City Brand Assessment & Marketing Plan

The City of San Leandro has issued a Request for Qualifications (RFQ No. 64010) seeking experienced consultant teams to develop a comprehensive citywide branding and marketing plan. The project aims to define San Leandro’s identity, enhance community pride, support economic growth, and establish a unified visual and strategic framework for future communications. The scope includes conducting a brand assessment, stakeholder engagement, competitor analysis, creating a brand platform and visual identity, and formulating a marketing rollout strategy. The contract is estimated to be valued between $100,000 and $500,000, with the final amount to be determined upon selection. Submissions are due by November 12, 2025, and must include a cover letter, team qualifications, relevant project experience, approach, and a conceptual budget. The evaluation process emphasizes understanding of the project, relevant experience, team qualifications, responsiveness, and cost, with finalists invited for interviews. The contract will be governed by local ordinances, including the Living Wage Ordinance, and requires compliance with applicable laws, insurance, and indemnification provisions. Deliverables are to be submitted electronically, and the agreement will be administered by designated City staff, with no federal FAR clauses incorporated. The project timeline anticipates a final contract approval by January 2026, with work commencing thereafter.