Specifications include, but are not limited to: research, create, and develop an implementation plan for a community branding initiative; 4.1 Research and Community Engagement – Research will be the basis for the development of a brand concept, creative elements, and the overall brand initiative. The consultant will create and implement a brand research plan, which may include qualitative and quantitative research to identify the following: • List of key stakeholders, groups, or influential individuals, as well as a cross-section of citizens and business owners within the city of Danville and not excluding those outside of the city that have a vested interest in the branding initiative and need to be involved in the process • Descriptions of community engagement efforts that will take place during this process. The consultant will be expected to employ creative means of public involvement to ensure that all segments of the community are aware of and involved in the project. • The key elements of the city of Danville’s story and identity • Analysis of current efforts and existing creative elements such as logos, tag lines, and creative designs • Analysis of competitor marketing strategies • Measures that will be used to determine if the branding effort is successful 4.2 Strategic Plan – The consultant will develop strategic objectives that will include implementation, management, and ongoing promotion of the brand to include, but not be limited to the following: • Promotion of the use of the brand among many community agencies, groups and businesses while maintaining brand integrity • Maintenance and consistency of brand image and messaging while providing suitable flexibility for the target audiences of the participating agencies • Recommendation of ways to articulate the brand; define markets and promotional avenues; and advise on strategies to better promote and create brand awareness 4.3 Creative Elements/Development of Brand - The consultant will develop creative elements which may include design concepts, city seals, logos, messages, taglines, and other products to support the overall brand initiative. A minimum of three distinct creative options must be presented, based on the results of the research. The selected logo design and city seal will be delivered with a style manual and guidelines for use and the capability of use in the following: • Print and electronic advertising • Website design • Media placement • Public Relations • Events • Templates
