Marketing and Talent Attraction Services - "Onboard to Oshkosh" Talent Recruitment Program

REQUESTS FOR PROPOSALS
Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program
RFP Release Date: July 20, 2026
RFP Proposal Due Date: August 21, 2026
Notice and Instructions for Proposal Submittals
One, high-resolution electronic copy in PDF format must be emailed to
hschueler@oshkoshwi.gov
by 4pm on August 21, 2026
Files over 10MB can be emailed via a transfer link upon request.
Please title the email "Onboard to Oshkosh Talent Recruitment Proposal"
For questions, please contact
Hannah Schueler, Economic Development Specialist at hschueler@oshkoshwi.gov

1. Introduction
The City of Oshkosh is seeking proposals from qualified marketing, branding, and community
attraction firms to develop a strategic campaign for the Onboard to Oshkosh Relocation
Initiative. The selected consultant will help the City position Oshkosh as a desirable place to
live, increase awareness of relocation incentives, and generate qualified applications from
eligible out-of-state households interested in making Oshkosh their home.
The City is looking for a creative partner that can combine place branding, digital marketing,
public relations, and implementation guidance into a practical campaign that can be launched
and maintained within the available budget.
2. Why Oshkosh?
Oshkosh is a vibrant waterfront community in east-central Wisconsin where residents enjoy an
exceptional quality of life, affordable living, and convenient access to employment centers
throughout the region.
Situated along Lake Winnebago and the Fox River, Oshkosh offers the amenities of a regional
hub while maintaining the welcoming character of a close-knit community. Residents enjoy a
vibrant downtown, unique local restaurants and businesses, parks and trails, year-round
recreation, arts and cultural attractions, and nationally recognized events. The community is
home to higher education institutions, quality healthcare, a diverse business community, and a
strong regional transportation network. Its location allows residents to access employment
opportunities throughout east-central Wisconsin while enjoying shorter commutes, attainable
housing options, and a high quality of life.
Whether someone works remotely, commutes to a neighboring community, or is employed
locally, Oshkosh offers an opportunity to build a career while enjoying an active, connected,
and affordable place to call home.
3. Onboard to Oshkosh Program Overview
Onboard to Oshkosh is a community attraction and relocation initiative supported by WEDC
Talent Recruitment Grant funding. The program is intended to reduce barriers to relocation,
welcome new residents, and connect participants with community resources and incentives.
Applicants must meet the following core eligibility requirements:
* Reside outside the State of Wisconsin at the time of application.
* Have an annual individual income of at least $55,000.
* Relocate to Oshkosh, Wisconsin, as part of participating in the program.
2
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program

Applicants are not required to work for an Oshkosh employer. Applicants may work remotely,
commute, or work elsewhere, provided they relocate to Oshkosh and meet all program
eligibility requirements. Income will be verified through either a recent W-2 or a letter from
the applicant's employer Human Resources department verifying wages. The City intends to
attract approximately fifteen (15) households to relocate to Oshkosh over the program period,
subject to funding availability, program eligibility, and WEDC requirements.
4. Project Purpose
The City of Oshkosh is seeking a qualified marketing and branding consultant to develop and
implement a strategic community attraction campaign for the Onboard to Oshkosh Relocation
Initiative. The selected consultant will work with City staff to create a comprehensive
marketing strategy that positions Oshkosh as a desirable place to live and encourages eligible
out-of-state households to relocate to the community.
The campaign should communicate the unique advantages of living in Oshkosh, increase
awareness of the Onboard to Oshkosh program, generate qualified applications, and support
the City's long-term goal of attracting and retaining new residents.
Because applicants are not required to work for an Oshkosh employer, the campaign should
emphasize Oshkosh's quality of life, affordability, amenities, community connections, and
overall livability. Messaging should resonate with individuals and households who have
flexibility to choose where they live, including remote workers, commuters, and professionals
employed throughout the region.
5. Project Goals and Desired Outcomes
* Position Oshkosh as a compelling relocation destination in Wisconsin.
* Build awareness of the Onboard to Oshkosh Relocation Initiative.
* Generate qualified program inquiries and applications.
* Highlight Oshkosh's quality of life, affordability, waterfront, neighborhoods,
downtown, parks, recreation, arts, and community amenities.
* Encourage long-term residency and community engagement.
* Provide the City with marketing tools and resources that remain useful beyond the
initial campaign.
6. Target Audience
The campaign should focus on eligible out-of-state individuals and households who may be
open to relocating to Oshkosh. The City expects the selected consultant to refine target
audiences based on research and strategy development.
3
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program

