CITY OF HAPEVILLE, GA Request for Qualifications for Branding & Marketing Firm City of Hapeville 3468 N. Fulton Ave., Hapeville, GA. 30354
City of Hapeville, GA Request for Qualifications For Branding and Marketing Consultant Background Hapeville is centrally located south of downtown Atlanta, Georgia between I-75 and I-85. This small (population 6,500, 2.5 sq. miles) but progressive City has the distinct advantage of being located in close proximity to the Hartsfield-Jackson International Atlanta Airport, and therefore is visited daily by a large workforce population as well as numerous visitors. Hapeville is home to the original Dwarf House Chick-fil-A, Delta Reservation Center, Wells Fargo Processing Center and numerous hotels that service business and leisure travelers. Chartered in 1891 by Dr. Samuel Hape, the City s first Mayor, Hapeville is listed on the National Register of Historic Places, and is a designated Georgia Main Street City, rich with railroad and automotive history. The City is home to three educational institutions and has tree-lined neighborhoods with traditional and ranch style homes as well as quality residential development ranging from craftsman-style bungalows and Chicago-style traditional townhomes to loft condominiums. With city government focused on planning, Hapeville has experienced significant revitalization. In June of 2008, the former Ford Assembly Plan was sold to Jacoby Development, Inc. (JDI), developers of AtIantic Station in Midtown Atlanta. Porsche Cars North America (PCNA), the first business to commit to Aerotropolis, is currently building its U.S. headquarters, a $100M project just on the City s doorstep on the Aerotropolis-Atlanta site. Hapeville has been proactive in initiatives that leverage state incentives and seek grants. The decision to seek designation of seven of Hapeville s commercial corridors as Opportunity Zones (The Georgia Opportunity Zone program is managed by the Georgia Department of Community Affairs and offers significant job tax credit incentives) has created dramatic job tax advantages, for expanding and attracting businesses. The recently completed Depot Transportation Enhancement Project, an $800K project that included the renovation of an historic Depot and the installation of the new plaza area, is one example of grants at work in Hapeville. Among other grants addressing streetscape improvements in Hapeville, the City is currently poised to commence the North Central Avenue LCI Streetscape Project, a $1.3 million project that will immensely improve the heart of downtown. In addition, the City has been awarded a $2.97M Federal Grant for improvements including retaining walls and crossing improvements along the Norfolk Southern Railroad right-of-way that bisects the downtown. In 2013, the Atlanta Regional Commission did a study of Walkable Urban Places (WalkUPs) in the conducted by the George Washington University School of Business. Study findings sited Hapeville as an Emerging metro Atlanta WalkUPs community! Through its own investment, and its partnership with other community based organizations, the arts are alive in Hapeville. Cultural programs such as the South Arts Independent Filmmaker s Tour and public art projects, including the commission of several murals signify the community s commitment to the arts. The City recently purchased two buildings in downtown to serve as the Hapeville Performing Arts Center, and has leased the space to the Academy Theatre, bringing the performing arts to Hapeville. 1
Planning for the Future The Hapeville Mayor and City Council recently adopted, Blue Print 2020, the City s Economic Development Vision & Plan to lay the groundwork for future economic development efforts. The City worked closely with a consultant who collected data and worked with a Steering Committee to gain feedback and insight on Hapeville s economic future. The following Vision Statement was developed from this process: In 2020, Hapeville will maintain small town charm and hometown feel while also becoming a center for global commerce and a regional hub for arts and culture. Hapeville will have attractive neighborhoods with a high quality of life and a diversity of housing options for all stages of life. Hapeville will have a thriving and civic-minded business community serving local, national, and international clients and providing a wide variety of career opportunities for local residents. Hapeville s commercial corridors and downtown will be attractive, bustling, and vibrant and will serve as an easily accessible destination for shopping, dining, and entertainment opportunities. The Economic Development Strategy focuses on ten goals: Improve appearance of commercial corridors Improve accessibility to visitors, office workforce and residents Develop business recruitment and retention program Strengthen and market educational opportunities Strengthen/maintain neighborhoods through quality of life improvements Market the City to outsiders Make Hapeville and arts destination Attract additional dining/shopping Maintain and market small town charm Continue pro-growth initiatives, maintaining high