CAPE COD CHAMBER OF COMMERCE / CVB REQUEST FOR PROPOSAL SEPTEMBER 14, 2018 ADDRESS: 5 PATTI PAGE WAY, CENTERVILLE, MA 02632 TELEPHONE: 508-362-8610 FAX: 508-362-3698 E-MAIL ADDRESS: RFP FILE NAME/TITLE: CONTACT PERSON: CATEGORY: wendy@capecodchamber.org TOWN OF BARNSTABLE BRAND PROPOSAL WENDY NORTHCROSS, CEO CREATIVE DESIGN/MARKETING 1. DESCRIPTION OF PROPOSED PROCUREMENT The Cape Cod Chamber of Commerce seeks a creative/marketing agency to develop a refreshed brand identity for The Town of Barnstable. The goal of this project is to examine Barnstable s current brand and determine what needs to be adjusted to position the destination to appeal to national visitors, as well as Cape Cod residents, as a great place to live, work and play. The Town of Barnstable has contracted with the Cape Cod Chamber to establish a new brand for the community, incorporating the opportunities for residential and business relocation, as well as for leisure and business travel. 1 P a g e
2. COMMUNITY OVERVIEW Founded in 1639, Barnstable is a city, referred to as the Town of Barnstable, in the U.S. state of Massachusetts and the county seat of Barnstable County. Barnstable is the largest community, both in land area and population, on Cape Cod. At the 2010 census, it had a population of 45,193, with an estimated seasonal population of 150,000. Barnstable is made up of seven distinct villages, each with their own unique character. Its largest village, Hyannis, is considered the hub of Cape Cod with the largest healthcare facilities, retail shopping centers and major multimodal transportation operations including the Barnstable Municipal Airport, Cape Cod Regional Transportation Authority that offers bus service Cape-wide, and island ferry passenger and freight services to Nantucket and Martha s Vineyard. The Cape s only major enclosed mall is located along the regional retail corridor of Hyannis along with a large number of national chain stores and restaurants. Alternatively, downtown Hyannis offers an ambiance well suited to unique locally-owned specialty shops, artist galleries, museums, restaurants and bistros, and has received Statedesignation as both a Historic District and a Cultural District. The emerging Blue Economy (www.bluecapecod.org) offers an opportunity to tell a new story about one of our nation s founding communities. 3. GENERAL CONTRACT REQUIREMENTS: All documents must be submitted electronically and by mail to: wendy@capecodchamber.org with eight (8) hard copies mailed to the above address by the due date of October 19, 2018. Execution of a contract with the selected vendor is subject to negotiations relative to the scope of service, special contract provisions and compensation. 4. SCOPE OF SERVICES: The contracted agency will develop a refreshed brand identity for the Town of Barnstable. The goal of this project is to examine Barnstable s current brand and determine what needs to be adjusted to position the destination to appeal to national visitors, as well as Cape Cod residents, as a great place to live, work and play. The Town of Barnstable has contracted with the Cape Cod Chamber to establish a new brand for the community, incorporating the opportunities for residential and business relocation, as well as for leisure and business travel. 2 P a g e
The successful vendor will analyze Barnstable current brand, and develop and implement a new brand identity. This includes value proposition (positioning), brand messaging and architecture, corporate identity design, internal and external launch plan (go-to-market strategy), implementation the creation of identity package templates (letterhead, business cards, e-newsletter header, PowerPoint, etc.), and brand guidelines. It is expected that the selected firm will produce at least three (3) distinct brand options with corresponding imagery and logos for consideration. This includes: Conduct a Brand audit Conduct research of our primary internal and external audiences to determine their perceptions of our brand Develop a brand strategy that specifies Barnstable s brand personality, value proposition (elevator speech), brand positioning and brand promise. Develop brand messaging. Produce at least three (3) distinct brand options with corresponding imagery and logos for consideration. Establish a new visual identity for the community and create a visual identity standards manual or brand book that governs the use of the identity. Develop collateral templates Guidance on brand launch 5. EXPECTED DURATION OF CONTRACTS: Contract duration: December, 2018 February, 2019 6. COMPENSATION: The Cape Cod Chamber has allocated up to $35,000 for this project. Firms submitting a proposal are encouraged to bid competitively. The price quoted should be inclusive. If the quoted price excludes certain fees or charges, provide a detailed list of excluded fees with a complete explanation of the nature of those fees. 3 P a g e