Potential Primary Audiences
* Remote workers who can live anywhere.
* Hybrid workers and commuters who may work outside Oshkosh but prefer to live
in Oshkosh.
* Mid-career professionals earning at least $55,000 annually.
* Individuals and families seeking a high-quality community with attainable housing
options.
* Former Wisconsin residents or people with personal ties to the region who may be
interested in returning.
Potential Geographic Markets
The consultant should recommend target geographies. Potential markets may include
nearby states and regions where Oshkosh can compete on quality of life, affordability,
community character, and access to regional employment opportunities.
7. Scope of Services
The City expects the selected consultant to provide a strategic and creative approach.
Proposers may recommend modifications or additions to the scope if they believe an
alternative approach will better meet the project goals.
A. Discovery and Research
* Review existing program materials, grant requirements, and available community
marketing assets.
* Conduct discovery meetings with City staff and key stakeholders.
* Identify target audience segments and recommended geographic markets.
* Review comparable relocation, place-branding, or community attraction campaigns.
* Identify key opportunities, challenges, and messaging considerations.
B. Brand Positioning and Messaging
* Develop a clear positioning statement for the Onboard to Oshkosh Relocation
Initiative.
* Develop a value proposition that explains why eligible households should choose
Oshkosh.
* Create key message pillars and audience-specific messaging.
* Develop campaign tone, voice, and sample taglines.
* Clarify how the program should be described in public-facing materials.
4
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program

C. Marketing Strategy
* Develop a practical marketing plan that can be implemented within the available
budget.
* Recommend advertising channels, social media platforms, earned media
opportunities, and partner outreach strategies.
* Recommend target geographies and audience segmentation.
* Develop a campaign calendar and launch timeline.
* Provide budget allocation recommendations for media, creative, and
implementation.
D. Creative Development
* Develop a campaign theme and visual direction.
* Create digital advertising assets suitable for recommended platforms.
* Create social media templates and sample post language.
* Create print or downloadable materials suitable for applicants, partners, and
outreach events.
* Provide editable source files for City use.
E. Website and Digital Recommendations
* Recommend landing page structure and content.
* Draft core website copy for the Onboard to Oshkosh program page.
* Recommend calls to action and inquiry/application pathways.
* Recommend basic tracking metrics for website traffic, conversions, and inquiries.
F. Partner Toolkit
* Create a toolkit that community partners can use to promote the program.
* Provide sample newsletter language, social media copy, flyers, and talking points.
* Recommend partner engagement strategies for local organizations, employers,
institutions, and community groups.
Proposers should clearly identify which implementation services are included in the base
proposal and which are optional or recommended as future phases. Implementation support
may include campaign launch assistance, media placement support, performance reporting, or
post-launch recommendations.
8. Deliverables
At a minimum, the selected consultant should provide the following deliverables:
* Discovery summary and strategic recommendations.
5
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program

