Request for Proposal: Destination branding - Summerland Chamber

Request for Proposal August 31, 2012
Destination Branding
Summerland Chamber of Economic Development and Tourism
Tourism Advisory Committee (TAC)
c/o
Thompson Okanagan Tourism Association
Contact:
Simone Carlysle-Smith, Community Development Specialist
2280-D Leckie Road, Kelowna, BC V1X 6G6
Phone 250-860-5999 ext 214
Email community@totabc.com
Provide an email notification if you intend to submit a proposal ASAP to: community@totabc.com
Proposal Closing Date: September 14, 2012
_____________________________________________________________________________

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Table of Contents
INTRODUCTION AND BACKGROUND ............................................................................................................................ 2
OBJECTIVE ............................................................................................................................................................................. 2
INTRODUCTION ...................................................................................................................................................................... 2
BACKGROUND ....................................................................................................................................................................... 2
Study Area ........................................................................................................................................................................ 3
CLOSING DATE, LOCATION, COSTS .............................................................................................................................. 4
ENQUIRIES ............................................................................................................................................................................. 4
DEFINITIONS ......................................................................................................................................................................... 4
OWNERSHIP AND COPYRIGHT ....................................................................................................................................... 4
PROPOSAL REQUIREMENTS ............................................................................................................................................ 4
PROPONENT INFORMATION ............................................................................................................................................ 7
TIMELINE ............................................................................................................................................................................... 7
BUDGET .................................................................................................................................................................................. 7
PROPOSAL EVALUATION, SELECTION AND AWARD PROCESS ........................................................................... 7
CONTRACT TERMS AND CONDITIONS ......................................................................................................................... 8
PROJECT COMPONENTS ................................................................................................................................................... 8
BRANDING ............................................................................................................................................................................. 8
Objective .......................................................................................................................................................................... 8
IMAGE BANK ......................................................................................................................................................................... 9
Objective .......................................................................................................................................................................... 9
ADDITIONAL INFORMATION ........................................................................................................................................... 9
RESOURCES AND SUPPORT FILES ................................................................................................................................. 9
IN CLOSING ........................................................................................................................................................................... 9
__________________________________________________________________________________________________________________
Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 1

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Introduction and Background
Objective
The objective of this document is to provide potential suppliers adequate information to respond to this
Request for a Proposal to deliver all of the project components for branding.
Introduction
The Summerland Chamber of Economic Development and Tourism (SCEDT) is seeking a firm
with a strong track record in community branding that can work with a project committee to develop a
destination brand for Summerland and recommendations for a signature series of images.
The Summerland Chamber of Economic Development and Tourism is a non-profit organization. The
community of Summerland is unique in British Columbia in that every business that has a business
license with the District of Summerland is automatically a member of the Summerland Chamber. A
Tourism Advisory Committee (TAC) is being established as a sub-committee of SCEDT and will
advise on strategic planning as well as implementation of key tourism projects.
Background
Working with the Thompson Okanagan Tourism Association, Summerland participated in Tourism
BC's Community Tourism Foundations program and completed a tourism action plan in May 2011.
The Community Tourism Foundations program provides research, customized destination and
marketing assistance and dedicated resources to communities for strengthening their tourism economy.
The basis of the program is a one-day workshop designed for communities that are at a relatively early
stage in their tourism development. The workshop provides an opportunity for tourism stakeholders to
become involved in shaping the direction of future growth and to gain a fuller appreciation of the
potential role in strengthening regional tourism. While all aspects of the planning cycle are engaged,
the primary output from the workshop is an action plan that focuses on initiatives the community can
pursue over the next 12 to 18 months.
Immediate needs include a tourism brand and image bank for Summerland. Next year’s tourism needs
will include a new web site. Thompson Okanagan Tourism will be active in supporting the SCEDT
TAC, and successful proponent, supplying resources and expertise for alignment of provincial and
regional strategy integration.
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Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 2

