rd Flatiron/23 Street Partnership Business Improvement District (BID)

REQUEST FOR PROPOSALS January 15, 2020

Marketing and Branding Services – BID Expansion Rebranding Initiative

The Flatiron/ Partnership invites the submission of proposals from qualified marketing consultant firms for the provision of marketing & rebranding services for a newly expanded Business Improvement District, including market research, strategy, branding, and design.

INTRODUCTION & BACKGROUND

The Flatiron/23rd Street Partnership (The Partnership), is a Business Improvement District, a non-profit organization dedicated to the economic and community development of the Flatiron and NoMad neighborhoods. The Partnership is seeking proposals from qualified firms with a proven track record for creative excellence in brand development and execution to provide branding services for a newly expanded Flatiron/23rd Street Partnership, including a study of target audiences, evaluation of the current brand and how it should change upon expansion of the BID boundaries, refresh and update of visual identity, website redesign, and options for implementation.

About the Partnership The Flatiron/23rd Street Partnership Business Improvement District (BID) was formed in 2006 by property owners, businesses, residents, and others with a stake in the Flatiron District and the 23rd Street Association. The Partnership's mission is to enhance the reputation of Flatiron and NoMad as two of New York's most vital and exciting neighborhoods.

The Partnership’s budget is paid for via an assessment that is levied on commercial property owners in the district. In return, the Partnership provides services such as cleaning, public safety, homeless outreach, beautification, marketing, and other initiatives to support local businesses and drive economic development. Our organization acts as a steward of the neighborhood and advocates for continued enhancements on behalf of the property owners, businesses, and residents. The Partnership also manages the Flatiron Public Plazas north of and adjacent to the .

BID Expansion The Partnership is proposing an expansion of its boundaries to include additional adjacent blocks to form a more cohesive, clean, and safe neighborhood. The proposed expansion will bring our services— sanitation, safety, homeless outreach, marketing, and public improvements—to a larger footprint that includes NoMad, the gateway to the district, and 20th Street. See map below.

1 Rebrand Goals & Considerations Upon legislative approval of the proposed expansion, likely by mid to late 2020, the current BID boundaries, currently known as the Flatiron District, will nearly double in size. It will still include Flatiron and a large portion of 23rd Street, while growing to include the entirety of NoMad, as well as small portions of Chelsea, Rose Hill, and Gramercy.

The Flatiron/23rd Street Partnership, and the Flatiron District, are well established brands in the area, and the Partnership is challenged with retaining the brand cache and feeling of “Flatiron” as the BID boundaries grow to expand much further north of Madison Square Park into an already established NoMad neighborhood.

The Partnership’s website, FlatironDistrict.NYC and social media channels have benefitted greatly from the association with the Flatiron Building and Flatiron Public Plazas, which helps drive engagement and follower growth from those in , nationally, and globally. The Partnership’s social media channels on Facebook, Twitter, and most importantly, Instagram all share the handle @FlatironNY and are tagged dozens of times every day by visitors to the Flatiron Plazas. A rebrand, including a potential new organization name, must take the above into consideration in terms of engagement and organic growth, while bringing our new neighborhood(s) into the fold in a way that feels authentic to residents, workforce, property owners, and visitors.

Moving forward as a newly expanded organization, the Partnership’s goals are to build/retain stakeholder trust in both the new and current BID boundaries, implement highly visible and memorable branding elements throughout the new BID, communicate effectively with current and new stakeholders, as well as tout businesses, amenities, and events to consumer audiences, which includes residents, workforce, visitors, and tourists.

The Flatiron District is steeped in rich history. In addition to the Flatiron Building, Madison Square Park, and the former location of , the area also contains two historic districts: The Madison Square North Historic District and the Ladies’ Mile Historic District. The expansion area also includes the newly minted NYC Landmark Tin Pan on 28th Street. Additionally, the Flatiron and NoMad areas contain a high concentration of Tech/TAMI companies and fast paced growth in the health, food, and hospitality sectors. Any new brand should marry the historic nature of the Flatiron District with its reputation as a cutting edge, future-facing neighborhood.

SCOPE OF WORK The purpose and intent for retaining a partner is to establish a contract with one or more qualified firms to develop a coordinated strategy to build a credible and distinctive brand for the newly expanded Flatiron/23rd Street Partnership. The strategy must provide guidance for Flatiron/23rd Street Partnership to refine and refresh the brand but also recognize that the organization has limited internal resources.

The branding initiative will be comprised of four distinct components. Interested partners are invited to submit proposals on any individual components or they may submit a proposal for the full scope of the initiative:

I. Market Research II. Brand Strategy III. Brand Creative & Design IV. Website Development

The selected partner will be collaborative (ability to work with Partnership marketing team and staff, Board of Directors, stakeholder groups, and consultants / partner firms as needed) and have extensive experience rebranding companies/organizations (experience with public or government agencies, community-based organizations, or nonprofits a plus)

2 I: Market Research Conduct market research that will ensure the marketing strategy for the rebrand is based on sound data and principles and will feel authentic and organic to those most familiar with the area. • Audit existing research, reports, neighborhood assets & institutions, as well as the Partnership current branding standards, that will assist in achieving the project’s goals (provided by staff).

