request for proposal pw-19-00886276...any attached sheets at the price(s) set out therefor....

RETURN BIDS TO: RETOURNER LES SOUMISSIONS À : Parks Canada Agency Bid Receiving Unit 30 Rue Victoria, Gatineau, QC J8X 0B3

REQUEST FOR PROPOSAL

DEMANDE DE PROPOSITION Proposal to: Parks Canada Agency We hereby offer to sell to Her Majesty the Queen in right of Canada, in accordance with the terms and conditions set out herein, referred or attached hereto, the goods, services and construction listed herein or on any attached sheets at the price(s) set out therefor. Proposition à : l’Agence Parcs Canada Nous offrons par la présente de vendre à sa Majesté la Reine du chef du Canada, aux conditions énoncées ou incluses par référence dans la présente et aux annexes ci-jointes, les biens, services et travaux de construction énumérés ici et sur toute feuille ci-annexée, au(x) prix indiqué(s). Issuing Office - Bureau de distribution : Parks Canada Agency National Contracting Services 30 Rue Victoria Gatineau, QC J8X 0B3

Title - Sujet :

Parks Canada Agency Brand Refresh

Solicitation No. - N° de l’invitation :

5P047-19-0032/A

Date :

August 20, 2019

Client Reference No. - N° de référence du client :

n/a

GETS Reference No. | N° de référence du SEAG :

PW-19-00886276

Solicitation Closes - L’invitation prend fin : At - à : 2:00 PM On - le : Septembre 24, 2019

Time Zone - Fuseau horaire Eastern Daylight Time

F.O.B. - F.A.B. :

Plant - Usine : ☐ Destination : ☒ Other - Autre : ☐

Address Enquiries to - Adresser toutes demande de renseignements à :

Patrick Alguire

Telephone No. - N° de téléphone :

819-420-4692

Fax No. -N° de télécopieur :

Email Address – Courriel :

[email protected]

Destination of Goods, Services, and Construction - Destination des biens, services et travaux de construction :

See Herein

TO BE COMPLETED BY THE BIDDER - À REMPLIR PAR LE SOUMISSIONNAIRE

Vendor/ Firm Name - Nom du fournisseur/de l’entrepreneur :

Address - Adresse :

Telephone No. - N° de téléphone :

Fax No. - N° de télécopieur :

Name of person authorized to sign on behalf of the Vendor/ Firm (type or print) - Nom de la personne autorisée à signer au nom du fournisseur/de l’entrepreneur (taper ou écrire en caractères d'imprimerie) :

Signature :

Date :

Solicitation No. - N° de l'invitation : 5P047-19-0032/A

Amd. No. - N° de la modif. : ---

Contracting Authority - Autorité contractante : Patrick Alguire

Client Ref. No. - N° de réf. du client :

Title – Titre : Parks Canada Agency Brand Refresh

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IMPORTANT NOTICE TO BIDDERS Direct Deposit The Government of Canada has replaced cheques with direct deposit payment(s), an electronic transfer of funds deposited directly into a bank account. New vendors who are awarded a contract will be required to complete a Direct Deposit enrolment form in order to register their direct deposit information with Parks Canada to receive payment. Additional information on this Government of Canada initiative is available at: http://www.directdeposit.gc.ca

http://www.directdeposit.gc.ca/






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TABLE OF CONTENTS

PART 1 – GENERAL INFORMATION ......................................................................................................... 5

1.1 SECURITY REQUIREMENTS ................................................................................................................ 5 1.2 STATEMENT OF WORK ....................................................................................................................... 5 1.3 OPTIONAL BIDDERS’ CONFERENCE ..................................................................................................... 5 1.4 DEBRIEFINGS .................................................................................................................................... 5 1.5 TRADE AGREEMENTS ........................................................................................................................ 5

PART 2 – BIDDER INSTRUCTIONS ........................................................................................................... 6

2.1 STANDARD INSTRUCTIONS, CLAUSES AND CONDITIONS ...................................................................... 6 2.2 SUBMISSION OF BIDS ........................................................................................................................ 6 2.3 ENQUIRIES – BID SOLICITATION ......................................................................................................... 6 2.4 APPLICABLE LAWS ............................................................................................................................ 7 2.5 BASIS FOR CANADA'S OWNERSHIP OF INTELLECTUAL PROPERTY ........................................................ 7

