Request for Proposal – Website and Content Strategy

INTRODUCTION & PROJECT OVERVIEW

The Douglas County Chamber (DCC) is calling for proposals to select a marketing agency to facilitate foundational marketing improvements recommended in the 2021 Marketing & Communications Analysis. This includes a redesign of the current website, creation of customized email templates, and the creation of a content strategy and key messaging to support all marketing efforts.

WHO WE ARE

The DCC is a membership organization representing over 600 businesses in and around Douglasville and Douglas County with a mission to support, promote and attract businesses for the advancement of the community. The DCC provides a variety of resources, programs, and opportunities for businesses to start, grow, sustain, and thrive.

OUR AUDIENCE

We are a membership organization but also seek to serve all businesses in Douglas and beyond. We are the primary source of information for business resources, services, programs specifically networking, business development, advocacy, leadership development, and access.
Our website is a resource for local businesses, both members and non-members, as well as visitors and community members. This communication platform is key to member engagement – a clearinghouse of information on DCC membership and benefits. It is also the main tool members use to register for events, pay invoices, apply for awards, or submit nominations, and search our directories and business directory. The website does hold potential to represent a revenue stream for the DCC, thanks to advertising sales and enhanced member listings in the directory. This is our first point of contact with many, and a primary point of interaction with our brand.

OUR CURRENT SITUATION

In 2020, the DCC Board of Directors committed to investing into a Marketing & Communications Analysis to determine the best ways to communicate with our members and all businesses in Douglas and metro region. Additionally, dollars were budgeted to facilitate the implementation of the deliverables from the Analysis. The findings and recommendations were received in August 2021, and we are currently beginning the implementation process. Foundational improvements were recommended in the areas outlined in this RFP as well as a new brand.

In the absence of a full-time marketing professional, the DCC is simply “crutching through” currently. Website was designed in 2017 and is outdated and content is very wordy and inconsistent. There is decent photography, member testimonials, but it is definitely in need of a new design/layout that reflects the direction of the DCC. The DCC has Google Analytics set up, but truthfully doesn’t review the data unless it is specifically requested.

Content wise, the DCC has some key messaging, but has moved away from using it in regard to events to create a more personalized approach. Currently using email as the primary outlet to send information, the DCC utilizes Constant Contact to send emails. The open rates are below the average in the Chamber industry and many members note the emails get lost in their SPAM folder.

PROJECT SCOPE & DELIVERABLES

DCC Website

Administration & Content Management

The DCC would like to utilize an open-source content management software system (CMS) such

as WordPress. The content management system should be easy to use, allowing staff the ability to

update site content and images without the need for code. The CMS must be flexible, allowing the DCC team the ability to rapidly customize areas of the site if needed with or without HTML. The selected agency will load all the new content, images etc.…and once the site is live, DCC will have the ability to edit/update all site content.

Website Servers/Hosting

The DCC does not have an onsite website hosting capability. New website hosting and managed services to ensure a safe and secure website will need to be established. Current hosting/management is done by a marketing agency. Process will need to include moving the site to the recommended hosting provider. The hosting provider must be well established and follow industry leading security and customer service.

Functionality and Key Integrations

·         Award winning design

·         Easy to implement and manage, simple WordPress CMS (or similar) with clean CSS and site documentation.

·         Compatibility with all supported major browsers, both desktop and mobile (beta browsers not included)

·         Responsive design (mobile and tablet friendly)

·         Ability for DCC team to easily apply future SEO at the individual page level.

·         Ability to embed rich media (video content, PDFs)

·         Ability to assign user specific permissions for various site administration levels.

·         ADA compliant in accordance with WCAG requirements

Deliverables Requested for Website

·         Overall website content strategy

·         Audit the current website to take inventory of all pages and content. Make suggestions on what to combine, cut or emphasize.

·         Aesthetically highlight Douglas County Chamber and Douglas in general to help best showcase the community to potential members through storytelling.

·         Generate refreshed content with brand messaging for updated web pages. Language for event-specific and community information should be professional, welcoming, and engaging and includes calls to actions on each page. (please provide information for both options):

o   Agency to generate copy/content for all pages in coordination with the Branding Guidelines and content strategy

o   Agency will review available copy and along with SEO research help adapt the current content across the site.

·         Create a site map for new website and wireframes of all main website pages/sections.

·         Gather and produce photography, video, and imagery to reflect our brand and story on the site.

o   Photography needed for the site should come from local resources and will not require a photographer unless absolutely necessary.

o   Website does not include the production of new videos

·         Using the web based ChamberMaster CRM and tools provided, create, and customize possible forms on the site that feed into the crm.

·         Analyze site analytics and offer suggestions for better accessibility or setup. This will allow the DCC to see where our visitors are coming from, which pages they view the most and how they interact, and which pages they exit from. Recommendations for tracking programs should be itemized.

