Request for Proposals for Branding Consultation

Transcription

1 Request fr Prpsals fr Branding Cnsultatin ORGANIZATIONAL INFO: Name: Chesapeake Bay Fundatin, Inc. Address: 6 Herndn Avenue, Annaplis, MD Cntact: Alice Christman, Cmmunicatins Operatins Manager ISSUE DATE: June 1, 2015 SUMMARY OF NEED: Please see THE PROJECT. THE PROJECT: The Chesapeake Bay Fundatin (CBF), a nnprfit rganizatin, requests prpsals t prvide branding services, including evaluatin f the brand, ptins fr refreshing and updating the lk, and phased implementatin assistance. The selected rganizatin will be asked t wrk in clse cllabratin with, and in supprt f, CBF s brand management staff in redefining the CBF brand. The prpsed cntract perid fr services is August 17, 2015 thrugh December 31, Backgrund n the Chesapeake Bay Fundatin Established in 1967, the Chesapeake Bay Fundatin (CBF) is the largest reginal nn-prfit cnservatin rganizatin wrking slely t save the Bay. CBF educates, advcates, litigates, and restres. Currently, CBF s greatest pririty is a fcused effrt t ensure prgrams and funding are in place by 2025 that will allw the Bay t meet water quality standards. This will happen by fully implementing (Bay) state-specific, self-directed pllutin reductin plans, knwn as the Chesapeake Clean Water Blueprint, t meet specific science-based pllutin limits established by the Envirnmental Prtectin Agency in Tgether, the plans and the pllutin limits are knwn as the Chesapeake Clean Water Blueprint. Leading Bay authrities cnsider the Blueprint the greatest hpe fr saving the Bay, and grups arund the wrld are watching t see if it is successful. CBF has a staff f apprximately 175 emplyees wrking in ffices in Annaplis and Salisbury, Md., Richmnd and Nrflk, Va., Harrisburg, Pa., and Washingtn, D.C., and at 15 field educatin prgram lcatins. Fr mre infrmatin n CBF, visit cbf.rg.

2 Backgrund n the CBF Brand CBF s current brand has been tested as ne f the mst recgnizable in the regin and in the tp fur f recgnizable envirnmental brands in the natin. Thrugh research, we knw that peple think mst highly f tw named grups: the Chesapeake Bay Fundatin and Save the Bay. As the frmer is ur legal name and the latter is ur rallying cry, we currently c-brand the tw. We are lking fr an update t lk strnger and yunger, but we are nt lking t thrw the baby ut with the bathwater. Majr lg iteratins are shwn n the next page.

3 1970 t t t t present

4 Scpe f Wrk We seek a partner with a prven track recrd fr creative excellence in brand develpment and executin t help CBF: Phase I Phase II Prpsal Requirements Evaluate the effectiveness and alignment f CBF s brand, including but nt limited t the lg. Develp a brand platfrm fr CBF, including psitining, persnality, prmise, differentiatin, and value prpsitin. Develp a cmprehensive brand strategy (including brand architecture) fr a multifaceted brand that addresses relatinships between gegraphic lcatins, demgraphics, and prgrams. Create an updated brand identity, including lg redesign, and brand identity guidelines and systems. Develp and help implement a strategy t gain rganizatinal cnsensus fr the new brand. Develp a strategy, fr implementatin by CBF, t market the refined brand. Prvide a brief descriptin f yur firm s structure and capabilities, including basic infrmatin and histry. List all services prvided in-huse and services prvided by any utside cnsultants. If any services are t be prvided by utside cnsultants, please prvide a brief descriptin f the firm, its rle, and capabilities. Describe in detail yur apprach and prcess fr brand develpment. Intrduce yur prpsed prject team, including cnsultants. Prvide backgrund infrmatin fr all persnnel assigned t the prject including specific experience that each team member wuld cntribute t the prject. Identify and define their individual rles.