PART 3 – BID PREPARATION INSTRUCTIONS ........................................................................................ 8

3.1 BID PREPARATION INSTRUCTIONS ...................................................................................................... 8

PART 4 – EVALUATION PROCEDURES AND BASIS OF SELECTION ................................................... 9

4.1 EVALUATION PROCEDURES ............................................................................................................... 9 4.2 BASIS OF SELECTION ........................................................................................................................ 9

PART 5 – CERTIFICATIONS AND ADDITIONAL INFORMATION .......................................................... 11

5.1 CERTIFICATIONS REQUIRED WITH THE BID ........................................................................................ 11 5.2 CERTIFICATIONS PRECEDENT TO CONTRACT AWARD AND ADDITIONAL INFORMATION ......................... 11

PART 6 - RESULTING CONTRACT CLAUSES ........................................................................................ 13

6.1 SECURITY REQUIREMENTS .............................................................................................................. 13 6.2 STATEMENT OF WORK ..................................................................................................................... 13 6.3 STANDARD CLAUSES AND CONDITIONS ............................................................................................ 14 6.4 TERM OF CONTRACT ....................................................................................................................... 14 6.5 AUTHORITIES .................................................................................................................................. 14 6.6 PROACTIVE DISCLOSURE OF CONTRACTS WITH FORMER PUBLIC SERVANTS ...................................... 15 6.7 PAYMENT ....................................................................................................................................... 16 6.8 INVOICING INSTRUCTIONS ................................................................................................................ 18 6.9 CERTIFICATIONS AND ADDITIONAL INFORMATION .............................................................................. 18 6.10 APPLICABLE LAWS .......................................................................................................................... 18 6.11 PRIORITY OF DOCUMENTS ............................................................................................................... 18 6.12 INSURANCE REQUIREMENTS ............................................................................................................ 19 6.13 INSPECTION AND ACCEPTANCE ........................................................................................................ 19 6.14 TRANSLATION OF DOCUMENTATION ................................................................................................. 19 6.15 REPLACEMENT OF SPECIFIC INDIVIDUALS ......................................................................................... 19 6.16 OWNERSHIP.................................................................................................................................... 20 6.17 IDENTIFICATION PROTOCOL RESPONSIBILITIES ................................................................................. 20 6.18 INTELLECTUAL PROPERTY INFRINGEMENT AND ROYALTIES ................................................................ 21

ANNEX “A” STATEMENT OF WORK ....................................................................................................... 22

ANNEX “B” BASIS OF PAYMENT ............................................................................................................ 41

ANNEX “C” TASK AUTHORISATION FORM ........................................................................................... 42

ANNEX “D” FORMER PUBLIC SERVANT ............................................................................................... 43






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ANNEX “E” LIST OF NAMES FOR INTEGRITY VERIFICATION FORM ................................................ 45

ATTACHMENT 1 TECHNICAL EVALUATION .......................................................................................... 47

ATTACHMENT 2 FINANCIAL PROPOSAL ............................................................................................. 60






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PART 1 – GENERAL INFORMATION 1.1 Security Requirements There is no security requirement associated with the bid solicitation. 1.2 Statement of Work The Work to be performed is detailed under Article 6.2 of the resulting contract clauses. The intent of this request is to review and refresh Parks Canada’s brand identity. Repositioning and refreshing Parks Canada’s brand identity will enable the organization to communicate more effectively, and more consistently, allowing opportunities for increasing awareness and strengthening the Parks Canada brand. 1.3 Optional Bidders’ conference A bidders' conference will be held via teleconference on September 5, 2019. The conference will begin at 2:30 PM EDT. The teleconference information is: 1-877-413-4791, Participant Code: 851 2490#. The scope of the requirement outlined in the bid solicitation will be reviewed during the conference and questions will be answered. It is recommended that bidders who intend to submit a bid attend or send a representative.

