RFP_COBC Branding Development and Identification.pdf

Request For Proposal Municipal Brand Identification and Development

RFP No. COBC-CCA-2026-001

City of Bay City, Texas Issued July 22, 2026

PROPOSALS DUE BY: August 5, 2026, at 2:00 p.m. Central Time

CONTACT INFO: Raymundo Beltran, Communications Manager & Public Information Officer communications@baycitytx.gov

979-245-6931

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TABLE OF CONTENTS

Municipal Brand Identification and Development

I. Project Overview 3

II. Community Profile 4

III. Project Goals 4

IV. Scope of Services 5

V. Proposal Requirements 7

VI. Evaluation and Selection Criteria 9

VII. Required Insurance 9

VIII. Contract Terms 10

IX. General Conditions 10

X. Questions, Addenda, and Submission Requirements 11

XI. Attachments 12

Attachment "A" - Proposer Certification and Addenda Acknowledgment

Attachment "B" - Price Proposal Form 14

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I. Project Overview

The City of Bay City, Texas (the City) is seeking professional consulting services for the following initiative:

Municipal Brand Identification and Development - Develop a comprehensive citywide brand identity informed by community outreach and engagement, supported by brand strategy and messaging recommendations to strengthen awareness and reach.

Qualified consultants are encouraged to submit proposals based on their experience and capacity to perform the services described in this RFP. The City anticipates awarding one contract and reserves the right to reject any or all proposals or make no award.

The selected consultant (the Consultant) will provide expertise to the City in defining a comprehensive and implementable citywide brand identity that reflects the City's unique strengths, community assets, and future vision. The work will establish the City's brand position, attributes, personality, voice, and key messages and provide recommendations concerning the City seal and any future visual identity work. The resulting strategy should be adaptable across City departments and operations, scalable to support future growth, and effective across a wide range of communications platforms, both digital and traditional.

The Consultant shall have experience working with municipalities, governmental entities, economic development organizations, tourism organizations, or comparable community-based clients in municipal branding, community engagement, brand strategy, messaging, and public-sector communications. The Consultant shall also have experience facilitating an inclusive and collaborative process with government agencies, community members, and business stakeholders.

The City anticipates completing the work within approximately three to four months following notice to proceed.

KEY DATES

The following dates are anticipated and may be revised by addendum.

Event Date

RFP Issued July 22, 2026

Questions Due July 30, 2026, at 4:00 p.m. Central Time

Proposal Deadline August 5, 2026, at 2:00 p.m. Central Time

Anticipated Award Date August 11, 2026

PROJECT BUDGET

The City anticipates a total project budget of $15,000 to $25,000 for completion of the full scope of services described in Section IV. Proposers shall provide a Total Fixed Lump-Sum Base Fee covering all required tasks, deliverables, meetings, travel, and other costs identified in this RFP.

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II. Community Profile

As the seat of Matagorda County, the City of Bay City has a strong historical presence and provides a variety of local attractions and amenities in Bay City itself and the surrounding communities in the county.

The City’s vision is to grow its diverse culture through a united and collaborative effort. City leadership envisions a thriving family-centered community where citizens are involved in future development. Bay City wants its citizens to work, play, worship and shop in the community while welcoming visitors to enjoy the friendly environment and amenities that residents and business owners have created. The City states its mission as follows:

The City of Bay City promotes economic growth and invests in quality-of-life initiatives through collaboration. We respond promptly and professionally to residents' concerns and strive to deliver superior municipal services.

In support of this vision and mission and the Core Values of Integrity, Excellence and Transparency, City leadership seeks to clarify and standardize the image of the City of Bay City as one, cohesive, complete, and united brand, reflective of the community it serves.

Resources

• Comprehensive Plan – Vision 2040

• 2025-2027 Strategic Plan

• Strategic Plan Update – June 2025

• FY 2026 Proposed Budget

• Five Year Capital Improvement Plan

III. Project Goals

Municipal Brand Identification and Development will establish a comprehensive citywide brand identity informed by community outreach and engagement, supported by brand strategy and messaging recommendations to strengthen awareness and reach.

The goals of this project include:

i. Establish a clear and authentic brand identity that reflects Bay City’s unique character, strengths, and future vision.

ii. Foster broad community and stakeholder engagement to ensure the brand is inclusive, trusted, and representative of diverse perspectives.

iii. Strengthen recognition and visibility of Bay City through strategies that expand the brand’s reach across residents, businesses, and visitors.

