Proposal 2010-14
Corporate Branding and Research Services
For The Corporation of the City of Cambridge
SEALED SUBMISSIONS, marked as to the contents, in your company envelope will be
received by the undersigned until
12:00, Noon, Wednesday, February 24, 2010
for Corporate Branding and Research Services for the Corporation of the City of
Cambridge.
Please forward your written proposal to the Purchasing Division, 4th Floor, 50 Dickson
Street, Cambridge, Ontario.
Five (5) copies of the submission are required for distribution to the Selection
Committee.
For information on submitting your proposal please contact John Avery, Manager of
Purchasing, 519.740.4637 ext. 4293.
Proposals are to be dropped off at Purchasing Services Counter,
50 Dickson Street, 4th Floor.
Submissions received in Purchasing after the closing time will NOT be accepted. The onus is on the
bidder to ensure that the bid is received in the proper location and before the closing time.
The entire Proposal document can now be viewed and/or downloaded from our website.
Bid results will be posted, when applicable, on the website after opening.
http://www.cambridge.ca/cs_corporate/purchasing_tenders_list.php?
LOWEST OR ANY PROPOSAL NOT NECESSARILY ACCEPTED
John Avery
Manager of Purchasing & Inventory
Proposal 2010-14
CORPORATE BRANDING AND RESEARCH SERVICES
OBJECTIVE
The City of Cambridge is seeking consulting services to undertake a branding exercise
that will be used to form part of the guiding principles of a communications strategy direct, open, two-way communications, problem solving, proactive, holistic, inclusive,
and consistent, supporting a strong municipal brand.
In 2007, The City of Cambridge established a Corporate Communications and Marketing
division within the office of the Chief Administrative Officer. The purpose of the
corporate function was to create and implement a Corporate Communications Strategy to
provide an overarching road map that will define a long term plan of action with goals,
values and objects of the Corporation in mind when it comes to communicating with
various audiences.
The strategy will set out a plan of action for the next three years and will serve as the map
to guide all of the City’s internal and external communication. The framework helps
align the communications objectives and messages, the identification of audiences, and
measurement and evaluation of the practices. It recognizes the stated priorities of the
corporation and sets the direction to achieve specific corporate communications
objectives.
Some groundwork has been laid to evaluate internal processes, undertake a
communications preference survey and benchmark other municipalities and their
approach to communications. Links to online strategic plans, departmental master plans,
internal research, stats Canada research used in the community profile, and related
materials are included below to provide potential candidate research foundations:
http://www.cambridge.ca/economic_development/economic_development_strategy_desi
gning_the_future
http://www.cambridge.ca/economic_development/stats_facts_and_profiles
http://www.cambridge.ca/community_services/arts_culture_heritage
http://www.cambridge.ca/relatedDocs/CoreAreaParkingMasterPlanPICC2DisplayBoards.
pdf
http://www.cambridge.ca/relatedDocs/Master%20Plan%20for%20Parks%20Recreation%
20and%20Open%20Space%20-%202002%20-%202022.pdf
http://www.cambridge.ca/relatedDocs/Master%20Plan%202002%20to%202022%20%20%205%20Year%20Review%20(2008-2013).pdf
Further questions can be directed to questions@cambridge.ca including the subject –
Branding RFP.
BUDGET
A fixed budget of $25,000 has been set for this project.
SCOPE OF WORK
The scope of work is summarized below:
ƒ Development of a Brand
o Research – qualitative/quantitative research
o Original/primary research
o Secondary research considerations
o Target market approaches for stakeholders, multi-governmental partners,
news/general media
o Benchmarking municipalities
ƒ Development of Templates
o Supply graphics elements in various compatible file formats
o Updates to current graphic standards
o Key messages
o Multimedia approaches
ƒ Recommendations
o Timelines for roll out/phases
o Budget impacts
o Corrective/redirecting messaging
SCHEDULE:
a. Project will be awarded - March 3, 2010
b. First meeting with staff and the successful vendor – March 8, 2010(TBC)
c. Research approach drafts for data collection to begin immediately after
d. Draft report for staff review – April 30, 2010
e. Revised draft – May 7, 2010
f. Final report within one (1) week
g. Present draft to Management Committee, Council – May/June, 2010(TBD)
DELIVERABLES
Upon completion of the project the Consultant will deliver:
o Branding report including brand equity capture
o Templates, key messages, creative concepts for complete use and modification by
the City of Cambridge
o Raw data collected during research
o Implementation recommendations – priorities, timeframes, budget considerations,
new media approaches
o Communications details for data collection, stakeholder consultation and final
brand launch approach for unveiling brand enhancements
PROPOSAL RESPONSE REQUIREMENTS
1. Five (5) copies of your proposal are required in hard and soft copy and shall contain
methodology and approach, in addition to curriculum vitae, samples of related company
promotional literature, municipal project samples, and/or any external communication
material will not be considered or evaluated as part of the proposal submission.
2. Proposals must include the list of sub-consultants, if any, considered for this project
particularly with regard to research approach.
3. Please include a minimum of two (2) customer references for projects of similar nature
and scope on branding conducted in the past five years and a list of other related
undertakings.
4. All proposals must include the resume of the Project Manager who will be responsible
for this project, their position within the company and any key people who will help with
project coordination of the project. Please break down the project management
responsibilities and define who will present to senior management and Council.
5. All proposals must include a work plan with summary of timelines, data costs, research
elements and time allotted to each phase of the project.
6. As the project costs are fixed, all deliverables must be presented within the cost scope
of the project and not to exceed project budget.
7. All files, creative elements and project research are the sole property of the City of
Cambridge. The consultant agrees to send all working files in a number of file formats
including but not restricted to EPS, JPG, Tiff, PDF noting capability and conversions
associated with PC systems.
8. The following selection criteria outlines the areas of focus for awarding the contract:
The RFP will be reviewed by a panel of City staff including employees with expertise in
communications, graphic design, purchasing and economic development.
EVALUATION CRITERIA
1. Past performance and success on related branding projects. Municipal or other
government experience preferred.
2. Qualifications of the proposed Project Team demonstrating expertise, point people,
sub contracting if applicable. Design team and main coordinator must be outlined.
3. Value-add of deliverables within the fixed budget.
4. Ability to demonstrate project schedule adherence. Timelines, components, client
consultations, key data considerations, community consultations/surveys, methodology of
research should all be spelled out.
5. Understanding of the project and key deliverables.
6. Creative approach to addressing brand standards, logo, multimedia and research.
7. Built in measurable elements for evaluation of phases in project timelines.
The City of Cambridge reserves the right to select a successful consultant based on the
submissions received. If required, clarification of submissions may be sought through
interview or email to assist in making a final decision.