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Kissimmee Osceola Chamber of Commerce Rebranding RFP

Reply by 4:00 pm EST on April 1, 2021

The Kissimmee/Osceola County Chamber of Commerce (“Kissimmee Chamber”) is currently seeking proposals from parties interested in working with the Kissimmee Chamber to develop a cohesive brand identity and a comprehensive branding strategy for our large, multi-faceted, notfor-profit organization. The goal of this branding initiative is to enhance recognition and awareness of this organization as “champions for business and community” in Osceola County and its surrounding regions. Renaming of the organization and its related entities is an appropriate recommendation, but not required depending on the discussion. A sub-component of this initiative is to update the Kissimmee Chamber’s nine area council logos, overall brand standards, and corporate identity package.


In accordance with chapter 501.973 of the Florida State Statute, a Chamber of Commerce is defined as “a voluntary membership, dues-paying organization of business and professional persons dedicated, as stated in the articles of incorporation or bylaws of the organization, to improving the economic climate and business development of the community, area, or region in which the organization is located.” The state statute also notes that “this section imposes no requirement for oversight or regulation of a business entity name, trademark, trade name, or other requirement for filing or registration under any provision of law.” Though we have traditionally touted the Kissimmee Chamber as founded in 1924, historical research indicates that the “Kissimmee Chamber” and/or “Kissimmee Board of Trade” predated this going back as early as 1910, and a Florida State Board of Trade was also founded in Kissimmee in 1912. As such, Kissimmee and Osceola County’s history of business advocacy and comradery has been central to the region for over a century, and the area has played a role in business concerns at the state level for just as long. Over the years, the Kissimmee Chamber has been the driving champion for business in and around Osceola County, Florida. Osceola County’s 350,000+ population makes their home in a diverse community situated amongst two municipalities surrounded by large expanses of unincorporated county land, within a dynamic, fast-growing region of our state. The business community in our region reflects this. To ensure that we are situated as the primary champion for business in this community, the Chamber is divided into nine miniChambers known as “Area Councils.” These area councils more directly reflect the specific needs of our various demographics and geographic regions. Current area councils are as follows:

We also have other subsidiary groups, including our Chamber Ambassadors and five leads groups.

Each council, leads group, and the Chamber Ambassadors are branded with an acronym and logo that reflect the universal Chamber logo. All area councils and other related subsidiaries are included in the Chamber’s one EIN tax number.

In addition to traditional chamber business, we also house a 501(c)(3) organization known as The Chamber Foundation, Inc. 

As a chamber, we host several major events per year. Among the list are:

  • Annual Meeting – Dinner and Awards Show
  • Three Kings Day – Community Philanthropic Event
  • Viva Osceola – Latin Music Festival
  • Osceola Update – Informational Luncheon
  • Osceola Hob Nob (only in election years) – Political Event
  • Spirit of Hospitality – Awards Luncheon

These events currently have, to varying and inconsistent degrees, branding reflective of our universal Chamber branding.  

Past names of the Kissimmee Chamber have included The Kissimmee Board of Trade (early 1910s), The Kissimmee Chamber of Commerce (mid-century), and The Greater Kissimmee Area Chamber of Commerce (1970s).


From a marketing and branding perspective, several key concerns need to be assessed and addressed:

  • The “Kissimmee/Osceola County Chamber of Commerce” name is long, complex, and difficult to recall.
  • The Kissimmee Chamber name does not necessarily reflect our mission to be “champions for business and community”.
  • Associations between the Chamber, its community programs, events, and subsidiaries are not always clear.
  • The Chamber’s representation of ALL of Osceola County, and some county-adjacent areas, is not always clear in the name and mission of the Chamber. ● The Chamber’s branding, mission, web presence, etc. does not necessarily promote understanding of the importance and benefit of belonging to a chamber.
  • The Chamber’s branding, mission, web presence, etc. does not necessarily professionally define what Chambers do and how they serve the business community.
  • The Kissimmee Chamber logo is dated and not necessarily descriptive of Osceola County or its business community.
  • The current Chamber branding does not explicitly reflect our close ties to the heritage of our unique community, while also celebrating the growth and diversity of our recent history and projected future.