Bidders are requested to communicate with the Contracting Authority before the conference to confirm attendance. Bidders should provide, in writing, to the Contracting Authority, the name(s) of the person(s) who will be attending and a list of issues they wish to table no later than September 4, 2019 by 4:00 pm EDT

Any clarifications or changes to the bid solicitation resulting from the bidders' conference will be included as an amendment to the bid solicitation. Bidders who do not attend will not be precluded from submitting a bid.

1.4 Debriefings Bidders may request a debriefing on the results of the bid solicitation process. Bidders should make the request to the Contracting Authority within 15 working days from receipt of the results of the bid solicitation process. The debriefing may be in writing, by telephone or in person. 1.5 Trade Agreements The requirement is subject to the provisions of the Canadian Free Trade Agreement (CFTA).






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PART 2 – BIDDER INSTRUCTIONS 2.1 Standard Instructions, Clauses and Conditions All instructions, clauses and conditions identified in the bid solicitation by number, date and title are set out in the Standard Acquisition Clauses and Conditions Manual (https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual) issued by Public Works and Government Services Canada. Bidders who submit a bid agree to be bound by the instructions, clauses and conditions of the bid solicitation and accept the clauses and conditions of the resulting contract. The 2003 (2019-03-04), Standard Instructions – Goods or Services – Competitive Requirements, are incorporated by reference into and form part of the bid solicitation. Subsection 5.4 of 2003 (2019-03-04), Standard Instructions – Goods or Services – Competitive Requirements, is amended as follows: Delete: 60 days Insert: 120 days 2.2 Submission of Bids Bids must be submitted only to Parks Canada Agency Bid Receiving Unit by the date, time and place indicated on page 1 of the bid solicitation. Due to the nature of the bid solicitation, bids transmitted by facsimile or e-mail will not be accepted. 2.2.1 Improvement of Requirement During Solicitation Period Should bidders consider that the specifications or Statement of Work contained in the bid solicitation could be improved technically or technologically, bidders are invited to make suggestions, in writing, to the Contracting Authority named in the bid solicitation. Bidders must clearly outline the suggested improvement as well as the reason for the suggestion. Suggestions that do not restrict the level of competition nor favour a particular bidder will be given consideration provided they are submitted to the Contracting Authority at least five (5) days before the bid closing date. Canada will have the right to accept or reject any or all suggestions. 2.3 Enquiries – Bid Solicitation All enquiries must be submitted in writing to the Contracting Authority no later than five (5) calendar days before the bid closing date. Enquiries received after that time may not be answered. Bidders should reference as accurately as possible the numbered item of the bid solicitation to which the enquiry relates. Care should be taken by Bidders to explain each question in sufficient detail in order to enable Canada to provide an accurate answer. Technical enquiries that are of a proprietary nature must be clearly marked "proprietary" at each relevant item. Items identified as "proprietary" will be treated as such except where Canada determines that the enquiry is not of a proprietary nature. Canada may edit the question(s) or may request that the Bidder do so, so that the proprietary nature of the question(s) is eliminated, and the enquiry can be answered to all Bidders. Enquiries not submitted in a form that can be distributed to all Bidders may not be answered by Canada.

https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual

https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual/1/2003/active

https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual/1/2003/active






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2.4 Applicable Laws Any resulting contract must be interpreted and governed, and the relations between the parties determined, by the laws in force in Quebec. Bidders may, at their discretion, substitute the applicable laws of a Canadian province or territory of their choice without affecting the validity of their bid, by deleting the name of the Canadian province or territory specified and inserting the name of the Canadian province or territory of their choice. If no change is made, it acknowledges that the applicable laws specified are acceptable to the Bidders. 2.5 Basis for Canada's Ownership of Intellectual Property The Parks Canada Agency has determined that any intellectual property rights arising from the performance of the Work under the resulting contract will belong to Canada, for the following reasons, as set out in the Policy on Title to Intellectual Property Arising Under Crown Procurement Contracts: the main purpose of the Contract, or of the deliverables contracted for, is to generate knowledge and information for public dissemination;.