II. Brand Strategy Define how the newly expanded BID should be perceived through its identity. • Develop a brand platform, including a possible new name for the organization, as well as positioning, personality, promise, differentiation, and values. This includes guidance on how best to incorporate two prominent and established neighborhoods: Flatiron and NoMad. • Develop a comprehensive brand architecture that addresses relationships between demographics, events/programs, location, and umbrella organization. • Develop and help implement a strategy to gain organizational consensus for the new brand. This should include, but is not limited to, target audiences, key stakeholders, residents, business and community leaders and media. Guide new brand implementation. • Develop implementable strategy for marketing, promotional, public relations and community outreach effort, with specific details of timelines and tactics. • Create a communications plan inclusive of brand rollout strategy for stakeholders and target audiences. This includes a marketing strategy inclusive of public relations and outreach, internal implementation, and external awareness. • Develop standards for monitoring and measuring brand performance.

III. Brand Creative & Design Develop the visual identity for the new brand platform. • Create a visual identity and logo package with brand and style guidelines for its use. o Logo (full color and one color) o Color palette o Brand & font guidelines o Associated visual and digital elements • Inventory and assess current brand and collateral materials.

IV: Website Development Develop and ultimately implement a strategy to create a new Flatiron/23rd Street Partnership website to match/reflect updated brand identity.

PROJECT BUDGET The total budget for this project will be commensurate with the scope of work and deliverables. The proposed budget should take into consideration the Partnership’s total assessment (currently $3M; $6M when expansion is implemented) and the total annual marketing department budget of $600,000∗∗. Additional funds have been allocated for expansion implementation.

∗∗ correction: updated 1/21. The previous version of the RFP incorrectly indicated a streetscape budget rather than marketing department budget.

3 SUBMISSION GUIDELINES

Dates and Deadlines • RFP Release Date: January 15, 2020 • Question Submission Deadline: January 24, 2020 • Proposal Submission Closing Date: February 12, 2020 • Interviews: February 20-28, 2020 • Winning Team Notified: March 2020 • Scope of Work Confirmed: March-April 2020 • Contract Signed : May 2020 • Project Kickoff: July 1, 2020 • Anticipated Project Completion: Early 2021*

*Contingent on proposed timeline & BID expansion launch schedule.

Submission Format Five (5) copies of the written proposal must be received by the Partnership by February 12, 2020. Proposals received after the Closing Date may not be accepted and, if accepted, may not be considered in response to this RFP.

Submissions shall be addressed as follows:

Flatiron/23rd Street Partnership 27 West 24th Street, Suite 800B New York, NY 10010 Attention: Megan Garcia, Director, Marketing & Outreach

In addition to the five hard copy proposals delivered to the address above, an electronic proposal should be submitted in PDF format to [email protected]. The Partnership will not accept oral proposals or proposals submitted solely by facsimile, electronic mail, etc.

Questions & Answers Questions regarding the RFP must be in writing and should be directed to Megan Garcia, Director, Marketing and Outreach via e-mail ([email protected]). Questions should be submitted no later than January 24, 2020. All questions and responses will be shared with all proposers.

Submission Content Each of the five copies of the submission shall contain the following information:

1. Firm Experience: i. General Overview: years in business, number of employees, philosophy, operating approach. ii. Specific Experience: A description of services the respondent has previously provided to organizations with similar requirements to those contained herein. iii. Project Team Composition: Describe the roles of team members, including qualifications and demonstrated success in branding and/or creative development initiatives. Only include descriptions and resumes of people who will have continuous or substantial involvement in the project. 2. Consultants/Partner firms: resumes of all consultants, specialists or other firms who would be involved in the project. 3. General Capabilities: advertising, branding, public relations, collateral development, etc. 4. Clients: sample list of past and present clients and list of at least three (3) most relevant references providing contact names, organizational names, addresses, emails and phone numbers.

4 5. Approach: description of the process and project elements you plan to pursue. The scope of work description may be expanded to provide further detail or modified to reflect specific procedures unique to the contractor. 6. Cost: lump sum cost for all basic services described in the scope of work, as well as a breakdown of costs by task components I-IV in the scope of work and/or fee schedule. 7. Timeline: including discovery, visioning and execution on all deliverables, including start and end dates and phases. 8. WBE or MBE – Women-Owned Business Enterprises (WBE) and Minority-Owned Business Enterprises (MBE) are encouraged to submit proposals.

