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Date Created: 12/21/15
Request for Proposals For Lake Oswego Marketing Strategy Deadline for Receipt of Proposal Tuesday, February 16, 2010 – 5 p.m. PST s e i p o c ) 5 ( e v i F Location for Receipt of Proposal: Jane Blackstone, Economic Development Manager (Risk of delay in delivery Lake Oswego City Hall is on Proposer) 380 A Avenue 3BPoO. 9703OLsakRgo, Electronic Delivery of Proposal by email attachment is not permitted. Scope of Work, Contractor’s Duties, and Subm Rtqulirements : Please see Attachment 1. Prequalification Applications: Not required. Proposal Security Required: Not Required Pre-Proposal Conference: None. Ranking of Proposals / Determination of Successful Proposer: Respondents should have extensive experience developing creative marketing campaigns, including experience working with multiple stakeholders, non-profit organizations, and public agencies, and be able to demonstrate successful implementation. Knowledge of Lake Oswego and community and business district marketing experience are also highly desirable. The selected consultant may have the opportunity to assist with execution of the marketing strategy and qualifications should incorporate project success stories. Proposals will be reviewed and ranked by the Project Manager and other selected persons, based on the following evaluation criteria: Page 1 lake oswego marketing rfp & att. 1.doc • Relevant experience of firm (25%) • Expertise of assigned personnel (25%) • Familiarity with Lake Oswego (10%) • Demonstrated implementation success (20%) • Ability to complete the work in a timely manner to leverage Summer 2010 events and activities (10%) • Demonstrated ability to deliver results with a limited budget (10%) The three highest ranked qualified proposers will be invited to interview. The interview team will select a firm from the interviewee group based on their collective judgment of the firm’s ability to work effectively with Lake Oswego stakeholders and deliver a high quality marketing strategy. Subject to the City’s right to cancel this Request for Proposals and to reject any and all proposals, and to the procedure for Objections to Proposed Contract, City will award the contract to the responsible proposer whose proposal the City determines is the most advantageous to the City based on the evaluation process and evaluation factors described in this Request for proposals, applicable preferences described in ORS 279A.120 and 279A.125 and, the outcome of any negotiations authorized by this Request for Proposals. Objections to Proposed Contract: The form of Contract that the successful Contractor will be expected to execute if awarded the contract is included. The Proposer should include in the proposal any objections to the form or terms of the Contract. Any objections shall be considered after a determination of the apparent highest ranked responsive, responsible bidder is made, and the terms shall be subject to negotiation. The Project Manager, in consultation with the City Attorney, shall determine if any proposed modifications to the form of Contract are acceptable to the City and that they do not present material risk to the City or increase the City’s costs. If the final negotiated terms are not acceptable to the apparent highest ranked responsive, responsible bidder, that bidder shall be declared not to be responsive, and the next apparent highest ranked responsive, responsible bidder’s proposal and objections to form of Contract, if any, shall be considered, and so forth in order, until a responsive, responsible bidder agreeable to execution of a form of Contract acceptable to the City and to the bidder is ascertained. Public Contract Rules: Except as modified by the terms of this Request for Proposal, the terms and procedures of the Lake Oswego Public Contract Rules (LOPCRs) shall apply. A copy of the LOPCR may be obtained by contacting the Project Manager or at the Lake Oswego City Attorney’s Office website, www.ci.oswego.or.us/cityatty/ , City Attorney Quick Link: “Public Contract Index.” Page 2 lake oswego marketing rfp & att. 1.doc Notice of Intent to Award / Protest: Unless otherwise specified in the Request for Proposals, Notice of Intent to Award the contract shall be provided to each Proposer as provided in LOPCR 102-0610. Any protest of the intended award of contract must be submitted in accordance with LOPCR 102-0740. Confidentiality of Proposals: Proposals will be confidential until either a contract is awarded, or a notice of intent to award a contract is issued, whichever occurs first. If any part of the proposal is proprietary and is claimed exempt from disclosure, the Proposer should separately submit that material along with the Proposal, in an envelope marked “Proprietary Information Enclosed; Confidentiality Requested”. Cancellation / Rejection of Proposals. The City may cancel this Request for Proposals or reject any or all proposals, in accordance with ORS 279B.100. Questions: Jane Blackstone 503-635-0243 email@example.com Publish: Daily Journal of Commerce, February 1 and 2, 2010 Page 3 lake oswego marketing rfp & att. 1.doc Attachment 1: City of Lake Oswego Request for Proposals for Marketing Strategy A. Background and Purpose The City of Lake Oswego is soliciting proposals to develop a community marketing strategy and implementation program. The