Description
In this description pa wilds center for entrepreneurship.
REQUEST FOR PROPOSALS
The PA Wilds Center for Entrepreneurship (PA Wilds Center) is seeking proposals for the development of
an external branding strategy for the Pennsylvania Wilds Artisan Trail.
In a few short years the Pennsylvania Wilds Artisan Trail has become a driving force for grassroots
economic development in the Pennsylvania Wilds and a source of inspiration and community pride. Our
program serves three main groups: the makers of artisan products; the retailers who want to sell high-
quality, locally-made products; and the traveling public– the people looking to experience our region
and ‘Take home a piece of the Pennsylvania Wilds.’
We’re finding exciting ways to broaden the scope of the program and make exploring the Artisan Trail
even easier. The Artisan Trail is on track to build one of rural PA’s largest networks of creative
entrepreneurs and help them bring products to market that reflect our region’s natural beauty, bounty
and rural traditions, while giving an economic boost to our communities.
The Pennsylvania Wilds Artisan Trail is a key part of a regional strategy to grow nature and heritage
tourism across 12½ counties in rural PA, to create jobs, diversify local economies, inspire stewardship
and improve quality of life. Within this landscape-level work, the Artisan Trail is positioned as both a
business development program for the region’s growing artisan cottage industry, and also an important
destination branding tool. Partners involved in the Wilds work, including the PA Department of
Conservation and Natural Resources, view the Artisan Trail as a key way to connect important nature
tourism assets across the Wilds’ large rural landscape. Several of DCNR’s new facilities in the region –
the Elk Country Visitor Center, Bald Eagle Nature Inn and Sinnemahoning State Park Wildlife Center – are
already part of the Artisan Trail.
The “Proudly Made in the Pennsylvania Wilds
TM
” brand is an offshoot of our regional brand. It reflects
the relationship among our artisans, the high quality products they create, and the unique core values
they represent as residents of the Pennsylvania Wilds. For more background about the Pennsylvania
Wilds effort, go to www.pawildsresources.org. Be sure to read our “Declaration of Principles for the
Pennsylvania Wilds,” which underscores our intent to provide an authentic experience for travelers.
To maintain growth we are looking for a strategy that will deploy print, digital and real-time branding
assets that maintain the “Proudly Made in the Pennsylvania Wilds
TM
” values. These values include:
Tradition, Authenticity, Natural, Environmentally Sensitive, Attention to Detail, Values, Quality,
Craftsmanship, Made in the PA Wilds, Made in Pennsylvania and Made in USA.
The developed strategy will need to serve the Trail’s three main groups in the following ways:
1. Artisans: branding assets designed to identify their products as “Proudly Made in the
Pennsylvania Wilds
TM
” in a retail setting (both virtual and physical).
2. Trail Sites: branding assets that identify the site as a Trail Site on the PA Wilds Artisan Trail;
assets that identify what it means to be carrying The “Proudly Made in the Pennsylvania
Wilds
TM
” brand.
3. The traveling public: branding assets designed to connect tourism and retail experiences
between Trail Sites and Members within a county; assets designed to encourage visitors to plan
trips (day or longer) around strategically mapping out the available Sites and resources.
This project requires excellent verbal and written communication skills, creative vision and brand
strategy experience. A familiarity with the PA Wilds Artisan Trail program, the Proudly Made in the
Pennsylvania Wilds brand and successful Artisan Trail (or similar cooperative brand strategy) marketing
a plus.
The PA Wilds Center sees this project working in three phases. The successful candidate will have to
complete each phase as listed:
PHASE 1: RESEARCH AND IDENTIFY
? Review existing Trail branding assets, past and current, such as rack cards, flags, hangtags,
signage etc. A Trello board has been established with examples of the current brand assets,
values and project timeline. https://trello.com/b/saFQtkRv
? Interview program managers, staff support and Trail members to get a full understanding of
current and past branding assets and their effective use.
? Make at least one multiple-day trip to the region to tour sites along the PA Wilds Artisan Trail.
? Current conversations and brainstorming ideas generated by Trail members can be viewed here:
http://www.pawildsartisans.com/forums
https://www.pinterest.com/pawildsart/brand-brainstorming/
? Contact PA DCNR’s PA Wilds Director to facilitate communications with the appropriate state
park leadership to obtain a list of state park gift shops in the region, an understanding for how
they are managed (e.g. by a friends group, park staff or public/private partnership), and to
better understand the process for getting ALL state park gift shops in the region on the PA Wilds
Artisan Trail.
? Research and identify successful branding assets of other similar programs as models (especially
those found in rural areas).
? Obtain basic understanding of short- and long-term budget and capacity capabilities of the
Artisan Trail to inform external branding strategy development.
