Explanation
Background: This ordinance authorizes the Director of the Recreation and Parks Department to enter into contract with Fulcrum Creatives, LLC for assistance with the CRPD 2017 summer nutrition marketing campaign project.
Columbus Recreation and Parks Department (CRPD) has worked with a variety of marketing and branding firms in the past. For this campaign, CRPD felt it was important to choose a firm that was local and, if possible, has a focus on community and non-profit campaigns. Fulcrum Creatives, located in Columbus Ohio, is a certified B Corporation. They are one of the few marketing firms in the nation that has this accreditation. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency.
Fulcrum Creatives portfolio includes work for the Ohio Arts Council, the Cause Collaborative, City Year, Action for Healthy Kids, Columbus Museum of Art and Local Matters: Food Matters. CRPD, in partnering with Fulcrum Creatives, propose to create a marketing campaign for the summer nutrition program which includes the following:
1. Brand Development and Creative Strategy
· Fulcrum will provide foundation messaging, applied brand and design concepts to determine the overall creative direction and aesthetic.
2. Messaging Strategy and Brand Refresh
· Revisit and refine foundational messaging: mission, vision, values, key features, benefits and organizational positioning with intended audiences of the food program.
3. Creative
· Develop two conceptual creative directions: visual and verbal. Apply to two sample executions. These could include creative concept statements, taglines, headlines, sample body copy, and design using stock imagery or existing CRPD assets to convey style and tone.
4. Execution
· Fulcrum has more than 14 years of experience working with nonprofits, social enterprises and other cause-driven organizations whose mission centers on ...
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