaign. The first step in Page 4

5 this process is to evaluate responses to the questions/information requested below. Please respond to the questions and information requests in order and number each response. A. Letter of Interest and Executive Summary Attach a letter of interest that explains your firm s interest in working on this campaign. Include an Executive Summary which explains your firm s qualifications and experience as they pertain to this particular project, how you would approach this campaign, as well as references. Also, include the names and titles of those authorized to make representations for your firm. B. Proposer Profile 1. Office address and contact information for your firm. Address of company headquarters if different than office submitting response. 2. An overview of all services provided by your firm. If all of your firm s available services do not reside in each office, please be clear which services/capabilities are available in each office. 3. If you plan to partner/contract with other agencies/firms to provide specific services, the name, address and capabilities for each partner and a client list from each partner. 4. A brief history of your firm and the year it was established. 5. The two most recent firm annual reports, if any, and firm informational brochures. 6. List of current clients, the length of relationship with each client and the work performed for those clients. 7. Three (3) references from clients and a vendor for whom you did similar work to what is requested 2 from clients, 1 present and 1 past and 1 from a vendor with which you have had a consistent and long-term relationship. 8. Outline of your agency s overall media, strategic planning and research, public relations and web/interactive capabilities. Please indicate if any of this work is provided by a partner or subcontractor. C. Past Performance and Relevant Experience 1. Recent prior experience on similar programs on behalf of governments, quasigovernmental organizations, economic development entities, travel and tourism authorities or boards, public-private partnerships, non-profits or similar organizations, or collaborative efforts by any combination of such organizations, is highly preferred, but not required. Describe your relevant work experience on Page 5

6 similar programs designed to turn around negative perceptions and build positive brand awareness, if any, with those types of clients, including case studies. 2. Specifically, your best 2 examples between $500,000 - $1.5 million in budget for a multi-year engagement that show how your work drove improvement to overall customer awareness, brand perceptions, and economic development results. 3. Creative samples of work by the firm in: TV, radio, video, print, social media, digital, interactive and website, preferably on similar type engagements. 4. Information on any accounts that you currently service that may be perceived to be a potential conflict, and how you would resolve those conflicts if selected. D. Staffing and Approach 1. Bios/background for key members of staff, partners or subcontractors that would be involved with this campaign. 2. List of professional groups and associations to which you belong. 3. Your definition of a successful client relationship? 4. Your approach to fostering effective communications between your team and client and your ability to meet in person with the Steering Committee for updates and benchmarking purposes? 5. Your approach to strategy development? 6. Your perspective on branding and how do you measure it? 7. Your perception of the Gaston County/Gaston County municipalities brand? 8. Knowing the goals and the GGDC and using any preliminary knowledge of the area, why you would be a good fit for the Gaston Countywide GGDC Alliance for Growth Image campaign. 9. Preliminary ideas on what branding, marketing and public relations strategies and opportunities you would recommend for the Image campaign. Among other aspects, you should take into consideration the collaborative county, municipality, travel and tourism and private sector investment in the campaign and the necessity to complement and not duplicate any marketing, branding, and public relations campaigns currently underway by those and other Gaston County entities. E. Financial and Administrative 1. Proof of financial stability including 3 years of financial records (balance sheets) and a letter of financial viability from your firm s banking institution. 2. The total gross billing for the past 3 years. Page 6

7 INSTRUCTIONS TO RESPONDENTS Beginning on Wednesday, August 26 at 10:30 a.m., copies of this RFQ may be obtained from Joyce Hannon at the GGDC offices at 620 N. Main Street, Belmont, N.C between the hours of 8:30 a.m. to 12:00 noon. The RFQ may also be downloaded from the GGDC website at Copies will also be sent by pursuant to request placed to Joyce Hannon at or It is important that all potential respondents also register their interest with Joyce Hannon either in person, by phone or , in order to ensure that they receive any updates, addenda or responses to questions. Questions or inquiries regarding the process or procedure for this RFQ shall be directed to Mark Cramer, GGDC Executive Director, at or All questions beyond matters of process or procedure contained in the RFQ must be submitted in writing via and all responses will be distributed by to all registered respondents. The deadline for receipt of all questions is Thursday, September 17, 2015, no later than 2:30 p.m. All Statements of Qualification must be typewritten on 8 ½ by 11 paper on one side only and if any exhibits are larger they should be folded to 8 ½ by 11. There are no strict page limits for the response, but redundancy should be minimized and brevity and concise responses are expected. The organization of the response should correspond to the organization and order of this Request for Qualifications. One (1) original and nine (9) copies of the Statement of Qualifications must be submitted in hard copy, as well as one electronic copy on a USB flash drive (thumb drive). Responses must be submitted in a sealed envelope or container stating on the outside the respondent s name, address, telephone number and submittal due date and be directed to Mark C. Cramer, Executive Director, GGDC, 620 North Main Street, Belmont, NC All responses must be received at the GGDC offices no later than Tuesday, September 29, 2015 at 2:30p.m. It is anticipated that as many as three (3) firms may be downselected for oral presentations to the Steering Committee. It is also expected, but subject to change, that those presentations will take place on or about Wednesday, October 28, at 1:00 p.m., at a Gaston County location. The downselected firms will be notified as soon as practicable of the date, time and location for oral presentations. It is anticipated that a firm will be selected by the Steering Committee for contract negotiations the day after the oral presentations. Page 7

8 ACTION DEADLINES/DATES (2015) Request for Qualifications Released Wednesday, August 26 10:30 a.m. Deadline for Firms to Submit Questions re RFQ Thursday, September 17 2:30 p.m. Deadline for Firms to Submit Qualification Tuesday, September 29 Statements 2:30 p.m. Notice to Firms Selected for Oral Presentations *Thursday, October 15 Oral Presentations by Finalist Firms *Wednesday, October 28 1:00 pm Notice to Selected Firm *Thursday, October 29 Dates/times subject to change* Reservation of Rights The GGDC reserves the right at its sole discretion to amend or supplement this RFQ, or to withdraw this RFQ at any time during the process. GGDC further reserves the right at its sole discretion to ask a firm to supplement or clarify its response, conduct investigations regarding the qualifications and experience of any firm, waive any defect or irregularity in a response received (except for time of submission of Statement of Qualifications), share responses with the Steering Committee and any employees of the organizations on the Steering Committee, to award all, none, or a part of the work contained in the scope of work or to abandon this RFQ process at any time. The GGDC specifically reserves the right to select a respondent based solely on its evaluation of which Proposal would best serve the interests of the Steering Committee and the GGDC and provide an appropriate level of service for the campaign to succeed. All responses become the property of the GGDC upon submission and will not be returned to the respondents, whether or not they may have been selected for oral presentations or negotiations. It is anticipated that the Statement of Qualifications of the successful respondent will be incorporated into any negotiated contract. The commencement of any such discussions and negotiations does not signify a commitment by the GGDC to execute an Agreement or to continue discussions or negotiations. The GGDC may terminate such discussions and negotiations at any time prior to the award of a binding written contract and either abandon the process or select another firm with which to enter into negotiations. Page 8

9 Attached for Reference: Excerpt from Alliance for Growth Plan relative to Image/Marketing findings and recommendations. Synopsis of Voccii image and marketing study conducted for Alliance for Growth Page 9

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