·         Optimized SEO recommendations for top-level navigation pages (maximum four pages) with researched and quality metatags and keywords. Please provide a cost for SEO for additional pages.

·         Recommendations for web hosting including monthly cost, any add on fees for any third party services, and security maintenance.

·         Assist marketing team with content migration to the newly created site.

·         Design Style

o   All design styles should follow the Outside the Lines Branding Blueprint and supporting brand marks provided. All colors, fonts and graphics will fall within these guidelines to maintain the integrity of the brand and the look and feel that we have developed for all our messaging.

DCC CONTENT STRATEGY & KEY MESSAGING

The DCC needs a new chamber wide content strategy for the organization focused on the Chamber of Tomorrow. This strategy should meet the needs of members and non-members, all while having a focus on promoting a positive businesses climate in Douglas. This new strategy should also consider how the Chamber engages in public policy and advocacy.

This new strategy should create a Content Hub where content lives and is shared. Member provided content including a mix of articles, videos, websites, webinars, stories. Content shared should be short. Will be integrated through social media and email and pointed back to the website.

Additional Deliverables Requested

·         Content Hub for all content

·         Recommendations on monitoring and tracking progress/engagement from the content strategy

·         Key Messaging: Internal and External

·         Support marketing activities that are aligned to the new strategic plan

·         Chamber Tagline

EMAIL TEMPLATES

In an effort to shift to be personalized, strategic and intentional with the content shared with each individual, we would like to create specific email templates to speak to these audiences. These involves the creation of a variety of Evergreen Campaigns for several groups

Deliverables Requested

·         Creation of actual email templates built for chamber master (crm) to include graphical elements (headers, content headers) for specific business categories including minority owned businesses, industry categories, and personal interests as outlined in the analysis.

·         Creation of copy for Evergreen campaigns including:

o   Join the Chamber/prospective member emails targeting all business and promoting free membership/benefits of paid membership

o   Event emails including registration email focused with “next steps” and post-event attendee emails for non-members on why they should join

o   Retention email series – revisit current email/process and craft messaging up to drop date and even after they do not renew

o   Onboarding – convert “now what” flyer into multi-part series to give weekly assignments for new members

·         Recommendation on email platform to use for execution and cost associated with platform

·         Recommendation on methods to of data tracking and preferences. How they communicate, how they engage and content they like. rack interests of each individual

·         Google Analytics to track responses and customizations to tract search terms, conversions, and campaigns

PROPOSED TIMELINE

September 1                                      RFP Distribution
September 6                                      Proposals Due
September 8                                      Selection Notification
Week of September 13                  Project Kick Off

December 2021                                 Deliverables completed

Exact dates and timeline will be finalized with the agency, once chosen.

BUDGET

Proposals must include estimated cost for all work related to tasks and deliverables outlined in the schedule/timeline. A detailed, itemized budget should be included. The phases of development should be outlined with budget items required for phasing.

ADDITIONAL CONSIDERATIONS

DCC requires an agency that has demonstrated experience in managing projects and expertise with best practices regarding successful website design, development, and deployment. Overall cost effectiveness of the proposal will be heavily weighted. Priority will be given to agencies that are DCC members in good standing.

Proposals may reflect an in-kind offering of up to $10,000. This will be used towards a membership in the DCC Cornerstone Investor program. Chairman’s Circle membership for one/two years ($5,000/yr.) or Visionary Partner membership for one year ($10,000/yr.), starting in September).

The DCC Cornerstone Membership is the highest level of membership within the Douglas County Chamber. The selected agency will have

one representative for their agency to enjoy the benefits in this and build relationships at the most exclusive level.

PROPOSAL REQUIREMENTS

Proposals must include the following:

·         Agency profile and a description of core competencies.

·         Description of the agency design methodology and process.

·         Explain project approach, style, and process the agency uses to develop websites for similar organizations

·         Portfolio of similar work completed for previous clients of similar structure and size.

·         Proposed timeline for implementation and delivery including training with staff.

·         Three references and the date of completion. Include company name, address, phone/email and contact name.

·         A summary explaining why your firm is most qualified.

·         List service fees for the completion of the elements as requested and present the total estimated cost to complete the project including hosting, the hourly fees (with number of hours estimated) or flat rates to complete the project.

HOW TO SUBMIT

Respondents must submit a full proposal to Sara Ray no later than Monday, September 6 at Noon to:

Sara Ray, ray@douglascountygeorgia.com.php73-40.lan3-1.websitetestlink.com | DCC 6658 Church Street | Douglasville, GA 30134

Any questions regarding this RFP should be submitted via email to Sara Ray at ray@douglascountygeorgia.com.php73-40.lan3-1.websitetestlink.com.