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Georgetownth E PARTNERSHIP a Main Street Program Request for Proposals City Branding and Marketing Services City of Georgetown, South Carolina March 17, 2014

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Georgetownth E PARTNERSHIP a Main Street Program Request for Proposals City Branding and Marketing Services City of Georgetown, South Carolina March 17, 2014 GeorgetownTH E PARTNERSHIP A Main Street Program Request for Proposals City Branding and Marketing Services City of Georgetown, South Carolina March 17, 2014 Purpose The Georgetown Partnership is seeking on behalf of the City of Georgetown an experienced integrated marketing company to partner with us to plan and execute a multi-year branding and image campaign that leverages the Community’s Bridge2Bridge Community Design Charrette facilitated by Clemson Institute for Economic & Community Development in 2009. We wish to communicate the values and create a true brand for Georgetown that is reflective of our goals & objectives. About The Georgetown Partnership, Inc. The Georgetown Partnership was recently established to be the vehicle to apply and administer a Main Street Program for the City of Georgetown. The Partnership is currently working with the MASC/ Main Street South Carolina Coordinator on our formal application to be a Main Street program, which we expect to become official on July 1, 2014 with the new fiscal year. Georgetown was one of the original four Main Street programs in SC that began in 1985, but the program dissolved in the 1990s. In addition to acting as the City’s Main Street Program, The Georgetown Partnership is expected to be appointed as City’s Designated Marketing Organization (DMO). This will provide mandated funds to be used for advertising and promoting the City for tourism. The Georgetown City Council will be voting to designate the Georgetown Partnership as the City’s DMO on March 20, 2014. The City of Georgetown is providing support and assistance to establishing the Georgetown Partnership, however it is an independent entity from the City. The Georgetown Partnership is governed by a separate Board of Directors and the daily operations are managed by an Executive Director who also serves as the Economic Development Director for the City of Georgetown. The Georgetown Partnership, Inc. is a South Carolina non-profit corporation and is in the process of applying for 501(c)3 exemption from the IRS. Historical Tidbits • Spanish explorer Lucas Vázquez de Ayllón sailed into Winyah Bay in 1526 with the first attempted European settlement of North America 1 | P a g e • Prince George Parish established in 1721, named for George Prince of Wales, who later became King George II. • The third oldest city in South Carolina, following Charleston and Beaufort, Georgetown was founded in 1729 and became an official port of entry in 1732. • The legendary Francis Marion grew up here, was educated here and fought here during the Revolutionary War. • By 1840, Georgetown District (County) produced nearly one-half of the total rice crop of the United States and the port exported more rice than any port in the world. • The rice era went into a steep decline at the end of the Civil War, and by 1905, almost all of the rice production had ceased. • The City’s waterfront along the Sampit River that connects to Winyah Bay and the world through the Atlantic Ocean. It is our sustenance for living. • In 1960, the City of Georgetown had 12,261 residents. Today, the population is just above 9,090 residents (26% loss). Whereas, population in the County, mostly on the Waccamaw Neck, has grown from 34,798 in 1960 to 60,189 today (76% growth). • According to the 2010 Census, 39.3% of the County’s retail spending occurs in the City, which demonstrates the City is a retail center since it only has 15% of the County’s population. Our Definition of “Brand” The definition of brand for the purpose of this RFP is broader than a just a logo, graphic style or even a tagline. It is the je ne sais quoi that can be tangible or intangible, is distinctive, alluring and creates a vision. Paris is romance , Milan is style , New York is energy , and Washington is power. Las Vegas is clearly sin , which they positively leverage with “what goes on in Vegas stays in Vegas”. These are the brands of cities, and they are inextricable tied to the histories and destinies of all these places. Georgetown is ___________? This is what we want to know, and how do we best leverage it. It needs to be sustainable and it has got to sell . Objectives of the Brand The Partnership’s marketing aim using A-Tax funds should be primarily geared to encouraging new visitors to the City of Georgetown. In addition to enticing tourism as mandated by the use of A-Tax funds, it is important to develop a brand and marketing strategy that: • Brings pride in the local community and envy to the surrounding communities . • Attract families to relocate (NEW RESIDENTS) • Encourage investment in Georgetown. (ECONOMIC DEVELOPMENT) Expectations Services may include but will not be limited to: • Development of a comprehensive marketing strategy that includes both short and long term strategies to improve brand awareness amongst both residents and visitors; 2 | P a g e • Developing a new brand identity for the City, including logo and tagline executions. • Developing creative executions for print production, collateral and media placement; • Recommend new product development that will enhance Georgetown as the place to visit, live and invest. The Georgetown Partnership is open to all suggestions for improved communications, marketing, advertising, or whatever that is within our control. If it out of our control, but important to our success, we will seek approval whether from the City Council or the community at large. The selected company will work closely with the Georgetown Partnership Board of Directors and Staff, and stakeholders in the community to achieve the finished project. It is also important to understand a few years ago the City adopted new logo design that was incorporated into an extensive wayfinding project, which has been positively received. Therefore, we hope that a new branding campaign will try to complement the current style so that the City does not lose its equity in these investments. Scope of Work (no priority order) • Market Analysis – target audience, product offerings, opportunities • Brand Identity – who are we? what separates us from the pack and makes us attractive to visit, live and invest? • Marketing Strategy – a sustainable campaign that will get the most bang for our buck. • Sample Executions – display ads, web banner, outdoor, collateral, decals, etc. • Earned Media/PR Strategy – how to build our brand without a lot of money. • Suggested Opportunities to Pursue – new products, events, master plans, infrastructure needs, etc. • Evaluation and Measures – what is the best way to analysis our successes and failures? It will be important for the selected firm to begin quickly to help establish a brand for Georgetown because the marketing has been idle since June 2013. Budget It is reasonable to assume the budget will not exceed $15,000. There could be additional funds to place advertising and produce collateral, which may be procured from other sources. Review and Evaluation Process The Georgetown Partnership Board of Directors and Staff will conduct a comprehensive and impartial review and evaluation of all Proposals meeting the requirements of this solicitation. The Board may create a special committee to review and evaluate the submittals that could include additional stakeholders from the community. Please note that the Partnership, at its sole discretion, reserves the right at any time during this process to reject any or all Proposals that are not in the best interest of the City. 3 | P a g e A. The Partnership reserves the right to require live or web-based presentations from any or all Proposers. B. Select Proposers as decided by Partnership may be asked to present a proposed budget, schedule of deliverables and pricing of services at as subsequent stage of the interview process. C. The Georgetown Partnership reserves the right to reject any and all proposals and to waive minor irregularities. The Partnership further reserves the right to seek new proposals when such a procedure is in the best interest of the City to do so. D. The Georgetown Partnership may consider eligible proposals submitted to the Marketing RFP issued by the City of Georgetown in Fall 2013. E. It is assumed the evaluation will be based on such variables as experience, creativity, work in similar communities, company resources, references, initial thoughts of Georgetown and its potential. Timeline • Proposals should be received by March 25, 2014 at 4pm. • Staff and Board will review submittals shortly after deadline. • Partnership may select one or a few proposals to invite to further demonstrate their qualifications. • The Partnership plans to expedite this process fairly and wisely in order to begin work as soon as possible since the Fiscal Year ends June 30, 2014. Submittal Package A cover letter discussing your company’s interest and approach to this type of project A budget that will indicate the costs of the conversion to the brand in various phases or areas A proposed calendar schedule of when certain targets or deliverables could be met Samples of similar projects for cities. In particular… o cities with large components of tourism o similar to our size o branding specific samples and their uses in a campaign Please submit packages to: Tee Miller Georgetown Partnership, Inc. 120 North Fraser Street Georgetown, SC 29440 [email protected] | 843-545-4075 Packages can be mailed, shipped, dropped off, or submitted digitally. 4 | P a g e .
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