Request for Qualifications (RFQ #714-19)
City of Lancaster Brand
Development and Implementation
Posted on website
May 30, 2019
Responses Due: Prior to 2PM (13:59:59), Thursday, June 20, 2019
Office of the City Clerk
RFQ #714-19 – City of Lancaster Brand Development and Implementation
City of Lancaster
44933 Fern Avenue
Lancaster, California 93534
Request for Qualifications
City of Lancaster Brand Development and Implementation
Table of Contents
Introduction & Project Summary
Scope of Work
City Provided Information
Qualifications/Proposal Submittal Procedure
Consultant Selection Process
Selection Process Key Dates
A - Agreement for Professional Consultant Services
SECTION 1 INTRODUCTION & PROJECT SUMMARY
The City of Lancaster (City) is a charter city incorporated in 1977. The City is governed by
a five-member City Council whose members are elected at large and operates under a
Council/City Manager form of government. The City serves as the northern boundary of
Los Angeles County, with Kern County to the north. The City is the largest city in the
Antelope Valley with a population 160,000 across 94 square miles.
Almost 13 years ago, the City of Lancaster unveiled its current branding campaign. Since
then, the City has evolved and is no longer utilizing the brand as originally intended. The
City is looking to rebrand to deliver a consistent message across all platforms. Rebranding
must be a collaborative effort between the community, local leaders, and businesses.
Considerations must also be made for existing sub-brands and initiatives such as STIR,
MOAH Museum, Cedar Center, Revive 25, Next 50, Smart Cities, Destination Lancaster,
etc. The City believes delivering a consistent brand image will help strengthen the City’s
The City is looking for a branding effort that is coordinated throughout the municipality.
Internally, the at a minimum the brand should reduce departmental fragmentation, increase
staff awareness of how their activities translate into building the City’s brand and story, and
empower a visionary mindset for the future. Externally, the brand should cultivate
community pride, honor the community’s history, and inspire the City’s future. The City
looks to utilize staff members, community members, business owners, etc. as brand
ambassadors to bring mindfulness to the community and facilitate a better City story.
The Antelope Valley has a desert landscape, but a seasonal climate. There are several
activities within a 100-mile radius of the City that residents and visitors can enjoy such as
the beach, mountains, numerous hiking trails, amusement parks, historic and natural history
sites, theatres and museums, and professional and amateur sporting events.
The aerospace industry is beginning to boom again in the Antelope Valley, and with
Edwards Air Force Base becoming the “center of the aerospace testing universe”, this is a
major industry in the area. In addition, the City is incorporating many Smart City features,
brining technology to the forefront of our growth and sustainability as a community.
At this time, the City is seeking qualified consultants with experience in developing a clear
identity for the community, and an ability to capture the spirt of its residents, businesses,
recreation, industry, and visitors.
The Proposal is due to City no later than 2 PM (13:59:59), June 20, 2019; late submittals
will not be accepted.
This RFQ contains the information and documents necessary to prepare and submit a
responsive proposal. Proposers are responsible for complying with all requirements
identified herein. By submitting a finished proposal packet, the Proposer represents that it
has thoroughly examined and become familiar with the work required within this proposal
and that it is capable of supplying a product to achieve the City’s objectives. Requests for
modifications to the submitted proposal packet on the grounds that the Proposer was not
fully informed as to any fact or condition will not be allowed. The City reserves the right to
accept or reject any Proposal, or portions thereof, or to waive any informalities or
irregularities within the proposals.
SECTION 2 SCOPE OF WORK
The City is seeking consultants with demonstrated experience related to rebranding a
government entity including brand development and discovery, focus groups, marketing,
identifying target audiences, and social change.
Rebranding must include research focusing on residents, local leaders, stakeholders, and
the surrounding community. Focus groups may be used. Research should build on
existing messaging and campaigns to create a brand that reflects various sub-brands. The
new brand must establish a comprehensive and compelling “umbrella” brand for all the
City’s programs. User testing is expected with final reports on findings.
Task 1 – Research
Provide a comprehensive strategic plan detailing:
1. A preliminary analysis on current branding practices including recommendations to
improve the City website and evaluation of communication efforts
2. Review of fiscal resources including estimate for updating brand citywide
3. Analysis of community needs, desires, expectations and support
Qualifications: Consultant must have demonstrated experience in strategic planning in
developing a brand
Task 2 – Brand Design
Brand must include, but is not limited to:
1. Strategic plan
2. Identified target audience, including supporting research
5. Business system (business cards, letterhead, envelopes)
6. Style guide or manual
7. Design marketing and collateral outreach material
8. Considerations for future growth
Qualifications: Consultant must have extensive experience in conveying a strong brand
design, logo, and marketing plan.
Task 3 – User Testing
Prior to approving the final brand, extensive user testing will need to be conducted.
Residents, community members, visitors, stakeholders, and local leaders will need to be
interviewed prior to brand design. User testing will be expected prior to launch and
following launch. An analysis will need to be provided as results become available.
Qualifications: Consultant must have demonstrated experience in user testing.
Task 4 – Marketing Materials
Marketing materials must include but are not limited to:
1. A timeline for planning and implementation
2. A plan to involve the community and public outreach
3. Materials that may be used across print, video, radio, social media, etc.
4. Launch recommendations and materials
Qualifications: Consultant must have experience in implementation of a new brand
SECTION 3 CITY PROVIDED INFORMATION
Consultants who submit a Statement of Qualifications should include any information that
will be required for the City to provide, should the Consultant be selected to enter into
SECTION 4 QUALIFICATIONS/PROPOSAL CONTENTS
Please prepare and organize your Proposal based on the requirements provided below.
The entire Proposal shall not exceed 30 pages.
1. Cover Letter – Enclose a cover letter describing the firm’s/team’s interest and
commitment to the project. The person authorized by the firm/team to negotiate a
contract with City shall sign the cover letter.
2. Firm / Team Overview – State the qualifications and experience of the consultant
team, and identify any additional outside consultants that may be brought in for this
project. Please emphasize the specific qualifications and experience from projects
similar to the subject project for the Project Manager and other key project staff
members designated for the project.
3. Organization Chart – Provide a team organization chart including names and
firm(s) of individuals identified to perform services on project. The chart shall
specifically identify the role of all proposed key team members, in addition to
showing other staff available for the project. Unless beyond the Consultant’s control,
we expect the team designated as part of your proposal to remain with the project.
Replacement of key team members for the project without consultation with City will
not be permitted.
4. References – Provide:
a. At least three (3) references (names, emails, and current phone numbers)
from recent work (previous three years) similar to the subject project for the