Statement of Non-Discrimination and Equal Opportunity The Kutztown Community Partnership is an equal opportunity/non-discrimination provider.

KCP will not discriminate on the basis of any quality with the exception of ability to provide the services as objectively assessed by those reviewing the response to the RFP. KCP will not discrimination on the basis of: gender, race, color, national identity, sexual orientation, sexual identity, religious affiliation or non-affiliation or class. Request for Proposal This Request for Proposal (RFP) is not an offer by Kutztown Community Partnership (KCP), rather an invitation for vendor response. No KCP contractual obligation whatsoever shall arise from this RFP process unless, and until, a formal contract is executed by duly authorized officers of KCP and the selected vendor. KCP reserves the right to alter specifications during the RFP process without reissuance of the RFP and after selection of a single vendor or multiple vendors. Each party shall be entirely responsible for its own costs and expenses incurred while participating in the RFP preparation and contract negation process. All proposals and any work completed under contract on acceptance of a proposal become the property of KCP. KCP reserves the right to accept or reject any or all proposals submitted, to waive any irregularities in the proposals and to make awards in any way it deems advisable in the best interest of KCP. KCP reserves the right to divide the proposal award amongst multiple vendors. Organization Overview KCP is a Kutztown-based 501c3 organization. KCP is dedicated to the economic revitalization of Downtown Kutztown, focusing primarily on the historic Main Street area. Program Overview As an organization dedicated to Downtown Kutztowns economic revitalization, KCP undertakes a variety of promotional functions in the attempt to attract customers and visitors to Downtown Kutztown. Since 2007, KCP has launched a variety of marketing initiatives around the promotional theme of Shop, Eat & Play: Explore the streets of Kutztown Make a Day of it!!!. The KCP website (www.kutztownpa.org) in built using the same color themes, as are KCP Community Gift Cards, the 2008 version of the downtown map and directory and even the Facebook account for KCP is based on this central theme. Additionally, several special event advertising pieces include a streetscape graphic of buildings. KCP has utilized this graphic to carry through to all special event marketing pieces (safe the advertising for Muscle on Main). Project Description Throughout the early part of 2011, KCP conducted surveys and interviews with business owners, customers and residents to review its marketing efforts. Interestingly, very few responses to surveys or interviews indicated any sort of identification to the Shop, Eat & Play marketing campaign. As the KCP

Promotions Committee reviewed the responses and tried to draw a picture of a marketing campaign that would best showcase Kutztown. The Promotions Committee finally settled on Kutztown: Got Passion! as the foundation for the new marketing campaign. A better description of foundation for this campaign can be found in Attachment 1. Project Scope of Work Work Item One: Create Campaign Design The successful vendor will work with the KCP Promotions Committee and Executive Director to create a design scheme that capitalizes on KCPs proposed marketing campaign. The design will be flexible in its use across multiple media. It will also capture the proposed marketing campaign narrative in a way that is captivating, authentic, plausible and meaningful. The campaign design will be created for exclusive use in KCPs marketing campaign. It may require collaboration with other vendors to incorporate the marketing into various uses. Work Item Two: Downtown Map and Business Directory Design and Preparation for Publication The successful vendor will utilize the campaign design to work with the KCP Promotions Committee and Executive Director to create a functional downtown map and business directory. The directory will include parking locations, eateries, retail, personal service, select professional services, accommodations, business services and attractions in Downtown Kutztown. The directory will be both informative and also attractive. The directory will incorporate colors, logos, fonts and other visual components of the approved campaign design. The preferred size of the directory will be 24 inches by 7 inches and will be folded 3 times to create a brochure that is displayed as 3 inches by 7 inches. Work Item Three: Redesign of kutztownpa.org, creation of m.kutztownpa.org and website optimization The redesign of kutztownpa.org and creation of m.kutztown.org will incorporate seamless design and a back end system that includes a calendar, pages for events, dining, shopping, arts/entertainment, services, guides, business development, information about KCP, news, mobile coupons, gift cards and event payment processing. Both websites will include the same information. The information will be viewable on both kutztownpa.org and m.kutztownpa.org. The campaign design will be incorporated into both designs. Finally, the redesign will incorporate search engine optimization. Of particular interest is the ease of back-end management. Currently, KCP utilizes Google Docs to manage the information on www.kutztownpa.org. This results in very limited design capabilities. KCP wants the back-end management to not only allow KCP to manage the information, but to easily update information and create new pages without going through the process of contacting a website designer to do so. A back-end create new article function is desired, as are back-end, add new business functions. To reference the kind of back-end capabilities KCP desires, the West Chester BID offers a good template: all back-end management, including the addition of news articles and complete back-

