Request for Proposals: Red Bank RiverCenter Brand Identity and Website Development Project

Request for Proposals: Red Bank River Center Brand Identity and Website Development Project 1. Introduction The Red Bank River Center (RBRC) is a non-profit organization dedicated to promoting the vitality […]

Request for Proposals: Red Bank River Center Brand Identity and Website Development Project 1. Introduction The Red Bank River Center (RBRC) is a non-profit organization dedicated to promoting the vitality and economic success of downtown Red Bank, New Jersey. We are seeking proposals from qualified agencies to develop a comprehensive brand identity proposal, messaging campaign along with a user-friendly, mobile-optimized website for the district. 2. Background Red Bank is a vibrant and historic town known for its thriving arts scene, unique shops and restaurants, and charming waterfront location. However, our current brand identity and website no longer effectively reflect the dynamic and diverse nature of the district. We need a fresh and cohesive brand identity and messaging guide that captures the essence of Red Bank and resonates with both residents and visitors. Additionally, our website needs to be a user-friendly and informative hub for all things Red Bank, accessible on any device. 3. Scope of Work The selected agency will be responsible for the following: ● Brand Identity Development: ○ Conduct in-depth research to understand the existing perceptions of Red Bank and identify target audiences. ○ Develop a brand strategy that aligns with the district's goals and values. ○ Incorporate and evolve our existing district visual identity system, including logo, color palette, typography, and imagery. ○ Develop messaging guidelines and brand voice protocols ● Website Development: ○ Design and develop a user-friendly and visually appealing website that is optimized for all devices. ○ Ensure the website is accessible to users with disabilities. ○ Integrate the new brand identity and messaging throughout the website. ○ Develop key functionalities, such as a directory of businesses and events, an interactive map, and easy-to-use search capabilities. ○ Implement content management system (CMS) to allow for easy updates and maintenance. ● Campaign Development: ○ Develop a comprehensive marketing and outreach campaign to introduce the new brand and website. ○ Recommend a mix of online and offline channels to reach target audiences. ○ Design sample promotional materials, including print and digital assets. ○ Develop a social media strategy and content calendar. 4. Innovative Guidelines for Red Bank River Center We encourage proposals to consider the following innovative approaches: ● Focus on Red Bank's unique riverfront character: Highlight the district's connection to the Navesink River, incorporating it into the visual identity and website experience. ● Create a sense of community: Develop a brand that resonates with both residents and visitors, fostering a sense of belonging and shared experience around the riverfront. ● Utilize emerging technologies: Consider incorporating interactive elements that showcase the riverfront and surrounding area. ● Embrace sustainability: Develop a brand and website that reflects Red Bank's commitment to environmental responsibility, particularly along the riverfront. ● Be mobile-first: Ensure the website and all marketing materials are optimized for mobile devices. ● Unify Place: Bridge the east side and west side district of Red Bank to deliver one cohesive message and identity. 5. Timeline and Budget The project is expected to be completed within a four to six-month timeframe. The total budget for this project is $75,000 with work to begin in March 2024. 6. Proposal Submission Proposals should be submitted electronically to [email protected] by 5 pm EST on February 16, 2024. Complete project scope submission by one firm, or partner firms, that clearly identify deliverables to be achieved by each organization, or partner organizations. Proposals should include the following: ● Agency qualifications and experience ● Proposed approach and methodology ● Creative samples and/or case studies ● Team composition and key personnel ● Project timeline and budget with work to begin in March 2024 ● References (min of 3) 7. Selection Process The RBRC will review all proposals carefully and select the agency that best meets our criteria. We may conduct interviews with shortlisted agencies before making a final decision. Candidates that have not been notified by March 1, 2024 have not been selected for consideration. 8. Contact Information and Deadline to Submit Proposals For any questions or clarifications, please contact [email protected]. Deadline to submit RFP proposals is 5 pm EST on February 16, 2024. We look forward to receiving your proposals and partnering with a creative and innovative agency to help us rebrand and revitalize the Red Bank River Center! Sincerely, Bob Zuckerman Executive Director Red Bank River Center [email protected]

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