3a - City Re-BrandingImage & Branding Services
Council Study Session
October 20,, 2015,? 5:30 PM
Council Chambers
Brian J. Wilson,, Chief of Staff
Image & Branding Services
Memorandum from Mayor Ferrell via Chief of
Staff Wilson to Council entitled "Council Study
Session —Image and Branding Services" dated
October 20, 2015
Request for Proposal (RFP) for image and
branding services for the City of Federal Way in
progress
Request Council input regarding the services
requested and the program elements of an
image and rebranding effort
Image & Branding Services
Objective #1
Understand City of FW's current brand
Gain insights through research from
stakeholders and community audiences
Determine what needs to be overcome
regarding City of FW's current brand
Identify schedule and process to review
deliverables/findings with City and public
Image & Branding Services
Objective #2
Develop a brand identity and communications
strategy that reflects what FW has to offer
Identify schedule for image and branding
campaign
Identify strategy elements
Develop a plan to measure effectiveness of
campaign (pre &post awareness studies)
Image & Branding Services
Objective #3
Develop a plan, strategy, and tactics for
successful brand and image communications
Identify components
Identify amenities and what is available in FW
Confirm targeted audiences (citizens, families,
businesses, tourism)
Identify process for City review and feedback
Image & Branding Services
Objective #4
Implementation of a brand identity, strategy,
and target audience campaign within a 2016
budgeted amount of $100,000
Identify ways to reach stakeholders -audiences
Develop timelines for strategy summary,
analysis of results, and review with City staff
and elected officials
Image & Branding Services
Timeline for Request for Proposals (RFPs)
October 20, 2015:
November 2015:
Dec. 2015/Jan. 2016:
Council Study
Session
Bid for
Image/Rebranding
Services, Selection of
Firm
Initiate Rebranding Effort
Image & Branding Services
Council Input/Questions
Image & Branding Services
Brian J. Wilson, Chief of Staff
Mayor's Office
City of Federal Way
brian.wilson@cityoffederalway.com
253.835,2510