The selected organization will be responsible for delivering the following components: 1. Discovery and Research • Conduct a community branding audit, including public perception analysis. • Review existing marketing efforts, City plans, tourism data, economic trends, and relevant reports. • Engage stakeholders through interviews, focus groups, and/or surveys, including: • Residents • Business owners • University representatives • Visitors • City staff and elected officials • Document findings in a Research & Insights Report summarizing the results. 2. Marketing Strategy Development • Define target audiences, including demographic and psychographic profiles. • Identify unique value propositions and messaging platforms for each audience (e.g., students, retirees, tourists, remote workers). • Develop a brand positioning statement and key message framework that reflects Carbondale’s identity, opportunities, and aspirations. • Compare and contrast Carbondale with surrounding communities (e.g., Marion, Murphysboro, Carterville, Anna), and describe how Carbondale’s distinctiveness can be leveraged as a strength.