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Study Area
Summerland is located on Highway 97 on the western shore of Okanagan Lake, 20 kilometers north of
Penticton and 28 kilometres south of Peachland (Error! Reference source not found.). Directly across
Okanagan Lake from Summerland is the community of Naramata. Incorporated as a municipality in
1906, Summerland’s current population is 11,280. It is an agricultural community with one of the
Okanagan’s (and BC’s) largest fruit growing and processing sectors. The town centre is situated in a
flat area above Okanagan Lake with fertile valleys defined by forested ridges. Giant's Head Mountain,
an extinct volcano, dominates the skyline.
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Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 3

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Intent to Submit
Provide an email notification if you intend to submit a proposal ASAP to: community@totabc.com
Closing Date, Location, Costs
To be considered, proposals must be received in a sealed envelope no later than 4:00pm (PST),
September 14th, 2012 (the “Closing Deadline”), to SCEDT TAC c/o Thompson Okanagan Tourism
Association Attention: Simone Carlysle-Smith, Community Development Specialist 2280-D Leckie
Road, Kelowna, BC V1X 6G6.
Proposals and their envelopes must be clearly marked with the name and address of the proponent and
the name of the Project: “Request for Proposal: Summerland”. Your proposal package must include
two hard copies, along with one digital copy, in PDF format on USB flash drive of your submission.
Proposals will not be accepted by facsimile or email.
Proposals received after the closing deadline will not be accepted and returned unopened. All costs
related to the preparation and delivery of the RFP is the sole responsibility of the proponent.
Enquiries
All questions related to the RFP can be directed to Simone Carlysle-Smith, TOTA Community
Development Specialist. Any questions posed and responses to questions will be forwarded to all
known proponents. Any changes or amendments to the RFP guidelines will be forwarded to all
proponents who have notified the RFP issuer of their intent to submit a proposal.
Copies of the Request for Proposals are available by email, contact: community@totabc.com
Definitions
For the purposes of this RFP the following definitions apply:
Organization means the client, and
Proponent means the lead firm responsible for submitting and delivering the services outlined in
the proposal in response to this RFP.
Contract means the written agreement resulting from the Request for Proposal executed by the
successful proponent and the organization.
Ownership and Copyright
RFP submissions become the property of the organization. As well, the Summerland Chamber of
Economic Development and Tourism will own and retain the copyright and ownership for all content
of the deliverables, including source files where applicable. Acknowledgement of this fact is a
requirement in the proposal.
Proposal Requirements
Proposals must be in English, and the Proposal must be submitted by the appropriate date and
time;
The proposal must be signed by the person authorized to sign on behalf of the firm;
__________________________________________________________________________________________________________________
Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 4

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Proposals must contain responses to information requested, based on the criteria of this Request
for Proposal document to demonstrate ability to carry out the terms of the contract, delivery of a
quality product and/or service within an appropriate budget.
Proposals must clearly list, in detail, what services will be provided with the associated costs for
each component.
Responses must contain a list of references of past projects and work of this nature, with contact
names and telephone numbers.
The proponent acknowledges that the offers contained in their proposal shall remain open for
acceptance by the organization for a period of one hundred and twenty days from the closing
date for the receipt of proposals.
The consultant may not proceed to the next stage without approval of the organization and the
organization shall not pay invoices submitted by the consultant until the stage is completed to
the satisfaction of the organization.
The organization reserves the right to cancel the consulting contract at any time with
appropriate compensation for authorized work completed up to the date of notice.
By submitting a proposal the Proponent agrees to all the terms and conditions of this Request
for Proposal. Proponents who have obtained the Request for Proposal must not alter any portion
of the document, with the exception of adding information requested. To do so will invalidate
the proposal.
A proponent may request that their proposal be withdrawn prior to the submission deadline. A
signed written request must be submitted via email. Proposals will not be returned.
Proposal Content
Each of the following sections requires a written response as to how your firm will address each area of
the project. Concise, simple responses are preferred, with minimal technical terms, but offer an
explanation where required to help those reviewing the proposals who may not have a technical
background.
The contractor's proposal must convey a clear understanding of the work to be undertaken as described
in the Request for Proposal. The proposal must specifically address all requirements of this project.
Clarity, style, organization, visual impact and scope are factors that should be considered in its
preparation.
Organize your proposal in the following order:
1. Cover letter
2. Proposal Title page
3. Table of Contents
4. Executive Summary
5. Project Methodology
6. Project Schedule by Milestone and Timeline
7. Team bio and relevant experience
8. Financial Proposal
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Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 5

