RFP 19-07-02 Re-Branding Services

Home Browse Search

|REQUEST FOR PROPOSAL NO. 19-07-02 17 development of each phase of this project, the City will provide the awarded firm with City history, background, and data. This project will be divided into two phases. Phase one will encompass the research and market analysis to establish a basis and understanding of the City’s stakeholders, proposed target audience, and positioning. Phase two will consist of the development of a brand identity and branded collateral along with design and style guidelines. The awarded firm of this RFP may be selected to complete part or all of the work herein described. The City reserves the right to modify the logo and branding submitted by the Firm. The completed work will be reviewed and approved by City staff and the City’s Public Arts Advisory Committee (PAAC), and any additional applicable stakeholders as designated by the City. These parties will review all work completed by the awarded firm and provide feedback and recommendations for the final product. Upon review, City Staff and the City’s Public Arts Advisory Committee will make a recommendation to the City Commission for the commission’s approval. Awarded Firm will: Phase 1 – Market Research and Investigation The scope of services envisioned for Phase 1 includes, but is not limited to, the following: • Conduct a thorough demographic study for the City. The study should include formal, quantitative research and informal, qualitative research with a representative sample of Sunny Isles Beach stakeholders to determine how the Sunny Isles Beach brand should be updated. The audience for the research (such as surveys, focus groups, or interviews) should be a random sample of Sunny Isles Beach residents, visitors, employees, and business owners/managers. The goal of the research is to better understand who our residents are and to gain useful feedback on how the City is perceived by its stakeholders and how it should be marketed. • Obtain, as needed, and analyze consumer, media and market research including demographics and psychographics to include: residents, visitors, hotels and resorts, corporations, retailers/restaurants, employees, property owners and developers. Additionally, the selected firm will incorporate pertinent information and review existing research that will be provided by the City. • Research marketing campaigns, special events, and other promotions to provide recommendations to the City. Assess effectiveness of current practices. • Conduct strategic analysis of demographics, business trends, and Strengths, Weaknesses, Opportunities, and Threats (SWOT) as the foundation for the branding program and corresponding program areas. • Confirm branding and marketing objectives and goals with the City of Sunny Isles Beach. • Provide a strategic assessment and recommend market positioning based upon overall research in a report format to be used in the brand development phase. The City anticipates this would be completed within a maximum of twelve (12) months or less after Notice to Proceed from the City of Sunny Isles Beach. • The selected firm will provide a mission and vision statement based on the research conducted in this phase. The awarded firm may choose to subcontract Phase 1 of this RFP to ensure the City receives the highest quality service possible, provided that the awarded firm acknowledges total responsibility for the entire contract.