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RequestforProposal

ProjectName:ContemporaryCraftStrategicMarketingProjectCompanyName:ContemporaryCraft(contemporarycraft.org)Address:2100SmallmanStreet,Pittsburgh,PA15222ContactPerson:StephanieSunTelephone:412-261-7003Email:ssun@contemporarycraft.org1. Background/Introduction

ContemporaryCraft(CC)isamid-sized,nonprofitartsorganizationwithanannualbudgetof$1million.CCpresentsthebestnationalandinternationalcontemporaryartincraftmedia(clay,metal,fiber,wood,glass,paperandbookarts,mixedmedia,andfoundmaterials),andshowcasesimportanttechniques,concepts,andartistsinthefield.Throughitsmissionofengagingthepublicincreativeexperiencesthroughcontemporarycraft,CCencouragespeopletobetterunderstandthemselvesandtheworldthroughseeing,making,andlearningaboutart,aswellasempoweringpeopletocreatemeaningfulconnectionandbuildcommunitiesusingthetransformativepowerofart.Basedonthefundamentalideathatuniversalaccesstoartcanleadtomorefulfillingindividuallives,ahealthiercommunity,andamoreengagedcivicsociety,ContemporaryCraftdoesnotchargegeneraladmissionandfocusesonfourcorevalues:usingarttobuildcommunity,providingvitalsupportforartists,fillingcriticalgapsinpubliceducation,andsharingcross-culturalperspectives.Everyvisitorhastheopportunitytosee,make,orbuyartthrough: Galleryexhibitionsfeaturingworkbyculturallydiverse,emerging,andrenownedartists;

Hands-onStudioworkshopsledbyartistsonsiteaswellasinthecommunity;andARetailStorethatfeatureshighqualityartobjectshandcraftedbyartistacrosstheUS.

2. ProjectGoalsandScopeofServicesAfter32yearsofoperationinthehistoricProduceTerminalinPittsburgh’sStripDistrict,CCwillrelocatetoapermanenthomeintheUpperLawrencevilleneighborhoodinearly2020.Thistransformationalmovewillusherinanewphaseinthe48-year-oldorganization’shistoryandwillcreateafreshcommunityspaceforcreativeexpression,engagement,andmaking.CCseeksafull-servicecommunicationsandmarketingfirmtodevelopa24-monthstrategicmarketingplantopublicizeCC’smovetoitsnewlocation,ensuringasmoothtransitionduringitsrelocation,andsettingafirmfoundationforCCtostrengthenexistingaudiencebaseandcultivatenewaudiencesuchastheinclinednon-visitors.Theaward(s)willbemadetoaresponsiveandresponsiblefirmbasedonthebestvalueandprofessionalcapability.

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ProjectGoalsWiththisrelocation,CChasauniqueopportunitytorefreshitsbrandandincreaseitsvisibilityandfoottraffic.Marketresearchconductedinlate2017/early2018,providingvaluabledataandinsightsintoCC’sbrandawareness/identityconcerns,willbeavailablefordevelopingthestrategicmarketingplan.Goalsforthisproject:

• ToestablishCCasaculturalanchorinitsnewneighborhoodandasanexcitingculturaldestinationintheregion

• TorefreshandstrengthenCC’sbrand,andraiseoverallbrandawareness• ToredirectCC’scurrentaudiencetoitsnewlocation• TobroadenCC’saudiencebase(visitors,workshopstudents,shoppers,eventattendees)andattract

newdonors• TodeepenvisitorengagementwithCCandbuildcustomerloyalty/retention

ScopeofServicesTasksinclude,butmaynotbelimitedtothefollowingcriteria:

• 24-monthstrategicmarketingplano Defineandidentifytargetmarket,organizationpositioning,uniquesellingproposition,strategic

marketinggoals,promotionstrategy,etc.o Performanceevaluation/trackingmetricsandguidelineso SWOTAnalysiso Actionplan

3. Timeline

Theselectionforthe24-monthstrategicmarketingplanprojectwillbemadeinApril2019.AseparateRFPforaRelaunch/relocationcampaignwillbepostedlaterin2019.CCexpectsthattheresultsof24-monthstrategicmarketingplanwillinformthedevelopmentoftheRelaunch/relocationcampaign.CC’smovetothenewlocationandgrandopeningexhibition,CraftingourFuture,isscheduledforMarch2020.

4. AnticipatedSelectionScheduleRespondentstothisRFPmustsubmittheirproposalforthe24-monthstrategicmarketingplanproject(printableandwillbesharedinternally)nolaterthanMarch29,2019.Responsesshouldhavetheemailsubjectline“Proposal-StrategicMarketingPlan”andbeemailedtoJanetMcCall(jmccall@contemporarycraft.org)andStephanieSun(ssun@contemporarycraft.org)ormailed/deliveredto: ContemporaryCraft

ATTN:JanetMcCall/StephanieSun2100SmallmanStreetPittsburgh,PA15222

5. ElementsofProposal

Asubmissionmust,atminimum,includethefollowingelements:• Descriptionofthefirmthatincludesageneraloverview,namesandcredentialsofthecreativeteam,

andnumberoffull-timeemployees

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• Aone-pagenarrativeoutliningthefirm’sstrengths,distinguishingskillsorcapabilitiesastheyrelatetoCC’sneeds/goals

• Arepresentativeselectionofstrategicmarketingplans,marketingcampaigns,andcollateralcreatedforcurrentandpastclients(samplesofworkfornonprofitartsorganizationsisaplus)

• 3professionalreferencesforprojectswithasimilarorganization/companysizeandbudget• Estimatedcostandtimeline

6. EvaluationCriteriaThesuccessfulrespondentwillhave:

• KnowledgeoftheartsindustryandcommunityinPittsburgh,PA• Experienceworkingwithamid-sizednonprofitorganization(11FTEstaff)• Capacitytoprovideacomprehensivestrategicmarketingplanand/orutilizewell-established

partnershipstomeettheneedsofthisproject(shoulddiscloseinproposal)• Competitivecostofservices• Availabilityandabilitytomeetthetimelineabove