STATEMENT OF PURPOSE
Destination Medical Center Economic Development Agency (DMC EDA) is issuing a Request for Proposal (RFP) from interested and qualified communications consultants to research, create, and develop strategies for implementing a strategic communication plan for 1) creating key messages to targeted local audiences. 2) identifying the most effective tools and tactics. Responding firms should be experienced in assessing and developing proven, effective strategies for strengthening communications.
Destination Medical Center (DMC) is a unique 20-year economic development initiative. The $5.6 billion plan is the largest in Minnesota’s history. With the expansion of Mayo Clinic and DMC growth, Rochester is a global destination for health and wellness and so much more.
In 2013, state officials determined there was a compelling interest to authorize public investments in Rochester to help support Mayo Clinic in Rochester as a global medical destination center. These leaders worked together to develop DMC and create in statute the financing tools and public governance structure necessary to carry out the global destination vision.
With more than $5 billion in projected private investments over the next 20 years, DMC will provide the public financing necessary to build the public infrastructure and other projects needed to support the vision.
The DMC Initiative serves as a public-private partnership, combining private development by Mayo Clinic and other developers, as well as public funding from the City of Rochester, Olmsted County, and the State of Minnesota to facilitate and support public infrastructure. DMC promotes the City of Rochester, and more broadly, the County, and the State as a world destination medical center, to assist the patients, caregivers, residents, employees, and visitors in fully experiencing Rochester as a premier destination medical center while providing extended economic development and opportunities for the city, the region, and the State.
- Create a Comprehensive Plan
Create a comprehensive strategic plan with a compelling vision that harnesses the energy and creativity of the entire region.
- Attract Private Investment
Leverage public investments to attract more than $5 billion in private investments to Rochester.
- Create Jobs
Create more than 30,000 new jobs, with workforce development strategies that support that growth.
- Generate Additional Tax Revenue
Generate approximately $7.5–$8.0 billion in new net tax revenue over 35 years.
- Become the Destination of Health and Wellness
Achieve the highest quality patient, visitor, and community member experience both now and in the future.
The majority of DMC’s communications flow through the Communications Manager. This individual works closely with partners at the City of Rochester, Olmsted County, Mayo Clinic, and other community and state partners to curate unified messaging from our organizations.
DMC EDA typically communicates messages through:
- Local media
- DMC website
- Live streamed and archived Destination Medical Center Corporation board meetings
The goal of this project is to develop and implement a strategic communications program with the primary goal of educating key audiences about DMC. These audiences include but may not be limited to state legislators, Mayo Clinic employees, local government and non-profit leaders, business leaders, and downtown stakeholders. These efforts might be through the use of traditional news media, social media and other communications tools.
SCOPE OF WORK
The scope of work presented below is an example of what meets the DMC EDA’s goals and objectives. This scope is not final until a consultant is selected, and negotiations are completed. Upon selection, the firm will be expected to propose additions and modifications to the scope of work as deemed necessary or advisable and to incorporate their expertise in the final proposal. The proposal should also include a projected timeline.
- Assess, inventory, and evaluate DMC’s existing communications practices.
- Identify key target audiences including but not limited to state legislators, Mayo Clinic employees, local government and non-profit leaders, business leaders
- Review the current use of traditional methods of communication and establish their effectiveness and benchmark these methods with other local/regional/national agency practices.
- Recommend a unified communication strategy that educates our audiences in ways that are positive, personally relevant, and targeted to key audiences.
- Propose criteria for evaluating communication and provide an action plan for moving forward.
- Assessment of online tools and social media platforms that should be considered by DMC. Identify programmatic needs for, market reach, and recommendations of usage guidelines by DMC staff.
- Provide case studies of similar agencies’ communications strategies for utilizing social media highlighting aspects that may be applicable for consideration by DMC EDA and why.
- Devise a long-term plan to 1) create and sustain a cohesive digital brand for DMC EDA and 2) maximize the digital presence of DMC EDA via websites and social media.
- Develop and implement processes to promote DMC EDA-related activities by optimizing the use of social media (trends, hashtags, etc.)
- Analyze (qualitatively and quantitatively) the effectiveness of online engagement campaigns.
Understanding the Scope of Work
A description of how the firm will carry out the scope of services, including the firm’s approach to achieving DMC’s expected goals and outcomes.
Examples of similar successful projects performed with economic development agencies.
Organization and Credentials
Identify the principal staff who will be assigned to the project and a description of their responsibilities. Provide a work history of these key personnel, including descriptions of their previous projects and responsibilities. Describe the size of the firm and availability to perform the project work that could begin immediately and the availability to perform the work during the next three to six months.
A minimum of three (3) references of current or former clients and representative projects undertaken in the last five years demonstrating experience relevant to this request and which are related to public agency communications, marketing, or public relations. Provide the contact person’s name, title, address, phone number, and email address. Provide a list of current clients, including public agencies.
Firms are required to list past, current, or pending litigation resulting from professional services rendered over the past five years. If a court or an arbitrator rendered a decision, state the results.
Proposed not-to-exceed fee and any related costs over and above the contract fee.
Please send the proposal as a PDF to [email protected] by 11:59 p.m. Monday, February 6, 2023.