211 National: Requests for Proposals for Creation and Implementation of 211's Brand Strategy

August 18, 2010

Requests for Proposals for Creation and Implementation of 211's Brand Strategy

Introduction

The intent of this Request for Proposal (R.F.P.) is to invite responsible, responsive Consultants to create and implement guidelines for a broader branding strategy based on recommendations generated from a comprehensive audit completed earlier this year. The work will commence October 30, 2010 and the term of the resulting contract shall be for a three month period. The contract may be subject to an extension upon mutual agreement by both parties.

See following document for RFP format and other information to be included in submissions.

Download 211 RFP Branding Aug 18 2010

Scope of Work – Project Objective

Earlier in 2010, an independent consultant, expert in the field of branding, was engaged to conduct a comprehensive audit review and assessment of 211’s current brand, interviewing 211 users and other stakeholders. During the course of the audit, an assortment of reports, documents, materials and online conversations were reviewed. Focus groups with 211 Service Providers and newcomer Canadians were held. Over 20 confidential interviews with key stakeholders were also conducted. O211SC facilitated a team brainstorming session to analyze the findings.

Ontario 211 Services Corporation ‘s expectation is that the consultant will build on the recommendations and further develop:

a consistent brand identity (visuals, taglines) that defines the scope of 211 service*
a key message platform
brand use guidelines and a co-branding strategy
creation and implementation strategy for a province-wide uptake of the 211 brand,
with key stakeholders, United Ways of Ontario, municipalities and Service Providers

* Note: the 211 logo is licensed by United Way Canada-Centraide and will not be changed.

Although the final Audit Report will be provided to the company awarded the contract, what follows is a high level summary of the audit findings and challenges to be addressed in the RFP:

Findings

Public awareness of 211 is low
The scope of 211 service delivery is unclear
The 211 logo and visual identity is not well known nor consistently used
Key messages are apparent but not consistent
N11 (211, 311, 411, 911) confusion is growing
Non-profit organizations currently in the 211 database are not seen as integral brand partners
Need for building provincial brand awareness
Need to strengthen internal communication strategy and resources

Brand Challenges

Work in both English and French
Be adaptive to multilingual users
Be sensitive to engagement of vulnerable users
Address varied perceptions about what human services are

Stakeholders to consider in the development work:

Ontario residents (Callers and website visitors), Non-profit Agencies, Referral Agencies, Funders, Ministry of Community and Social Services, Citizenship and Immigration Canada, Boards of Directors, United Ways of Ontario, Municipalities, Service Providers, Inform Canada.

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August 18, 2010

Requests for Proposals for Creation and Implementation of 211's Brand Strategy

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