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
9. Samples of work and references
10. Optional content by proponent
Cover Letter
Include a signed letter briefly stating an understanding of the work, the commitment to perform the
work within the time period, the benefits your firm brings to the project and why your firm believes
itself to be the best qualified to perform the work.
Title Page
Reference the Request for Proposals title, the firm name, address, contact information and date of
proposal.
Table of Contents
Show the title of each subsection referenced to a numbered page and also list the title of any appendices
and supplementary information.
Executive Summary
Summarize the key points of the proposal in one page or less.
Project Methodology
Summarize the process your firm will undertake by including the following components and identify
the role of the organization vs. the proponent:
Project management
Conceptual development (creative thinking and problem solving process)
Graphic design
Image Bank
Project Schedule by Milestone and Timeline
Outline the project schedule by milestone and timeline. This will include scheduling from the initial
meeting, to submission of final documents and electronic source files on USB stick at the conclusion of
the deliverables prior to any support services.
Team bio and Relevant experience
Provide information on specific experience related to this project for the firm, team participants and
project manager.
Financial Proposal
Provide final pricing based on a set of deliverables with required features. All travel costs, incidentals,
WCB and any other associated costs must be included. Break out total fees/expenses/taxes by project
type and indicate payment schedule. Note: Final payment will not occur until a USB drive with all
source files and PDF files of all projects have been submitted and files reviewed by Thompson
Okanagan Tourism for program compliance.
__________________________________________________________________________________________________________________
Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 6

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Samples of work and references
Provide samples of work in PDF format and online sources and a list at least two references from
similar type of work.
Optional content by proponent
Provide any additional information your firm thinks is relevant to the project that has not been
identified by the RFP requirements.
Proponent Information
The proponent submitting the proposal is ultimately responsible for the deliverables and has the option
to engage sub-contractors; however, all subcontractors are the responsibility of the lead firm. No subcontractors
can be replaced without prior written consent of the organization.
Provide contact and legal company information of the lead proponent
One firm will submit the proposal on behalf of the team
Provide a bio and relevant work experience section for each member of the project team
Provide two references and samples of similar work completed by the project team
Timeline
The timeline for the tourism branding project completion including final invoices and USB drive with
source files is November 30, 2012. Project commencement is estimated for October 3, 2012. Indicate
your availability for a ½ day workshop between the dates of October 10 –12.
Budget
The budget cannot exceed $10,000 for brand deliverables plus HST.
Proposal Evaluation, Selection and Award Process
This request for proposal has been distributed to known suppliers in the Tourism Industry as well as
placed on BC Bid. Referral of this opportunity to qualified firms is encouraged.
In addition to the RFP guidelines, proposals will be evaluated based on weighted criteria.
CRITERIA
WEIGHTING
Related experience and skills, qualifications 50%
Portfolio samples 20%
Knowledge of the area 10%
Local/regional supplier 10%
Familiar with Thompson Okanagan tourism regional 10%
strategy and adoption of EQ
This Request for Proposal process is not an offer for contract and any or all proposals may be rejected
and another Request for Proposal process may be conducted.
__________________________________________________________________________________________________________________
Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 7

