Request for Proposal from Strategic Communications & Institutional Brand Identity Firms

Proposal Deadline: August 28, 2017

Proposals should be directed to Rebekah Spicuglia, Director of Strategic Communications and Public Engagement at rspicuglia@raceforward.org. with “Proposal for Branding Services” in the subject line. Race Forward strongly encourages people of color, women, LGBTQ+ persons, gender nonconforming persons and people with disabilities to submit proposals. PROJECT OVERVIEW Race Forward: The Center for Racial Justice Innovation and Center for Social Inclusion (CSI) have united under the name Race Forward, with Glenn Harris as President. We are seeking a firm with strong experience in strategic communications and creative design to provide us with branding services in updating our mission, vision, values, and visual identity; developing other essential brand identity elements, including clarity around the branding of major programs (Colorlines news site, Facing Race conference, Government Alliance for Racial Equity (GARE) and guide us through the early stages of planning a site design/redesign to be managed in a separate contract. Organizational strategic planning is in the early stages, so a workplan would be needed to suitably align with that process. The name “Race Forward” will remain, but all other brand-related elements will be evaluated and revised as necessary. ORGANIZATIONAL BACKGROUND Founded in 1981, Race Forward brings systemic analysis and an innovative approach to complex race issues to help people take effective action toward racial equity. Founded in 2002, CSI catalyzes community, government, and other institutions to dismantle structural racial inequity and create equitable outcomes for all. The new Race Forward is home to the Government Alliance on Race and Equity (GARE), a national network of government working to achieve racial equity and advance opportunities for all. Race Forward publishes the daily news site Colorlines and presents Facing Race, the country’s largest multiracial, intergenerational conference on racial justice. Both Race Forward and CSI have a long history of significant work on the front lines of the racial justice movement, and the decision to combine efforts and integrate the two organizations was borne out of opportunity and a mutual desire for greater alignment and multiplied efforts. Expanded work for the new Race Forward will incorporate CSI’s existing strategy to advance racial equity and will be organized into five functions: transforming institutions; narrative shift; movement and capacity building; policy development; and research. Our North Star guiding our strategic alignment is: We build power, skills, and narratives through multi-racial strategies that advance racial equity in our communities, cultures, and institutions. As we work to develop and implement our integration and strategic plans, including revising and refreshing our mission, vision and values, this North Star will serve as a touchstone that will be

Race Forward strongly encourages people of color, women, LGBTQ+ persons, gender nonconforming persons and people with disabilities to submit proposals.

expanded and clarified. This North Star is embedded in the awareness that structural racism is deeply ingrained in our country, and much more work is required to dismantle it permanently. As one organization, we will be dedicated to transforming institutions and empowering community in order to move policy, culture, and narrative for racial equity. Recent rebranding efforts have taken place. Race Forward, formerly known as Applied Research Center (ARC), rebranded in 2013. In 2015-2016, prior to the recent decision to unite with Race Forward, CSI had started a process for rebranding as well. SCOPE OF WORK

● Interview Race Forward stakeholders to affirm its value proposition, identify communications gaps, and assess opportunities for deeper engagement

● Conduct research of our primary internal and external audiences to determine their perceptions of our brand. Profile and segment targeted audiences.

● Evaluate existing brand elements, and determine which need updating ● Develop a brand strategy that specifies the organization’s primary audiences, brand

values, personality, value proposition, brand positioning, and brand architecture ● Evaluate and update our mission, vision, values, tagline, visual identity ● Developing other essential brand identity elements, including clarity around the branding

of major programs (Colorlines news site, Facing Race conference, Government Alliance for Racial Equity (GARE), Mass Freedom

● Support defining and clarifying commonly used terms such as: racial justice & equity, dismantle, catalyze, democracy, grassroots, etc.

● Guidance on the development of print collateral ● Guidance on brand launch ● Guidance through the early stages of planning a site design/redesign to be managed in

separate contract. DELIVERABLES

● Communications framing; audience segmentation and profiling; commonly used terms defined/clarified; diverse package of communications tools and templates designed pursuant to Race Forward’s new brand; and communications distribution platforms identified.

● Findings summary and brand strategy document ● Key Messages ● Mision, vision, values ● Tagline ● Visual Identity with logo files saved in EPS format

QUALIFICATIONS

● A firm of designers and communications strategists that can handle multiple projects in a time-efficient manner.

● A creative, out-of-the-box team of thinkers with proven success at design and strategic communications.

● A minimum of 10 years of professional experience in strategic communications and creative design with a proven track record.

● Experience working with organizations with a national presence. ● Experience communicating about race explicitly. ● Experience with visual storytelling, including use of web-based graphics, videography,

and/or photography. ● Staff that is representative of the cultural and ethnic diversity of the United States

Race Forward strongly encourages people of color, women, LGBTQ+ persons, gender nonconforming persons and people with disabilities to submit proposals.

PROJECT TIMELINE Work would begin in Fall 2017 and continue through 2018. While the branding firm would provide support in creating a timeline, the expectation is that there would be a Q1 launch of key updated brand elements, and planning for a mid-year (Aug-Sept 2018) launch of a new website and rollout of all other materials (in advance of our biennial Facing Race National Conference in Detroit, November 2018). PROPOSAL REQUIREMENTS Submissions should include the following:

• Firm information, including: o Bios of key staff o Responses to the following question: Are at least 51% of people who own,

control, or operate your business people of color, women, LGBTQ+ persons or people with disabilities?

• Project Approach - a concise narrative detailing the proposed approach to the project as outlined in the Scope of Work

• Experience o Prior Client List o Three references with brief description of the relationship and contact information o Work Samples (design and strategic communications framing)

• Racial & social justice work o Background on any specific experience working with racial justice or social

change organizations. • Proposed timeline and work plan • Costs

o Estimated cost for all work o Fee breakout as allocated to time spent

• Contact name, phone number, email address and mailing address of the lead staff responsible for filing the proposal.

BUDGET The budget range for this work is 25K – 35K. SUBMISSIONS Submissions should be delivered electronically to Director of Strategic Communications and Public Engagement at rspicuglia@raceforward.org. with “Proposal for Branding Services” in the subject line. Any questions regarding this RFP should be submitted to Director of Strategic Communications and Public Engagement at rspicuglia@raceforward.org. Rights Race Forward reserves the right to reject any or all bid proposals, in whole and in part, received in response to this RFP prior to engagement.