To reach these goals, the City of Bay City is accepting proposals in response to this RFP.

https://www.cityofbaycity.org/DocumentCenter/View/3255/Five-Year-Capital-Improvements-Program----FY-2025-2029pdf https://cityofbaycity.mygovcenter.com/uploads/cms/FY26ProposedBudget-1755548235370-1755548241697.pdf https://www.cityofbaycity.org/DocumentCenter/View/3456/Finance---Strategic-Plan-Update---June-2025 https://www.cityofbaycity.org/DocumentCenter/View/3242/2025-2027-Strategic-Planpdf https://www.cityofbaycity.org/DocumentCenter/View/3244/Comprehensive-Plan---Vision-2040pdf

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IV. Scope of Services

4.1 General

The City of Bay City seeks a qualified consultant to conduct research and community engagement and develop a comprehensive citywide brand strategy that defines Bay City’s strategic brand identity and provides an actionable foundation for future visual identity development and implementation.

For purposes of this RFP, the City’s strategic brand identity consists of its brand position, central idea or promise, attributes, personality, differentiators, intended perceptions, primary audiences, voice, messaging, and recommended approach to strengthening awareness and reach. It does not include the design or production of a logo or visual identity system.

All tasks and deliverables identified in this section are required and shall be included in the proposal and the Total Fixed Lump-Sum Base Fee. The Consultant shall coordinate with the City’s project manager and City-designated steering committee throughout the project.

Task 1 - Project Initiation and Existing Brand Assessment

The Consultant shall establish the project work plan and assess the City's existing identity, communications practices, public-facing materials, and regional context. The work shall include:

Conduct one kickoff meeting with City staff and the steering committee.

Confirm the project schedule, engagement activities, review points, and information needed from the City.

Review relevant City plans, historical information, communications goals, and available community data.

Review representative examples of the City seal, logos, department identifiers, website, social media, forms, reports, presentations, signage, vehicles, apparel, promotional materials, and other public-facing applications.

Evaluate consistency, recognition, usability, accessibility, duplication, gaps, and opportunities within the City’s current identity and communications.

Conduct a focused comparative review of relevant municipal and place brands, including Bay City’s regional context and distinguishing characteristics.

Required deliverable: Project Work Plan and Existing Brand Assessment Report.

Task 2 - Community and Stakeholder Engagement

The Consultant shall develop and facilitate an engagement process that identifies how residents, businesses, visitors, City leadership, and other stakeholders currently perceive Bay City and what they believe should define its future brand. The work shall include:

Up to three steering committee meetings in addition to the kickoff meeting.

One City leadership workshop, which may include elected officials, executive staff, and department representatives.

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Up to four stakeholder focus groups representing a cross-section of residents, businesses, community organizations, tourism, economic development, education, youth, and other interests identified with the City.

One community-wide survey available in electronic and printable formats. Core survey and outreach materials shall be provided in English and Spanish unless otherwise directed by the City.

One public engagement session or open-house-style activity.

Outreach methods intended to reach residents who do not routinely participate in City processes.

Submit the proposed engagement approach, discussion guides, survey instrument, and outreach materials to the City for review before implementation.

Analyze the results and identify the principal themes, areas of agreement, differing perspectives, and findings that should inform the City’s strategic brand identity and messaging.

Required deliverable: Community Engagement Findings Report and survey response data in Microsoft Excel or CSV format.

Task 3 - Brand Strategy and Messaging Recommendations

Using the Existing Brand Assessment and Community Engagement Findings, the Consultant shall develop a draft citywide brand strategy and messaging recommendations for City review. The work shall address:

Primary audiences and intended perceptions.

Brand position and central idea or promise.

Brand attributes, personality, differentiators, and supporting rationale.

Messaging pillars and key messages for residents, businesses, visitors, prospective residents and businesses, and other priority audiences.

Voice and tone guidance for City communications.

A recommendation concerning whether a tagline is appropriate and, if appropriate, proposed tagline direction.

Initial recommendations for strengthening awareness, recognition, and reach through the City’s communications and priority channels.

Present the draft recommendations during one of the steering committee meetings identified under

Task 2 for review and consolidated City feedback.

Required deliverable: Draft Citywide Brand Strategy and Messaging Recommendations for City review.

