388 19th Street Oakland, California 94612

DOA Phone 510.238.1122 LMUDA Phone 510.452.4529 Fax 510.452.4530

August 22, 2014

TO: Interested Creative Services Firms in Oakland and the Bay Area

SUBJECT: Request for Proposal for Creative Services for Downtown Oakland Association
and Lake Merritt/Uptown District Association

The Downtown Oakland Association and Lake Merritt/Uptown District Association are
soliciting proposals from experienced Creative Services firms for a new marketing and
branding campaign. The Associations are District Management Corporations under
contract with the City of Oakland to manage assessment districts that confer special
benefits to property owners in the Downtown and Lake Merritt business districts.

PURPOSE AND BACKGROUND:
The Associations have approved the appropriation of funds to finance a new marketing
initiative with the goal of better engaging and inspiring stakeholders (current and future
property and business owners, residents and visitors) about the region that includes
Uptown, Downtown and adjacent neighborhoods connecting greater Broadway corridor.

Prior marketing has focused primarily on the identity of the individual districts and the
services provided to property owners by the CBDs. This campaign will provide fresh focus
on what is the geographic, business and entertainment center of Oakland served by the
Districts. The City of Oakland, Visit Oakland and the Chamber of Commerce also provide
marketing. However, their core audiences and specific missions are different. At the same
time, we also want to create a flexible framework where the above partners and
neighboring Community Benefit districts can participate at various levels in future
marketing initiatives, share content and pool resources.

Work has been completed recently to develop brand architecture and initial strategy for
this marketing campaign. Next steps require development of creative and visual elements,
and design of a website platform, the cornerstone of this campaign.

SERVICES:
The selected Creative Services firm will be expected to provide the following services:

Working with staff and consulting personnel, develop creative strategy and graphic
design elements for a marketing and branding campaign to promote the greater
Downtown & Uptown Broadway corridor of Oakland, CA.
Using existing brand architecture guidelines, develop graphic identity, including
logo, color scheme, typography and related elements. Provide assistance on
naming and nomenclature of campaign elements.
Design, program and launch an approximately 25-page website to showcase this
Oakland region and create an emotional connection with users.

388 19th Street Oakland, California 94612
DOA Phone 510.238.1122 LMUDA Phone 510.452.4529 Fax 510.452.4530

Utilize best practices for User Experience Design, SEO, building site on user-
friendly platform and CMS. (WordPress preferred.)

Provide creative development and graphic design for media advertising. May
include print, digital and outdoor.
Provide creative development and graphic design for print and digital marketing
collateral, such as fliers, brochures or posters.


Term of Contract: October 1, 2014 through June 1, 2015

Qualifications:
Firm must be located in the San Francisco Bay Area. Oakland-based firms are preferred.
Firm must demonstrate strong capability with identity and branding, strategy and content,
web design & user experience and advertising campaigns.
Experience with Business Improvement or Community Benefit Districts, destination
marketing, municipal, public/private partnerships and non-profits is desired.
Requirements for Proposal
Provide a company profile, length of time in business and core competencies.
Briefly describe your firms organizational capacity to produce creative (e.g. staff or
team.)
Name and qualifications for person serving as the single point of contact for the
duration of the project.
List and qualifications of other key personnel involved in this project.
Describe your firms creative and project management process.
Provide a realistic timeframe for completion of key elements of the project.
Provide list and links to websites or other work samples relevant to the services
requested.
State your fees, terms and conditions.

References Required:
Provide three references for recent client engagements, along with name and contact
information.

Due Date: September 15, 2014 by 5:00 p.m.

To see the background and function of the two CBDs, please visit:
www.DowntownOakland.org and www.LakeMerritt/UptownDistrict.org

Please email, mail or deliver 3 copies of your proposal by due date to:

Tori Decker- Operations Manager
Downtown Oakland Association
info@downtownoakland.org
388 19th Street,
Oakland CA 94612
(510) 452-4529
Fax (510) 452-4530