6.15.22 SCOPE OF SERVICES FOR CITY OF VISALIA REBRANDING
ORGANIZATIONAL BACKGROUND
The City of Visalia, founded in 1852 and incorporated in 1874, is a full-service municipal agency serving a community of 140,000 residents. The City employs approximately 650 full-time employees and 50 to 150 hourly (part-time) employees depending on seasonal needs. There are eight City departments including City Administration, Administrative Services, Community Development, Finance and Information Technology, Fire, Parks & Recreation, Police, and Public Works.
The City of Visalia organization has continued to grow and change and requires a fresh and revived image that positions Visalia as the destination for those looking to make a home in California’s Central Valley. A refreshed brand will allow our organization to attract top talent, retain homegrown employees, boost the economy, attract new residents and businesses, and increase tourism.
As noted in the Scope of Services for the Human Resources Rebranding, at present the City does not have a recognizable brand identity for general recognition, recruitment, relocation, or economic purposes. We would like to expand the Scope of Services for Human Resources Rebranding to include an overall rebranding of the City of Visalia organization, to create a comprehensive branding and marketing campaign to enhance the image of the City organization and help stimulate growth and investment.
The brand must be flexible and adaptable to meet the needs of a variety of departments and municipal functions within the City of Visalia. It must also be flexible enough to grow and evolve along with any changes in the market. The brand must be authentic and resonate with citizens, employees, and community groups within the City and throughout the region. City staff is seeking the recommendation of ways to articulate the brand; define markets and promotional avenues; and advise on strategies to better promote and create brand awareness. The consultant will develop creative elements that may include design concepts, messages, tagline, wordmark, and other products to support the overall brand initiative.
An expansion of the Scope of Work for Human Resources Rebranding, many of the items below remain relevant from that previous Scope to this one. However, the Project Overview and Scope of Work includes additional items specific to the City rebranding.
PROJECT OVERVIEW
• Identify what makes the City of Visalia distinct and appealing, help tease out what is unique about Visalia and illustrate the positives (low-cost of living, friendly people, community feel, access to leaders, location within California, etc.)
• Walk City leaders and the community (through meetings and forums) through the discovery stage to determine what sets Visalia apart and what the City has to offer. • Create a defined, unified message that will market the City of Visalia locally, statewide, and nationally as a great place to live, work, and play.
• Create a defined message that will market the City of Visalia locally, statewide, and nationally as a great place to live, work, and play.
6.15.22 • Create a visual identity and tagline that will be used City-wide on print and digital materials, as well as facility signage, fleet, and other City representation. • Create a mock-up/design templates for a future (yet to be created), fresh City website. This would include recommendations on the look, feel and accessibility of a new City website and what the front page and corresponding sections could look like. • Create video, photography, advertising, online/social media, and other assets for use by the City as part of the guidance on brand strategy and implementation; creation of a photo library for City uses to be included.
SCOPE OF WORK
• Brand Audit, which will include:
o Brand audit review
▪ The City will supply existing materials, samples of current templates, marketing and promotional materials and other relevant documents.
• Visual Identity Design and Guidelines, which will include:
o Create a brand visual identity based on the knowledge obtained through the branding and communications strategy process. Provide options that clearly and creatively reflect and that will market the City of Visalia locally, statewide and nationally as a desirable community to live, work and invest in.
• City Identity, Brand Development and Positioning
o Develop the brand messaging and language to be used for City of Visalia organization.
This should include identifying and including the core values and key attributes of the organization and community.
o This would include:
▪ The brand promise/key marketing messages
• Must address location, lifestyle, opportunity, etc.
• Include brand promise abbr eviated version (approximately 100 words) and brand promise short version (approximately 30 words). ▪ Marketing tagline
▪ Wordmark
▪ General Use Template Development
• Based on the brand identity and guidelines, create templates that can be used by the City for the following:
o Letterhead
o Business cards
o Digital signatures
o Brochure template (8.5 x 11” tri-fold)
o Marketing ad template (8.5 x 11”)
o Social media templates (Facebook Cover, Facebook Post, Twitter Post, Twitter Banner, Instagram Post, LinkedIn Post, and LinkedIn Banner)
o Mailchimp enewsletter template
o Presentation/Deck template (PowerPoint)
6.15.22 ▪ Fleet Branding
• Logo and Department Title Placement on City vehicles
• Creation of template for removable/magnetic signage
• Recommendation on appropriate vendor for signage
▪ Solid Waste Truck Branding
• Signage recommendations and creation of general City template for rotating sign/messaging
▪ Website Content
• Audit and review of the City’s website www.visalia.city • Provide recommendations on redesigning/enhancing the website to be more user -friendly, easy to manage, visually appealing, accessible, functional, ADA compliant and provide valuable information as part of the overall marketing strategy; website content to be included. • Note, updates and changes to the page would be undertaken by City staff
• Marketing Campaigns
o Develop specific marketing campaigns (including concep tion, information architecture, creative design, copywriting and graphic design) that focus on clearly and creatively reflecting and marketing the City of Visalia locally, statewide and nationally as a desirable community to live, work and invest in.
• Brand Hierarchy
o The City of Visalia brand will be the primary brand for the organization, with the Human Resources brand will as a sub -brand. The vendor will be expected to provide recommendations on how best to accomplish folding the various City Departments under the unified messaging of the City organization.
• Visual Identity Guidelines
o The visual identity guidelines document (or Style Book) will specify, articulate, and depict the defining elements of the visual identity system and provide examples for marketing communications materials. For budgeting purposes, we are suggesting the following items to be included:
▪ Brand creative parameters (i .e. fonts, design styles, photo styles, color palette, etc.)
▪ Acceptable and unacceptable uses of the brand
▪ Samples of how the brand could be applied to website and social media pages.
Ultimately, the desired deliverables are land at a unified message that will market the City of Visalia locally, statewide, and nationally as a great place to live, work, and play.