REQUEST FOR PROPOSALS
Milford Downtown Development Authority
Public Relations Campaign
August, 2008
Bid Opening:
3:00pm, August 29, 2008
REQUEST FOR PROPOSALS
Milford Downtown Development Authority
Public Relations Campaign
Overview
The Milford Downtown Development Authority (DDA) requests proposals from qualified consultants
to assist the Milford community in developing a Public Relations Campaign for Downtown Milford.
The selected consultant should develop a twelve month Campaign for promoting Downtown
Milford, and should demonstrate a thorough understanding of the Milford trade area market. The
Campaign should support the strong brand (“Meet Me in Milford”) for the Milford community, and
generate more exposure and awareness of the downtown area. Press materials may include press
releases, calendar of events, and tip sheets, which should be sent to a comprehensive media list
consisting of print, television and radio contacts. The Campaign should include a comprehensive
reporting component, which tracks publicity acquired. The selected consultant should be available
on a monthly retainer for advisement on advertising placement, additional promotional avenues to
pursue and assistance with collateral materials for promoting Downtown Milford.
General Instructions_____________________________________________________________
1.
Issuing Office. This Request for Proposals (RFP) is issued by the Milford Downtown
Development Authority, Milford, Michigan.
2.
Questions. All questions may be directed to the following contact person:
Ann M. Barnette
Milford DDA
Phone: 248-684-9719
Fax: 248-684-5502
Email: abarnette@villageofmilford.org
3.
Response Date. Three (3) copies of the proposal must be submitted in a sealed envelope
marked “Public Relations Campaign” to the Village Clerk’s office, 1100 Atlantic Street,
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Milford RFP
Public Relations Campaign
August 2008
Milford, Michigan 48381 on or before 3:00 p.m. on Friday, August 29, 2008, at which time
all proposals will be unsealed and opened. The proposals will then be forwarded to a
Selection Committee established by the Milford Downtown Development Authority (DDA).
The Selection Committee will review the proposals and determine if interviews will be
required. If the Selection Committee deems that interviews are necessary, they will be
scheduled for September 15-17, 2008.
4.
Content. To be considered, firms must submit a complete response to the RFP. Firms not
responding to items requested in the RFP or indicating exceptions to such items may have
their submittals rejected.
5.
Related Information. Firms wishing to submit proposals will be provided with all related
information and past studies upon request. This includes:

The Strategic Edge Report, a market analysis of downtown Milford prepared in August
2002.

The Milford Community Master Plan: Socio-Economic and Market Analysis (draft),
2008, prepared by Wade-Trim.

