BRANDING INITIATIVE 2019
UPDATE: 05/20/2019 Over 30 proposals were received and must be vetted. We anticipate a short list of vendors by June 5 and a recommendation being sent to Council for June 11, 2019.
The purpose of this RFP is to solicit the best overall proposal for the provision of consulting services for the development of a brand identity, including a visual identity guide, and a brand implementation/marketing strategy for the Town of Barrhead. Project details are posted below.
The deadline for submissions is Friday, May 17 at 4:00 pm MST.
The deadline for sending questions to the RFP Coordinator is Friday, May 3, 2019, at 4:00 pm MST. All inquiries should be submitted for a reply in advance of the deadline. Additional information about this RFP, such as updates or amendments to it, and answers to questions submitted by proponents, will be added to this page.
The RFP Coordinator for this project is:
Kat Hueggenberg, Communications Coordinator, communications@barrhead.ca
Detailed Request for Proposal - Branding Initiative 2019
How flexible are you in regards to the methodology or deliverables outlined in the RFP?
Very. We constructed this RFP based on what previous municipalities have published when doing their own re-branding. What is of utmost importance to us is delivering on the objectives of the project. If something we have requested is no longer industry standard, or will not move us in the direction we've indicated, we welcome a proposal that tells us how to get where we want to be. In short, we don't know what we don't know and are open to different methodologies to deliver on the project objectives.
SECTION 4.3 SEEMS TO BE IN CONFLICT WITH THE TGIF GUIDELINES. CAN YOU CLARIFY?
The TGIF grant cannot be applied to specific marketing initiatives such as marketing plans. In speaking with Alberta Tourism regarding this project, they have clarified that an implementation plan that embodies next steps or directives such as the creation of specific marketing plans are acceptable. In particular, our use of the term 'marketing plan' specifically relates to marketing and promoting the brand to stakeholders and citizens for the purpose of buy-in. This is different than a marketing plan using the developed brand for a specific purpose such as promoting the Town to a specialized audience with targeted goals and objectives. The implementation plan should also give us direction on how to move forward into the future with the brand including recommendations for future budgeting and strategic planning purposes.
How flexible is the budget and what if we do not feel it can encompass all of the deliverables?
The budget outlined in the RFP is not particularly flexible, but the deliverables are. What is most important to us are the foundations of building a great brand identity and the participation of local stakeholders in the process. If some of the final pieces cannot be encompassed within this budget, please include costs for moving forward in the implementation plan. If some of the 'next steps' involve costs, kindly outline them in the implementation plan so we can budget accordingly.
We recognize that this is not a one-and-done project and will require annual investment. Let us know what can be, and should be, achieved within the existing budget and outline for us what we need to plan for in the future.
Can we outline additional services that our firm can provide for future consideration?
We welcome it. We recognize that additional budgets and planning are required to execute this brand effectively on an annual basis. Additional grants can be applied for and annual budgets can be aligned to future services that can assist the Town. We simply need to know about them and how they can help move us forward towards our brand goals. If your firm has additional services that the Town may benefit from, please do include them in your proposal for our future consideration.
WHAT BARRIERS OR DELAYS SHOULD BE CONSIDERED REGARDING TIMELINES?
Most of our major stakeholders are all already aware of this project and are eager to participate. Our citizens have also shown interest in engagement and providing feedback, but are not aware of this project's specifics. Engagement with stakeholders and citizens will be difficult during the last half of July and for most of August. Should the project be extended into the winter, that is acceptable as the TGIF grant has a hard deadline of March 2020. Engagement with Council is recommended earlier in the project rather than later, and will require significant lead time to coordinate effectively.
WHO IS THE PRIMARY DECISION MAKER FOR THIS PROJECT?
The Communications Coordinator and CAO will be the decision makers for most of the project. Larger milestones or major decisions will be taken before Council.
Are you expecting a set amount of printed materials to be included in the deliverable such as letter head or business cards?
No. We would like some key initial pieces to be designed for us, but we have a separate budget for the actual printing of such materials. The TGIF grant is very clear that our budget cannot be spent on marketing materials or marketing implementations, only for the initial discovery and brand identity items to carry us forward into future marketing efforts.
Can companies outside of Canada apply for this?
Absolutely. If your firm can confidently deliver on the proposal objectives from a distance, please let us know how you will be overcoming the obstacle of not being physically present in the Town for any part of the project. Alternatively, please include travel in your cost analysis for any trips your firm deems necessary. We would also ask that you briefly address your understanding of Canadian, or even Albertan, culture despite your geographic distance.
Can we submit our proposal via email?
Yes. Please email your proposal to communications@barrhead.ca with the subject line of "Town of Barrhead Branding Initiative 2019." You will receive a confirmation within 24 hours of your submission. If you do not receive a confirmation, call the RFP Coordinator at 780-674-3301.