PHASE 2: PITCH
? Based on research and interviews, pitch a branding strategy that:
o includes a branding guide and both print and digital branding assets (examples
identified below as Branding Assets),
o incorporates the various needs of the Trail Membership (as identified during Phase 1),
o reflects the PA Wilds Values (as listed above)
o identifies how a mini grant or other incentive program might be funded and used to
leverage private-sector actions and investments around brand strategies developed
under this proposal.
? Pitch will be made to the PA Wilds Center Director, project coordinator and Artisan Trail
Advisory Committee and will include visual examples and estimated costs to bring the strategy
to market.
? PA Wilds Center will provide feedback and based on budget/available resources suggest
modifications to said strategy.
? PA Wilds Center will greenlight an agreed upon strategy and establish a budget and timeline for
implementation.
PHASE 3: CREATE
? Based on established timeline and budget create the branding assets in the approved strategy.
During all phases the contractor will need to maintain communication with project coordinator, using
Trello for sharing workflow progress (or similar agreed upon platform).
BRANDING ASSETS
Assets designed within the branding strategy will incorporate the various needs of the Trail Membership
(as identified during Phase 1) and will include but are not limited to:
? Signage- distinguishing a location as a Trail Site or a Juried Artisan, used in the following ways:
exterior of building, point of sale, at buyer’s markets or festivals to designate a participating PA
Wilds Artisan or Trail Site.
? Tags- distinguishing a product as “Proudly Made in the Pennsylvania Wilds
TM
”, can only be
placed on pieces of Juried Artisans. Pieces range in size from earrings to chainsaw sculptures.
? Guides/Maps- listings and maps highlighting participating Trail Sites and Artisans.
? Advertising- a full page ad that can be used across the Visitor’s Guides published by Tourist
Agencies throughout the region (list and links to guide examples on Trello board).
CHALLENGES TO CONSIDER
? The Membership base fluctuates annually, with new Trail Sites joining/leaving, creating a need
for quick turnaround time to print and a strategy to minimize the associated costs of editing,
printing and distributing current materials.
? The geography of the 12 ½ county region has limited and intermittent cell phone service. Apps
and web based resources will not always be accessible while tourists are on the road, and will
need to rely on wifi at stops or lodging establishments.
? Range of Trail Sites. Our sites are a mix of individuals, non-profits, small business owners, state
park visitor centers or gift shops, and large enterprises. Locations can range from a one man
shop in the middle of the forest to a large restaurant in the heart of a downtown to a
destination facility like the Elk Country Visitor Center.
TIMELINE AND PROPOSAL REQUIREMENTS
Work on this project will start immediately upon the signing of a contract and will need to be completed
no later than March 1, 2016. The contractor will be paid half up front and the remainder upon
completion of the project.
To apply, interested persons should email a 1-2 page proposal to Abbi Peters at
[email protected] with subject line: PA Wilds Branding Proposal. Please address the following
in your proposal:
1. Describe any relevant background experience that makes you a good candidate for this project.
2. Provide an estimated bid and timeline for Phases 1 and 2.
3. Provide a link or access to a digital portfolio of 3 branding projects you’ve completed in the past
3 years.
DEADLINE: All proposals due by September 15, 2016.
BACKGROUND MATERIALS
(all materials and can also be found on the Trello board https://trello.com/b/saFQtkRv)
Key websites, documents and other explanatory materials: Videos:
? PA Wilds Brand Book: Email Abbi Peters at
[email protected] for a digital copy.
? PA Wilds Artisan Trail Membership Guidelines
? PA Wilds Artisan Trail (program website)
? PA Wilds Artisan Trail Story Map: http://goo.gl/1A8NsK
? PA Wilds: There's far more to see in this stunning region than
mountains and streams
Keystone Edge – Nov. 6, 2014
The PA Wilds Artisan Trail -- now visualized via a website and
interactive map -- connects craftspeople, breweries, wineries,
distilleries, galleries and public art in an effort to boost the area's
growing heritage tourism industry.
? PA Wilds Resource Center: Partner site regarding the PA Wilds
Conservation Landscape. Please note this site is going through a
major redesign and update; look and feel and some information are
dated.
? “What is the PA Wilds Initiative” (2010)
? PA Wilds Update (2013)
? "Celebrating our Partners" (2014)
? “Celebrating Our Brand” (2015)
A video about what the Pennsylvania
Wilds brand stands for and ways in which
it has become a creative launch pad for
rural communities, artisans and
entrepreneurs in the Pennsylvania Wilds
region.
? Growing Your Small Business with the PA
Wilds Artisan Trail (this is a 20-minute
video for new and prospective members
of the Artisan Trail)
doc_239325186.pdf
In this description pa wilds center for entrepreneurship.
