Request for Proposals: Brand Assessment and Rebranding Facilitation for Thurston EDC

The Thurston Economic Development Council and its Center for Business & Innovation, collectively known as Thurston EDC, is seeking proposals from qualified branding and marketing firms to facilitate a comprehensive brand assessment and rebranding process. The selected firm will work closely with EDC’s team to evaluate the current brand identity, gather stakeholder insights, and develop a new brand strategy that aligns with our mission and vision.

The Thurston Economic Development Council is dedicated to fostering economic growth and community development in Thurston County. Our organization partners with local businesses, government entities, and community groups to drive sustained growth and opportunity for the future. As we continue to evolve, we recognize the need for a brand that reflects our dynamic approach and the communities we serve.

PROJECT OBJECTIVES

  • Conduct a thorough assessment of the current EDC brand, as well as our additional programs (WCWB, CBI, APEX).
  • Gather insights from key private & public stakeholders, including staff, partners, and community members.
  • Develop a cohesive brand strategy that aligns with EDC’s mission, vision, and strategic goals.
  • Create a new visual and verbal identity, including logo, tagline, color palette, and messaging.
  • Provide a comprehensive implementation plan for the new brand.

SCOPE OF WORK

Brand Assessment

  • Review existing brand materials and communications.
  • Conduct stakeholder interviews and surveys.
  • Analyze brand perception and positioning within the community.

Brand Strategy Development

  • Facilitate workshops with EDC staff and stakeholders.
  • Define brand values, mission, vision, and unique value proposition.
  • Develop brand positioning and messaging framework.

Creative Development

  • Design new logo options and visual identity system.
  • Create brand guidelines, including typography, color palette, and usage.
  • Develop brand messaging and tone of voice.

Implementation Plan

  • Develop a rollout strategy for the new brand in partnership with the Communications & Marketing Manager.
  • Provide templates and assets for marketing materials, social media, and website.
  • Offer training sessions for staff on brand usage and implementation.

Deliverables

  • Brand assessment report.
  • Brand strategy document.
  • New logo and visual identity system.
  • Brand guidelines document.
  • Implementation plan and rollout strategy.
  • Templates for marketing materials and communications.

PROPOSAL SUBMISSION REQUIREMENTS

Interested agencies and contractors should submit proposals that include:

  • Company Information
  • Overview of the firm, including history and experience.
  • Key personnel and their qualifications.
  • Project Approach
  • Detailed approach and methodology for brand assessment and rebranding.
  • Timeline and milestones for the project.
  • Past Experience & Portfolio
  • Examples of similar projects completed for other organizations.
  • Case studies and references.
  • Cost Proposal
  • Detailed budget, including a breakdown of costs for each phase of the project.
  • Payment terms and conditions.

EVALUATION CRITERIA

Proposals will be evaluated based on the following criteria:

  • Relevant experience and qualifications.
  • Understanding of the project and proposed approach.
  • Quality of previous work and references.
  • Cost and value for money.
  • Ability to meet deadlines and project milestones.

SUBMISSION INSTRUCTIONS

All proposals must be submitted no later than November 30, 2024. Submissions received after this date will not be eligible for consideration.

The contract will be awarded by December 15, 2024, with an anticipated service start date of February 1, 2024. It is estimated that this project will take up to 6 months to complete.

CONTACT INFORMATION

For inquiries and submission of proposals, please contact Paige Lee, Communications & Marketing Manager, at [email protected].

Thurston EDC reserves the right to reject any or all proposals received. Submission of a proposal indicates acceptance of the terms outlined in this RFP. Thurston EDC may conduct interviews or request additional information from shortlisted agencies.