Strategy Development • Conduct market research to understand the specific needs and preferences of target audiences, and test messaging. Ensure that local participants are compensated for their time and for sharing their lived experiences. • Conduct focus groups, surveys, and other research methods to test the effectiveness of the proposed messaging with key community demographics. • Refine messaging based on feedback to ensure it resonates with the target audience. • Develop a marketing and communications strategy to reach diverse audiences, including underrepresented and hard-to-reach populations. • Establish goals, key performance indicators (KPIs), and tracking mechanisms for measuring success and impact. Campaign Creation & Message Development • Create a multi-channel marketing campaign in a culturally relevant way for New Orleans to build awareness and excitement around the Municipal ID Card program, highlighting its benefits, such as its multifunction use as City of New Orleans Public Library card and recreational card -New Orleans Recreation Development Commission (NORDC), and partner discounts. • Develop targeted messaging for specific demographics youth, homeless, LGBTQ+ & TGNC, immigrants and refugees, re-entry citizens, domestic violence and sexual assault survivors.). • Create clear and compelling key messages that communicate the program’s benefits and value to the community. • Develop language that is culturally sensitive and available in multiple languages (Spanish and Vietnamese) to reach diverse populations. • Develop metrics, including baseline data and information, to measure the success of marketing and communications efforts across different audience segments. Brand Development • Develop a consistent, visually appealing brand identity for the Municipal ID Card, including logo design, color palette, typography, and other visual elements. • Ensure branding aligns with the city’s existing identity while standing out as a distinct initiative. • Create a brand style guide for the Municipal ID Card with design schemes for independent content creation by City staff
