Onboard to Oshkosh.pdf

REQUESTS FOR PROPOSALS

Marketing and Talent Attraction Services:

“Onboard to Oshkosh” Talent Recruitment Program

RFP Release Date: July 20, 2026

RFP Proposal Due Date: August 21, 2026

Notice and Instructions for Proposal Submittals

One, high-resolution electronic copy in PDF format must be emailed to hschueler@oshkoshwi.gov by 4pm on August 21, 2026

Files over 10MB can be emailed via a transfer link upon request.

Please title the email “Onboard to Oshkosh Talent Recruitment Proposal”

For questions, please contact

Hannah Schueler, Economic Development Specialist at hschueler@oshkoshwi.gov mailto:hschueler@oshkoshwi.gov

City of Oshkosh Marketing and Talent Attraction Services:

1. Introduction

The City of Oshkosh is seeking proposals from qualified marketing, branding, and community attraction firms to develop a strategic campaign for the Onboard to Oshkosh Relocation

Initiative. The selected consultant will help the City position Oshkosh as a desirable place to live, increase awareness of relocation incentives, and generate qualified applications from eligible out-of-state households interested in making Oshkosh their home.

The City is looking for a creative partner that can combine place branding, digital marketing, public relations, and implementation guidance into a practical campaign that can be launched and maintained within the available budget.

2. Why Oshkosh?

Oshkosh is a vibrant waterfront community in east-central Wisconsin where residents enjoy an exceptional quality of life, affordable living, and convenient access to employment centers throughout the region.

Situated along Lake Winnebago and the Fox River, Oshkosh offers the amenities of a regional hub while maintaining the welcoming character of a close-knit community. Residents enjoy a vibrant downtown, unique local restaurants and businesses, parks and trails, year-round recreation, arts and cultural attractions, and nationally recognized events. The community is home to higher education institutions, quality healthcare, a diverse business community, and a strong regional transportation network. Its location allows residents to access employment opportunities throughout east-central Wisconsin while enjoying shorter commutes, attainable housing options, and a high quality of life.

Whether someone works remotely, commutes to a neighboring community, or is employed locally, Oshkosh offers an opportunity to build a career while enjoying an active, connected, and affordable place to call home.

3. Onboard to Oshkosh Program Overview

Onboard to Oshkosh is a community attraction and relocation initiative supported by WEDC

Talent Recruitment Grant funding. The program is intended to reduce barriers to relocation, welcome new residents, and connect participants with community resources and incentives.

Applicants must meet the following core eligibility requirements:

• Reside outside the State of Wisconsin at the time of application.

• Have an annual individual income of at least $55,000.

• Relocate to Oshkosh, Wisconsin, as part of participating in the program.

Applicants are not required to work for an Oshkosh employer. Applicants may work remotely, commute, or work elsewhere, provided they relocate to Oshkosh and meet all program eligibility requirements. Income will be verified through either a recent W-2 or a letter from the applicant's employer Human Resources department verifying wages. The City intends to attract approximately fifteen (15) households to relocate to Oshkosh over the program period, subject to funding availability, program eligibility, and WEDC requirements.

4. Project Purpose

The City of Oshkosh is seeking a qualified marketing and branding consultant to develop and implement a strategic community attraction campaign for the Onboard to Oshkosh Relocation

Initiative. The selected consultant will work with City staff to create a comprehensive marketing strategy that positions Oshkosh as a desirable place to live and encourages eligible out-of-state households to relocate to the community.

The campaign should communicate the unique advantages of living in Oshkosh, increase awareness of the Onboard to Oshkosh program, generate qualified applications, and support the City's long-term goal of attracting and retaining new residents.

Because applicants are not required to work for an Oshkosh employer, the campaign should emphasize Oshkosh's quality of life, affordability, amenities, community connections, and overall livability. Messaging should resonate with individuals and households who have flexibility to choose where they live, including remote workers, commuters, and professionals employed throughout the region.

5. Project Goals and Desired Outcomes

• Position Oshkosh as a compelling relocation destination in Wisconsin.

• Build awareness of the Onboard to Oshkosh Relocation Initiative.

• Generate qualified program inquiries and applications.

• Highlight Oshkosh's quality of life, affordability, waterfront, neighborhoods, downtown, parks, recreation, arts, and community amenities.

• Encourage long-term residency and community engagement.

• Provide the City with marketing tools and resources that remain useful beyond the initial campaign.

6. Target Audience

The campaign should focus on eligible out-of-state individuals and households who may be open to relocating to Oshkosh. The City expects the selected consultant to refine target audiences based on research and strategy development.

Potential Primary Audiences

• Remote workers who can live anywhere.

• Hybrid workers and commuters who may work outside Oshkosh but prefer to live in Oshkosh.

• Mid-career professionals earning at least $55,000 annually.

• Individuals and families seeking a high-quality community with attainable housing options.

• Former Wisconsin residents or people with personal ties to the region who may be interested in returning.

Potential Geographic Markets

The consultant should recommend target geographies. Potential markets may include nearby states and regions where Oshkosh can compete on quality of life, affordability, community character, and access to regional employment opportunities.

7. Scope of Services

The City expects the selected consultant to provide a strategic and creative approach.

Proposers may recommend modifications or additions to the scope if they believe an alternative approach will better meet the project goals.

A. Discovery and Research

• Review existing program materials, grant requirements, and available community marketing assets.

• Conduct discovery meetings with City staff and key stakeholders.

• Identify target audience segments and recommended geographic markets.

• Review comparable relocation, place-branding, or community attraction campaigns.

• Identify key opportunities, challenges, and messaging considerations.