Agency will be paid in US dollars. Payments will be made by Cape Cod Chamber directly to the agency. Payment for services related to this solicitation will be tied to specific deliverables or milestones to be included in the Scope of Work submitted by the firm to Cape Cod Chamber after selection. For each task in this project, the firm will be required to submit a detailed, itemized notto-exceed estimate that must be approved by Cape Cod Chamber before a specific task can begin. Invoices must not be for amounts in excess of the approved estimate. Any changes to approved estimates must be approved in advance by Cape Cod Chamber. Final billing for this project should be submitted by the firm to Cape Cod Chamber no later than June 15, 2019. Cape Cod Chamber will have 30 days after receipt of the invoice to process payment. 7. VENDOR ELIGIBILITY CRITERIA Vendors that are selected are considered eligible if they meet the following minimum qualifications: Are experienced in community/destination marketing, operating as a corporate entity and possess full-service capabilities for strategic development, brand identity and creative services. Minimum of 3 years experience in marketing and developing community brands for any United States destination. Able to demonstrate experience to accomplish tasks in Section 4, Scope of Services. Demonstrated effectiveness of programs for current or previous community/destination clients. Preferred Qualifications: Familiarity of Barnstable and Cape Cod. Has an office in Massachusetts. 4 P a g e
8. ELEMENTS OF PROPOSAL To ensure consistent proposals amongst all submitting vendors, please include detailed information regarding all of the following topics: Cover letter (optional) Provide a company profile, indicating background, experience and core competencies. List and provide at least 2 brands from community/destination clients that reflect your creative branding capabilities. Describe your experience in creating brands for non-profit and/or community-focused projects. List and provide 3 references of past clients. Please identify the staff members that will be assigned to this project, their titles and what their roles will be on this project. Additionally, please include biographies for the staff members on the proposed project team. Briefly describe your firm s project management process. Please list any subcontractors and what their roles will be. Please explain your service level agreement structure. Provide the time frame for completion. The time frame for completion of the project will be evaluated. In addition, time frames will be part of the contractual agreement; therefore, a realistic time frame for completion is requested. Please describe your process for gathering information and content needed for the project. Estimated budget to produce required deliverables, including analysis. Please estimate the cost of each deliverable independently. Terms and conditions. 9. EVALUATION CRITERIA AND SELECTION PROCESS Proposals will be evaluated based upon bidders responsiveness to this RFP in terms of compliance with all eligibility requirements as detailed in Section 7; demonstrated ability to perform all required services as detailed in Section 4 and overall quality of the submission. Any response, regardless of the submission formats specified, that fails to meet a mandatory specification of this RFP may be found non-responsive without further evaluation unless Cape Cod Chamber, in its discretion, determines that the noncompliance is insubstantial, can be corrected or that an alternative proposed by the bidder is acceptable. Proposals will be evaluated by a review panel selected by the Town of Barnstable and Greater Hyannis Chamber. This review panel will determine eligibility and select vendors invited to present capabilities. 5 P a g e
If presentations are required, Cape Cod Chamber will determine whether finalists will be required to present their plan in Barnstable, MA or via an electronic meeting service. All expenses related to the Barnstable meeting, if required, will be at the Bidder s cost, not Cape Cod Chamber s. The panel will make the final selection of a vendor. Cape Cod Chamber reserves the right to reject any and all proposals if it is deemed in the best interests of Town of Barnstable. 10. GENERAL ADMINISTRATIVE AND SUBMISSION INFORMATION: Written Questions: Prospective bidders may submit questions regarding this solicitation between Friday, September 21 Wednesday, September 26, 2018, by emailing: wendy@capecodchamber.org. After this date, no further questions may be asked. Cape Cod Chamber will respond to all questions in a single email addressed to all applicants by Friday, September 28, 2018. Start deadline for questions: Friday, Sept. 21, 2018 End deadline for questions: Wednesday, Sept. 26, 2018 Question response date by: Wednesday, Sept. 28, 2018 Proposals due 5:00 PM Eastern Standard Time: Friday, Oct. 19, 2018 Review dates: October 23-26, 2018 Interview date (if required): To be agreed with finalists Agency selection Wednesday, Nov. 7, 2018 Start date for contract Early December, 2018 Schedule is subject to change; Bidders will be notified of any changes. The text of the proposal should be no more than twenty (20) type written pages including supporting exhibits. Clearly marked, direct and brief responses are encouraged. One copy should be sent electronically to the email address stated below and eight (8) original copies of the written proposal must be submitted and received at the address below no later than 5:00 PM US Eastern Standard Time, Friday, October 19, 2018. 6 P a g e
7 P a g e Wendy Northcross Cape Cod Chamber of Commerce / CVB 5 Patti Page Way, Centerville, MA 02632 Wendy@capecodchamber.org