* Messaging framework, including positioning statement, value proposition, message
pillars, audience-specific messages, and tone/voice guidance.
* Marketing strategy, including target audiences, target geographies, recommended
channels, budget allocation recommendations, and campaign calendar.
* Campaign creative package, including campaign theme, tagline, social media graphics,
digital advertisements, outreach materials, and editable source files.
* Website and landing page recommendations, including draft website copy.
* Community partner toolkit.
* Performance measurement plan.
* Final transition package containing creative files, messaging documents, targeting
recommendations, advertising recommendations, partner toolkit materials, and
instructions for continued use by City staff.
9. Current Marketing Assets and Partner Resources
The City and its partners may have existing assets that can support the campaign. Proposers
should describe how they would evaluate and leverage available resources rather than
duplicating work unnecessarily. Potential resources may include:
* City of Oshkosh branding and style guidance.
* Existing City photography, video, and website content.
* Discover Oshkosh tourism and visitor materials, subject to partner approval.
* Oshkosh Chamber of Commerce and Greater Oshkosh Economic Development
Corporation materials, subject to partner approval.
* Community demographic, housing, and quality-of-life data.
* Existing program FAQ, press release, and applicant materials.
* WEDC grant requirements and reporting metrics.
10. Budget
The total project budget is $20,000. Proposals must include a detailed cost proposal showing
fees by task, estimated hours, deliverables, and any optional services. Consultants should
clearly distinguish between base services included within the budget and optional
implementation services or future phases that may require additional funding.
11. Proposal Requirements
Proposals should be concise, complete, and organized in the order below:
1. Cover letter signed by an authorized representative.
2. Executive summary describing the firm's understanding of the project.
3. Firm qualifications and relevant experience including three references.
6
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program

4. Project approach and work plan.
5. Proposed project team and roles.
6. Examples of comparable campaigns or creative work.
7. Project schedule.
8. Cost proposal including any assumptions, exclusions, or optional services.
12. Project Schedule
RFP Issued July 20, 2026
Questions Due August 7, 2026
Responses Posted August 14, 2026
Proposal Deadline August 21, 2026
Interviews, if needed August 24 - 28, 2026
Award Recommendation September 8, 2026
Contract Execution Mid-September
Timeline subject to change
13. Contract Terms
All final work products, source files, graphics, templates, campaign assets, reports, and related
materials developed under this contract shall become the property of the City of Oshkosh
unless otherwise specified in the final agreement. The City of Oshkosh reserves the right to
accept or reject all proposals or parts thereof and reissue the RFP without stated cause. Upon
selection of a consultant, the City of Oshkosh shall attempt to negotiate and reach a final
agreement. If the City, for any reason, is unable to reach a final agreement with the selected
consultant, the City then reserves the right to reject the selected consultant and negotiate with
others.
The City of Oshkosh is not bound to accept the proposal with the lowest cost, but may accept
the proposal that best meets the needs of the city.
14. Submission Instructions
One high-resolution electronic copy in PDF format must be emailed to Hannah Schueler at
hschueler@oshkoshwi.gov by 4:00 p.m. on August 21, 2026. Files over 10MB may be submitted
by transfer link upon request.
Please title the email: Onboard to Oshkosh Relocation Initiative Proposal.
Questions regarding this RFP must be submitted by email to Hannah Schueler by the question
deadline listed in the project schedule.
7
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program

15. General Selection Process
A selection committee comprised of the Community Development Director, Deputy
Community Development Director, Economic Development Services Manager, Human
Resources Specialist and other possible city staff will review the proposals based on the
following criteria:
1. Qualifications: Qualifications and previous related work experience.
2. Understanding: Demonstrated understanding of project objectives, tasks, and
services.
3. Price: The proposed price/cost will be considered.
4. Related projects: Examples of related completed and in-progress projects.
5. Proposal Quality: Quality of requested submission requirements, including sample
materials and proposal package.
16. City Staff Contact
Hannah Schueler
Economic Development Specialist
City of Oshkosh
215 Church Avenue
Oshkosh, WI 54901
hschueler@oshkoshwi.gov
8
City of Oshkosh Marketing and Talent Attraction Services:
"Onboard to Oshkosh" Talent Recruitment Program