http://www.ic.gc.ca/eic/site/068.nsf/eng/00005.html






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PART 3 – BID PREPARATION INSTRUCTIONS 3.1 Bid Preparation Instructions Canada requests that Bidders provide their bid in separately bound sections as follows: Section I: Technical Bid (1 hard copy and 1 soft copy on USB key) Section II: Financial Bid (1 hard copy and 1 soft copy on USB key) Section III: Certifications (1 hard copy and 1 soft copy on USB key) If there is a discrepancy between the wording of the soft copy and the hard copy, the wording of the hard copy will have priority over the wording of the soft copy. Prices must appear in the financial bid only. No prices must be indicated in any other section of the bid. Canada requests that Bidders follow the format instructions described below in the preparation of their bid: (a) use 8.5 x 11 inch (216 mm x 279 mm) paper; (b) use a numbering system that corresponds to the bid solicitation. In April 2006, Canada issued a policy directing federal departments and agencies to take the necessary steps to incorporate environmental considerations into the procurement process Policy on Green Procurement (https://www.tbs-sct.gc.ca/pol/doc-eng.aspx?id=32573). To assist Canada in reaching its objectives, Bidders should: 1) use 8.5 x 11 inch (216 mm x 279 mm) paper containing fibre certified as originating from a

sustainably-managed forest and containing minimum 30% recycled content; and 2) use an environmentally-preferable format including black and white printing instead of colour

printing, printing double sided/duplex, using staples or clips instead of cerlox, duotangs or binders.

Section I: Technical Bid In their technical bid, Bidders should explain and demonstrate how they propose to meet the requirements and how they will carry out the Work. Section II: Financial Bid Bidders must submit their financial bid in accordance with the Financial Proposal in Canadian Funds. The requirement does not offer exchange rate fluctuation risk mitigation. Requests for exchange rate fluctuation risk mitigation will not be considered. All bids including such provision will render the bid non-responsive. Section III: Certifications Bidders must submit the certifications and additional information required under Part 5.

https://www.tbs-sct.gc.ca/pol/doc-eng.aspx?id=32573

https://www.tbs-sct.gc.ca/pol/doc-eng.aspx?id=32573






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PART 4 – EVALUATION PROCEDURES AND BASIS OF SELECTION 4.1 Evaluation Procedures (a) Bids will be assessed in accordance with the entire requirement of the bid solicitation including

the technical and financial evaluation criteria. (b) An evaluation team composed of representatives of Canada will evaluate the bids. 4.1.1 Technical Evaluation The technical proposal should address clearly and in sufficient depth the items that are subject to the evaluation criteria. Simply repeating the statement contained in the solicitation is not sufficient. In order to facilitate the evaluation of the bid, Canada requests that bidders address and present topics in the order of the evaluation criteria under the same headings. To avoid duplication, bidders may refer to different sections of their bids by identifying the specific paragraph and page number where the subject topic has already been addressed. 4.1.1.1 Mandatory Technical Criteria Technical bids will be evaluated against the mandatory technical evaluation criteria at ATTACHMENT 1 - Technical Criteria. 4.1.1.2 Point Rated Technical Criteria Technical bids will be evaluated against the point rated technical evaluation criteria at ATTACHMENT 1 - Technical Criteria. 4.1.2 Financial Evaluation The price of the bid will be evaluated in Canadian dollars, Applicable Taxes excluded, FOB destination, Canadian customs duties and excise taxes included. 4.2 Basis of Selection 4.2.1 Highest Combined Rating of Technical Merit and Price

1. To be declared responsive, a bid must:

a. comply with all the requirements of the bid solicitation; and

b. meet all mandatory criteria; and c. obtain the required minimum of 348 points overall for the technical evaluation criteria

which are subject to point rating. The rating is performed on a scale of 580 points.

2. Bids not meeting (a) or (b) or (c) will be declared non-responsive.

3. The selection will be based on the highest responsive combined rating of technical merit and price. The ratio will be 70 % for the technical merit and 30 % for the price.






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4. To establish the technical merit score, the overall technical score for each responsive bid will be determined as follows: total number of points obtained / maximum number of points available multiplied by the ratio of 70 %.

