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
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-