REQUEST FOR PROPOSALS
The PA Wilds Center for Entrepreneurship (PA Wilds Center) is seeking proposals for the development of
an external branding strategy for the Pennsylvania Wilds Artisan Trail.
In a few short years the Pennsylvania Wilds Artisan Trail has become a driving force for grassroots
economic development in the Pennsylvania Wilds and a source of inspiration and community pride. Our
program serves three main groups: the makers of artisan products; the retailers who want to sell high-
quality, locally-made products; and the traveling public– the people looking to experience our region
and ‘Take home a piece of the Pennsylvania Wilds.’
We’re finding exciting ways to broaden the scope of the program and make exploring the Artisan Trail
even easier. The Artisan Trail is on track to build one of rural PA’s largest networks of creative
entrepreneurs and help them bring products to market that reflect our region’s natural beauty, bounty
and rural traditions, while giving an economic boost to our communities.
The Pennsylvania Wilds Artisan Trail is a key part of a regional strategy to grow nature and heritage
tourism across 12½ counties in rural PA, to create jobs, diversify local economies, inspire stewardship
and improve quality of life. Within this landscape-level work, the Artisan Trail is positioned as both a
business development program for the region’s growing artisan cottage industry, and also an important
destination branding tool. Partners involved in the Wilds work, including the PA Department of
Conservation and Natural Resources, view the Artisan Trail as a key way to connect important nature
tourism assets across the Wilds’ large rural landscape. Several of DCNR’s new facilities in the region –
the Elk Country Visitor Center, Bald Eagle Nature Inn and Sinnemahoning State Park Wildlife Center – are
already part of the Artisan Trail.
The “Proudly Made in the Pennsylvania Wilds
TM
” brand is an offshoot of our regional brand. It reflects
the relationship among our artisans, the high quality products they create, and the unique core values
they represent as residents of the Pennsylvania Wilds. For more background about the Pennsylvania
Wilds effort, go to www.pawildsresources.org. Be sure to read our “Declaration of Principles for the
Pennsylvania Wilds,” which underscores our intent to provide an authentic experience for travelers.
To maintain growth we are looking for a strategy that will deploy print, digital and real-time branding
assets that maintain the “Proudly Made in the Pennsylvania Wilds
TM
” values. These values include:
Tradition, Authenticity, Natural, Environmentally Sensitive, Attention to Detail, Values, Quality,
Craftsmanship, Made in the PA Wilds, Made in Pennsylvania and Made in USA.
The developed strategy will need to serve the Trail’s three main groups in the following ways:
1. Artisans: branding assets designed to identify their products as “Proudly Made in the
Pennsylvania Wilds
TM
” in a retail setting (both virtual and physical).
2. Trail Sites: branding assets that identify the site as a Trail Site on the PA Wilds Artisan Trail;
assets that identify what it means to be carrying The “Proudly Made in the Pennsylvania
Wilds
TM
” brand.
3. The traveling public: branding assets designed to connect tourism and retail experiences
between Trail Sites and Members within a county; assets designed to encourage visitors to plan
trips (day or longer) around strategically mapping out the available Sites and resources.
This project requires excellent verbal and written communication skills, creative vision and brand
strategy experience. A familiarity with the PA Wilds Artisan Trail program, the Proudly Made in the
Pennsylvania Wilds brand and successful Artisan Trail (or similar cooperative brand strategy) marketing
a plus.
The PA Wilds Center sees this project working in three phases. The successful candidate will have to
complete each phase as listed:
PHASE 1: RESEARCH AND IDENTIFY
? Review existing Trail branding assets, past and current, such as rack cards, flags, hangtags,
signage etc. A Trello board has been established with examples of the current brand assets,
values and project timeline. https://trello.com/b/saFQtkRv
? Interview program managers, staff support and Trail members to get a full understanding of
current and past branding assets and their effective use.
? Make at least one multiple-day trip to the region to tour sites along the PA Wilds Artisan Trail.
? Current conversations and brainstorming ideas generated by Trail members can be viewed here:
http://www.pawildsartisans.com/forums
https://www.pinterest.com/pawildsart/brand-brainstorming/
? Contact PA DCNR’s PA Wilds Director to facilitate communications with the appropriate state
park leadership to obtain a list of state park gift shops in the region, an understanding for how
they are managed (e.g. by a friends group, park staff or public/private partnership), and to
better understand the process for getting ALL state park gift shops in the region on the PA Wilds
Artisan Trail.
? Research and identify successful branding assets of other similar programs as models (especially
those found in rural areas).
? Obtain basic understanding of short- and long-term budget and capacity capabilities of the
Artisan Trail to inform external branding strategy development.