end control over page layout (for certain pages) allows BID staff to have complete control over the page. See www.downtownwestchester.com to visualize the page. Examples of attractive mobile websites include m.tampasdowntown.com and www.downtownjacksonville.com (mobile version) Work Item Four: Design and Creation Mobile Application As a University-hosting town, KCP is mindful of the need to be looking to marketing strategies that target college students. Increasingly, students rely on mobile applications that provide them with realtime information that is easily accessible and referenced. The Kutztown Mobile Application will include a calendar, pages for events, dining, shopping, arts/entertainment and shopping guides, mobile coupons and general information about Kutztown. The campaign design will be incorporated into the design of the application. This application must be designed to gain approval by mobile application distributors (Example: I-tunes). An example of such an application would be Downtown Long Beach, Downtown Murfreesboro Tennessee (contains only business directory) or The Greater Lehigh Valley Chamber of Commerce. Information Required from Consultants To be considered, vendors must submit a complete response to this RFP including three copies of their qualifications (as stated below), and a complete list of team members and their resumes, the attached time and cost proposal form with an original signature, and a project schedule with milestones based upon the start date outlined in the Calendar of Events chart on the following page. The following information shall be included in the RFP, numbered according to the following schedule: Part I: Technical Submittal (separately sealed) 1. Name, address, phone, fax, email, web address of company, and the designated person who will act as the vendors primary contact. 2. Area (s) of expertise of company 3. Professional licenses and certifications 4. Names, roles and qualifications of key personnel who would be working on the project 5. Examples of experience with similar community marketing initiatives 6. Examples of clear, concise, and attractive marketing materials developed for similar projects 7. Evidence of previous on-time project completion rates 8. References Part II: Cost Submittal (separately sealed) 1. Time and Cost Proposal Form: Use Attachment 2 Issuing Entity

This request for proposals is issued by KCP. KCP is the sole point of contact for all matters related to the preparation of this request. Please refer all inquiries to Geoff Brace, Executive Director, Kutztown Community Partnership, 324 West Main Street, Kutztown PA 19530. Phone: 484-646-9069, email: gsbrace@hometownu.com. Questions and Answers All questions regarding this RFP must be submitted via email to gsbrace@hometownu.com with the subject heading Marking RFP by August 29, 2011. Questions will not be answered by telephone or in person. All submitted questions and the corresponding answers will be posted on KCPs website (www.kutztownpa.org) by September 2, 2011. All other information will be held in confidence. Oral statements of any person shall not in any manner or degree modify or otherwise affect the terms of these specifications, scopes, contracts or work orders. Response Date Proposals must be received at KCPs office (324 West Main Street) on or before 4 PM EST, Monday September 12, 2011. Vendors mailing proposals must allow sufficient delivery time to ensure timely reception. Proposals sent by email or fax will not be accepted. Proposals received after 4 PM EST, Monday September 12, 2011 will not be considered. Calendar of Events Activity RFP issued and posted on KPCs website www.kutztownpa.org Deadline to submit questions via email to gsbrace@hometownu.com Answers to vendor questions posted on KCPs website www.kutztownpa.org Deadline to submit proposal to KCP Interview with top candidates Award Contract(s) Responsibility KCP Potential Vendors Date August 12, 2011 August 29, 2011

KCP

September 2, 2011

Potential Vendors Potential Vendors & KCP KCP

4 PM EST, September 12, 2011 September and October On or about November 3, 2011

Criteria for Review The proposal submitted by the vendors will be evaluated by the appropriate staff of KCP, KCP committee and others as considered appropriate. The review team will use the following criteria in selecting a consultant or consulting team: Time and cost proposal form: Use Attachment 2 (separately sealed) Credentials and roles of personnel assigned to the project

Examples of experience with similar marketing efforts Understanding of the project based upon the required consultant services described Clarity of the information submitted in response to the request for qualifications packet

