Cedar Hill RFP

REQUEST FOR PROPOSAL -- RFP 2023-100-1 7 THE CITY OF CEDAR HILL Branding & Marketing Services Project A – Citywide Branding | Project B – Cedar Hill Nature Corridor PROJECT A Cedar Hill Citywide Branding PROJECT A – CITYWIDE BRANDING MSC has been involved in Economic Development marketing for well over 20 years. We have been promoting the ED efforts since 1997 through TIF District campaigns, Site Planner conferences, Urban Planning symposiums and traditional print, video and digital marketing efforts. Our clients include the City of Irving, Texas, Waterloo, Iowa, The Baton Rouge Area Foundation, the Town of Carefree, AZ, as well as multiple private developers working in union with numerous city entities. MSC proposes to work with Cedar Hill to create and implement a comprehensive branding campaign: • U sing the City’s existing logo and tagline , MSC will update key brand messages and develop a positioning statement that will build continuity in messaging and positioning between the City’s tourism and economic development marketing efforts • We will d evelop a “channel” based marketing strategy that will create a long-lasting sense of community identity and pride as well as enhance the perception of Cedar Hill in the region and beyond • To implement this strategy, MSC will create a design platform for all digital and printed materials and provide easy to use visual standards that support that platform How much will it cost, how long will it take? Marketing is a one- ended rope. It never stops! RFP’s like this one are designed to give you an apples - to-apples comparison of the agency’s resources that are interested in helping you. Unfortunately, we are not all the same. We are all pretty good at what we do, we just all do it differently. We understand that you want to know how we will do it, what will make the marketing unique to the audience, and what it will look like. That said, the intangible nature of Creative Development makes that impossible. We need to visit and learn the City of Cedar Hill, talk with the stakeholders and customers, visit the nature corridor, and linger a while in the city. Then we need to study it as a competitor (as well as other factors in the competitive set.) Additionally, we need to review the existing marketing, as well as past campaigns, and have a candid conversation about what worked and what did not. Then (last but not least,) define an agreed upon set of goals and statement of success. Based on what we have read, we are confident that with a working Creative Development budget of $50k-$80k – we can concept, create, design, and launch a successful campaign that will provide meaningful brand awareness and a positive Return on Investment for the City of Cedar Hill. Of course, media costs, printing and outside implementation costs would be additional (based on your budget.) Generally, projects like this take about four to five months to complete.