Environmental Marketing Consultant Request for Proposals
- This RFP has a location requirement.
This Request for Proposal (RFP) is designed to solicit responses from consultants capable of designing and creating a Council marketing and communications plan. The plan will be designed to promote a specific upcoming restoration project (referred to in this document as the shading project) and consultants will be asked to establish the 'building blocks' of this campaign. Council staff will then implement these marketing 'building blocks' throughout the course of the shading project, an eight-year, 30-stream-mile restoration and tree planting effort, to be done on private property. The overall plan should include recommendations on a marketing timeline and the development of effective messaging, brand identity, and media strategies to promote the shading project. This plan will allow us to most effectively reach, recruit and maintain landowners who are both eligible and likely to participate in the shading project. The plan should attract eligible landowners to CRBC's shading project while creating general awareness in the entire basin of riparian shade benefits to water quality. The marketing consultant will be asked to utilize tools provided by CRBC, work closely with staff and partners, and consult on tasks that will be completed in-house by the organization.
II. BACKGROUND:
Now in the initial phases of on-the-ground planning, the shading project aims to engage riparian landowners in outreach, implement the tree planting project on their property, and keep them involved throughout the term of the project with mailings, celebratory events and other incentives. The program focuses on three main sub-basins: Clear Creek, Deep Creek and Eagle Creek; and is eligible only to priority properties with less than 40% shade levels over their stream reach. This valuable program can offer invasive species removal, native trees, and tree planting services at no cost to the landowner in exchange for a voluntary agreement to participate in the full scope of the project. Staff members from CRBC will also coordinate maintenance and monitoring activities for trees planted on private property, replacing trees as necessary.
CRBC staff has a breadth and depth of experience with outreach and education in the watershed. We are recognized as a leader in providing high-quality information to the public and fellow professionals about stream restoration, pesticide use reduction, and invasive species removal. In the past, we have utilized marketing techniques including press releases, fact sheets, brochures, newsletters, our website, and social media.
The Clackamas River watershed drains a total area of nearly 1,000 square miles, ranging from Cascade forests and mountain meadows to farmland and suburban neighborhoods. It supplies high-quality drinking water to over 300,000 people, generates hydroelectric power, is home to a wide variety of plant and animal life, and offers a wealth of recreational opportunities. The mainstem Clackamas and its tributaries are home to wild winter steelhead, Coho, spring Chinook and fall Chinook salmon. Many of these natural resources are under threat from rapid urbanization in the lower Clackamas, which exhibits increasing amounts of invasive plant species, decreasing native riparian vegetation, degradation to wildlife habitat, impediments to fish passage and water quality issues.
The Clackamas River Basin Council is a local voluntary 501(c)(3) watershed council, founded in 1997. We have representatives elected from 21 diverse stakeholder groups in the basin. We meet monthly as a consensus-based forum to foster partnerships for clean water, to improve fish and wildlife habitat and improve the quality of life for those who live, work and recreate in the Clackamas River basin. Partnerships with key stakeholders in the basin have initiated this large scale tributary shading project.
III. PROJECT NEED
We are requesting a focused outreach and marketing plan that will successfully attract diverse groups of landowners to the shading project. This marketing campaign will need to appeal to particular residential groups such as rural, agricultural, and timber landowners while also attracting the attention of urban and eco-conscious community members alike. Focusing on unique and fresh themes will set this campaign apart from stale 'green washing' techniques and build enthusiasm for CRBC and new projects in the basin. Incorporating themes that underscore environmental quality, landowner's interests and how the council can address basin issues, will emphasize not only the Council's commitment to watershed health but also its commitment to community interests.
Currently the council has a Project Manager focused on the development and implementation of the shading project as a whole, and an Education and Outreach Coordinator that will have a focus of implementing the marketing plan. Working cooperatively with these staff members will be important throughout the consultation period as decisions about ideal tools for marketing plan implementation, target audience, and project scope arise. This communication will only maximize effectiveness and capitalize on each others strengths, capabilities and knowledge.
IV. SCOPE OF WORK:
We require an overall marketing plan and strategy that, when implemented by CRBC staff, will effectively reach, recruit and maintain eligible landowners in the shading project while creating basin-wide awareness of shade benefits and enhance CRBC's overall reputation.
Deliverables:
1)Offer marketing recommendations based on the review of information provided by CRBC.
a)Review target audience, to better understand demographics and provide more effective marketing.
b)Review current marketing timeline and give recommendations as to best practices and things to avoid.
2)Develop effective messaging that can be successfully implemented by CRBC staff throughout the project.
a)Develop a brand identity including a logo, tagline, and other effective communications tools that CRBC staff may implement across the campaign.
b)Create consistent themes that will be used by CRBC staff to communicate with the public across a variety of avenues, such as direct mailings, brochures, factsheets, newsletters, web messaging, community meetings and events.
c)Identify media strategies and techniques for CRBC staff to capture positive media attention with press releases, news articles and event publicity.
3)Consult with CRBC staff, using close communication and collaboration during the plan development.
a)Working closely with CRBC staff to achieve consistent and cohesive messaging that supports the council's mission and goals.
b)Consult on early outreach products produced by CRBC staff for the shading project to evaluate the effectiveness and give suggestions for improvements.
V. PROPOSAL CONTENTS
The response to the proposal should include the following elements:
1)Description of their proposed Scope of Work for this project in no more than three pages. It shall include, but not be limited to, the following:
a)Detailed description of the specific tasks and/or activities proposed by the agency for the CRBC shading project marketing plan. This should include sufficient detail for the proposal reviewers to develop a thorough understanding of what the consultant proposes to do, what the project schedule will be, and what deliverables are to be expected.
b)Proposed timeline for the deliverables.
c)Proposed budget including the consultant's price to complete the proposed Scope of Work for the CRBC shading project.
2)Addendums
a)Agency/ Consultant background/profile (include a sense of agency's work "style", qualifications, distinguishing characteristics, size, billing practices & references).
b)Examples of previous work that aligns with the Scope of Work identified in this RFP.
c)Specialized knowledge of/experience working with 501(c)(3) organizations and environmental marketing programs.
VI. TIMETABLE
Release of RFP: January 26th, 2011
Review of proposals begin: February 9th, 2011
Agency engagement with CRBC: March 1st, 2011
VII. MORE INFORMATION
Please see our website: www.clackamasriver.org
Please address questions to:
Jenny Bieger
Project Manager
Clackamas River Basin Council
PO Box 1869
Clackamas, OR 97015
503-558-0550
Fax 503-558-0992
Email: [email protected]