5. To establish the pricing score, each responsive bid will be prorated against the lowest evaluated price and the ratio of 30 %.

6. For each responsive bid, the technical merit score and the pricing score will be added to determine its combined rating.

7. Neither the responsive bid obtaining the highest technical score nor the one with the lowest evaluated price will necessarily be accepted. The responsive bid with the highest combined rating of technical merit and price will be recommended for award of a contract.

The table below illustrates an example where all three bids are responsive and the selection of the contractor is determined by a 70/30 ratio of technical merit and price, respectively. The total available points equals 135 and the lowest evaluated price is $45,000 (45).

Basis of Selection - Highest Combined Rating Technical Merit (70%) and Price (30%)

Bidder 1 Bidder 2 Bidder 3

Overall Technical Score 115/135 89/135 92/135

Bid Evaluated Price $55,000.00 $50,000.00 $45,000.00

Calculations

Technical Merit Score

115/135 x 70 = 59.63 89/135 x 70 = 46.15 92/135 x 70 = 47.70

Pricing Score 45/55 x 30 = 24.55 45/50 x 30 = 27.00 45/45 x 30 = 30.00

Combined Rating 84.18 73.15 77.70

Overall Rating 1st 3rd 2nd






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PART 5 – CERTIFICATIONS AND ADDITIONAL INFORMATION Bidders must provide the required certifications and additional information to be awarded a contract. The certifications provided by Bidders to Canada are subject to verification by Canada at all times. Unless specified otherwise, Canada will declare a bid non-responsive, or will declare a contractor in default if any certification made by the Bidder is found to be untrue whether made knowingly or unknowingly, during the bid evaluation period or during the contract period. The Contracting Authority will have the right to ask for additional information to verify the Bidder’s certifications. Failure to comply and to cooperate with any request or requirement imposed by the Contracting Authority will render the bid non-responsive or constitute a default under the Contract. 5.1 Certifications Required with the Bid

Bidders must submit the following duly completed certifications as part of their bid. 5.1.1 Integrity Provisions - Declaration of Convicted Offences In accordance with the Integrity Provisions of the Standard Instructions, all bidders must provide with their bid, if applicable, the declaration form available on the Forms for the Integrity Regime website (http://www.tpsgc-pwgsc.gc.ca/ci-if/declaration-eng.html), to be given further consideration in the procurement process. 5.2 Certifications Precedent to Contract Award and Additional Information The certifications and additional information listed below should be submitted with the bid, but may be submitted afterwards. If any of these required certifications or additional information is not completed and submitted as requested, the Contracting Authority will inform the Bidder of a time frame within which to provide the information. Failure to provide the certifications or the additional information listed below within the time frame provided will render the bid non-responsive. 5.2.1 Former Public Servant Contracts awarded to former public servants (FPS) in receipt of a pension or of a lump sum payment must bear the closest public scrutiny, and reflect fairness in the spending of public funds. In order to comply with Treasury Board policies and directives on contracts awarded to FPSs, bidders must provide the information required at ANNEX “D” FORMER PUBLIC SERVANT before contract award. 5.2.2 Integrity Provisions – Required Documentation In accordance with the section titled Information to be provided when bidding, contracting or entering into a real procurement agreement of the Ineligibility and Suspension Policy (http://www.tpsgc-pwgsc.gc.ca/ci-if/politique-policy-eng.html), the Bidder must provide the required documentation, as applicable, to be given further consideration in the procurement process. The Bidder, regardless of their status under the Ineligibility and Suspension Policy, must submit a list of names prior to award of a contract. Bidders must provide the information requested at ANNEX “E” LIST OF NAMES FOR INTEGRITY VERIFICATION FORM.

http://www.tpsgc-pwgsc.gc.ca/ci-if/declaration-eng.html

http://www.tpsgc-pwgsc.gc.ca/ci-if/politique-policy-eng.html







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5.2.3 Federal Contractors Program for Employment Equity – Bid Certification By submitting a bid, the Bidder certifies that the Bidder, and any of the Bidder's members if the Bidder is a Joint Venture, is not named on the Federal Contractors Program (FCP) for employment equity "FCP Limited Eligibility to Bid" list available at the bottom of the page of the Employment and Social Development Canada (ESDC) - Labour's website (https://www.canada.ca/en/employment-social-development/programs/employment-equity/federal-contractor-program.html#).

