20 - Request for Proposals for professional services to create a unified marketing programItem No. 20
TO: Mayor, Mayor Pro -Tem & City Council
FROM: Grayson Path, City Manager
Maureen Hammond, PEDC Director
Paul Allen, LCCC Director
SUBJECT: Unified Marketing Project
DATE: October 25, 2021
BACKGROUND:
In early 2021, Maureen Hammond approached Paul Allen and myself with a concept of developing
a unified marketing program for the Paris Economic Development Corporation (PEDC), Lamar
County Chamber of Commerce (LCCC) and the City of Paris. In our experience, we agreed that
when developers and interested parties see a unified approach by our three entities, it tells them
from the beginning that we are on the same page.
A unified marketing project would include unified logos, messaging and marketing strategies.
These can still be customized for each entity, but they share unified elements that link all three
entities together. This will greatly assist us when it comes to marketing for primary and secondary
jobs. It also helps show internally and externally that our three entities are indeed working in the
same direction. While we have unique charges to fulfill, all three entities align for the purpose of
making Paris and Lamar County a great place to live, work, play and do business.
It is important not to think of this as a traditional "rebranding" where we create something new
and perhaps foreign to us, but rather uncovering more about who we are as a community, what
makes us great, and bringing that to the forefront.
To assist us with gathering ideas for taking on such a project, we traveled to Denison, TX who
took on this project several years ago where all three entities went in together and developed their
unified marketing and messaging. They feel that it has greatly helped in their economic
development as well as bringing the three entities closer to one another.
STATUS OF ISSUE:
In order to undertake such a project, we much contract with a qualified consultant. There is a
significant amount of expertise needed to make this work. This will involve community
engagement, research, creativity, etc., and we need experts in this field to assist us with this.
We have already spoken with several entities that have helped guide us in our thinking and focus
for this project. But, given the price involved, we will need to submit a Request for Proposals
(RFP) to properly procure for a responsible and qualified entity to perform this task. We have
prepared the needed RFP and would like to proceed.
The LCCC Board and PEDC Board have all been prepped on this project and support it moving
forward. Finally, we are seeking the City Council's blessing to proceed.
The City Manager, PEDC Director, and LCCC Director will serve as the steering committee to
identify the recommended consultant and work with them upon approval by the three entities, but
this project is foreseen to involve, community engagement. More will be decided based on
guidance from the selected consultant.
BUDGET:
Based on research, this project will cost approximately $60,000.00 depending on qualifications
and direction we take this. All three entities will share in this expense. The City Manager has
identified funding in the FY21/22 Budget to cover the City's share. The PEDC and LCCC have
likewise identified funding to cover their share of expense.
OPTIONS:
1. Authorize the City Manager to work with the PEDC Director and LCCC Director to issue
an RFP for professional services for the unified marketing project, a contract to be brought
back to all three entities for joint approval.
2. Request additional information.
3. Reject the project.
RECOMMENDATION:
1. Authorize the City Manager to work with the PEDC Director and LCCC Director to issue
an RFP for professional services for the unified marketing project, a contract to be brought
back to all three entities for joint approval.