Summary: Demographic Profile, Applied Geographic Solutions
In addition, these documents can be accessed online and downloaded at the DDA’s
website www.MeetMeInMilford.com .
6.
Right of Refusal. The Milford DDA reserves the right to reject any and all proposals, or any
parts thereof, or to waive any informality or defect in any bid if it is in the best interest of
the DDA and the Village of Milford. All proposals, plans, and other documents submitted
shall become the property of the Milford DDA. Responses to this RFP are considered
public information and are subject to discovery under the Freedom of Information Act.
7.
Liability of Costs. Respondents are responsible for their own expense in preparing,
delivering or presenting a proposal, and for subsequent negotiations with the DDA, if any.
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Milford RFP
Public Relations Campaign
August 2008
Background____________________________________________________________________
The Village of Milford was incorporated as a Village under Michigan Statutes in 1869. Operating
under the Council-manager form of government, the Village has an elected Village Council
President and Village Council with an appointed full-time Village Manager. The Village of Milford,
with a population of 6,500, has a well-defined urban core, which serves as a business and cultural
center for a regional trade area of over 70,000. Surrounded by Milford Township, population of
7,500, the village is nestled in a greenbelt of protected state and metro park lands.
Kensington Metro Park, Highland State Recreation Area, Camp Dearborn and Proud Lake State
Park, combined, generate over 1 million visitors per year for camping, canoeing, skiing, hiking,
biking, swimming and other outdoor recreational activities. Downtown Milford is virtually the only
traditional downtown in the midst of these parks, and is seeking to position itself as a meeting place
linked to these natural and recreational amenities. Just recently, the Village received a grant to
create a bike path that will serve as a link between Milford and Kensington’s bike path, which has
over 100,000 users per year.
About the DDA__________________________________________________________________
The Village established the Downtown Development Authority (DDA) by ordinance in 1982. The
DDA is led by an Executive Director who serves a volunteer Board of Directors comprised of
thirteen residents, and business and property owners of the community, appointed by the Village
Council.
DDA Mission Statement: The Milford Downtown Development Authority is a commercial district
revitalization program dedicated to improving the economic viability, beauty and historic
significance of the DDA District and by building an attractive environment in which people can
shop, live and play.
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Milford RFP
Public Relations Campaign
August 2008
The DDA is a member of the nationally recognized model for downtown revitalization: The National
Main Street Center, an arm of the National Trust for Historic Preservation. Our revitalization
strategy concentrates our efforts on public improvements through urban design and ordinance
language, private developments, economic restructuring and business recruitment and retention.
The DDA has an annual operating budget of over $500,000 that is supported by tax increment
financing revenue and a 2-mill levy.
Downtown Milford is reborn and revitalized. This small town offers charm and sophistication with
its newly built streetscapes and unique architecture. The DDA has accomplished numerous public
improvement projects since its inception. Initially, in 1982, the Board completely revamped Center
Street Park with new pavers, benches, street trees and a Gazebo and fountain. In 1985, Main
Street was gutted, and sidewalks were widened with brick pavers, adding flowerbeds, wrought iron,
trees and all new streetlights. Shortly following that project, the South Side Streetscape
Enhancements Project commenced, accomplishing the same types of site amenities. In 1993, the
DDA installed a new park, Riverview Park, adding trees, birdhouses, benches and landscaping to a
neglected area of town. Union Street Parking and Beautification Project, adjacent to Main Street,
added beauty, lighting, plantings and over 120 new parking spaces to the downtown in 1995. In
1999, the Mill Pond Pathway Project linked downtown to the north side of town via the Mill Pond,
cleaning up an area of town that was abandoned. During that same year, the DDA took on the
responsibility for the Village’s roads within the District, completing major road restructuring projects
along Summit Street and North Milford Road. Employing traffic calming techniques throughout,
the Board implemented GM/Milford Road Island and Liberty Street Improvements.
Perhaps most transforming of all, downtown Main Street was completely overhauled in 2002 with
sidewalks reminiscent of an Old World pattern. From stem to stern, all of downtown was re-faced,
replacing the original 1985 renovation project. Shortly thereafter, the Heritage Wheel Sculpture
and Garden were completed---funded entirely with private donations of time, materials and labor in
the new Flat Iron District.
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Milford RFP
Public Relations Campaign
August 2008
At the same time, the DDA proactively engaged in various projects that enhanced the economic
vitality of the community, including establishing a Brownfield Redevelopment Authority, adopting a