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Initial proposals will be evaluated by a selection committee. Interviews may be conducted by phone or
in person. Any costs associated with in-person interviews with proponents within the community will
be at the cost of the proponent.
All submissions received will be considered eligible for evaluation provided they meet the criteria for
submissions. If the proposal does not demonstrate previous experience with a minimum of two samples
of community and or destination branding they will not be considered.
Proponents may withdraw their proposal at any time as no obligation will be assumed between the two
parties unless a contract for services has been finalized.
All proponents will be contacted by TOTA at the conclusion of this process and informed as to whether
the contract is awarded or another process is to be undertaken.
Contract Terms and Conditions
The RFP will serve as the basis for contract negotiations between the proponent and the organization.
The proponent and the organization will enter into contract negotiations when a proponent has been
selected by the organization.
Any terms required by the proponent must be included in the proposal.
TOTA will develop the contract with final approval from the organization before binding signatories
from each party sign the document and initial each page.
Project Components
Branding
Objective
The objective of a destination brand is to develop a unique identity for the community that is clearly
distinguishable from that of other destinations. By consistently using the brand identity throughout all
communication applications, the result is brand awareness, recognition and ultimately creating a place
in the mind of the consumer that represents positive aspects of the destination and visitor experience.
While the logo and artwork create the visual representation of the brand, the community must deliver
on the brand promise by creating visitor experiences represented by the brand. All communications
tools developed must follow after the branding process.
Scope and deliverables
Required: Research based methodology to define the brand for the area.
Required: Basic brand suite with brand promise, positioning statement, tagline, logo in black
and white and color variations, brand book and guidelines for use. PDF and source files in
suitable formats for all types of media, Jpeg, EPS, etc. on a USB drive.
Required: Design for visitor guide cover and two-double page spreads to printer’s
specifications in PDF format and supply source files (original document, links and fonts).
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Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 8

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
Required: Design sample advertisement for the destination in full-page magazine format.
Required: Draft mock-up of logo applied to signage concept.
Image Bank
Objective
The objective of the image bank is to develop an inventory of low and high resolution digital imagery
that represents the brand for the area that is used consistently in all marketing communications. The
image style will appeal to the target markets as defined in the Canadian Tourism Commission’s
Explorer Quotient (EQ) program for the Thompson Okanagan region. Resources for image bank
guidelines include the Tourism BC Thompson Okanagan brand guidelines and the CTC EQ Asset
Development Guide. http://www.totabc.org/corporateSite/index.php?cID=182
The image bank will be utilized in appropriate formats and resolution for branding applications
including but not limited to online, print and broadcast media.
Required: Image recommendations for signature photography based on Canadian Tourism
Commission’s Explorer Quotient (EQ) program and Tourism BC Thompson Okanagan brand
guidelines.
While the image bank will be developed in conjunction with the branding process, professional
photographer (s) will be contracted to deliver imagery through usage rights of existing images and or
photo shoots. The image bank budget is separate from this proposal and the recruitment of
photographer’s is outside the scope for the proponent.
Additional Information
Provide any additional information your firm thinks is relevant, that has not formed part of the RFP
content.
Resources and Support Files
Refer to the Request for Proposals for photographers re: image bank to understand the scope and
deliverables of the team.
The following resources and documents will be provided to the proponent to assist in their research
with the project.
Expertise of Thompson Okanagan Tourism
Online resource of program history with Tourism BC and Thompson Okanagan Tourism
(private URL)
Community Tourism Foundations Tourism Plan – Summerland – May 2011
Image Bank EQ full document set
Draft unique features list
In Closing
Thank you for your interest in submitting a proposal. Proponents are encouraged to ask questions for
clarity of the project. The Request for Proposal is not intended to rule out innovation on the part of the
__________________________________________________________________________________________________________________
Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 9

Summerland Chamber of Economic Development and Tourism – Tourism
Advisory Committee (TAC)
contractor. If contractors believe a more desirable end result can be achieved by deviating from specific
details, this should be outlined in the proposal. This will be reviewed with the contractors and finalized
prior to starting the project. Formal lines of communication and reporting schedules shall be
established to maintain a sufficient level of information exchange for decision making and successful
project completion.
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Contact: Simone Carlysle-Smith, TOTA Community Development Specialist Summerland RFP 2012 - Page 10