Philadelphia LOOP Marketing Materials

Marketing Materials and Message Development

The Office of the Director of Finance (Finance) is seeking quotes for proposals to design and implement a campaign to ensure that homeowners are aware and apply for the Longtime Owner Occupants Program (LOOP), a Real Estate Tax relief program, in the winter of 2013/2014.

Over the past 2 years, the Office of Property Assessment has been reassessing all properties in the city, as part of the Actual Value Initiative (AVI), which provides fair, equitable and accurate property assessments for all real property in the city. Property taxes are now based on 100% of the new accurate values, compared to the previous confusing fractional system. Tax rates are also significantly lower than current rates. As part of AVI, the Administration has proposed tools to alleviate some of the potential impact for homeowners.

One of the tools is the Longtime Owner Occupants Program. This will be provided to owner-occupied residential properties in the city meeting eligibility criteria related to length of homeownership, change in tax bill, delinquency status, prior tax exemptions and potentially household income. Eligible homeowners must apply for the relief in order to be eligible. Approximately 90,000 properties meet the eligibility criteria for change in tax due, and a smaller subset will meet the remainder of the program criteria.

Finance is therefore seeking a company to design and implement a campaign to raise awareness of LOOP among eligible property owners and to design literature to be sent to property owners and community groups.

Proposals must be under $32,000, and firms should demonstrate how they will achieve the following:

  1. Provide strategic guidance for the outreach strategy for LOOP, with a focus on creating a clear, understandable, and effective call to action to encourage participation.
  2. Create art design and copy for a variety of collateral materials to be used in promotional campaign.
    • Key pieces will include a six-panel full color brochure; reminder postcard; and inbound and outbound envelopes.
    • Literature should ensure:
      1. Homeowners are aware of the LOOP program and eligibility criteria, and how it differs from other new programs, like the Homestead Exemption.
      2. Homeowners are aware of the need to apply for the exemption.
      3. Homeowners are aware of the deadline for applying.
    • Literature must be translated into Spanish and 4 other languages.
  3. Assist web developer in applying designs, through static and dynamic graphics and banners, for multiple webpages.
  4. Prep and release final artwork to print vendor of record as well as assist in reviewing mechanical proofs.
  5. Create visual graphics and related components for social media marketing through social media as Facebook, Tumblr and/or Twitter.

Brochures and other literature must be made available in both the original, pdf and In Design format to the City. Printing of literature will not be part of this request, and will be managed separately. All materials produced will become the property of the City.

Successful respondents must be able to meet the following deadlines:

  • October 7, 2013: Notice of City’s request for services distributed
  • October 14, 2013 5pm: All questions must be submitted to
  • October 16, 2013 5pm: All answers to questions will be emailed to all that received the information about the request for services
  • October 18, 2013 5pm: Proposals due electronically to
  • October 22, 2013: Successful company notified
  • October 23, 2013: Meeting with Finance (and other members of the Administration) to begin work
  • November 1, 2013: First draft design work complete
  • November 8, 2013: Final design work provided to Finance

Finance will provide all details about AVI, LOOP, and any other necessary information to assist with the planning and design of the campaign. Proposals are due by 5pm on October 18, 2013, and must be provided electronically to Anna Adams, Chief of Staff, Office of the Director of Finance, at All questions must be submitted via email to Anna Adams by October 14, 2013 by 5pm. Responses will be provided to all questions via email on October 16, 2013 by 5pm.

Proposals must include:

Background Information

  • Name, address, and telephone number of firm;
  • Description of Provider (corporation, sole proprietorship, partnership, consortium) and year formed.
  • State if the firm is qualified to do business in the Commonwealth of Pennsylvania and the City of Philadelphia. Include all that apply: federal tax identification number, City of Philadelphia tax identification number, City of Philadelphia business license number.
  • Name, title and business address of persons to whom communications respecting this activity should be directed, if different from above.

Organizational Description and Experience

Complete the following information:

  • Provide a general statement describing the firm, its size, number of employees, hours of operation and primary business areas.
  • Provide a description of the firm’s experience performing similar size/type projects for similar size/type clients. Include dates, locations and scale of these services. Provide contacts for 3 recent (within the last 3 years) clients for whom the firm has performed similar work.

Proposed Staffing & Schedule

  • Describe the staffing plan for this project, and hiring plan if necessary. Please provide training and experience qualifications for each individual.
  • Indicate the proposed timeline for completing the project for anticipated project tasks, including final completion, and any key dependencies.

Project Understanding & Statement of Qualifications

  • All applicants must demonstrate their knowledge and understanding of the project.
  • All applicants must explain why they are qualified to perform the work required.

Cost Proposal

Proposals must be under $32,000.