The selected firm will be responsible for six major components: 1. Discovery and Research Conduct a branding audit and analyze public perception. Review city marketing efforts, tourism data, economic trends, and planning documents. Engage stakeholders via interviews, focus groups, and surveys (residents, business owners, SIU representatives, visitors, city staff, and officials). Produce a Research & Insights Report summarizing findings. 2. Marketing Strategy Development Define target audiences with demographic and psychographic profiles. Identify value propositions and messaging tailored to each audience segment (students, retirees, tourists, remote workers). Create a brand positioning statement and key message framework reflecting Carbondale's identity. Benchmark against peer communities and highlight Carbondale's unique differentiators. Develop authentic storytelling themes showcasing diversity, history, and aspirations. Assess how SIU and the Shawnee National Forest can be leveraged in messaging. Propose at least one "big, bold idea" to push beyond conventional strategies. 3. Creative and Tactical Plan Recommend branding, messaging, and visual identity elements (slogans, taglines, visuals). Outline implementation tactics across: Digital marketing (social media, SEO, video, paid ads) Public relations and media outreach Community engagement events Print and promotional materials Wayfinding and signage Strategic partnerships with SIU, tourism bureaus, and other stakeholders 4. Implementation Roadmap Develop a phased rollout plan including: Timeline Roles and responsibilities Recommended tools and platforms Budget estimates Key performance indicators (KPIs) Recommend an internal staffing structure for ongoing marketing management. 5. Final Deliverables A Strategic Marketing Plan with an executive summary and presentation materials. A brand messaging toolkit. Social media and content calendar templates. Sample creative assets or mockups. 6. Initial Marketing Launch Activities Following City Council approval, execute a limited pilot campaign using social media, digital ads, or print outreach to launch the new branding strategy.