Task 4 - Final Citywide Brand Strategy and Action Roadmap

Following City review of the draft recommendations developed under Task 3, the Consultant shall incorporate City comments and consolidate the assessment, engagement findings, brand strategy, messaging recommendations, and direction for future brand development into one coordinated and implementable final document. The work shall include:

Finalize the City’s strategic brand identity, including its position, central idea or promise, attributes, personality, differentiators, primary audiences, intended perceptions, voice, messaging pillars, and key messages.

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Finalize practical strategies to strengthen awareness, recognition, and reach among residents, businesses, visitors, and other priority audiences.

Recommend how the brand strategy, voice, and messaging should be used consistently across City departments, facilities, programs, events, communications, and public-facing channels.

Evaluate the appropriate role and use of the existing City seal within the City’s overall brand framework, including its relationship to City communications and any future public-facing visual identity.

Establish the strategic direction that should guide any future logo, visual identity, brand standards, templates, or other creative development without producing those items under this scope.

Identify priority applications, recommended sequencing, near-term actions that can be undertaken using existing resources, future services or production needs, City responsibilities, and other next steps for brand development and implementation.

Recommend practical measures the City may use to monitor progress, consistency, awareness, and reach.

Conduct one final in-person presentation to an audience designated by the City, which may include the steering committee, City leadership, and the City Council.

Required deliverable: Final Citywide Brand Strategy and Action Roadmap and final presentation. The final document shall incorporate the approved strategic brand identity and messaging recommendations and serve as the City’s consolidated reference for current communications and any future visual identity or implementation work.

All required deliverables shall be provided electronically in formats acceptable to the City.

4.2 Meetings and Travel

The kickoff meeting and City leadership workshop shall be conducted in person in Bay City and may be scheduled during the same visit. The stakeholder focus groups and public engagement session shall also be conducted in person and may be scheduled during the same visit. The final presentation required under Task 4 shall be conducted in person. Other steering committee meetings, including review of the Task 3 draft recommendations, may be conducted virtually. All travel and related expenses for the required services shall be included in the Total Fixed Lump-Sum Base Fee.

4.3 Services Not Included

The required scope does not include development or production of a logo or visual identity system;

redesign of the City seal; creation of department logos or lockups; preparation of graphic brand standards, style guides, or templates; ongoing graphic design; marketing or public relations services; media buying;

social media management; routine content production; website design or development; video production;

printing; fabrication; installation; or execution of the recommended future visual identity, rollout, or implementation activities. Any such services are outside the scope of this RFP and would require separate written authorization by the City, subject to applicable procurement requirements.

V. PROPOSAL REQUIREMENTS

Proposals shall include the components listed below and use the corresponding section headings. Sections A through E correspond to the Evaluation Criteria in Section VI.

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The Proposal Narrative shall consist of Sections A through D. The Price Proposal Form shall be completed and submitted as Attachment B. The required forms and any requested exceptions to the requirements of this RFP shall be submitted under Section F.

A. Firm Experience and Past Performance

Provide a summary of the firm's qualifications and relevant experience in municipal branding, place branding, research, community engagement, brand strategy, and messaging.

Describe experience working with municipalities, governmental entities, tourism organizations, economic development organizations, or comparable community-based clients.

Provide three comparable projects completed within the past five years. For each project, identify the client, scope, completion date, contract amount, key personnel, principal deliverables, and reference contact information.

Provide portfolio examples most relevant to the required scope.

B. Key Personnel

Identify the proposed project manager and other key personnel assigned to the project.

Describe each person's role, qualifications, relevant experience, and anticipated level of participation.

Identify any subcontractors and the services each will perform.

Describe the availability and capacity of the proposed team.

C. Project Understanding, Approach, and Work Plan

Describe the firm's understanding of the City's objectives and the principal considerations affecting the project.

Describe the proposed approach to each task in Section IV.

Describe the proposed methods for incorporating City, stakeholder, and community input into the work.

Provide a work plan identifying the principal activities, meetings, review points, and deliverables for Tasks 1 through 4.

Identify the proposed format of project meetings consistent with Section 4.2.

Describe project management and quality-control procedures and identify information or participation required from the City.

D. Schedule and Capacity

Provide a proposed schedule stated in weeks from the City's notice to proceed.

Identify the anticipated timing of Tasks 1 through 4, major meetings, City review periods, and final completion.

Describe the firm's ability to begin and complete the work within the proposed schedule.

E. Price Proposal

Complete and submit the Price Proposal Form included as Attachment B.

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Provide a fixed lump-sum fee for each required task and a Total Fixed Lump-Sum Base Fee for Tasks 1 through 4.

