This came in from Dan Wever:
This company was hired for $250,000 with 3 more years possible to improve the Brand of the EPISD.
Below is what they put on their RFP materials answer bid.
How could anyone not see that this was an effort to help the bond issue with taxpayer money.
BrandEra’s marketing methology is straight forward: Survey stakeholders and understand goals and expectations. Research key demographics of target market and assess competitors’ brands, messaging and advertisement placements. Develop a comprehensive marketing plan and timeline deliverables. Implement the approved campaign initiatives.
We believe the Districtwide marketing and campaiign for El Paso Independent School District must be smart to distinguish EPISD, serving to re-introducte the District to students, parents, business and community leaders, legislators, faculty and staff, alumni and area residents. The marketing initiatives must find the right balance between consistency and cutting edge ideas so that EPISD is branded boldly delivering deisred results such as increased loyalty and reserval in enrollements, attendance, and gratuation rates as well as changed perceptions of the District in specific areas. As a full-service marketing agency, BrandEra provides all elements of a successful integrated marketing, advertising and PR campaign, including: Logo and corporate branding initiatives; Market research; Creative conceptualization and campaign development; Strategic planning; Producing marketing collateral, such as newsletters, brocuches, flyers, direct mailers and point of sale materials from conception through printing and delivery; Development of digital and social medica strategies; Creation of unforgettable print, ratdio, TV and web advertising campaigns from concept through graphic design and copywriting; Strategic media buying: stretching advertising dollars and finding your “wasted” dollars; Scriptwriting press materials, including media kits and news releases; Planning special events and education showcases; Designing and updating websites; and Development of pitch packages and promotional initiatives.