Marketing Consultant for Mission Street Request for Qualifications
NOTE: This is a contract position, for a period of about 8 months with the potential to renew based on available funding. It is estimated to be between 20-25 hours a week, Sep 2019-Apr 2020, available contract amount $28,000-$35,000 based on hours and experience, this does not include a separate budget of about $15,000 for marketing products and activities. The contractor’s scope of work will be under the supervision of the Office of Economic and Workforce Development.
Closing Date: Wednesday, July 31, 2019, 5pm. Documents received after this date and time will not be considered.
Email: Diana Ponce De Leon at diana.poncedeleon@sfgov.org
Email Subject Heading: Mission Street Marketing RFQ
In your statement of interest and or resume please include the following information:
- Marketing experience within the Mission District or a comparable neighborhood
- Project management experience
- Examples of successful marketing efforts
- Experience in implementation of bilingual marketing
Mission Economic Development Agency (MEDA)
MEDA in partnership with the Invest In Neighborhoods Initiative within the Office of Economic and Workforce Development, is seeking to identify interested contractors that have the skill set to perform the marketing duties outlined for the project below. Based on the submissions, those who meet the qualifications may be called upon to be interviewed by a selection committee representing various neighborhood organizations that will evaluate submissions and make a recommendation.
MEDA is a nonprofit organization with 46 years of experience serving San Francisco’s low- and moderate-income, Latino, and Spanish-speaking immigrant communities through services that build assets and create family economic success. Rooted in the Mission and focused on San Francisco, MEDA’s mission is to strengthen low- and moderate-income Latino families by promoting economic equity and social justice through asset building and community development.
Invest In Neighborhoods Office of Economic and Workforce Development
The Invest In Neighborhoods Initiative provides focused, customized assistance to meet the specific needs of San Francisco’s neighborhood commercial corridors. Invest in Neighborhoods aims
to enhance and strengthen neighborhood commercial districts around the City by marshaling and deploying resources from across multiple departments and nonprofit partners.
Funding for services sought through this request are provided by a grant awarded by the City and County of San Francisco.
Project Background
Mission Street is located within the Mission District and is a major commercial corridor. At times referred to as the “Mission Miracle Mile” it has served as a shopping destination with over 400 storefronts between Duboce and Cesar Chavez. Despite population shifts, the Mission District remains the neighborhood with the highest concentration of Latinos in the City and maintains a strong culture of neighborhood activism and has been the birthplace of historically Latino serving institutions and cultural art and events. Walking along Mission Street you will find a diverse business mix that provides neighborhood-serving goods and services, as well as restaurants and services that serve a more regional customer base.
A retail study conducted in 2017, by Strategic Economics, indicates that national and regional retail trends show that demand is increasingly driven by uses that do not compete directly with online sales, such as restaurants, personal services (hair and nail salons), grocery stores, and specialty retailers.
Increasingly customers are looking for an experience when they shop or spend their time, this project intends to leverage the unique experience the Mission can offer to attract more shoppers to the area by promoting its unique cultural position. It also seeks to be a bilingual campaign that can attract multiple generations of the Latino community, families, residents and visitors to shop along the Mission Street corridor.
The marketing campaign seeks to include a variety of activities to increase shopping and support small businesses along the corridor.
Reference Document: Strategic Economics 2017 Economic Study (oewd.org – reports and plans) https://oewd.org/reports-and-plans
Job Description
Develop and carry out bilingual marketing activities that promote neighborhood businesses and community institutions with the goal of encouraging residents and visitors to shop and dine along Mission Street to support the economic vitality along the commercial corridor. Marketing should include management of online presence including website and social media platforms, curating activities and events along the Mission Street corridor on a monthly basis and coordinating with community partners, small businesses and small business support staff. Including leveraging and coordinating on activities within the Calle 24 Latino Cultural District. A small budget of about $15,000 will be provided to support marketing products, events and/or activities.
