Project Definition:
Create a new visual brand image for the Portland Japanese Garden 
Project Background:
The Portland Japanese Garden is updating its brand image. Like many organizations, we find ourselves with a diverse set of looks for our printed and internal materials. Recently we held two internal branding sessions at the Garden to review our brand image and develop a new positioning statement. We have also completed survey research (conducted during the past six months for this purpose) covering visitors, staff, members, and vendors.
Now we are ready to hire a firm to help us create a look and feel that supports our new positioning and elevates our brand image to a more sophisticated level. This is not just an exercise that will end up sitting in a folder somewhere. We have a very aggressive marketing plan that we are actively implementing. We are expanding our exposure both nationally (we have three events occurring in Washington, DC during the next 3 months) and internationally, as well as pursuing increased local exposure. This means that the image created by the firm we choose will receive exposure all over the world.
The Reality:
Currently, the Garden does not have a relationship with a design firm or agency. We are also under no obligation with our bylaws to issue an RFP. We are issuing this RFP because we are truly looking for an agency or design firm to do this work. We have no particular agency or design firm in mind, and we are completely open to considering any and all applicants. No spec work will be required. During the interview process, we do want to meet the actual people who would be assigned to the account. Once the work outlined in this RFP is completed, there will be opportunities to continue this working
Portland Japanese Garden Background:
The Portland Japanese Garden is considered the most authentic Japanese Garden outside of Japan. We receive close to 200,000 visitors a year and our proactive public relations program is garnering a great deal of press (including a recent feature in the NY Times). The Garden benefits from a strong, positive reputation and appeals to several demographics, including travelers, tourists, gardeners, those seeking a spiritual retreat, and people interested in Japanese culture. In other words, the association and exposure will benefit you too.
Expectations:
We are now looking for an advertising agency or design firm to take our positioning statement and key messages and create a visual look and feel for the Garden that will be used on all collateral materials, signage, web, internal documents, co–op marketing, etc.
There is the option of either incorporating our existing logo or designing a new logo--whichever works best with the proposed new look and feel. Creating this new look and feel will include:
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Logo and logo treatment in 1, 2, and 4–color
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Font and type treatment for all materials
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Type treatment and layout for positioning statement
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Paper stock choices
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Overall visual look and feel, design, and style elements in both color and black and white to be applied to all Garden collateral
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Demonstrate how new look and feel will be applicable to seasonal marketing
It is important that the new design be applicable to a variety of materials, as we intend to use the design in every aspect of the Garden's marketing and advertising. We also need to ensure that our in–house designer can easily work with and adapt the new design to all of our materials. To this end, the expectation for this RFP is that the agency/design firm will produce the following materials from start to finish--from copywriting, through design, layout, and paper stock choices (where applicable), and to final film--with the Garden paying for and managing printing (although we ask that the agency/design firm assist with press checks):
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Five–panel, 4–color brochure
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Letterhead and matching envelope
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Business cards
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One full–page, 4–color magazine ad
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One event poster
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Web home page mock–up (Note that the application of the new look will be applied to the web site by a separate firm.)
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Style Guide for new design--in a printable format that the Garden will also post on our web site
We ask that the agency/design firm assist our in–house designer for up to 20 hours with questions she may have regarding application of the new design to materials she creates after the new design has been approved. (Once the 20 hours has been met, an hourly consultation fee will be negotiated by both parties.)
Finally, we are open to and will encourage the agency/design firm to help us with advice and strategy to give our new image life and legs.
Portland Japanese Garden Strategic Plan:
Attached is the Garden's new Strategic Plan which is our roadmap for the next six years. A key element of the plan is a move towards greater sustainability. It is critical that the new design include consideration of sustainability and a “green” approach to elements when making recommendations regarding things like paper and ink choices.
Budget Range:
You may not get rich off of this account, but it will sure look good in your portfolio. We have $10,000 in cash and the rest will be given as in–kind (up to $25,000 in–kind).
In addition, if the relationship is one that works for everyone we will want to continue to collaborate with the agency/design firm on future work.
In–kind description:
The budget portion of this RFP labeled “in–kind” refers to corporate membership in lieu of cash. Corporate membership includes some or all of the following, depending on the agreed upon level of membership: Use of the Garden Pavilion for company use, Garden membership (garden entry, free or discounted admission to events, Gift Store discount, mention in our 4500–circulation newsletter, web site link, etc.). We are open to negotiating other benefits that suit the needs of the agency/design firm in regards to use of the Garden.
Decision Makers:
A Branding Task Force--comprised of seven people from the Garden staff and Board of Directors, including the Executive Director, Board President, Marketing Committee Chairperson, Directors of Operations, Director of Marketing & Communications, and two Board members who are also both on the Marketing Committee--will review all applications and pick the agency/design firm that will be awarded the work. This task force will also be responsible for reviewing designs throughout the process and for recommending the final design to the Board of Directors. The Director of Marketing & Communications will be the main contact throughout the process. We are a committee that is good with moving projects forward and making decisions.
The Selection Process:
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All applicants will be reviewed and considered by the Branding Task Force
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3–5 finalists will be chosen for interviews, portfolio reviews
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Second interviews may be conducted if deemed necessary
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A final agency/design firm will be chosen by 5/4
Schedule/Timing:
4/16/07 RFP submissions due to the Japanese Garden by 5pm:
5/2/07 Interviews conducted with finalists
5/4/07 Final agency/design firm chosen and work begins
6/27/07 Presentation of design look and feel presented to Board of Directors for approval
7/31/07 Completion of materials listed above
Note: The dates above are flexible and more rounds of changes and tweaking of the design may be required. However, it is our intention to receive approval from the Board by 6/27/07 and to have the materials listed under “Expectations” be completed (and where applicable, printed) no later than July 31, 2007.
The Portland Japanese Garden:
The Japanese Garden is located on the west side of Washington Park, directly above the International Rose Test Gardens at 611 SW Kingston Drive in SW Portland. The Japanese Garden Society of Portland is a private 501(c)(3) not–for–profit organization that operates year–round and is funded through gate admissions, membership dues, and individual and corporate donations.
To respond to this RFP, please submit by April 16, 2007 at 5pm:
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Agency/design firm statement, backgrounder, and proposal statement as to why you are the right firm for the Garden
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Brief bio on the people who would handle the account
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Printed or electronic samples you are most proud of (Okay if not in same category)
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One or two samples of timelines on projects your firm has handled
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One or two examples of design/concept strategies for other clients
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Two client references we may contact
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Invoice sample
Submitting RFP responses:
Please submit responses either by email or mail to:
Kerry Cobb
Director of Marketing & Communications
Portland Japanese Garden
PO Box 3847
Portland, OR 97208
kcobb@japanesegarden.com
Okay to deliver RFP response to Garden admission gate at 611 SW Kingston Avenue, Portland, OR 97208 by 5pm on 4/16/07.
Contact Info:
Please email your questions to Kerry Cobb at kcobb@japanesegarden.com
RFP attachments:
Strategic Plan
Portland Japanese Garden Backgrounder
SF Advertising
282 Second Street, 4th Floor, San Francisco, CA 94105
Tel: (415) 546–6266 | www.sfadvertising.com | email us
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