Grand Haven, MI (WGHN) – Grand Haven’s Downtown Development Authority is looking for help to attract more visitors throughout the year.
A 2025 market data report shows the city still draws more than 700-thousand visitors annually, but recent numbers show a 2 percent drop in overall visits — and a 4 percent decline during the offseason.
To address the trend, Grand Haven Main Street has issued a request for proposals for a marketing consultant. The DDA plans to offer up to five thousand dollars for a consultant to help develop new strategies to promote the city beyond traditional advertising. Local business owners say the slower fall and winter months are the biggest challenge for a beach community like Grand Haven.
DDA officials hope a consultant will bring fresh ideas and help determine where marketing dollars can have the biggest impact.
The authority expects to select a consultant by April.
REQUEST FOR PROPOSALS (RFP)
Strategic Marketing Planning and Consultation Services
Grand Haven Main Street / Downtown Development Authority (DDA)
Total Marketing Budget (Not to Exceed): $30,000 (all-inclusive)
Anticipated Allocation: approximately $5,000 for professional services and $25,000 for
advertising and promotion
1. INTRODUCTION
The Grand Haven Main Street / Downtown Development Authority (DDA) is seeking
proposals from qualified marketing professionals or firms to provide focused strategic
marketing planning and consultation services to guide the effective use of the DDA’s
limited advertising budget.
The intent of this engagement is to obtain upfront, applied strategic guidance to improve
decision-making related to advertising priorities, audience targeting, channel selection,
seasonal emphasis, and performance evaluation. This is not a solicitation for an agency of
record or for ongoing campaign management.
A previously completed Market Data Report will be provided as part of this RFP and is
expected to be actively referenced and applied within each proposal.
2. BACKGROUND
The DDA supports a vibrant, historic downtown district within the City of Grand Haven,
Michigan. The district includes a mix of retail, service, dining, and entertainment
businesses and hosts numerous community events throughout the year.
The DDA retains ownership and control of its marketing channels and advertising accounts
and will be responsible for advertising deployment and execution. The selected firm will
serve in an advisory and consultative role, supporting planning, prioritization, and
interpretation of results.
3. MARKET DATA REPORT
A previously completed Market Data Report will be made available to proposers via link as
part of this RFP.
Proposers are expected to:
• Review the Market Data Report in full
• Identify key findings relevant to downtown marketing and advertising decisions
• Demonstrate applied analysis by explaining how insights from the report inform
their proposed approach
Constraints:
• No new data collection is expected
• No re-surveying or replacement studies should be proposed
• The Market Data Report should be used as a baseline, not replaced or re-created
4. BUDGET FRAMEWORK
The total marketing budget for this effort shall not exceed $30,000, inclusive of all
professional services and advertising expenditures.
• The DDA anticipates allocating approximately $25,000 to advertising and
promotion.
• A limited portion of the budget (approximately $5,000) is available for professional
strategic planning and consultation services.
Proposers must structure their scope and fees to reflect this framework. Proposals that
assume extensive consulting, long-term advisory services, or agency-of-record
arrangements will be considered non-responsive.
5. SCOPE OF WORK
A. Phase 1 — Strategic Marketing Planning (Required)
The selected firm will provide focused, short-term strategic guidance, including:
• Review and applied analysis of the Market Data Report
• Review of available historical advertising performance and analytics
• Assessment of:
o Priority audiences and market segments
o Seasonal opportunities, with emphasis on non-peak periods
o Appropriate advertising channels and formats given budget constraints
• Development of a practical advertising allocation and prioritization framework
• Clear, actionable recommendations to guide deployment of advertising funds
• One or more working sessions with DDA staff and/or committee members to discuss
findings and recommendations
Deliverables are expected to be concise and practical, such as a short written memo or
presentation supported by discussion, rather than an extensive formal marketing plan.
B. Phase 2 — Optional Follow-Up Support (Limited Bank of Hours)
Proposers may include an optional small, clearly defined bank of hours to provide limited
follow-up support after initial recommendations are applied.
This support may include:
• Interpretation of early advertising results
• Clarification of recommendations
• Guidance on adjustments based on observed performance
The bank of hours must:
• Be clearly capped
• Be non-recurring
• Remain within the total $30,000 budget
• Expire once used or within a defined short timeframe
C. Advertising Deployment (Context)
• The DDA will retain ownership of all advertising accounts.
• The DDA will be responsible for ad placement, management, and execution.
• The selected firm will not be responsible for ongoing campaign management, media
buying, or creative production beyond what is specifically proposed and approved.
D. Events and Promotional Context
The downtown hosts events including, but not limited to:
• Wine About Winter
• Pride Festival
• Sidewalk Sales
• Chow Down Centertown
• Bones About Town
• Fall Festival & Trick or Treat
• Light Night
• Small Business Saturday
• Santa in Centertown
• Jingle Bell Parade
• Tote Club Days
• New Year’s Eve Ball Drop
• Winterfest
• Third Coast Author and Book Fest
• Worship on the Waterfront
• Soccer in the Sand
These events are provided for context and planning purposes only. The selected firm is
expected to consider these events when advising on seasonal priorities and advertising
allocation. The firm will not be responsible for event execution or on-site support.
6. DELIVERABLES
Expected deliverables may include:
• Summary of findings and applied insights from the Market Data Report
• Strategic recommendations and advertising allocation framework
• Measurement and evaluation guidance
• Working session(s) with DDA staff or committee members
• Limited follow-up support, if included in the proposal
7. PROPOSAL REQUIREMENTS
Proposals must include:
1. Firm Overview
o Background and relevant experience
o Familiarity with West Michigan or similar small-market environments
2. Approach and Methodology
o How the Market Data Report informs the proposed approach
o How recommendations will be developed within the stated budget
constraints
o How insights will be communicated to non-marketing stakeholders
3. Fee Structure
o Total proposed fee for Phase 1 services
o Description and cost of any optional bank of hours
o Confirmation that all services fit within the $5,000 professional services
allocation
4. Relevant Experience
o Examples of similar advisory or planning engagements
o Experience working with small organizations, public entities, or limited
budgets
5. References
o Minimum of two (2) professional references
8. EVALUATION CRITERIA
Proposals will be evaluated using equally weighted criteria, including:
1. Clarity and appropriateness of the proposed approach
2. Demonstrated understanding of the DDA’s goals and constraints
3. Effective applied use of the Market Data Report
4. Ability to provide practical, actionable guidance
5. Relevant experience with similar communities
6. Cost and overall value
9. GENERAL TERMS
Standard City/DDA contractual requirements will apply, including:
• Non-collusion
• Insurance requirements
• Ownership of work product
• Confidentiality
10. SUBMISSION INSTRUCTIONS
Submission deadlines, format requirements, and administration.
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