Review of Submissions The Partnership will review all submissions for completeness and compliance with the terms and conditions hereof. The Partnership reserves the right to request additional materials, including those it may deem useful or appropriate to evaluate each respondent’s qualifications and past experience, or clarification or modification of any submitted proposal. The Partnership will permit the correction of deficient submissions that do not completely conform to this RFP on a case by case basis. Submission of a proposal shall constitute the respondent’s permission to the Partnership to make such inquiries concerning the respondent as the Partnership, in its discretion, deems useful or appropriate. The Partnership is not obligated to make any such request or to accept any unsolicited additional materials, clarification, modification or background information. The Partnership may conduct discussions with some of the respondents submitting proposals and not others. The Partnership reserves the right, in its sole discretion, to reject at any time, any or all proposals, and to withdraw this RFP without notice.

SELECTION The Partnership will select the respondent which, in the sole judgment of the Partnership, most successfully demonstrates the necessary qualities to undertake the project, offers the most cost-effective proposal, and best meets the needs and goals of the Partnership. The Partnership reserves the full right to reject all proposals if it so chooses. Under no circumstances will the Partnership pay any costs incurred by a respondent in responding to this RFP. The review or selection of a proposal submitted by a respondent will create no legal submission or equitable rights in favor of the respondent, including without limitation, rights of enforcement or reimbursement.

The Partnership may choose one respondent to execute one or more aspects of the project as defined in the Scope of Services. Furthermore, the Partnership may choose multiple respondents to execute different aspects of the project.

Selection Criteria Criteria on which the Partnership will base its selection may include, without limitation, the following: • Approach – quality, clarity, creativity and the success with which the proposal(s) meet the needs and goals of the Partnership in the undertaking of this project. • Experience – demonstrated experience in marketing, branding, graphic design, destination promotion and other beneficial expertise. The quality of the respondent’s management, reputation, and references. • Deliverables – depth and clarity of the services and process to deliver those services in a fashion that is manageable for the Partnership to implement, along with the degree to which the proposal demonstrates the respondent’s full understanding of and the ability to perform the services required by the RFP. • Cost – The cost estimates to complete the project compared to the deliverables offered.

Interviews Interviews may be held with any or all of the respondents after the receipt of the submissions. Interviews with the Partnership will be scheduled after initial review of the proposals.

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CONTRACT TERMS The contents of the proposal prepared by the successful respondent team, with any amendments approved by the Partnership, will become part of the contract awarded as a result of this RFP process. The terms outlined below should be considered all inclusive.

The successful respondent team and particularly its lead firm will be required to:

- Work with the Partnership staff, their consultants, and designees to successfully complete the scope of work; - Assume the sole responsibility for the complete effort as required by this RFP, and be the sole point of contract with regards to contractual matters; - Refrain from assigning, transferring, conveying subletting or otherwise disposing of the contract or its rights, titles or interest therein or its power to execute such agreement to any other person, firm, partnership, company, or corporation without the prior consent and approval in writing from the Partnership; - Comply with applicable law governing projects initiated or supported by the Partnership, including all applicable NYC Department of Small Business Services requirements and regulations; - Maintain accurate accounting records and other evidence pertaining to costs incurred in providing services and to make such records available to the Partnership at all reasonable times during the contract period.

The Partnership reserves the right to terminate any contract entered into as a result of this RFP at any time, provided that written notice has been given to the team at least thirty (30) days prior to such proposed termination date. The contract term will be defined in conjunction with the selected team. The scope of these services will be non-exclusive and defined in conjunction with the selected team.

Additional Services The selected firm(s) may be asked to perform additional services, as requested in writing by the Partnership, on a time and materials basis. The firm(s) should provide the normal hourly billing rate of each principal and staff member whose resume is provided or job category may be required, and the rate used in the proposal. A schedule for any additional services will be established as future tasks are defined.

MISCELLANEOUS CONDITIONS The issuance of this RFP and the submission of a response by any responding firm(s) or acceptance of such response by the Partnership do not obligate the Partnership in any manner. Legal obligations will only arise on the execution of a formal contract by the Partnership and the firm(s) selected.

The Partnership reserves the right to amend, modify, or withdraw this RFP, to revise any requirements of this RFP, to require supplemental statements or information from any firm, to accept or reject any or all responses hereto, to extend the deadline for submission for responses thereto, to negotiate or hold discussions with any respondent and to waive defects and allow corrections of deficient responses which do not completely conform to the instructions contained herein, and to cancel this RFP, in whole or in part, if the Partnership deems it in its best interest to do so. The Partnership may exercise the foregoing rights at any time without notice and without liability to any proposing firm or any other party for their expenses incurred in the preparation of the responses hereto or otherwise. Responses to this RFP will be prepared at the sole cost and expense of the responding firm(s). No copies of materials submitted in response to this RFP will be returned.

Appendix A: Flatiron/23rd Street Partnership BID Expansion Boundary Map Appendix B: Current Flatiron/23rd Street Partnership Brand Standards Appendix C: 2019 Trending in Flatiron Report

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