5 Prvide three case studies f yur firm prviding similar services t rganizatins ur size within the past 5 years. These case studies must include a brief descriptin f the brand identity services prvided and a discussin f the utcme. Submit a detailed schedule with yur prpsal fr the prject, which includes critical milestnes, assuming a start date f August 17, Prvide a detailed fee prpsal, which utlines the specific activities that will be perfrmed during the brand prcess, and is in alignment with the prject schedule. Prvide a certificate f insurance, in rder t satisfy insurance requirements. References: Supply at least three (3) references that have used yur prfessinal services fr a similar prject. Include a cntact name, address, and a cntact phne number, as well as a prject summary. Prpsal Evaluatin Selectin criteria are utlined belw and will be used t evaluate prpsals. CBF will intend t negtiate cntract terms with the mst qualified vendr. If unsuccessful, CBF wuld intend t then negtiate with the next mst qualified vendr, until reaching satisfactry cntractual arrangements. This RFP des nt cmmit CBF t award a cntract r t pay any csts incurred in the preparatins r submissin f prpsals. CBF reserves the right t reject any r all prpsals received in respnse t this RFP and t negtiate with any f the vendrs r ther firms in any manner deemed t be in the best interest f the CBF. Selectin f the successful prpsal will be made by CBF based upn the bidder s: Respnsiveness t wrk scpe and prgram needs Demnstrated experience and expertise in similar prjects Cst effectiveness Cmprehensiveness Persnnel assigned: bis, qualificatins Cntract Terms The prpsed cntract perid fr services is August 17, 2015 thrugh December 31, All material prduced, data cllected, and reprts generated by the subcntractr n behalf f CBF are cnfidential and becme the exclusive prperty f CBF. The cntractr may nt share prgram materials, custmer data, industry r prgram participant cntact infrmatin, etc. unless explicitly authrized by CBF t d s. This RFP des nt cmmit CBF t pay any csts incurred in the preparatin f a prpsal r t prcure r cntract fr services. CBF reserves the right t accept r reject any r all prpsals received as a result f this RFP, t negtiate with all qualified bidders, and t cancel the RFP, in part r in its entirety at its sle discretin.

6 THE SCHEDULE Submitting: Prpsals must be delivered by mail, , r fax ( ) t Alice Christman (achristman@cbf.rg) by clse f business n Tuesday, June 30, RFP Schedule and Prcess: RFP issued n Mnday, June 1, 2015 Prpsals due t CBF n Tuesday, June 30, 2015 Invitatin frm CBF t present issued by Wednesday, July 15, 2015 Finalist presentatins Mnday, July 27- Friday, July 31, 2015 Decisin n winning prpsal by Friday, August 14, 2015 MINIMUM REQUIREMENTS Cnsultants shuld have demnstrable expertise in branding. MINORITY PARTICIPATION FOR FURTHER INFORMATION OR QUESTIONS CBF actively encurages prpsals frm Small, Wmen and Minrity Owned (SWAM) Businesses. Please nte if yu are a SWAM Business and are certified by the state/cmmnwealth/ district. Alice Christman, r achristman@cbf.rg The undersigned certifies that the infrmatin submitted abve is true and accurate. The undersigned certifies that the persn, firm, assciatin, cpartnership r crpratin herein named, has nt, either directly r indirectly, entered int any agreement, participated in any cllusin, r therwise taken any actin in restraint f free cmpetitive bidding in the preparatin and submissin f a prpsal t the Chesapeake Bay Fundatin fr cnsideratin in the award f a cntract. The undersigned further certifies that the firm, assciatin, r crpratin r any persn in a cntrlling capacity assciated therewith r any psitin invlving the administratin f federal funds; is nt currently under suspensin, debarment, vluntary exclusin, r determinatin f ineligibility by any federal agency; has nt been suspended, debarred vluntarily excluded, r determined ineligible by any federal agency within the past three years; des nt have a prpsed debarment pending; and has nt been indicted, cnvicted, r had a civil judgment rendered against said persn, firm, assciatin, r crpratin by a curt f cmpetent jurisdictin n any manner invlving fraud r fficial miscnduct within the last three years. I further acknwledge that by signing this page f the prpsal, I am deemed t have agreed t the prvisins f the affidavit.

7 (Name f Firm) (Authrized Signature) (Title) (Please print Name) (Date)