PHASE 2: PITCH
? Based on research and interviews, pitch a branding strategy that:
o includes a branding guide and both print and digital branding assets (examples
identified below as Branding Assets),
o incorporates the various needs of the Trail Membership (as identified during Phase 1),
o reflects the PA Wilds Values (as listed above)
o identifies how a mini grant or other incentive program might be funded and used to
leverage private-sector actions and investments around brand strategies developed
under this proposal.
? Pitch will be made to the PA Wilds Center Director, project coordinator and Artisan Trail
Advisory Committee and will include visual examples and estimated costs to bring the strategy
to market.
? PA Wilds Center will provide feedback and based on budget/available resources suggest
modifications to said strategy.
? PA Wilds Center will greenlight an agreed upon strategy and establish a budget and timeline for
implementation.
PHASE 3: CREATE
? Based on established timeline and budget create the branding assets in the approved strategy.
During all phases the contractor will need to maintain communication with project coordinator, using
Trello for sharing workflow progress (or similar agreed upon platform).
BRANDING ASSETS
Assets designed within the branding strategy will incorporate the various needs of the Trail Membership
(as identified during Phase 1) and will include but are not limited to:
? Signage- distinguishing a location as a Trail Site or a Juried Artisan, used in the following ways:
exterior of building, point of sale, at buyer’s markets or festivals to designate a participating PA
Wilds Artisan or Trail Site.
? Tags- distinguishing a product as “Proudly Made in the Pennsylvania Wilds
TM
”, can only be
placed on pieces of Juried Artisans. Pieces range in size from earrings to chainsaw sculptures.
? Guides/Maps- listings and maps highlighting participating Trail Sites and Artisans.
? Advertising- a full page ad that can be used across the Visitor’s Guides published by Tourist
Agencies throughout the region (list and links to guide examples on Trello board).
CHALLENGES TO CONSIDER
? The Membership base fluctuates annually, with new Trail Sites joining/leaving, creating a need
for quick turnaround time to print and a strategy to minimize the associated costs of editing,
printing and distributing current materials.
? The geography of the 12 ½ county region has limited and intermittent cell phone service. Apps
and web based resources will not always be accessible while tourists are on the road, and will
need to rely on wifi at stops or lodging establishments.
? Range of Trail Sites. Our sites are a mix of individuals, non-profits, small business owners, state
park visitor centers or gift shops, and large enterprises. Locations can range from a one man
shop in the middle of the forest to a large restaurant in the heart of a downtown to a
destination facility like the Elk Country Visitor Center.
TIMELINE AND PROPOSAL REQUIREMENTS
Work on this project will start immediately upon the signing of a contract and will need to be completed
no later than March 1, 2016. The contractor will be paid half up front and the remainder upon
completion of the project.
To apply, interested persons should email a 1-2 page proposal to Abbi Peters at
[email protected] with subject line: PA Wilds Branding Proposal. Please address the following
in your proposal:
1. Describe any relevant background experience that makes you a good candidate for this project.
2. Provide an estimated bid and timeline for Phases 1 and 2.
3. Provide a link or access to a digital portfolio of 3 branding projects you’ve completed in the past
3 years.
DEADLINE: All proposals due by September 15, 2016.
BACKGROUND MATERIALS
(all materials and can also be found on the Trello board https://trello.com/b/saFQtkRv)
Key websites, documents and other explanatory materials: Videos:
? PA Wilds Brand Book: Email Abbi Peters at
[email protected] for a digital copy.
? PA Wilds Artisan Trail Membership Guidelines
? PA Wilds Artisan Trail (program website)
? PA Wilds Artisan Trail Story Map: http://goo.gl/1A8NsK
? PA Wilds: There's far more to see in this stunning region than
mountains and streams
Keystone Edge – Nov. 6, 2014
The PA Wilds Artisan Trail -- now visualized via a website and
interactive map -- connects craftspeople, breweries, wineries,
distilleries, galleries and public art in an effort to boost the area's
growing heritage tourism industry.
? PA Wilds Resource Center: Partner site regarding the PA Wilds
Conservation Landscape. Please note this site is going through a
major redesign and update; look and feel and some information are
dated.
? “What is the PA Wilds Initiative” (2010)
? PA Wilds Update (2013)
? "Celebrating our Partners" (2014)
? “Celebrating Our Brand” (2015)
A video about what the Pennsylvania
Wilds brand stands for and ways in which
it has become a creative launch pad for
rural communities, artisans and
entrepreneurs in the Pennsylvania Wilds
region.
? Growing Your Small Business with the PA
Wilds Artisan Trail (this is a 20-minute
video for new and prospective members
of the Artisan Trail)
doc_239325186.pdf