The selected Consultant will be expected to service the marketing, branding, and public relations needs for PWP. The following includes a sample of the required services:

a. Brand Identity

• Conduct market research to understand current brand/department perception in the community to develop brand identity (customer satisfaction surveys, focus groups, or other best practice) 
• Develop a compelling brand strategy including visual and narrative frameworks to effectively communicate PWP's 100% Carbon-Free by 2030 Goal Optimized Strategic Plan, electric rate study, carbon-free energy goals, business needs, and value to various stakeholders, including low-income households.
• Develop a visual identity including colors, typography, and graphic style, utilizing the existing PWP logo and established brand identity.
• Create updated materials including, but not limited to, flyers, brochures, social media content, webpage content, bill inserts, ads; quality graphic designs that can be reused and edited to fit a variety of uses and campaigns.

b. Strategic Communications and PR plan

• Develop a robust communications, marketing and PR plan that aligns with PWP's 100% Carbon-Free by 2030 Goal; including the Optimized Strategic Plan and electric rate study. 
• Develop a content strategy encompassing digital platforms, traditional media, events, and partnerships to amplify PWP's message and engage the community.
• Develop messaging and marketing materials that can be used in various channels including social media (Facebook, Instagram, X (formerly Twitter)), paid media, and materials that can be shared with local partners.
• Pitch innovative strategies to engage the hard-to-reach customers and to thoughtfully include a highly engaged segment of the community.
• Assist in facilitating  outreach to relevant stakeholders to inform campaign strategy.

c. Implementation of strategic communication and PR plan

• Create a story schedule, templates, and content for outreach medium including but not limited to social media, emails, newsletter, blogs, media, press releases, workshops, events, etc.
• Develop original copy (text), copywriting and editing in English and select materials in English and Spanish .
• Craft marketing campaigns that meet PWP's objectives and budget. Marketing campaigns will be print, digital, online, etc.
• Draft op-eds, articles, social media content, press and news releases on behalf of PWP.
• Pitch media stories on behalf of PWP and help prep Department leadership for interviews.
• Mobilize local stakeholders, partners, businesses, and institutions to amplify PWP’s messaging.

e. Project Management and Coordination

• Establish key performance indicators (KPIs) and metrics to establish baselines and track the success of branding, marketing, and communication initiatives.
• Meet with PWP staff as-needed to review the communications initiatives and their implementation.

• Minimum of 3 years of experience in marketing, communications, and graphic design.
• Proven track record of success in developing and executing successful educational and marketing campaigns for utilities and/or government clients.
• Strong understanding of current market trends and best practices in advertising and graphic design. Experience in clean energy or sustainability messaging preferred. 
• A creative and experienced team with expertise in copywriting, design, and media planning.
• Excellent communication, collaboration, and project management skills.