development standards Proposal Requirements and Scope of Services The City is seeking assistance on the development of an overall branding and marketing strategy to help create a sense of connection/place for the community and to share the community s vision to attract businesses, visitors and residents. The City is seeking a firm and/or firms to draft a Branding and Marketing Strategy, including creation of a brand and an implementation plan to launch an identity and brand awareness campaign. The emphasis of the Branding and Marketing Strategy is to increase awareness of the City of Hapeville as a valued and inclusive community in which to live and raise a family, a place with pristine parks and amenities, an abundance of recreational and cultural activities, a place to establish new businesses, to increase patronage of local businesses, and to create a place in which the community identifies. The City is seeking a firm and/or firms with experience in developing a public sector brand, community marketing campaigns, as well as campaigns that focus on economic development. The project may include design, an implementation plan, and campaign for the community. The City requests that the Qualifications packet include examples of previous work completed, strategies used to develop the project(s), and an implementation outline to launch the Strategy. The examples provided should demonstrate ability and creativity to develop a Strategy and associated plans/vision. 2
Consultant Expertise and Qualification Submission Format Interested firms are encouraged to keep their submission brief and relevant to the Scope of Services. Submissions should include the following: Cover letter with name, address, phone number, and email address of contact person. Identify the project manager and the personnel to be assigned to this project (including names, addresses, current phone numbers, and email addresses). Identify the capacity this person(s) has to develop a Branding and Marketing Strategy, and to manage and execute a branding and marketing campaign. Please include brief resumes for all team members, identify how many years this team has worked together, and a list of projects this team has completed or is currently working on. Background on the firm and its experience in preparing comprehensive and strategic branding and marketing strategies and campaigns, especially for cities (of similar size/nature, if applicable) and public agencies. Examples of past work for local agencies. A narrative that presents the services the firm might provide detailing the approach, methodology, deliverables and client meetings. A brief narrative describing the approach that the firm might use to include/engage public input in the development of the Branding and Marketing Strategy. Description of overall knowledge of the City of Hapeville. A summary of approaches used to measure reach and frequency when purchasing media (e.g. television, radio) and tools used to measure effectiveness of print and online advertising (including social media) and a branding awareness campaign. Include related experience in media negotiations and placement. At least three (3) public or private references for projects of similar nature to this engagement. Respondents should submit 10 bound copies and 1 unbound reproducible copy by mail or courier. Submittals should not exceed 30 pages, inclusive of any graphic renderings or marketing materials. All hard copy submittals should be directed to the below contact no later than 4:00 p.m. on Tuesday, September 2, 2014: Hapeville City Hall Allie O Brien, Main Street & Marketing Manager Ref: Branding/Marketing RFQ 3468 N. Fulton Avenue Hapeville, GA 30354 For further information, please contact Allie O Brien, Main Street & Marketing Manager at (404) 669-8428 or aobrien@hapeville.org Questions regarding this RFQ should be submitted in writing solely to Ms. O Brien, preferably by email. Contact with other City officials, City consultants or City staff may result in disqualification of the submittal. Selection Process All statements submitted in response to this RFQ will be reviewed and evaluated based on the information contained in the responses, an investigation of the consultant s past projects and performance, and other pertinent factors. The City plans to prepare an analysis of all 3
statements. In addition, the City may form a Selection Committee to determine, and/or interview, a limited number of finalists from which to solicit a Proposal/Bid for a defined Scope of Services. The City reserves the right to request additional information as deemed necessary and appropriate. The City may, at its discretion, partner with more than one consultant, based on the large scope of services anticipated. A recommendation will be made to the City Council for the selection of the branding and marketing consultant with whom the City will enter into a Professional Services Agreement. The City intends to commence work in the current fiscal year. The City of Hapeville reserves the right to reject any and all submittals and to waive any technicalities or irregularities in the submittal procedure. 4