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Bid Title: Community Branding Project
Category: EDA
Status: Closed

City of Becker, Minnesota  
Request for Proposal
Community Branding Project 
Issued: February 20, 2018 
Due: April 11, 2018 


The City of Becker, MN is seeking proposals to guide the development of a comprehensive brand that promotes the positive attributes of the community. The city is specifically seeking to modernize and freshen the City’s brand to help grow its population through recruiting young families, professionals, entrepreneurs and expanding businesses. The branding and marketing initiative will focus on this objective.  

The branding initiative will be guided by the City’s Economic Development Authority (EDA) and staff. The EDA is made up of energetic, community support and outcome focused business people. The EDA will work with the Community Development Director in selecting the firm to perform the work and will be closely engaged in the development of the brand. Becker City Council will have final acceptance authority of the work performed and will be engaged periodically throughout the project for feedback at appropriate stages.  

Response to this RFP should include the following elements: 

Project Cover Letter 

Proposed Scope of Services 

  • Conduct research needed to determine existing attitudes, perceptions, opportunities and challenges to enhance the city’s image. Why are businesses and residents choosing us/not choosing us? How do we address that? What current assets make Becker the location of choice? What are the major elements that define Becker?What is Becker’s identity?
  • Develop a fresh and creative “look” to bring the community’s current economic and planning strategies, assets and amenities to life in the form of a logo and potentially a slogan. Create multiple visual concepts that reflect Becker’s identity and strategy. These options will be reviewed by the EDA and Staff members to narrow down the options. Logo, if possible, should be created for easy adaptability to multiple departments – Parks and Rec, Public Works, etc. (Wayfinding, City Signs, Park Sign Logos, Economic Development Advertising).
  • Further, refine 2-3 concepts to then be reviewed for final selection by the City Council.
  • Note: Final artwork should be submitted in camera-ready vector (.svg / .pdf) format that can be used across various applications and platforms.
  • Recommend specific necessary elements to deliver the message, i.e. visual elements, use of logo design, printed collateral, print advertising, digital media design including web elements, media placement, public relations, social media, events, etc.
  • Suggest strategies and tactical plans to position the messaging statements based on qualitative research and analysis of quantitative data.

Related Experience:
Proposal should address your overall capabilities to lead the branding process. Resumes of the individuals who will perform the work outlined in this proposal, including their capabilities and experience conducting similar work, are highly recommended.

Industry Knowledge: Proposal should provide in detail your experience in marketing and branding for economic development, relocation, and tourism, work with other communities, in addition to a brief synopsis explaining your philosophy on branding. 

Research Capability: Proposal should address, in detail, your ability to gather and to effectively utilize research to assist the branding process. Each party should submit a list of any tasks that will be subcontracted and a list of the subcontracting firms. The ideal firm will be able to either perform these tasks in-house or operate as the lead contractor and subcontract the individual work items and create a final, comprehensive work product. The City of Becker reserves the right to approve any sub-contractor of the lead contracting firm's team. 

Proposed Action Plan, Time Frame, and Expectations: Proposal should include an outline of what the organization can expect, along with applicable timelines, budget, and a proposed action plan. Please keep in mind the organization's general expectations as outlined above. 

Minimum Deliverables:

  • Final presentation of proposed brand identity including creative work and action plan (City Council and Public)
  • Final report including all elements outlined in scope of services (1 Electronic PDF), including research findings
  • Camera-ready logo with and without tagline, including customizations for specific elements and applications developed during process
  • Tagline options for consideration

Proposal should submit project costs for services along with a payment schedule and an explanation
of how fees are established. Be advised that the City has budgeted a not-to-exceed $20,000 for this effort. Please draft responses and scope based on the do-not-exceed amount.  

Client References: Each party should provide three professional references for similar work that has been performed by your firm including the names, addresses, titles and telephone numbers of the person most familiar with the work. Executive summaries of other brands that the agency has developed are highly recommended. 


This Request for Proposals does not commit the City of Becker to award a contract, pay any costs incurred in the preparation of the proposal to this request, or to procure or contract for services. The City of Becker reserves the right to accept or reject any or all proposals received as a result of this request, negotiate with any qualified source(s) or cancel, in part or entirely, this RFP, if it is in the best interest of the City of Becker. 

All work performed on behalf of the City of Becker becomes the property of the City of Becker including, but not limited to, hard copies, CDs, DVDs, databases, research, etc. All final reports prepared under the contract shall be the property of the City of Becker and may not be used or reproduced in any form without the explicit written permission of the City of Becker. 

The City may investigate the qualifications of any proposers under consideration, require confirmation of information furnished by the proposer, and require additional evidence of qualifications requested in this RFP. The City reserves the right to: 

  • Reject any or all proposals if such action is in the public interest
  • Cancel the entire RFP
  • Issue a subsequent RFP
  • Remedy technical errors in the RFP process
  • Appoint an evaluation committee to review the proposals
  • Establish a short list of proposers eligible for interview after evaluation of written proposals
  • Extend the deadline or accept late proposals under extenuating circumstances at its discretion
  • Negotiate with any, all, or none of the proposers
  • Reject and replace one or more subcontractors


Interested firms should submit one electronic copy on a flash drive or CD and one paper copy of the above-requested information to: 
City of Becker  
ATTN: Marie Pflipsen 
PO Box 250 
Becker, MN 55308 

Due: Wednesday, April 11, 2018. 


Selection will be based on the firm's experience and qualifications as described in the consultant's submittal and ability to provide the required services. The City of Becker may conduct interviews with one or more of the most qualified firms submitting proposals. 

Questions relating to the project may be submitted by email to  

Publication Date/Time:
2/20/2018 12:00 AM
Closing Date/Time:
4/11/2018 11:59 PM
Contact Person:
Marie Pflipsen

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