F. Required Forms and Exceptions

Submit the Proposer Certification and Addenda Acknowledgment and any other forms required by this RFP.

Submit Form CIQ if required under Chapter 176 of the Texas Local Government Code. The current form is available from the Texas Ethics Commission.

Clearly identify any requested exceptions to the requirements of this RFP.

VI. EVALUATION AND SELECTION CRITERIA

An Evaluation Committee will review and score each responsive proposal using the criteria and maximum points shown below. The City may request clarification of submitted information or, if necessary, conduct interviews solely for clarification purposes.

Evaluation Criterion Max Points

A. Firm Experience and Past Performance 20

B. Key Personnel 15

C. Project Understanding, Approach, and Work Plan 30

D. Schedule and Capacity 10

E. Price Proposal 25

Total 100

VII. REQUIRED INSURANCE

The selected Consultant shall provide evidence of the insurance coverages listed below before contract execution and shall maintain the required coverage throughout the contract term.

Coverage Minimum Limit

Commercial General Liability $1,000,000 each occurrence; $2,000,000 general aggregate

Automobile Liability $1,000,000 combined single limit for owned, hired, and non-owned vehicles

Professional Liability / Errors & Omissions $1,000,000 per claim and aggregate

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The City of Bay City, its officials, officers, and employees shall be named as additional insureds on the Commercial General Liability and Automobile Liability policies. Coverage shall be primary and noncontributory.

VIII. CONTRACT TERMS

Resulting Agreement The selected Proposer will be required to enter into a written agreement with the City before services begin. The agreement will incorporate this RFP, City-issued addenda, the accepted proposal, the scope and deliverables required by this RFP, the accepted project schedule, the accepted Total Fixed Lump-Sum Base Fee, required insurance, and the terms of the final agreement executed by the parties.

Contract Formation Submission of a proposal does not create a contract or obligate the City to award a contract. No agreement is binding until it has been approved as required by the City and executed by authorized representatives of the City and the selected Consultant.

IX. GENERAL CONDITIONS

City Rights and Award.

To the extent permitted by law, the City reserves the right to reject any or all proposals; cancel this RFP;

waive minor informalities or irregularities that do not affect price, scope, or the competitive standing of a Proposer; request clarification or additional information; verify information and references; and, if necessary, conduct interviews solely for clarification purposes. Any award will be based on the proposal determined to provide the best value to the City and is not required to be made to the lowest-priced Proposer.

Proposal Costs

The City is not responsible for any costs incurred in preparing or submitting a proposal, providing requested clarification, or negotiating a contract.

Proposal Records and Public Information

Proposals and related records become records of the City and will not be returned. They are subject to the Texas Public Information Act and other applicable law. A Proposer claiming that specific information is confidential, proprietary, or a trade secret shall clearly identify the specific material and state the legal basis for the claim. Marking information as confidential does not, by itself, make the information confidential. The City will process public-information requests as required by law, and a Proposer is responsible for timely presenting any arguments for withholding its information if notified of a request.

Conflicts of Interest and Required Disclosures

Each Proposer is responsible for compliance with Chapter 176 of the Texas Local Government Code. A Conflict of Interest Questionnaire (Form CIQ) shall be submitted only when required by law. The selected Consultant shall provide a Certificate of Interested Parties (Form 1295) before contract execution when required by Texas Government Code Section 2252.908.

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No Collusion and Accuracy of Information

By submitting a proposal, the Proposer certifies that the proposal was prepared independently and without collusion and that the information submitted is current, accurate, and complete to the best of the Proposer’s knowledge.

Compliance with Laws

The selected Consultant shall comply with all federal, state, and local laws, regulations, ordinances, licensing requirements, and City policies applicable to the services.

X. QUESTIONS, ADDENDA, AND SUBMISSION REQUIREMENTS

Questions and Clarifications

Questions or requests for clarification shall be submitted in writing no later than July 30, 2026, at 4:00 p.m. Central Time to:

Contact Raymundo Beltran, Communications Manager & Public Information Officer

Email communications@baycitytx.gov

Telephone 979-245-6931

Subject Line Questions - Municipal Brand Identification and Development RFP

Oral explanations are not binding. Proposers shall direct communications concerning this solicitation only to the official contact identified above and shall not contact members of the City Council or any other member of the evaluation committee regarding the RFP.

