REQUEST FOR PROPOSAL(S)
Brand Analysis and Brand Identity Refresh
Proposals due July 22, 2015
Table of Contents
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LPHI Summary
Target Audience(s)
Project Scope and Guidelines
Contract Terms
Branding Needs Overview
Timeline
Deliverables
Format for Proposals
Proposal Submission
Evaluation Criteria
Billing
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1. LPHI Summary
The Louisiana Public Health Institute (LPHI), based in New Orleans, LA., is accepting proposals to develop
a new brand identity.
LPHI is a nongovernmental, nonprofit organization that works to improve health equity and quality of
life for all Louisianans regardless of where they live, work, learn or play.
To achieve its mission to improve the health and quality of life of all Louisianans regardless of where
they live, work, learn or play, LPHI:
 Develops multi-sector networks and partnerships to support holistic community engagement
 Collects, analyzes and shares information with partners and communities to inform decisionmaking
 Distributes resources and technical assistance to enhance community and organizational
capacity
 Promotes policy, systems, and environmental change to sustainable population health
outcomes
LPHI’s vision: Louisiana is one of the healthiest states in the nation.
LPHI’s values:
 Compassion
 Integrity
 Collaboration
 Innovation
LPHI brings together experts from different fields to develop innovative approaches to address Louisiana
and the Gulf region’s most difficult public health challenges. LPHI is uniquely situated to engage a broad
range of stakeholders—from grassroots non-profits to government agencies—in discussion and action
to improve population health.
LPHI does not provide health services itself but, rather, specializes in the collaborative development of
initiatives in the areas of Healthy Communities, Tobacco Prevention, School and Adolescent Health,
HIV/AIDS, Behavioral Health Integration, MCH/Family Health, Population Health Management, and
Health Services Research. LPHI also provides evaluation, information technology services (ITS),
communications, and administrative support services to meet the needs of partner organizations.
2. Target Audience(s)
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Government entities (federal, state, local)
Academic partners/Schools of Public Health
Public Health Community
Healthcare Systems and Clinics
Nonprofits/Community organizations
Business Community (employers)
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Media
National/State/Local Funders and Foundations
Individuals and Communities Served by LPHI Projects
3. Project Scope and Guidelines
The scope of this project is to create a new and improved LPHI brand. The overarching goal of this
project is to create an enduring brand identity.
This includes:
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Brand audit
Conduct research of our primary internal and external audiences to determine their perceptions
of our brand (in coordination with our internal Evaluations team)
Develop a brand strategy that specifies LPHI’s brand personality, value proposition (elevator
speech), brand positioning and brand promise
Develop brand messaging
Analyze the need for a new name and if so, develop a new name
Create a new tagline for the organization
Establish a new visual identity for the organization and create a visual identity standards manual
or brand book that governs the use of the identity
Develop collateral templates (this includes brochures, letterhead, business cards, PowerPoint
template, e-newsletter header and annual report.)
Photography guidance
Guidance on brand launch (internal and external)
4. Contract Terms
LPHI will negotiate contract terms upon selection. All contracts are subject to review by LPHI legal
counsel, and the project will be awarded upon signing of an agreement or contract, which outlines
terms, scope, budget and other necessary items.
5. Branding Needs Overview
LPHI recently undertook an in-depth strategic planning exercise to identify and establish its own
uniqueness and strengthen its identity among principal audiences and market segments. LPHI currently
has a brand presence that is outdated in appearance and voice and lacks meaningful association with
LPHI’s current identity and positioning (refer to section 1, LPHI Summary/Values/Core Strategy, at the
top of this RFP for LPHI’s current positioning).
The successful vendor will analyze LPHI’s current brand, including but not limited to name, and develop
and implement a new brand identity. This includes value proposition (positioning), brand messaging and
architecture, corporate identity design (which may include a new name), internal and external launch
plan (go-to-market strategy), implementation the creation of identity package templates (letterhead,
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business cards, e-newsletter header, PowerPoint, etc.), and brand guidelines. It is expected that the
selected firm will produce at least three (3) distinct brand options with corresponding imagery and
taglines for consideration.
6. Timeline
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This RFP is dated June 22, 2015. Firms may download a copy of this RFP from www.LPHI.org.
Questions are due by 5:00pm CDT, July 7, 2015 (please see Questions Period in the Proposal
Submission section below).
Proposals are due no later than 12:00pm (noon) CDT, Wednesday, July 22, 2015.
Proposals will be evaluated immediately thereafter. Finalist candidate firms will be notified by
August 7, 2015 and invited to present either in person or via video conference.
Finalist candidate firms will present in August 2015. The same evaluation criteria will apply to
the presentations, however the presentations can be in a slide show format.
LPHI expects to formalize a contract by September 14, 2015.
Work on the project should begin immediately after contract signing and all work/deliverables
should be completed and delivered by February 2016.
