Tantramar is seeking up to $60,000 worth of professional help in developing a new “visual identity” for the town.
Kieran Miller, senior manager of corporate projects, says that on March 8, staff issued a formal request for proposals (RFP) for what she termed “brand development”.
“With the amalgamation of two municipalities and three local service districts, each with their own unique identity, we’re looking to create a brand that reflects the new larger community of Tantramar,” Miller told council at its committee of the whole meeting yesterday.
She explained that the first step would be to create a new wordmark or logo.
“We’ve got a temporary one right now that I created,” she said with a chuckle. “It’s very temporary until we get a professional (one).”
The RFP itself says that aside from creating a new logo and tagline, consultants would be expected to provide “clear recommendations on corporate colors, fonts, photography styling, social media templates (Facebook, Twitter, Instagram), Powerpoint templates, e-newsletter template, digital ad templates, corporate stationery, vehicle decals, and corporate email signature.”
The consultants would also be required to “create key messaging for use in marketing and audience profiles” and provide recommendations for names on highway signs to show the connection between Tantramar and its former municipal entities.
“Community engagement must play an important role in the project proposal,” the RFP states. “The community should feel invested in the exercise of creating a new visual identity for Tantramar and have opportunity for input and feedback.”
“The estimated budget for the project is $60,000 and the plan is to be developed for final approval by Council in the fall of 2023,” the RFP states.
CAO Jennifer Borne told councillors that the town is seeking financial help from the province on a number of items including brand development.
The RFP closes on March 31.
Nearly three years ago — in July 2020 — Sackville received a $15,000 strategic marketing plan from a Moncton-based firm called Portfolio.
The plan was sharply critical of Sackville’s previous marketing efforts.
“Don’t get too hung up on logos and slogans. A brand is a perception, it lives in the minds of all of your target audiences and it’s what they think of Sackville,” Portfolio CEO Mike Randall told town council then.
“Successful brands, though, in all the municipalities we looked at across North America, really had a narrow focus, they don’t try to be everything to everybody, they’re very specific.”
To read my report on the Portfolio marketing plan, click here.