Specifications include, but are not limited to: Phase 1: Positioning Strategy: Phase 1 will develop a cost-effective yet comprehensive positioning strategy that adheres to AED’s existing brand identity through its message platform, including, essence, positioning and theme and AED’s visual identity including, fonts, color palette and visual imagery according to the existing brand style guide and utilizes digital and traditional marketing tactics to market, promote and educate BIG’s target audiences about the benefits of remaining in or relocating to Arlington, VA as a business location. The positioning strategy must make Arlington stand out from the competition. AED is seeking a strategy above what other communities are marketing. Creativity and differentiation will be considerations in the evaluation process. AED has an established visual and editorial identity system for its brand and extensive work conducted on target audiences. AED also has a new website and an assortment of marketing collateral. For this reason, a consultant would leverage these existing assets rather than be expected to create new ones.; Phase 2: Ongoing Support: Phase 2 would provide services on an as-needed basis after Phase 1 is complete. Precise deliverables will be defined as needs arise and based on available budget. The kinds of services sought will be in the following categories: • Marketing Content Creation and Production: develop content and collateral in line with AED’s existing brand and style guidelines to convey BIG’s marketing message in coordination with the marketing strategy on an as needed basis. Deliverables could include development of new campaign ideas or campaigns to support existing BIG programs and initiatives. Needs that could be addressed include, but are not limited to, the following: o Innovative ideas and content generation (e.g., social media content, blog content, marketing collateral ideas, event ideas, etc.) to create new campaigns or design campaigns to support existing programs; o Copywriting and editing; o Graphic design, print and digital materials; • Public Relations: The agency will work with BIG and the AED Communications Group to identify, create and manage opportunities to bring attention to Arlington, VA as an ideal business location for its target industries. Public relations support encompasses opportunities to highlight and celebrate assets and accomplishments of the Arlington community, AED, as well as Arlington-based businesses. Needs that may arise include, but are not limited to, the following: o Identify, shape and pitch story angles to highlight Arlington’s win themes and value proposition among BIG’s target audiences with the goal of generating national press coverage and brand awareness. Arrange media deskside and events with targeted outlets for one-on-one conversations; o Identify speaking engagements, events, and tradeshows to attend and nontraditional media opportunities for AED/BIG staff; o Seek opportunities for Arlington-based businesses in BIG’s key industries to recognize, celebrate and award. This will be done in collaboration with BIG to help identify companies that are good candidates for awards and publicity