Tax Increment Financing Plan, revising the Downtown Overlay District and adopting the Corridor
Plan. Behind the scenes, the DDA was busy setting up the framework for the active and attractive
community that our citizens enjoy today.
Commensurate with public improvements, Downtown Milford has experienced unprecedented
private investment in the past twenty years, resulting in several signature original buildings,
renovations and adaptive re-use structures that accentuate the historic architectural heritage that is
a source of local pride.
The growth spurt included the addition of twenty new restaurants in the last fifteen years, including
the 2005 Detroit Free Press’ Restaurant of the Year: Five Lake’s Grill. The restaurant’s Chef Brian
Polcyn was also nominated for the James Beard Foundation’s Midwest Chef of the Year. Other
Chef-inspired restaurants, such as Gravity Bar and Grill, Coratti’s on Main, Main Street Grill and
O’Callaghan’s round out the palate on Main, with many more delicacies in the offering: Lei Ting’s,
Lu and Ruby’s, The Bar, Hector and Jimmy’s and Perriez Milford House. And, Milford’s outdoor
café’s have become an energized place to be in the evening for the culinary curious.
Discerning shoppers will find plenty of entrepreneurial shops in downtown Milford, offering apparel,
jewelry, home furnishings, gifts and local art. Anchor stores include The Clothing Cove (apparel),
Rottermond Jewelers, Your Nesting Place and Huron Valley Furniture (home
furnishings/accessories). Wind River Gallery, Main Street Art, Heiner Hertling Studio and
Aubergine Gallery retail local art, while Milford Jewelers, Charlie’s Jewelry Creations and Jeffery
Allen Jewelry specialize in custom creations. Uptown Threads, a novel women’s apparel store,
Goody Two Shoes and For Feet’s Sake outfit shoppers in trendy styles. Smaller gift shops
interspersed throughout offer personal service and one-of-a-kind items.
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Milford RFP
Public Relations Campaign
August 2008
About the Milford Shopper________________________________________________________
According to the Socioeconomic study provided by Wade-Trim (available at the Village offices or
online), the Milford “households are generally married couples, relatively modern, dual income
households with active lifestyles and an emphasis on travel. Although (lifestyle) segments vary
with regard to household income, there is a strong emphasis in each segment on the nature and
quality of housing and on housing ownership. There is an evident preference for a suburban
lifestyle and on leisure and vacation activities. ….the residents of the Village and Township
evidence a lifestyle choice, leafy suburbs organized around a traditional town center, which is
distant from the urban center of the region and isolated from ‘sprawl’”.
About the Trade Area Shopper____________________________________________________
The Strategic Edge concluded in 2002 that Downtown Milford’s “trade area is growing and affluent,
currently estimated at 70,645 persons with a median household income of $73,995. Because of
the affluent trade area and the growing population, trade area total expenditure potential is very
high, estimated at over $606 million for retail, services and entertainment in 2002, increasing to
over $776 million by 2012.
An intercept survey was conducted as part of the primary research for the Edge report. It found
that “the primary reason people were in Downtown Milford was to eat, 33.6%. The shopping and
browsing categories combined make up the next most important trip purpose at 28.8%. Of the
thirty most frequently visited businesses, 40% were food-related, and the top two were in the fine
dining category. The ambiance and atmosphere of Downtown Milford, and its quaintness, charm,
cuteness, are clearly what patrons like about Downtown Milford….The median age for patrons is
42 to 43 years old. The median household income of those who responded was $87,575.”
Our Vision_____________________________________________________________________
The DDA is the leading resource for marketing Downtown Milford as a shopper’s and visitor’s
destination of choice. Our Board is dedicated to expanding the role of travel and tourism in our
economy via innovative leadership in marketing, promotions and customer service and by linking
downtown Milford to the surrounding natural amenities such as the state and metro parks.
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Milford RFP
Public Relations Campaign
August 2008
Objectives and Scope of Work_____________________________________________________
DDA’s primary objective is to promote Downtown Milford as a unique destination for travelers and
shoppers across consumer segments identified in the above mentioned reports, unless the
selected consultant identifies a consumer group that has been overlooked by previous studies.
The DDA is seeking the development and implementation of a creative and targeted public
relations campaign to:
1) boost year-round in-destination visits, 2) expand media outreach, 3)
educate consumers about how to find Milford, especially from eastern Oakland County regions, 4)
inform consumers about Milford’s unique proximity to the surrounding parks and open space with
their commensurate amenities, 5) highlight Milford’s growing culinary niche market and 6) create
awareness about Downtown Milford events and shopping opportunities (such as holiday shopping)
in the 2008-2009 season. Core activities may include, but not be limited to the following:

