Cedar Hill RFP

REQUEST FOR PROPOSAL -- RFP 2023-100-1 19 THE CITY OF CEDAR HILL Branding & Marketing Services Project A – Citywide Branding | Project B – Cedar Hill Nature Corridor DEVELOPING A PLAN It is important to note that you are already ahead of the game. The City of Cedar Hill understands that is not simply about adding a few social posts, a new website, or a press release. All marketing – certainly all digital marketing - works together. Social media, online video, search engine optimization, and reputation management all work together to reach your economic development growth goals. Every client is different with their own goals and unique offerings. That, combined with changes in technology , changes in the marketplace, and changes caused by issues that the City can’t predict , makes determining a “Fixed Plan” almost impossible. Each plan may be different – but the process to developing that plan is generally the same. It begins with the City of Cedar Hill. MSC will meet with the various business segments of the City and get a clear understanding of the marketing goals. Our team will do a creative and messaging audit of your materials and determine “Where are we NOW?” as it relates to your mar keting. We will ask – and find the answer “Who is our current customer” and “who is our target customer?” We will explore the targeting possibilities and develop a list of the behavioral attributes of our “GOAL customers . ” Together we will agree on what the definition of success is (as it relates to City of Cedar Hill marketing) and how we will quantify our Marketing Growth Rate. With that information, we will together determine a scope of work, agree on a budget, and determine a schedule. Then we will roll up our sleeves and go to work! CONCEPT, CREATIVE AND DESIGN Solving marketing challenges demands that you begin not with design, copy and schedules – you have to start with the fundamental practices of problem solving. Cedar Hill is different – so how will the marketing effort reflect those differences? MSC will begin developing creative designs once we know the “What” in what we are doing! These designs will be submitted on paper. That way all parties involved can feel free to write, sketch and comment together. PRODUCTION AND DEVELOPMENT The production phase of the process is when the work really gets going. After approving the initial design and content direction, MSC will begin framing out the digital construct of your tourism, branding and ED marketing efforts. This includes everything from the basic code for a website and the artwork for the various sizes of your print and digital advertising. You will be amazed how different everything looks and feels once you start seeing it in its native format. LAUNCH, TRACK, MEASURE, RE-TOOL, RELAUNCH Once complete, we will launch the campaign and first phase of the media. At that point we keep track of and measure all the data relevant so we can ensure the strategy is working and the campaigns are performing as planned. Usually, they don’t! After a fair test period, we re-tool what is not working and relaunch.