The City of San Carlos (“City”) is implementing an Economic Development Plan, first adopted in 2007 to foster a healthy business community. The subsequent 2008 Economic Development Plan Update included the development of a marketing strategy to promote increased patronage of San Carlos businesses and attract new businesses as well. At the direction of the City Council, a draft marketing study was recently completed.

The City is seeking a branding and marketing consultant to refine its draft marketing strategy and assist with community marketing efforts.  In concert with the business community, the City has developed the San Carlos Draft Marketing Strategy (“Strategy”) to bolster the local business climate.  The Draft Strategy outlines the following key marketing targets:

• Resident consumers,
• Non-resident consumers,
• Existing San Carlos businesses (retention and expansion), and
• New businesses (recruitment)

For each of these targets, the Draft Strategy identifies a series of marketing tactics and implementation initiatives.  

The City is now seeking a marketing consultant to finalize the Draft Strategy and begin efforts to create a San Carlos brand and launch an identity and brand awareness campaign.  The marketing consultant must have experience with developing a public sector brand, and with community marketing campaigns.  In order to gain insights from San Carlos residents regarding their consumer behavior, the marketing consultant must also be experienced with community outreach in order to assess current consumer attitudes and perceptions.