The details of the funds available to be awarded as a result of this RFP process are as follows:

Award Floor: $10,000 Estimated No. of Awards: 1
Award Ceiling: $30,000 Total Funding Available: $30,000


NOTE: The below listed expectations outline the ideal set of outcomes for this rebranding process. As part of their response, applicants should detail which of these outcomes can be achieved within the parameters of the funds available, as indicated above.

The selected firm will work with the Kissimmee Chamber Rebrand Committee to accomplish the following:

  • Assess:
    • Vision and Mission statements for the Kissimmee Chamber
    • Legal names for the Kissimmee Chamber o Common usage of names for the Kissimmee Chamber
    • Common usage of logos for the Kissimmee Chamber, its area councils, programs, events, and subsidiaries
    • Names and common usage of logos for a variety of programs managed by the Kissimmee/Osceola County Chamber of Commerce
    • Specific branding/naming concerns from the following perspectives: legal requirements; contractual requirements; grant writing and donor solicitation requirements; finance and accounting requirements; marketing and communication requirements; IT requirements; HR requirements
    • If rebranding is recommended, engage to maximum effect through surveys or work groups the members and stakeholders of the Kissimmee Chamber for input and buy-in of the process and final product
    • If rebranding is recommended, research service mark availability of alternate legal name(s)
  • Deliver the following
    • Recommend:
      • Universal naming standard(s) designed to serve as overarching brand for The Kissimmee Chamber
      • How universal naming standard(s) will be adapted to serve the interests and needs of the Kissimmee Chamber and its entities
      • How universal naming standard(s) will be used in conjunction with area councils, programs, and chamber subsidiaries (such as the Chamber Foundation)
      • How, or if, universal naming standard(s) should be associated with the Kissimmee Chamber with statewide impact (ie. a potential PAC or lobbying effort)
      • Universal vision statement designed to serve as overarching concept for the Kissimmee Chamber
      • Web URL/Domain name to support universal naming standards (depending on potential name rebrand)
        • The Kissimmee Chamber will not need the agency to host the domain, only provide a recommendation for a URL. Purchasing the URL will also be the responsibility of the Kissimmee Chamber.
      • Communication strategy to ensure effective launch of Kissimmee Chamber brand initiative and provide building blocks for long term implementation
    • Design:
      • Logo for universal brand
      • Related logo for each individual area council and subsidiaries of the Kissimmee Chamber
      • Updated corporate identity package to include: letterhead & envelope, business card, name badge, brochure template, etc. (potential subcontract)
      • Updated website template for www.theosceolachamber.com (potential subcontract)
      • Updated brand standard guidelines, including a “Brand Book” to help control and maintain the brand. NOTE: Standards should include guidelines on how the Kissimmee Chamber name/logo are to be used in conjunction with programs with existing brand identities.

Please include the following in your response:


Please include a cover sheet as the first page of your proposal. This cover sheet should include:

  • Agency Name
  • Agency Address
  • Name and title of Agency principal
  • Name and title of primary contact(s) for this proposal
  • Phone number(s) of primary contact(s)
  • Email address(es) of primary contact(s)
  • Agreement statement (see next paragraph)


Please include on the cover sheet of your proposal a statement that you have read all specifications and conditions of this proposal; agree to all terms, conditions and provisions; and are currently licensed to do business within Osceola County, the state of Florida, and the United States for the service you will provide to the Kissimmee/Osceola County Chamber of Commerce.


  1. Year established – the main office and/or Central Florida office.
  2. Describe the scope of services your agency provides as it pertains to this RFP.
  3. Indicate which (if any) services you typically outsource or for which you engage outside suppliers. 
Supplier Name Type of work

Insured? Y/N

  1. List any non-profit accounts (current and past) your agency has served; the dates of service; and the scope of service.
  2. List a minimum of five (5) current clients, including the duration of each account, and indicate any potential client conflicts that may arise if awarded this contract.
  3. Have you or your agency previously done work on behalf of the Kissimmee/Osceola County Chamber of Commerce? If so, please describe the scope and dates of this work.
  4. If your company is a member of the Kissimmee Chamber, please indicate the number of years the company has been involved.

