HomeMy WebLinkAboutCORRESPONDENCE - PURCHASE ORDER - 91859122018-2019 Scope of Work:
Climate Action Plan Branding and Campaign Design and Implementation
Co-created by Michael Shank, Lindsay Ex, and Emily Wilmsen
Background:
• The City of Fort Collins adopted a Climate Action Plan in 2015 with substantial goals to reduce
community greenhouse gases 20 percent below 2005 levels by 2020, 80 percent by 2030, and to
be carbon neutral by 2030.
• When this plan was adopted, the two greatest challenges to achieving these goals were
identified as financing and community engagement.
• Since the adoption of the goals, staff has launched various community engagement efforts, and
in 2018, launched the first CAP marketing campaign “Take Two” to provide simple, cost-effective
actions to residents that want to know what they can do to help achieve the goals.
• Fort Collins is a member of the Urban Sustainability Directors Network (USDN) and has worked
with 9 other USDN cities in 2017 and 2018 to develop a broader framework for advancing
climate campaigns at the local level and in the implementation of marketing campaigns in all 10
cities. In addition, staff worked with Michael Shank, USDN/CNCA Communications Director in
October of 2018 to deliver climate communications training to over 30 City staff and strategize
climate communications approaches in 2019 with members of the CAP Executive Team.
Primary Objectives
Staff will work with USDN/CNCA Communications Director Michael Shank in 2018 and 2019 to deliver
the following:
• Develop a consistent brand for climate action campaigns
• Provide ongoing support in 2018-2019 as staff launches, manages, and evaluates approximately
four climate action campaigns in 2019.
Services Provided:
• Brand identity, strategy, and messaging - Work with Communications and Public Involvement
Office (CPIO) and Climate Team to deliver the following:
o Review of the City-provided research and background materials to ensure
understanding of the project’s requirements.
o Overarching Climate Action Campaign Brand:
Brand position (deliverable = brand manifesto or ‘why’ statement and brand
traits)
Brand name (deliverable = overarching brand, possible tag lines and support
and review of CPIO’s logo design)
Review of City-developed brand style guide (document that outlines the brand
manifesto, traits, logo, fonts, colors and use requirements)
Note: CPIO will lead the creative design and development of the brand
o Marketing strategy and messaging:
Develop campaign themes for 2019 and 2020 to showcase easy actions people
can take and enlist community support in achieving climate action goals
Review of City-developed communication toolkit that can be replicated for each
campaign
Review of City-developed media buy strategy and support Fort Collins’ staff in
negotiations, as applicable and available
• Ongoing coordination to deliver these services, approximately as follows:
o Bi-weekly meetings in 2018 and Q1 of 2019 to develop the climate action branding work
o Bi-weekly meetings in Q1 of 2019 and monthly meetings in 2019 to provide ongoing
support for climate action campaigns
o Approximately one site visit to Fort Collins in 2019 to support staff in campaign design
and implementation
o Regular feedback with staff and adjustment of the strategy as needed to ensure
effective outcomes
Time and Investment
The duration of this project will be fourteen months, beginning in November of 2018 and ending in
December 2019. Specific investments are as follows:
• Brand development – $8,000
• Ongoing support for campaigns, including one site visit to Fort Collins – $15,000
• Overhead (5% of total costs) - $1,150
CNCA will cover travel and accommodation costs for travel to/from Fort Collins.
Approximate CNCA staff time allocated for above scope of work: 20 days.
Total Investment: $24,150