Press release development and distribution

Media/analyst relations

Bylined article development and placement

Marketing and event support

Press materials

PR results measurement and reporting
The relationship should be collaborative; leveraging the respective strategic and tactical strengths
and resources of the agency and the client. Certain core functions should be agreed to by both
parties in advance that will help form the foundation of the relationship.
Strategic plan and timeline for rollout on or before October 1, 2008, is required.
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Milford RFP
Public Relations Campaign
August 2008
Budget________________________________________________________________________
The public relations budget for fiscal year 2008/2009 will be structured at the discretion of the
Milford DDA upon agency selection. A representative budget range for core activities would be
approximately $2500 - $3000 per month.
Submissions___________________________________________________________________
All sealed proposals must be received in their entirety at or before 3:00 pm on Friday, August 29,
2008. Applicants are responsible for ensuring that their proposal, however submitted, is received
on time and at the location specified. At a minimum each respondent shall submit the following
information:
1.
Firm History. Name, address, and brief history of the firm. The proposal must be signed
by an appropriate authorized official for the firm submitting the proposal. In addition,
include relevant information of any firm that you intend to subcontract with for any portion
of the project.
2.
Personnel. Include resumes of key personnel to be assigned to this project, indicating
relevant qualifications and experience. Indicate the role that they will be playing in the
development of the Public Relations Campaign. Include an organizational chart for the
project.
3
Related Experience. Include information on projects where the firm rendered professional
services similar to those requested in this RFP. List the name of key personnel assigned
to each project.
4.
Work Plan. Provide the technical approach recommended accomplishing the required
work. Include tasks, methodologies, and a description of the client/stakeholders
involvement in the process. The process required to create the Public Relations
Campaign shall include an extensive effort to involve and inform the citizens, businesses,
and interest groups in Milford of the initiative.
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Milford RFP
Public Relations Campaign
August 2008
5.
References. Provide a list of three applicable references. Include name, title, and contact
information for each reference as well as a brief description of the specific services
provided.
6.
Timeline. Provide a project schedule with key meetings and deliverables noted. The DDA
desires the selected consultant to begin immediately following the award of the contract, to
build on the momentum that has been created to date.
7.
Fees. Provide a firm fixed fee quotation for the services outlined in the consultant’s work
plan. Price may not be a determining factor in the award. Proposed fees should include
hourly rates, a not-to-exceed amount, and costs for reimbursable expenses. If any
additional services are proposed, they should be clearly identified. Please include a
separate rate sheet for the firm that would be used for contracting additional services or
meetings.
8.
Deliverables._____________________________________________________________

A twelve month plan for promoting the Village and the DDA

List of products and reports

A press release calendar

A reporting mechanism that tracks publicity acquired

A comprehensive media list with a track record of proven relationships

An explanation of goals and strategies

All items delivered as part of this project will be the sole property of the Milford DDA. Both
hard and electronic versions of the final Public Relations Campaign should be provided to
the DDA.
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Milford RFP
Public Relations Campaign
August 2008
Evaluation_____________________________________________________________________
Proposals will be reviewed by a selection committee. Each proposal will be reviewed and
evaluated based on the following:

Thoroughness and clarity of proposal

Past experience of firm with similar work

Past experience of personnel proposed for this project

Consultant’s reputation for quality, integrity, meeting budget, meeting schedule

Responsiveness to client

Proposed budget and timeline

Understanding of the issues impacting the community
The most qualified firms may be short-listed for interviews on September 12, 2008. If necessary,
the purpose of the interviews is to allow the comparison of firms’ different approaches to the
development of the plan, as well as their understanding of the project; and if needed, it is
essential that the consultant’s personnel to be assigned to the work, as well as key
representatives, be present at the interview. The top ranked consultant shall be selected based on
the interview. A recommendation of the selected consultant will be made to the DDA Board of
Director’s on September 18, 2008. The selected consultant and DDA representatives will negotiate
a mutually acceptable contract. The negotiated contract shall be approved by the DDA Board of
Directors.
Anticipated Schedule____________________________________________________________
July 31, 2008
Request for Proposals Issued
August 29, 2008
Proposals Due
September 12, 2008
Selection of Proposals for Interview
September 15-17, 2008
Interviews
September 18, 2008
Recommendation to DDA
October 1, 2008
Project Begins
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Milford RFP
Public Relations Campaign
August 2008