Addenda

Only a written addendum issued by the City may modify this RFP. Addenda and written responses to material questions will be posted through BidNet Direct. Proposers are responsible for monitoring BidNet Direct through the submission deadline and acknowledging all addenda in the Proposer Certification and Addenda Acknowledgment.

Submission Methods

Proposals may be submitted by either of the following methods:

• Electronic Submission: Submit one complete proposal through BidNet Direct at www.bidnetdirect.com. The electronic submission shall include the complete proposal, Price Proposal Form, required forms, and any requested exceptions to the requirements of this RFP.

• Physical Submission: Submit one sealed proposal package containing one signed original, three copies, and one USB flash drive containing a complete PDF copy of the proposal to the Office of the City Secretary, City of Bay City, 1901 Fifth Street, Bay City, Texas 77414. The original shall be marked “Original,” and the USB flash drive shall be labeled with the Proposer’s name and RFP title or number.

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Only one submission method is required. Proposals submitted by email or facsimile will not be accepted.

If there is a discrepancy among physical copies or the USB file, the signed original will control.

Physical Package Labeling

The exterior of a physical proposal package shall be clearly labeled:

SEALED PROPOSAL

Municipal Brand Identification and Development RFP No. COBC-CCA-2026-001

Due: August 5, 2026, at 2:00 p.m. Central Time Proposer: [INSERT NAME]

Submission Deadline and Late Proposals

Proposals must be received no later than August 5, 2026, at 2:00 p.m. Central Time. For electronic submissions, the BidNet Direct timestamp will control. For physical submissions, receipt by the Office of the City Secretary will control. A proposal that is merely postmarked, shipped, or transmitted before the deadline but received after the deadline is late and will not be considered. Proposals will be publicly opened immediately following the 2:00 p.m. submission deadline on August 5, 2026, in the City Council Chambers at City Hall, 1901 Fifth Street, Bay City, Texas 77414.

Proposal Validity

Proposals shall remain valid for 90 days after the submission deadline unless the City and Proposer agree in writing to an extension.

Complete Submission

The proposal shall include the narrative responses, completed Price Proposal Form, Proposer Certification and Addenda Acknowledgment, and any other forms required by this RFP. Failure to submit a complete proposal in accordance with the requirements of this RFP may result in the proposal being deemed nonresponsive. The complete RFP document does not need to be returned.

XI. ATTACHMENTS

• Attachment A - Proposer Certification and Addenda Acknowledgment

• Attachment B - Price Proposal Form

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ATTACHMENT "A"

Proposer Certification and Addenda Acknowledgment

The undersigned, as an authorized representative of the Proposer, certifies the following:

• The information contained in the proposal and its attachments is current, accurate, and complete to the best of the Proposer's knowledge.

• The undersigned is authorized to submit the proposal and bind the Proposer to the certifications and representations contained in this form.

• The proposal was prepared independently and without collusion, consultation, communication, or agreement with any other Proposer concerning price or other matters intended to restrict competition.

• The Proposer has reviewed the RFP, including all City-issued addenda, and has included all information and forms required for a complete submission.

• Any requested exceptions to the RFP are clearly identified in the proposal.

Addenda Acknowledgment

List each addendum issued by the City. If no addenda were issued, enter “None.”

Addendum Number Date Issued Proposer Initials

Proposer Information and Certification

Legal Name of Firm/Company:

Mailing Address:

City, State, ZIP:

Telephone:

Email:

Authorized Signature:

Date:

Printed Name:

Title:

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ATTACHMENT "B"

Price Proposal Form

The Proposer shall provide a fixed lump-sum fee for each required task. The Total Fixed Lump-Sum Base Fee shall include all labor, project management, meetings, community and stakeholder engagement, survey tools, English and Spanish outreach materials required by the scope, travel, lodging, transportation, software, materials, overhead, profit, and all other costs necessary to complete the services in Section IV.

No separate reimbursement will be made for travel or other costs included in the required scope.

Task Required Service Fixed Lump-Sum Fee

1 Project Initiation and Existing Brand Assessment $________________

2 Community and Stakeholder Engagement $________________

3 Brand Strategy and Messaging Recommendations $________________

4 Final Citywide Brand Strategy and Action Roadmap $________________

TOTAL FIXED LUMP-SUM BASE FEE $________________

The task fees shall equal the Total Fixed Lump-Sum Base Fee.

Legal Name of Firm/Company:

Authorized Representative:

Title:

Authorized Signature:

Date: