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The California Department of Parks and Recreation wants proposals to lead both a brand strategy and refresh project as well as a number of education and outreach campaigns to support its mission to provide for the health, inspiration and education of the people living in the Golden State.
More than 70M people visit the network of 279 parks each year. The system boasts the largest and most diverse natural and cultural heritage holdings of any state in the US.
It includes beaches, Spanish-era adobe buildings, wilderness, ghost towns, museums, lighthouses, deserts, redwoods, mountain peaks and cultural reserves.
The RFP calls for research to determine the perceptions of the Department’s brand and creation of a strategy that promotes the Department’s values, personality, positioning and brand promise.
The Department also wants education campaigns about measures taken to increase boating safety and conservation efforts in the off-highway vehicle unit, plus a recruitment effort to attract a diverse set of employees to work in the parks.
It has budgeted $12.5M for a three-year campaign.
Proposals are due Dec. 12.
They go to:
Shelley Gesicki
California Department of Parks and Recreation
Communications and Marketing Division
P.O. Box 942896
Sacramento, CA 94296
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