7. Deliverables
Please provide a proposal to accomplish the scope outlined below. The scope is open to negotiation, but
these are the components we would ideally like to have included. Please include pricing for:
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Brand Analysis (in coordination with our internal Evaluations team)
Verbal:
o Name (research and development)
o Messaging Matrix
o Brand Voice
o Brand personality, value proposition, brand positioning and brand promise
Visual (files in EPS format and/or template specific format):
o Visual Identity (color palette, typography, secondary graphics, photo concept)
o Logo
o Tagline
o Collateral templates (including brochures, letterhead, business cards, PowerPoint
template, e-newsletter header and annual report)
Brand Guidelines
LPHI has allocated up to $50,000 for this project. Firms submitting a proposal are encouraged to bid
competitively. The price quoted should be inclusive. If the quoted price excludes certain fees or charges,
provide a detailed list of excluded fees with a complete explanation of the nature of those fees.
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8. Format for Proposals
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Cover letter (optional)
Provide a company profile, indicating background, experience and core competencies.
List and provide 3 brands from nonprofit/cause-related clients that reflect your creative
branding capabilities. Describe your experience in creating brands for non-profit and/or
community-focused projects.
Please identify the staff members that will be assigned to this project, their titles and what their
roles will be on this project. Additionally, please include biographies for the staff members on
the proposed project team. Briefly describe your firm’s project management process.
Please list any subcontractors and what their roles will be.
Please explain your service level agreement structure.
Provide the time frame for completion. The time frame for completion of the project will be
evaluated. In addition, time frames will be part of the contractual agreement; therefore, a
realistic time frame for completion is requested.
Please describe your process for gathering information and content needed for the project.
Estimated budget to produce required deliverables, including analysis. Please estimate the cost
of each deliverable independently.
Terms and conditions.
9. Proposal Submission
The deadline for receipt of all proposals is 12:00pm (noon) CDT, Wednesday, July 22, 2015. Proposals
received after 12:00pm (noon) CDT, Wednesday, July 22, 2015, will not be considered. Proposals must
be delivered electronically. Please ensure the file is a pdf (max file size is 20MB) and email it to
rfp@lphi.org. Your proposal must include a cost proposal as described above in Section 7, Deliverables.
All costs associated with the delivery of the project should be presented in a flat rate, fee for service
format.
Finalist candidate firms will be invited to present to LPHI in August 2015. LPHI expects to formalize a
contract by September 14, 2015. Each submitter will be notified if they have been selected to present by
August 7, 2015. LPHI reserves the right to select more than one, or none, of the organizations/firms
submitting proposals.
Submit proposals to:
rfp@lphi.org
Limitations of Liability
LPHI assumes no responsibility or liability for costs incurred in responding to this proposal request or in
responding to any further request for interviews, presentations, additional data, etc. LPHI also reserves
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the right to cancel this project at any time.
Question Period
Questions regarding this request must be submitted via email to rfp@lphi.org by 5:00pm CDT, July 7th,
2015. Please include “LPHI Proposal Question” in the subject line of the email. To ensure fairness, all
questions received will be posted on the LPHI website and answers to questions will only be shared on
the LPHI website. Questions received and LPHI’s answers will be available by 5pm CDT, July 10, 2015 at
the following web address: http://lphi.org/home2/section/358-499/requests-for-information-proposals%28rfi-ps%29
10. Evaluation Criteria
LPHI will evaluate proposals and select a firm(s) based on a combination of the following factors:
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Qualifications and relevant experience of the firm’s proposed project management team and
staff.
Quality of work on projects the firm has recently completed that are similar in scope to this
request.
The extent to which the firm demonstrates an understanding of LPHI’s needs and delivers a
proposal that matches LPHI’s needs.
The extent to which the firm demonstrates an understanding of and functional approach to
working with a non-profit organization with multiple stakeholders.
Reasonableness and affordability associated with this request.
The extent to which the proposal demonstrates a creative approach that will reach and engage
our multiple stakeholders, achieving the rebranding goal of LPHI.
The proposal demonstrates the firm’s ability to delivery creative, culturally appropriate, and
compelling messaging that achieves the rebranding goal of LPHI.
The allocation of budget is prioritized effectively for the proposed activities and demonstrates
the ability to leverage resources, as appropriate.
The timeline the firm proposes to complete the deliverables within this request.
11. Billing
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Payment for services related to this solicitation will be tied to specific deliverables or milestones
to be included in the Scope of Work submitted by the firm to LPHI after selection.
For each task in this project, the firm will be required to submit a detailed, itemized not-toexceed estimate that must be approved by LPHI before a specific task can begin. Invoices must
not be for amounts in excess of the approved estimate. Any changes to approved estimates
must be approved in advance by LPHI.
Final billing for this project should be submitted by the firm to LPHI no later than February 28,
2016.
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