strategy will build upon the extensive market research and public outreach that occurred in 2009 including a Perception Survey of Lake Oswego Area Shoppers, Lake Oswego and Lake Grove Market Studies and a Business Needs/Organizational Assessment. The consultant will create a strategic marketing plan to promote Lake Oswego’s offerings to its target markets and to develop a program of marketing and promotional activities. The plan will be developed in collaboration with the City and advisory representatives of the business community. Marketing strategies may range from print and electronic/social media channels to earned media and organized target market promotions. The principal objectives of this initiative are to support economic development in Lake Oswego, solidify an identity statement and image concept, develop a unified Lake Oswego marketing strategy and plan and create business district promotion strategies. The marketing strategy will leverage strategic marketing opportunities such as the City’s 2010 Centennial Celebration and the highly successful Lake Oswego Festival of the Arts in June 2010. Implementation of the marketing strategy will achieve the following desired outcomes: • Increase awareness of and enhance Lake Oswego’s image to its target audiences • Increase customer traffic (local and regional visitors) to Lake Oswego’s business and shopping districts and visits to the community as a whole • Increase spending in local businesses B. Phase 1 Required Services The consultant will develop an overall marketing strategy and plan with a proposed budget that when implemented will enhance Lake Oswego’s image to its target audiences. The strategy should reflect the community’s strong desire to support the talents and utilize the resources of Lake Oswego businesses as well as to identify ways to Page 4 lake oswego marketing rfp & att. 1.doc leverage local and area assets. The marketing plan should incorporate the following key elements: 1. A Lake Oswego identity package that articulates Lake Oswego’s brand identity, “look” and message(s) building on the extensive market research conducted in 2009. Include creative concept(s) with logo and colors that incorporate the identity/key messages and that portray the nature/character of promotional materials which will achieve the desired results. 2. Recommendations on how to activate the Lake Oswego brand and use the identity/marketing message(s) to guide communications both internally and externally of all appropriate City departments (EX: Parks & Recreation, Public Affairs) and of existing organizations and efforts such as the Lake Oswego Chamber of Commerce, Festival of the Arts, the Lake Grove Business Association and the Downtown Business Association. 3. Community-wide marketing strategies that capitalize on Lake Oswego’s unique offerings and that specify how to reach the desired target markets and what media/tools to use. At a minimum the strategies will promote Lake Oswego successes and unique offerings and will elev ate the city’s profile in the Portland region, Willamette Valley and state. 4. Specific promotion/marketing plans for the Lake Grove and downtown shopping districts that might include: an annual calendar of events and retail/community promotions, rack cards, other print material, media releases, electronic/social media and cross marketing efforts with existing community events, assets and attractions. 5. Recommendations about how the City may use the identify package for to help achieve its overall economic development goals , such as recruitment, retention and informational outreach to the office and service sectors. 6. Templates for key collateral material for City economic development programs and events, and Lake Grove and downtown retail promotion including shopping brochure, press release and select other essential promotional pieces. 7. A specific two-year implementation roadmap including a proposed budget, schedule, measures to track results and recommendations regarding the most effective organizational and staffing structure. The implementation plan should establish priorities for action and consider a phased approach. 8. A minimum of three work sessions with the public-private collaborative group that will lead marketing implementation. C. Phase 2 – Optional Implementation Services The selected contractor may be retained under a contract amendment to implement all or a portion of the Phase 1 marketing strategy. Page 5 lake oswego marketing rfp & att. 1.doc D. SubReqitirlements Proposers shall submit five (5) copies of a submittal not to exceed 15 pages in length that includes a general approach to the Phase 1 scope of work and information and material to address the following evaluation criteria: • Relevant experience of firm • Expertise of assigned personnel • Familiarity with Lake Oswego • Demonstrated implementation success • Ability to complete the work in a timely manner so as to leverage 2010 summer events and activities • Demonstrated ability to deliver results with a limited budget Respondents are not required to develop creative concepts in response to this request for proposals, nor will they be considered. Proposals exceeding 15 pages will not be considered. E. Proeuntding The budget for the required Phase 1 services is $30,000. Page 6 lake oswego marketing rfp & att. 1.doc
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