Responsibilities and Activities to Be Conducted
- All responsibilities include bilingual delivery (English/Spanish), either developing bilingual content or managing
- Attend Mission cultural and event meetings and committees when needed or appropriate
- Collaborate and work with businesses and community partners to promote corridor activities and events using a variety of methods including but not limited to social media, email, paid advertisements, printed media, radio and
- Expand online presence in a cohesive way for Mission Street including managing website, social media, twitter, facebook, web presence of individual businesses and institutions
- Be available to support small businesses with developing and improving their web presence to support marketing of their business.
- Door to door outreach to area businesses and organizations to raise awareness about event activities, when pertinent.
- Act as a point of contact and resource for corridor events and activities
- Create press kit and timely press releases for curated
- Moderate and respond to relevant posts, and manage postings of events on
- Lead development of monthly internal marketing calendar and content
- Proactively develop monthly themed programming and marketing activities to promote small businesses along Mission Street
- Secure participation of small businesses in marketing activities and
- Write and/or produce regular content for website and social
- Lead print production and delivery of promotional products.
- Meet monthly reporting deliverables
- Provide quarterly reports organized by monthly data including, but not limited to general description of work performed, updates, major changes, trends in exposure and public access of web and social media site.
Desired Qualifications
- Be able to read write and speak Spanish and English fluently and to edit bilingually
- Ability to work both collaboratively and independently
- Strong writing, communication and narrative skills
- Understand the nuanced issues facing Mission Street
- Ability to respond quickly to news/events that affect the district and organization and to work on deadline
- Familiarity with Adobe Photoshop and Indesign
- Familiarity with changing online media requirements and best practices for both online and print media
- Familiarity with google analytics and social metrics
- Familiarity with WordPress or other website platforms
- Provide own equipment to complete work
Additional Skills
- Graphic design experience a plus
- Experience with targeted social media campaigns a plus
- Journalism experience a plus
- Photography a plus
- Nonprofit experience a plus
- Video production a plus
Contract Term and Amount: This is a contract position, for a period of about 8 months with the potential to renew based on available funding. It is estimated to be between 20-25 hours a week, Sep 2019-Apr 2020, available contract amount $28,000-$35,000 based on hours and experience, this does not include a separate budget of about $15,000 for marketing products and activities.
The contractor’s scope of work will be under the supervision of the Office of Economic and Workforce Development.
Submission Requirements
- Statement of interest 1-2 pages
- Proposed activities and scope for project within budget limitations 1-2 pages
- A resume outlining the respondent’s experience relevant to the project 1-2 pages
- Three professional references
- Two bilingual writing samples 1-2 pages
- Sample press release
- Samples of 3 marketing products generated (printed, video, web based, other)
Closing Date: Wednesday, July 31, 2019, 5pm. Documents received after this date and time will not be considered.
Email: Diana Ponce De Leon at diana.poncedeleon@sfgov.org
Email Subject Heading: Mission Street Marketing RFQ
In your statement of interest and or resume please include the following information:
- Marketing experience within the Mission District or a comparable neighborhood
- Project management experience
- Examples of successful marketing efforts
- Experience in implementation of bilingual marketing
Bidders Informational Session
Date and Time: Friday, July 19th 10am-11am
Location: Mission Economic Development Agency
2301 Mission St #301, San Francisco, CA 94110
Potential Interviews/Presentations
Responders may be asked to schedule an interview or present to application review committee.
Key Dates:
The anticipated* schedule for this RFQ is:
| Proposal Phase | Date/time |
| RFQ is issued | Friday, July 12, 2019 |
| Bidders Informational Session | Friday, July 19, 2019, 10am-11am |
| Proposals Due | Wednesday, July 31, 2019 by 5pm |
| Potential Interviews/Presentations (may or may not be conducted) |
Monday, August 12 to Friday, August
23, 2019 |
| Target Notification | Friday, August 30, 2019 |