Note: the order of the listing above should not be inferred as the priority of any individual submission item. KCP may, in its sole discretion, undertake negotiations with one or more of the vendors who submit proposals if price and other factors show them to be qualified, responsible and capable of performing the work. Disclosure of Proposal Contents Proposals will be held in confidence and, except for the selected proposal, will not be revealed or discussed with competitors. All other material submitted with the proposal becomes the property of KCP and may be returned only at KCPs option. Proposals submitted to KCP will be reviewed and evaluated by any person other than the competing vendors at the direction of KCP. KCP reserves the right to use any and all ideas presented in any proposal. Prime Consultant Obligations The selected vendor will be required to assume responsibility for all services offered in the proposal, whether or not the prime vendor produces these services. Further, KCP will consider the selected vendor to be the sole point of contact with regard to all contractual matters relative to the contract. Contract Awarded This RFP reserves the right to extend and award a contract to one qualified vendor, or to award multiple contracts per qualified vendor without re-issuance of the RFP.

Attachment 1: Marketing Narrative Kutztown is an historic and ever-changing community. Businesses are small, independent-owned places where you get to know the owner and the people there to serve you. Kutztown is a small town with a college-town flair that brings excitement, diversity and energy. The people in Kutztown are passionate: about their neighborhoods, their business and the places they shop. Kutztown attracts a variety of people from the area, including people from Lehigh and Berks counties and visitors to area tourist attractions such as Crystal Cave, Hawk Mountain, Renningers and the Kutztown Folk Festival. College students are visible most of the year. Whats Your PassionFood. Breakfast, Lunch, Dinner and Late Night Snack if your passion is food, stop in for a meal that will send you home satisfied. Whats Your PassionShopping. Love to shop for yourself or others? Gift shops, bath products, jewelry, antiques, clothing and art on an old fashion Main Street if your passion is shopping, come shop until you drop. Whats Your PassionEntertainment! Love the arts? Sports? Perhaps you want to be in the great outdoors? With Kutztown University offering sporting and arts events and easy access to outdoor recreation, Kutztown is a great town to keep you excited. Whats Your PassionHistory! Love to see the places where history was made? Kutztown is THE place for PA German pilgrims. The PA German Heritage Center, Hex Sign Tour and horse and buggy all find their way into Downtown Kutztown. Whats Your PassionLiving! Want a place to raise your family in a world-class school system, near gorgeous parks and in a community that provides incredible services? Kutztown is a safe community where you can leave the car in the driveway and walk to get most of what you need. Whats Your PassionParties! Kutztown is host to events year round. Arts events on campus and in the community attract world-class artists and their patrons. Summer events offer a way to beat the heat. Kutztown University events downtown help to get the spirit going and have a good time.

Attachment 2 Marketing Time and Cost Proposal Work Item One: Create Campaign Design Time required to Complete Work Item One (in hours) Work Item Two: Downtown Map and Business Directory Design and Preparation for Publication Time Required to Complete Work Item Two (in hours) Work Item Three: Redesign of kutztownpa.org, creation of m.kutztownpa.org and website optimization Time Required to Complete Work Item Three (in hours) Work Item Four: Design and Creation Mobile Application $ Hours $ Hours $ Hours $ Hours Total Cost of Work (Sum all work items) Time Required to Complete ALL Work Items (in hours) $ Hours

Please Note: The Total Cost of Work should be the total cost for each work item including estimated reimbursable costs. The cost submitted on Line 4 must be held valid for six months from the date KCP receives the proposal. Reimbursable expenses will be on a per project basis and shall be based on the following schedule: Mileage at the current IRS rate Lodging not to exceed $95+ tax per room per night with a two room maximum. Overnight accommodations must be pre-approved by KCP Executive Director in advance and will generally only be approved for consultants driving more than 2 hours to Kutztown. Meals not to exceed $35 per person per visit with a four person limit. For consultants driving less than 2 hours to Kutztown, meals will be reimbursed at $20 per visit with a four person limit. Visits in which KCP provides a meal, reimbursement for meals will not be permitted. Report documents not to exceed $15.00 per report for all costs, based on the submission of invoices for consumables and copies not to exceed $.03 per page

This proposal submitted by (name of firm): __________________________________________ I attest that this proposal was submitted on behalf of the above named firm. Signed: _______________________________________ Title: _______________________________________ Date_______________