Expression of Interest for Consultant Services for City of Canterbury Bankstown Brand Strategy
Tender ID: 271831
Tender Details
Tender Description
Council is seeking expression of interest from suitably qualified and experienced consultant to develop a brand strategy for Canterbury-Bankstown, as a location/destination, and for the new Council entity, as an organisation.
This expression of interest outlines the required outcomes and deliverables. It invites prospective consultants to develop a methodology and program that will achieve these outcomes. Selection will be based on the assessment of how well a Selection Panel believes the proposed approach will deliver the outcomes.
The Canterbury-Bankstown Branding Strategy project must be delivered using the following staged approach:
* Stage 1.1 - Undertake scoping study including brand ‘audit’, stakeholder engagement, customer segmentation and competitor mapping;
* Stage 1.2 - Develop brand positioning and key messaging through focus groups, workshops and research analysis;
* Stage 2 - Create brand architecture (i.e. identity, logo and visual design);
* Stage 3 - Develop communications tools (i.e. brand guidelines, promotional toolkit, marketing templates, and style guide); and
* Stage 4 - Activate branding strategy (i.e. launch planning, campaign development and roll-out, media content development).
We are looking for a total brand strategy - not simply a new logo. It is important the project is about important strategic outcomes for the entire community and not simply about a ‘new look’ for the Council.
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