Message and Brand Development Sample Clauses

Message and Brand Development. The consultant will work with the City to create a “brand” for the project, develop a suite of project messages to communicate with the public about the project and the safety issues it is addressing. These may include safety messages, educational messages, and/or encouragement messages. This task will include one task-specific goal-setting meeting with City staff and/or Sounding Board to accomplish the following: • Define task goals and desired outcomes. • Identify key information to be conveyed to the public (data, trends, goals, etc.) • Identify the target audience(s) and specific target behaviors for the messaging. • Understand relevant background information and past work. • Discuss opportunities, risks, and potential challenges. • Identify communication opportunities, such as likely partners, existing communication channels, media outlets, and desired collateral. Existing City communication opportunities include City project webpage, City website, “Our City” Newsletter, “City Edition” videos, City’s social media accounts (Twitter feed, Facebook), Quest at the Fest, Open Streets, and utility billing inserts. Quest at the Fest is an opportunity to table at the Bend Summer Festival in mid-July. Open Streets will be held in August 2016. Our City Newsletter and City Edition have a one to two month lead time prior to publication whereas social media has a much shorter lead time. Following the goal-setting meeting, the consultant will develop overarching messages to address project goals, audiences, or target behaviors. The consultant will provide up to four draft messages each for up to five desired targets. The messages will be designed to distill the desired information into a simple phrase or sentence. Allowing for 2 rounds of City review, and 1 round of Sounding Board/TAC Committee review, the consultant will finalize the suite of messages to include up to 3 unique messages. One of the messages will also be translated into Spanish. Through this same process the Consultant will develop 3 draft project logos with taglines, and 1 final logo. Assumptions: • All messages should be fully ADA compliant; meaning the "Alt Text" features will be fully described.
Sample 1
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