‘The gates are open'
Cedarburg seeking firm to create a marketing brand for the city

By Alison Henderson - News Graphic Staff

July 20, 2017

CEDARBURG — A community-based steering committee is seeking a consultant to head a Cedarburg brand strengthening initiative.

The joint effort to create an “umbrella” marketing plan for the community is being funded by six primary stakeholders – the city of Cedarburg, Cedarburg School District, Cedarburg Light & Water, Cedarburg Landmark Preservation Society, Ozaukee Bank’s Gift to the Future Fund and Cornerstone Buildings LLC.

Each investor committed up to $15,000, with an option to split the cost over two years.

The city’s Economic Development Board has been exploring the idea of branding for several years and began researching options and reaching out to interested stakeholders earlier this year.

“Cedarburg has not had a consistent brand image in the past and is now seeking to cross-functionally market Cedarburg to drive business, tourism, (residential, family and commercial) relocation, consumers and general perception with consistent branding across community organizations to convey the community of Cedarburg as a great place to live, work and play,” the request for proposal states.

After all six stakeholders signed on, the steering committee was formed to oversee the project. The committee sent out the RFP Friday to seven marketing firms that have already expressed interest in the project and is soliciting additional submissions as well.

“The gates are open for whoever wants to submit,” said Jennifer Andreas, executive director of the Cedarburg Chamber of Commerce.

The RFP calls for a firm with experience in qualitative and quantitative market research; strategic planning; corporate identity/branding, including logo development and graphic standards; creative abilities, as well as interactive marketing, promotional campaigns and the ability to recommend an implementation plan with a mechanism to track results.

The scope of service outlined by the RFP includes:

conducting research to determine existing attitudes, perceptions, opportunities and challenges to enhancing the city’s image: Why are businesses, residents, visitors choosing or not choosing Cedarburg? How does the city address this?

seeking strategies to develop positioning and messaging statements to include qualitative research and analysis of quantitative data

solidifying the brands and meeting the objectives of the steering committee

providing a one- to three-year action plan to implement the elements needed to deliver the message, such as logo and website design, print advertising, media placement, public relations, events and anticipated costs

working within the dictated time constraints and budget

providing education and communication during the process Submissions are due to the Cedarburg Chamber of Commerce by 3 p.m. Aug. 15. with interviews to follow. Andreas said they plan to select a consultant by Sept. 15.
 

For more information

Questions about submitting a proposal for a new Cedarburg “brand” can be directed to the Cedarburg Chamber at 262-377-5856 or director@cedarburg.org. Proposals are due by 3 p.m. Aug. 15, with interviews to follow. A decision is expected by Sept. 15.

Email: ahenderson@conleynet.com