  5. Has your agency been certified as M/WBE? If yes, please include your certification number.
  6. What is the breakdown of your agency’s compensation?
% of billings % of clients
Monthly retainer
Negotiated per-project fee
Hourly fee
Other: _________________


  1. Who will be the primary contact for this project? (This should be the same person identified on the cover sheet of the proposal.)
  2. Who will be additional team members assigned to this account? (Please provide an organizational chart for the specific team members in relation to this project and the agency as a whole.)
  3. If you plan to contract any portion of this project to another agency or contract individual, please include an explanation of who else will be involved and the scope of their responsibility.
  4. Describe in 50 words or less your explanation of the term “branding” as it applies to this project.
  5. Using a maximum of three 8 ½” x 11” pages, describe your management plan for undertaking this project. Include, at a minimum: 
    1. A summary explanation of how you would approach the scope of work; 
    2. brief description of the roles and responsibilities of each individual involved with the various components of the project; 
    3. description of the quality assurance/control plan that will be used to determine that the project has reached a mutually satisfactory conclusion.
  6. Using a maximum of one 8 ½” x 11” page, please discuss any special considerations or possible difficulties, if any, that you foresee in completing the project as specified.
  7. Please provide example(s) of similar project(s) that have been completed by the agency and/or members of its staff, the primary contact on such project(s), and the time period for completion. Samples of past work are welcome as additional attachments.
  8. What is your estimated timeline for this project?
  9. What is your estimated cost, suggested billing structure, and pricing schedule for this project?  As part of your cost estimate, please provide specific detail about which of the expectations (outlined on pages 3 and 4 of this document) will be agreed upon and accomplished within the terms of this proposal.
  10. How many versions of the brand will you provide and how many revisions will this schedule include?


  1. How would you work with our organization and stakeholders to ensure that the Kissimmee Chamber mission is honored and reflected in the branding process?
  2. What do you believe your agency has to offer this project that is unique and should be considered in the selection process?
  3. Describe the ideal working relationship between your agency and a client.
  4. What do you think is the biggest challenge in increasing awareness of the Kissimmee Chamber as the primary champion for business and community in the Osceola County region?
  5. What would be your first three priorities if awarded this contract?

SECTION SIX: ATTACHMENTS (Required to complete submission)

  1. At least two (2) written letters of reference from clients with whom you have conducted similar business in the last five (5) years.
  2. Samples of past work in branding and/or corporate identity development. (If available, samples of branding work associated with a family of companies and/or a variety of individually branded programs.)



March 1, 2021 Release date for Request for Proposal
March 12, 2021 Final date to receive written questions
March 17, 2021 Release date for Addenda to answer written questions
April 1, 2021 Closing Date, delivered by 4pm
April 1-9, 2021 Written Evaluations (Committee)
April 13, 2021 Committee Shortlist Meeting
April 26, 2021 Oral Presentations
May 13, 2021 Recommendation of Top-Ranked Firm to the Board of Directors
May 13, 2021 Board of Directors Approval

In the interest of sustainability, interested parties should submit:

  • a printed original of the cover letter, completed proposal and required attachments
  • 2 USB Drives both containing the same content, the cover letter, completed proposal, and required attachments

Please submit the above items in person or by mail to:

Kissimmee/Osceola County Chamber
ATTN: John Newstreet
1425 E. Vine Street
Kissimmee, FL 34744

All mailed submissions must be delivered by April 1, 2021 at 4pm EST. No exceptions will be made for late deliveries.

The Kissimmee Chamber reserves the right to reject any or all offers, to waive informalities, and to accept all or any part of any offer as may be deemed to be in the best interest of the Kissimmee Chamber. The Kissimmee Chamber also reserves the right to request clarification of information submitted and to request additional information of one or more respondents after the deadline for request for proposals. We desire to engage as many of the Kissimmee Chamber’s stakeholders as possible, and our goal is to complete this work by December 31, 2021 and unveil it at the Kissimmee Chamber’s Annual Meeting in late January 2022.

As a reminder, all proposals must be received in the Kissimmee Chamber office NO LATER THAN April 1, 2021 at 4pm. There will be no exceptions to this deadline. Proposals received after this deadline will automatically be disqualified.

Please direct all questions to my attention at 407-847-0108 or via e-mail: JNewstreet@theosceolachamber.com.

Download Full Rebranding RFP

KOC Addendum

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