REQUEST FOR PROPOSALS

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Gillian Anthony
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REQUEST FOR PROPOSALS Washington Retail Association Rebranding Project RFP Deadline: April 20, 2018 Submit to: Jocelyn McCabe, jocelyn@jmccabepr.com, 360.870.

1 REQUEST FOR PROPOSALS Washington Retail Association Rebranding Project RFP Deadline: April 20, 2018 Submit to: Jocelyn McCabe, Questions: Jocelyn McCabe, OVERVIEW Established in 1987 by merchants concerned with advancing and safeguarding the well-being of the industry, the Washington Retail Association (WRA) is recognized by merchants, legislators, state officials and other trade groups as a powerful and effective spokesperson for the retail industry. WRA is the only association in Washington formed exclusively to advocate the unique interest of the retailing industry on state legislative and regulatory issues. Based in Olympia, the association represents more than 3,500 retail storefronts and comprises all types of retailers in all parts of the state, including the largest national chains to the smallest independent businesses. Members include retailers, wholesalers, dealers, professional services, and mall owners and operators. Organizationally, the WRA is currently in the process of a significant reset. This change is happening both internally, with the hiring of a new CEO, and externally, through the implementation of a new brand. Washington Retail s current brand/brand mark was last revamped 10 years ago, and the association has not kept pace with its peer organizations. As one of the country s top five retail associations, and home to many globally recognized retail brands, the association seeks to develop a new brand that is more reflective of both the industry and the strength of the association. To date, the Washington Retail Association has conducted primary research with staff to better understand the challenges and opportunities facing the organization, as well as some initial polling with the board. Additional one-on-one interviews with a variety of key WRA stakeholders board members, staff, legislators, targeted media, other fellow traveler associations are currently being conducted to supplement instant polling that was conducted on Nov. 14, A member survey is also planned to provide targeted feedback that will be used to better inform both the branding effort and overall messaging. 1

2 PROJECT SCOPE The Washington Retail Association seeks a consultant or firm with experience in branding to deliver an executable brand package for the association. The selected consultant or firm will produce the following project deliverables as project budget allows (additional deliverables may be negotiated): 1. A new organization logo. 2. A comprehensive brand strategy using stakeholder input gathered by WRA. 3. A detailed brand package including fonts, brand assets, brand story and message, graphic elements and color palettes for core re-branding elements. A list of collateral materials is outlined in the proposal requirements section of this RFP. 4. Branding package standards and usage guidelines. 5. A plan to implement and introduce the new brand to key stakeholders. TEAM The consultant hired for the project will work directly with Jocelyn McCabe, consultant to Renée Sunde, President/CEO of the Washington Retail Association, as well as with an internal branding committee. This committee includes: Renée Sunde, WRA President/Chief Executive Officer Tammie Hetrick, WRA Chief Operating Officer Mark Johnson, WRA Vice President of Government Affairs Terry Hopsecger, WRA Director of Business Development Jim Szymanski, WRA Director of Communications Jessica Tingle, WRA Executive Administrative Assistant PROPOSAL REQUIREMENTS Consultants interested in this project are asked to submit digital responses to the information requested below in a PDF format by 5 p.m. PST on April 20, Please return all responses via to Jocelyn McCabe, jocelyn@jmccabepr.com. At a minimum, each proposal must include the following information: Cover letter: Introduce the firm, including name, address, phone, address of primary contact and any other relevant information. Firm profile: Name, address and brief history of the firm, including length of time in business and core competencies. Personnel: Profiles and qualifications of key staff, including subcontractors, who will work on the project. Please explain the role of each person in this effort. Statement of qualification: A brief statement summarizing why your firm is most qualified for this project. 2

3 Proposed approach, work plan and timeline. Experience: A summary of branding and/or related rebranding experience. These projects should represent a comprehensive, integrated branding campaign. A creative profile that includes samples of creative work related to the requirements of this scope of work and deliverables, including logos, print collateral, and social media. Subcontractors: Names of businesses that you may contract with for this project and the services offered by each contractor. Budget: Total proposed budget and list of any fees associated with all deliverables. This should include hourly rates, a not-to-exceed amount, and costs for reimbursable expenses. If any additional services are proposed (including the use of subcontractors), they should be clearly identified. Please include a separate rate sheet that would be used for contracting additional services or meetings. Deliverables: Project deliverables to include: 1. New organization logo (includes 3-5 initial design options and at least three different comps). 2. Detailed brand package including fonts, brand assets, other graphic elements and color palettes. 3. Options for adapting the logo for use in the following list of core collateral materials, including, but not limited to: Business stationery (letterhead, envelopes, business cards, presentation folders) Business forms (invoices, checks, statements, etc.) Electronic communications templates (e-newsletter, signature blocks, event s, legislative s, general use header, action alert, social media avatars (Facebook, Twitter, LinkedIn, Instagram) PowerPoint slide deck Apparel Building Signage (internal and external) Event signage (podium card) Marketing material (banners, notebooks, signs, coffee mugs, pens, balloons, etc.) Website (redesign/refresh) 4. A plan to implement and introduce the new brand to key stakeholders. References: A list of three references from clients whose projects closely align with the work outlined in this proposal. Contact information. Signature of submitting agency. 3

4 STATEMENT OF NON-COMMITMENT Issuance of this RFP does not commit WRA to award a contract or to pay costs incurred in the preparation of proposals responding to the RFP. WRA reserves the right to reject any or all proposals and re-advertise. WRA may reject any or all of the submissions as it deems in its best interests. The successful firm must enter into a contract with WRA, which specifies requirements for indemnification, insurance and other applicable policies. EVALUATION Proposals will be reviewed by the Branding Task Force. Each proposal will be reviewed and evaluated based on the following: Thoroughness and clarity of proposal. Agency experience with similar work. Personnel experience with this type of proposed project. Agency reputation for quality, integrity, budget management and ability to work in allotted timeframes. Quality of creative profile and relevance to proposed project Proposed approach to project. Responsiveness to client. Ability to meet deadlines. Proposed budget and timeline. Knowledge and understanding of the retail industry and supporting industry segments. The most qualified agencies will be asked to participate in interviews held in Olympia at the Washington Retail Association offices located at 618 Quince SE the week of April 30-May 4, 2018 with members of the branding committee. The purpose of the interviews will be to compare the agencies different approaches to the development of the plan, as well as their understanding of the project. It is imperative that the agency personnel assigned to the work, as well as the firm s key representatives, be present at the interviews. The top-ranked agency shall be selected based on the merits of the proposal and/or interview. The final selection will be made by internal branding committee. The dates shown in the Evaluation section, in the Schedule section and throughout this RFP are subject to change at the sole direction of the WRA President/CEO, Renée Sunde, and the project consultant, Jocelyn McCabe. QUESTIONS Questions or requests for clarification should be directed to Jocelyn McCabe via at jocelyn@jmccabepr.com by April 12, All correspondence must include the RFP name in the subject heading. Responses to all questions and requests for clarification received by the deadline will be posted at retailassociation.org by April 17, Respondents are responsible for reviewing this webpage for questions and answers. 4

5 SCHEDULE RFP Distribution: April 2, 2018 Deadline for Submission of Written Questions: April 12,2018 Posting of Response to Written Questions: April 17, 2018 Proposals Due: April 20, 2018 Presentation to Selection Committee: April 30 May 4, 2018 Company Selection: May 11, 2018 Project Start: Upon selection Board of Directors Presentation: July 11, 2018 Project Completion: December

Request for Proposal

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