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Request for Proposal

Request for Proposal

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Published by kutztownpartnership

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Published by: kutztownpartnership on Aug 12, 2011
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Statement of Non-Discrimination and Equal Opportunity
The Kutztown Community Partnership is an equal opportunity/non-discrimination provider. KCP will notdiscriminate on the basis of any quality with the exception of ability to provide the services asobjectively assessed by those reviewing the response to the RFP. KCP will not discrimination on thebasis of: gender, race, color, national identity, sexual orientation, sexual identity, religious affiliation ornon-affiliation or class.
Request for Proposal
This Request for Proposal (RFP) is not an offer by Kutztown Community Partnership (KCP), rather aninvitation for vendor response. No KCP contractual obligation whatsoever shall arise from this RFPprocess unless, and until, a formal contract is executed by duly authorized officers of KCP and theselected vendor. KCP reserves the right to alter specifications during the RFP process without re-issuance of the RFP and after selection of a single vendor or multiple vendors. Each party shall beentirely responsible for its own costs and expenses incurred while participating in the RFP preparationand contract negation process.All proposals and any work completed under contract on acceptance of a proposal become the propertyof KCP. KCP reserves the right to accept or reject any or all proposals submitted, to waive anyirregularities in the proposals and to make awards in any way it deems advisable in the best interest of KCP. KCP reserves the right to divide the proposal award amongst multiple vendors.
Organization Overview
KCP is a Kutztown-based 501c3 organization. KCP is dedicated to the economic revitalization of Downtown Kutztown, focusing primarily on the historic Main Street area.
Program Overview
As an organization dedicated to Downtown Kutztown’s economic revitalization, KCP undertakes a
variety of promotional functions in the attempt to attract customers and visitors to DowntownKutztown. Since 2007, KCP has launched a variety of marketing initiatives around the promotional
theme of “Shop, Eat & Play: Explore the streets of Kutztown… Make a Day of it!!!”. The KCP website
(www.kutztownpa.org)in built using the same color themes, as are KCP Community Gift Cards, the 2008 version of the downtown map and directory and even the Facebook account for KCP is based on thiscentral theme. Additionally, several special event advertising pieces include a streetscape graphic of buildings. KCP has utilized this graphic to carry through to all special event marketing pieces (safe theadvertising for Muscle on Main).
Project Description
Throughout the early part of 2011, KCP conducted surveys and interviews with business owners,customers and residents to review its marketing efforts. Interestingly, very few responses to surveys orinterviews indicated any sort of 
identification to the “Shop, Eat & Play” marketing campaign. As the KCP
 
Promotions Committee reviewed the responses and tried to draw a picture of a marketing campaign
that would best showcase Kutztown. The Promotions Committee finally settled on “Kutzto
wn: Got
Passion!” as the foundation for the new marketing campaign. A better description of foundation for this
campaign can be found in Attachment 1.
Project Scope of WorkWork Item One: Create Campaign Design
The successful vendor will work with the KCP Promotions Committee and Executive Director to create a
design scheme that capitalizes on KCP’s proposed marketing campaign. The design will be flexible in its
use across multiple media. It will also capture the proposed marketing campaign narrative in a way thatis captivating, authentic, plausible and meaningful.
The campaign design will be created for exclusive use in KCP’s marketing campaign. It may require
collaboration with other vendors to incorporate the marketing into various uses.
Work Item Two: Downtown Map and Business Directory Design and Preparation for Publication
The successful vendor will utilize the campaign design to work with the KCP Promotions Committee andExecutive Director to create a functional downtown map and business directory. The directory willinclude parking locations, eateries, retail, personal service, select professional services,accommodations, business services and attractions in Downtown Kutztown. The directory will be bothinformative and also attractive. The directory will incorporate colors, logos, fonts and other visualcomponents of the approved campaign design. The preferred size of the directory will be 24 inches by 7inches and will be folded 3 times to create a brochure that is displayed as 3 inches by 7 inches.
Work Item Three: Redesign of kutztownpa.org, creation of m.kutztownpa.org and websiteoptimization
The redesign of kutztownpa.org and creation of m.kutztown.org will incorporate seamless design and aback end system that includes a calendar, pages for events, dining, shopping, arts/entertainment,services, guides, business development, information about KCP, news, mobile coupons, gift cards andevent payment processing. Both websites will include the same information. The information will beviewable on both kutztownpa.org and m.kutztownpa.org. The campaign design will be incorporatedinto both designs. Finally, the redesign will incorporate search engine optimization.Of particular interest is the ease of back-end management. Currently, KCP utilizes Google Docs tomanage the information on www.kutztownpa.org.This results in very limited design capabilities. KCP wants the back-end management to not only allow KCP to manage the information, but to easily updateinformation and create new pages without going through the process of contacting a website designerto do so. A back-
end “create new article” function is desired, as are back
-
end, “add new businessfunctions.” To reference the kind of ba
ck-end capabilities KCP desires, the West Chester BID offers agood template: all back-end management, including the addition of news articles and complete back-
 
end control over page layout (for certain pages) allows BID staff to have complete control over the page.See www.downtownwestchester.com to visualize the page. Examples of attractive mobile websites include m.tampasdowntown.com andwww.downtownjacksonville.com (mobile version)
Work Item Four: Design and Creation Mobile Application
As a University-hosting town, KCP is mindful of the need to be looking to marketing strategies thattarget college students. Increasingly, students rely on mobile applications that provide them with real-time information that is easily accessible and referenced. The Kutztown Mobile Application will includea calendar, pages for events, dining, shopping, arts/entertainment and shopping guides, mobile couponsand general information about Kutztown. The campaign design will be incorporated into the design of the application. This application must be designed to gain approval by mobile application distributors(Example: I-tunes). An example of such an application would be Downtown Long Beach, DowntownMurfreesboro Tennessee (contains only business directory) or The Greater Lehigh Valley Chamber of Commerce.
Information Required from Consultants
To be considered, vendors must submit a complete response to this RFP including three copies of theirqualifications (as stated below), and a complete list of team members and their resumes, the attachedtime and cost proposal form with an original signature, and a project schedule with milestones basedupon the start date outlined in the Calendar of Events chart on the following page.The following information shall be included in the RFP, numbered according to the following schedule:
Part I: Technical Submittal (separately sealed)
1.
 
Name, address, phone, fax, email, web address of company, and the designated person who willact as the vendors primary contact.2.
 
Area (s) of expertise of company3.
 
Professional licenses and certifications4.
 
Names, roles and qualifications of key personnel who would be working on the project5.
 
Examples of experience with similar community marketing initiatives6.
 
Examples of clear, concise, and attractive marketing materials developed for similar projects7.
 
Evidence of previous on-time project completion rates8.
 
References
Part II: Cost Submittal (separately sealed)
1.
 
Time and Cost Proposal Form: Use Attachment 2
Issuing Entity

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