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HomeMy WebLinkAbout05-13-10 V. c. Marketing RFQHEDRA's Marketing Request For Qualifications INTRODUCTION The Hastings Economic Development and Redevelopment Authority (HEDRA) is seeking request for qualifications (RFQ) from professionals, teams or consultants to prepare, a Hastings Awareness /Shop Local Branding Campaign to coincide with the construction of the replacement for the Highway 61 Bridge. Proposals are due by 4:00 p.m. on Friday, MONTH XX, 2010. The purpose of this plan is to guide HEDRA's decision - making relative to the promoting of business growth, tourism, utilization and prioritization on the expenditure of funds for marketing efforts in Hastings and the creation of a Shop Local Branding Campaign. The final document will, in addition to providing a unique economic development marketing strategy for Hastings, provide concise recommendations and implementation measures to support existing businesses, attract new costumers, and contribute to the immediate, intermediate and long term economic sustainability of the community. Development of this plan will be overseen by a Focus Group consisting of members from HEDRA, Local Business Owners, and City Staff. This plan should serve to guide HEDRA in future marketing efforts, outlining priorities and strategies for the next three to five years. HEDRA and the City of Hastings place great value in the unique identity of Hastings and expects the successful proposer to build upon this uniqueness by incorporating distinguishing features of the community through a high level of creativity and innovation. Hastings is an "authentic ", "independent" "changing" "stand along community" and these terms should be considered as responding firms put together their team and response to this RFQ. BACKGROUND HEDRA desires to implement a successful marketing campaign that will attract, retain and promote local businesses and encourage residents to "shop local." One of the major advantages to the City in terms of meeting these desires is its location near the Twin Cities, yetjust outside the ring of suburbs. Hastings is located to the Southeast of the Metro area, approximately 20 miles from of downtown St Paul. The City consists of 11.6 square miles and has approximately 22,000 residents. Hastings is rich with history and proud of it's distinction of being a city with its own identity, notjust another suburb. Founded in 1857 Hastings is full of charm and historic characteristics. With a vibrant, attractive, safe, healthy historic downtown at its heart. We offer quality neighborhoods and a high standard of living, with abundant opportunities for learning, shopping, working, recreation and enjoyment of over 30 parks, 25 miles of bike trails and plenty of open spaces. Hastings' quality of life is among the highest in the country due to its safe neighborhoods, community programs and excellent schools. Residents and visitors enjoy convenient and diverse shopping and activity opportunities with our numerous locally own shops and a great bike trail system providing access to the Mississippi, St Croix and Vermillion rivers. ESTIMATED BUDGET AND TIMELINE The estimated budget for this project is $10,000. This marketing plan will guide HEDRA's decision - making in regards to targeting marketing efforts in Hastings and the creation of a "Shop Local" branding campaign. It is anticipated that work will begin in late 2010. GOAL OF THE STUDY & SCOPE OF SERVICES Overall Goal HEDRA's goal of creating a successful Awareness and Shop Local Campaign can only be accomplished through the development of goals, objectives and measurable implementation policies which are consistent with HEDRA's overall goals. Marketing • Determine the best opportunities for the City of Hastings' marketing efforts. • Identify the characteristics of our target audience and develop a plan to capture them. Who are the most likely to come to the City to shop, spend the day, or stay overnight. (Some businesses believe Red Wing, Rosemount /Apple Valley, Farmington, and Cottage HEDRA's Marketing Request For Qualifications Grove /Woodbury are home to many of their customers). How do we turn visitors into customers. Many people are already in town for various other reasons (local residents, day trippers,, jury members, sports spectators, those attending school events, etc.). • Develop marketing means including key messages and measurements for success. • Identify the destination strengths of the City. • Create implementation strategies that promote and strengthen existing businesses such as • marketing efforts, targeting visitors, and the sponsorship of new events that draw visitors • into the City. • Define Hastings' market niche and develop a marketing plan. Besides the Historic Downtown area, what are other elements of the City that are of interest to visitors. • Determine the top priorities for the expenditure of HEDRA's marketing dollars and establish priorities for a long -term marketing effort. • Prioritize marketing activity and programs identified in the study for implementation. • Develop anticipated cost and fiscal budgetary needs to implement the marketing strategy. MEETINGS Outline how many meetings your team will anticipate having with HEDRA, the Focus Group, and others involved. SUBMISSION REQUIREMENTS & EVALUATION The City intends to select qualified consultants, based on the responses to this RFQ to meet with the City in order to determine who best meets project needs. Selected consultants may be asked to submit a proposal outlining their ideas to determine final selection. Responders must indicate the following: • Qualifications to perform the requested services. • Previous successful experience completing similar projects. • A description of the proposed project team. • A brief summary of each team member's qualification and experience including length of service and resume of key personnel who will be responsible for and assigned to the project. • At least three (3) references for similar projects, including contact name and telephone number. The results of the reference checks may affect the award. • Method of completing required deliverables. - The City will review and evaluate proposals received from eligible consultants in response to this RFQ based on the general criteria defined below: • The consultant's overall approach in providing a plan and understanding of the services requested, including completeness and clarity of submission, and qualitative nature of the services proposed. • The consultant's demonstrated ability, organizational capacity, and financial ability and capacity to carry out, in a timely manner, the services as specified in the RFQ. • The consultant's qualifications, proven record, and experience including referrals in providing the type of professional services requested in the RFQ. • Location of office where work will be performed and availability of personnel to respond to the City's requests in a timely manner. SUBMITTALS Consulting firms must submit all requested information contained herein in the format as requested. Firms shall provide a cover letter and submittals shall be in 8.5X 11 format with 11 X1 7 foldouts, if applicable. The applicant must submit six (6) copies and an electronic copy, in Adobe Acrobat Reader format (.pdf). HEDRA's Marketing Request For Qualifications CONTACT INFORMATION AND QUESTIONS The following shall be the contact person for the project: Shannon M. Rausch, Community Relations City of Hastings All questions regarding the RFQ shall be sent via email to srauschgci.hastings.mn.us. SUBMITTAL DEADLINE The statement of qualifications must be received by the City of Hastings by 4:00 p.m. on Friday, MONTH XX, 2010. Consulting firms are encouraged to submit their request for qualifications as soon as possible. The City is not responsible for late delivery of mail or other carrier. Late submittals will not be considered under any circumstances. Qualifications should be submitted to the following address: City of Hastings Shannon M. Rausch, Community Relations 101 4th Street East Hastings, MN 55033