Specifications include, but are not limited to: The contractor shall be expected to complete the Scope of Work described below: A. Assist the Marketing Division (NCCMD) to develop a comprehensive brand and strategic branding program for the State of North Carolina that shall include: 1) Consultation with representatives from The Frank Hawkins Kenan Institute of Private Enterprise (KIPE) and other stakeholders regarding the development of the core concept(s) of the new brand, such as but not limited to brand positioning and messaging strategy in order to differentiate North Carolina and help persuade people to hold favorable perceptions of North Carolina, based upon authentic and credible attributes. 2) Review and analysis of a wide range of data, research, and recommendations from various sources to support the development of a comprehensive, multi-disciplinary branding strategy and program. 3) Synthesis of the ideas and recommendations from KIPE and other stakeholders into a comprehensive branding concept and program, addressing at a minimum the following elements: a) Brand position i) What should NC stand for? ii) What supports this claim? iii) What unique and credible benefit(s) should NC offer and to whom? iv) What is our unique value and how are we different? v) How the brand position compares in context with other states b) Brand promise what do we promise to deliver to our target audiences every time? c) Brand personality 3 to 5 traits (adjectives). d) Brand story i) How does NCs history and attributes add value and credibility to our brand? ii) Summary of facts or assets to support the brand. iii) Brand narrative/Brand essence statement.