B. Brand Positioning and Messaging

• Develop a clear positioning statement for the Onboard to Oshkosh Relocation

Initiative.

• Develop a value proposition that explains why eligible households should choose

Oshkosh.

• Create key message pillars and audience-specific messaging.

• Develop campaign tone, voice, and sample taglines.

• Clarify how the program should be described in public-facing materials.

C. Marketing Strategy

• Develop a practical marketing plan that can be implemented within the available budget.

• Recommend advertising channels, social media platforms, earned media opportunities, and partner outreach strategies.

• Recommend target geographies and audience segmentation.

• Develop a campaign calendar and launch timeline.

• Provide budget allocation recommendations for media, creative, and implementation.

D. Creative Development

• Develop a campaign theme and visual direction.

• Create digital advertising assets suitable for recommended platforms.

• Create social media templates and sample post language.

• Create print or downloadable materials suitable for applicants, partners, and outreach events.

• Provide editable source files for City use.

E. Website and Digital Recommendations

• Recommend landing page structure and content.

• Draft core website copy for the Onboard to Oshkosh program page.

• Recommend calls to action and inquiry/application pathways.

• Recommend basic tracking metrics for website traffic, conversions, and inquiries.

F. Partner Toolkit

• Create a toolkit that community partners can use to promote the program.

• Provide sample newsletter language, social media copy, flyers, and talking points.

• Recommend partner engagement strategies for local organizations, employers, institutions, and community groups.

Proposers should clearly identify which implementation services are included in the base proposal and which are optional or recommended as future phases. Implementation support may include campaign launch assistance, media placement support, performance reporting, or post-launch recommendations.

8. Deliverables

At a minimum, the selected consultant should provide the following deliverables:

• Discovery summary and strategic recommendations.

• Messaging framework, including positioning statement, value proposition, message pillars, audience-specific messages, and tone/voice guidance.

• Marketing strategy, including target audiences, target geographies, recommended channels, budget allocation recommendations, and campaign calendar.

• Campaign creative package, including campaign theme, tagline, social media graphics, digital advertisements, outreach materials, and editable source files.

• Website and landing page recommendations, including draft website copy.

• Community partner toolkit.

• Performance measurement plan.

• Final transition package containing creative files, messaging documents, targeting recommendations, advertising recommendations, partner toolkit materials, and instructions for continued use by City staff.

9. Current Marketing Assets and Partner Resources

The City and its partners may have existing assets that can support the campaign. Proposers should describe how they would evaluate and leverage available resources rather than duplicating work unnecessarily. Potential resources may include:

• City of Oshkosh branding and style guidance.

• Existing City photography, video, and website content.

• Discover Oshkosh tourism and visitor materials, subject to partner approval.

• Oshkosh Chamber of Commerce and Greater Oshkosh Economic Development

Corporation materials, subject to partner approval.

• Community demographic, housing, and quality-of-life data.

• Existing program FAQ, press release, and applicant materials.

• WEDC grant requirements and reporting metrics.

10. Budget

The total project budget is $20,000. Proposals must include a detailed cost proposal showing fees by task, estimated hours, deliverables, and any optional services. Consultants should clearly distinguish between base services included within the budget and optional implementation services or future phases that may require additional funding.

11. Proposal Requirements

Proposals should be concise, complete, and organized in the order below:

1. Cover letter signed by an authorized representative.

2. Executive summary describing the firm's understanding of the project.

3. Firm qualifications and relevant experience including three references.

4. Project approach and work plan.

5. Proposed project team and roles.

6. Examples of comparable campaigns or creative work.

7. Project schedule.

8. Cost proposal including any assumptions, exclusions, or optional services.

12. Project Schedule

RFP Issued July 20, 2026

Questions Due August 7, 2026

Responses Posted August 14, 2026

Proposal Deadline August 21, 2026

Interviews, if needed August 24 – 28, 2026

Award Recommendation September 8, 2026

Contract Execution Mid-September Timeline subject to change

13. Contract Terms

All final work products, source files, graphics, templates, campaign assets, reports, and related materials developed under this contract shall become the property of the City of Oshkosh unless otherwise specified in the final agreement. The City of Oshkosh reserves the right to accept or reject all proposals or parts thereof and reissue the RFP without stated cause. Upon selection of a consultant, the City of Oshkosh shall attempt to negotiate and reach a final agreement. If the City, for any reason, is unable to reach a final agreement with the selected consultant, the City then reserves the right to reject the selected consultant and negotiate with others.

The City of Oshkosh is not bound to accept the proposal with the lowest cost, but may accept the proposal that best meets the needs of the city.

14. Submission Instructions

One high-resolution electronic copy in PDF format must be emailed to Hannah Schueler at hschueler@oshkoshwi.gov by 4:00 p.m. on August 21, 2026. Files over 10MB may be submitted by transfer link upon request.

Please title the email: Onboard to Oshkosh Relocation Initiative Proposal.

Questions regarding this RFP must be submitted by email to Hannah Schueler by the question deadline listed in the project schedule.

15. General Selection Process

A selection committee comprised of the Community Development Director, Deputy

Community Development Director, Economic Development Services Manager, Human

Resources Specialist and other possible city staff will review the proposals based on the following criteria:

1. Qualifications: Qualifications and previous related work experience.

2. Understanding: Demonstrated understanding of project objectives, tasks, and services.

3. Price: The proposed price/cost will be considered.

4. Related projects: Examples of related completed and in-progress projects.

5. Proposal Quality: Quality of requested submission requirements, including sample materials and proposal package.

16. City Staff Contact

Hannah Schueler

Economic Development Specialist

City of Oshkosh

215 Church Avenue

Oshkosh, WI 54901 hschueler@oshkoshwi.gov