Specifications include, but are not limited to: 1. SCOPE OF WORK: The City seeks a consultant to develop and execute a comprehensive branding and marketing campaign that shall define the identity and value proposition for the Leander TOD. This campaign shall communicate the projects value to the development community, foster the purchase and development of property and compliment the Citys broader goals. Realizing the many components to this Scope of Work, the City seeks cost proposals on the threephases of the branding and marketing campaign as outlined herein. 2. PHASE I - COLLABORATIVE WORKSHOP, TOD NAME AND SALES MATERIAL PRODUCTION: Successful Respondent shall be responsible for but not limited to carrying out the following tasks: 2.1. Review existing Leander TOD information, schematics, site plans and renderings 2.2. Gather and review TOD marketing material from other communities for comparison 2.3. Visit the City of Leander for a period of one to two days in order to tour the City, the TOD and surrounding region and host a collaborative workshop with the Citys Council Members, TOD stakeholders and City leadership to develop a name for the TOD and to further discuss the goals of the marketing effort. At the conclusion of the workshop a community name for the TOD shall be agreed upon. This charette-style workshop shall provide the successful Respondent with insight to develop the marketing material specified herein. Workshop topics for discussion shall include but not be limited to: Target markets Marketing strategy Value proposition created by the TOD location, infrastructure, amenities, quality of life and sustainability TOD differentiation History of the City and Region Branding and naming concepts Logo design concepts Brochure design concepts Website design concepts 2.4. Develop detailed brochure format recommendations and printing cost estimates for the production of TOD sales material as a result of the workshop 2.5. Upon approval of material format recommendations, successful Respondent, utilizing existing TOD maps, renderings and other imagery, shall produce and deliver, at a minimum: Three (3) logo concepts Marketing brochure TOD website accompanied by URL recommendations and Search Engine Optimization (SEO) content maximization. 3. PHASE II MARKETING PLAN AND BUDGET: To enable the directive of creating top-of-mind awareness within the development community, the City seeks a marketing campaign with a clear set of priorities, a step-by-step marketing plan and budget that can be supported through a commitment of City resources. The purpose of the plan is to provide a roadmap for the City in pursuing targeted market segments. City reserves right to review and modify the marketing plan recommendations. Successful respondent shall incorporate City recommendations and edits in order to produce a final and agreed upon plan and budget. Successful Respondent shall be responsible for but not limited to carrying out the following tasks: 3.1. Develop a near-term, 12-month marketing plan and budget 3.2. Develop a long-term, 36-month marketing plan and budget 3.3. Identify professional associations and networking opportunities 3.4. Develop a target market database 3.5. Develop a public relations and press release distribution database 3.6. Identify industry conferences and tradeshows at the national level 3.7. Create an advertising and media plan to maximize the TOD exposure by utilizing: Print media Search Engine Optimization (SEO) Pay Per Click campaigns (PPC) Social media campaigns 4. PHASE III MARKETING CAMPAIGN AND MANAGEMENT: City seeks the option to engage successful respondent in on-going service agreement to execute the agreed upon marketing plan and to represent the City in the marketplace. Representation shall serve the purpose of project liaison to facilitate the exposure of the TOD to the development community as outlined in the agreed upon marketing plan. In this capacity successful respondent will report to and operate at the direction of a City representative. Successful respondent shall be responsible for but not limited to carrying out the following tasks associated with the agreed upon marketing plan: 4.1. Execution of near-term, 12-month marketing plan 4.2. Execution of long-term, 36-month marketing plan 4.3. Provide presence within professional associations and networking opportunities 4.4. Maintain target market database 4.5. Preparation and distribution of press releases to media outlet database 4.6. Provide presence at industry conferences and tradeshows 4.7. Provide prompt transfer of project inquiries to Citys economic development team 4.8. Provide administrative management of advertising and media plan
