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HomeMy WebLinkAbout1989-06-12 89-265 ORDEREnds 'W 6/12/89V Item No. 89-265 Item/Subject: Authorizing City Manager to Sign a Contract with 'Tyson & Partners Responsible Department Community & Economic Development Commentary: .The City requested proposals from local firms for the purpose of developing a public relations/marketing strategy for the Pickering Square Parking Garage. A selection committee reviewed proposals and recommended Tysonand Partners. The enterprise Operations committee concurred with the recommendation. The contract amount is for $5,000. Any additional expenditures will be brought back for Council approval. D� rtma (ad er Manag's Comments: `, .L I . A _ ,�. rn ,- a �"°7'"\ Ca Maw'dfa act, J Associated Information:© " ��r.apa,ep, „repos` Budget Approval At ..cc is error Legal Approval CirySMiosor Introduced For ®Passage ❑ First Reading - lege_ of — QReferral - 89-265 Ae®gnedb Councilor Sazl. June 12, 1989 CITY OF BANGOR (TITLE.) Vdrberp Autho i mg City Manager to sign.a. Contract with Ey Um CGN Cowan of W C ft of Reamer: OEDEEED, THAT the City Manager be authorized to sign a contract with Tyson and Partners. The purpose of the contract is for Tyson s Partners to provide consulting services for the purpose of developing a marketing and public relations program for the Pickering Square parking garage. STATEMENT OF FACT: The proposed contract amount will be up to $5,000. Any additional amount would be presented to the Council for approval. t 89-265 ` ORDER In City C =Ul dune 12,1989 T=r Passed AaFlwrizing city Ma r W sign a ........................... 4.......... =n act with Tys & Part s V Cv Y Clerk ...................................... Aerip,ed b ......,n//Vgip ..�...... ...... _ Councilmanlman 89-265 CITY OF BANGOR PURCHASING DEPARTMENT CITY HALL. 73 HARLOW STREET BANGOR, MAINE 04401 Tele. 947-0341 Ext. 308 May 9. 1989 REQUEST FOR PROPOSALS MARKETING CONSULTANT SERVICES NEW PARKING GARAGE The City of Bangor is soliciting proposals from firms in the public relations/advertisina field to assist the City in promoting and marketing the new downtown parking casae. The garage is due to open in early July 1989. The overall objective of the program is to devise a strategy to market lona-term leasing at the parking garage and to promote the use of short-term parkins within the facility. The Citv is vitally interested in creating a positive image for the facility and to encourage the public to "aive the garage a try". Therefore, the City of Bangor is interested in sponsoring a special promotion in developing promotional/informa- tional materials. The City Council has established an initial budoet of up to 55.000. for this effort. All proposals should be brief and address the following: 1. The qualifications of the firm and personnel who would be assigned to the proiect. 2. A general description of the approach the firm would take in working on the project as described. 3. A projection of the level of work that could be accomplished within the proposed budget. For consideration, proposals sealed inan envelope clearly marked "PARKING GARAGE MARKETING PROPOSAL" must be received in the Purchasing Department. City Hall, 73 Harlow Street, Bangor, Maine 04401 by 2:00 P.M. Wednesday. May 24, 1989 at which time and place they will be opened and made available to the public. A selection committee will interview top candidates and make recommendations to the City Council. Criteria for selection include qualifica- tions of the firm, related experience, the proposed approach to the project and the ability to undertake the project expedi- tiously. Any questions concerning this request may be directed to Kenneth Gibb, Director of Community and Economic Development, telephone 947-0341 Ext. 216. RESTATEMENT OF OBJECTIVE: Promoting trial of Pickering Square Garage as a resource for both short and long-term parking. This objective presupposes that the prospective user of Pickering Square Garage will have a Downtown Bangor destination, rather than attempting to position the Garage as a destination in and of itself. RECOMMENDED STRATEGY: Generation of a high level of awareness of the existence, location and benefits offered by Pickering Suqare Garage through creating name recognition in a positive light. PROMOTIONAL CONSIDERATIONS: LOGO Identification: Design of an appropriate graphic treatment of the Garage name that would become an instantly recognized symbol; to be used 1) on signage at the Garage, 2) on signs directing traffic to the garage, 3) in ads and 41 on any stationery or anywhere that the name, Pickering Square Garage is used to bring attention to the facility. LEASING or Long-term Campaign: 11 NAME the Product. Examples: Pickering Parking Permit Pickering Parking Plan Etc. 2) Place a series of small space print ads in area business publications. Example Headlines: Wouldn't it be great to park n Downtown Bangor for $1.15 a day? It is! (Theme: Lease a spot at Pickering Square.) Where can you park Downtown for $1.15 a day in your own reserved space? Where can you park Downtown all day for less than the cost of a parking ticket? (CONTINUED MEET PAGE) PROMOTIONAL CONSIDERATIONS cont'd Never spend another minute of your life looking for a parking space in Downtown Bangor. 3) Radio Station Trade Contests. These contests will offer FREE trial and will result in high awareness profile for the new Garage. Example: For the contribution of parking space that the radio stations Can give away in on -air promotions (such as, "Be the fourth caller and win a month of free parking at the new Pickering square Garagel") stations will exchange advertising time that would otherwise cost hundreds of dollars. As long as the Garage would not be full to capacity anyway (in the beginning) no parking revenue would be forfeited. Example of a :30 Radio spot promoting general awareness for the Garage: ANNOUNCER: Repeat after me ... Peter and Polly Packard and their Pekingese puppy, Penelope, parked their precious pink pick-up at the Pickering Square Garage. (VARIOUS men and women attempt tongue twister unsuccessfully, and a young- ster attempts successfully.) ANNOUNCER: It's a lot harder t0 say it than it is to park there! Give it a try! 6) EVENTS to generate trial and free publicity. Example: Business person's tailgate lunch. 5) FLYER to hand out and to place under windshield wipers showing location (map), entrances/exits etc., rates, hours, benefits, etc. PROMOTIONAL CONSIDERATIONS (Cont'd) 6) I.D. DECAL/STICKER for lessors depicting LOGO or statement such as: Pickering Square Parker I'm a Pickering Square Parker I'm a Pickering Parker I Belong to Pickering Square Member, Pickering Square Etc. TRANSIENT or Short-term Campaign: 1) FLYER (above). 2) Merchant Exchange Program. Merchants would display window/door decals, counter cards, cash register stickers, etc., showing that customers who park in Pickering Square Garage and visit their business would receive money off their Garage parking fee. 3) Publicity Releases/Events. Example: Weekly press releases for the first XX month(s) as to the total number of cars that have parked at Pickering. Example: Surprise award for the 1,OOOth Pickering Parker. Etc. 6) Radio Trade Contests. Same concept as above except that free DAILY Pickering Parking tickets would be given away rather than a monthly lease. Depending on the depth and breadth of any of the above promotional considerations, priorities would need to be established to avoid budget overruns. Any or all of the above activities can and would be estimated in advance.