Canada will have the right to declare a bid non-responsive if the Bidder, or any member of the Bidder if the Bidder is a Joint Venture, appears on the “FCP Limited Eligibility to Bid” list at the time of contract award. 5.2.4 Additional Certifications Precedent to Contract Award 5.2.4.1 Status and Availability of Resources SACC Manual clause A3005T (2010-08-16), Status and Availability of Resources 5.2.4.3 Education and Experience SACC Manual clause A3010T (2010-08-16), Education and Experience

https://www.canada.ca/en/employment-social-development/programs/employment-equity/federal-contractor-program.html#s4

https://www.canada.ca/en/employment-social-development/programs/employment-equity/federal-contractor-program.html#s4

http://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual/5/A/A3005T/active

http://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual/5/A/A3010T/active






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PART 6 - RESULTING CONTRACT CLAUSES The following clauses and conditions apply to and form part of any contract resulting from the bid solicitation. 6.1 Security Requirements There is no security requirement applicable to the Contract. 6.2 Statement of Work The Contractor must perform the Work in accordance with the Statement of Work at Annex “A”. 6.2.1 Task Authorization Process (B9054C) Task Authorization: The Work or a portion of the Work to be performed under the Contract will be on an "as and when requested basis" using a Task Authorization (TA). The Work described in the TA must be in accordance with the scope of the Contract. Task Authorization Process:

1. The Project Authority will provide the Contractor with a description of the task using the "Task

Authorization" form specified in Annex “C”.

2. The Task Authorization (TA) will contain the details of the activities to be performed, a description

of the deliverables, and a schedule indicating completion dates for the major activities or

submission dates for the deliverables. The TA will also include the applicable basis (bases) and

methods of payment as specified in the Contract.

3. The Contractor must provide the Project Authority, within five (5) calendar days of its receipt, the

proposed total estimated cost for performing the task and a breakdown of that cost, established in

accordance with the Basis of Payment specified in the Contract.

4. The Contractor must not commence work until a TA authorized by the Contracting Authority has

been received by the Contractor. The Contractor acknowledges that any work performed before

a TA has been received will be done at the Contractor's own risk.

6.2.2 Task Authorization Limit (C9011C) The Project Authority may authorize individual task authorizations up to a limit of $ 5,000.00, Applicable Taxes included, inclusive of any revisions. Any task authorization to be issued in excess of that limit must be authorized by Contracting Authority before issuance. 6.2.3 Canada’s Obligation – Portion of the Work – Task Authorizations (B9031C) Canada's obligation with respect to the portion of the Work under the Contract that is performed through task authorizations is limited to the total amount of the actual tasks performed by the Contractor.






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6.3 Standard Clauses and Conditions All clauses and conditions identified in the Contract by number, date and title are set out in the Standard Acquisition Clauses and Conditions Manual (https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual) issued by Public Works and Government Services Canada. 6.3.1 General Conditions 2010B (2018-06-21), General Conditions – Professional Services (Medium Complexity), apply to and form part of the Contract. All reference to the Minister of Public Works and Government Services Canada shall be deleted and replaced with the Minister of the Environment for the purposes of the Parks Canada Agency. All reference to the Department of Public Works and Government Services Canada shall be deleted and replaced with the Parks Canada Agency. 6.3.2 Supplemental General Conditions 4007 (2010-08-16), Canada to Own Intellectual Property Rights in Foreground Information apply to and form part of the Contract. 6.4 Term of Contract 6.4.1 Period of the Contract The period of the Contract is from date of Contract to March 31, 2021 inclusive

6.4.2 Option to Extend the Contract The Contractor grants to Canada the irrevocable option to extend the term of the Contract by up to two (2) additional one (1) year period(s) under the same conditions. The Contractor agrees that, during the extended period of the Contract, it will be paid in accordance with the applicable provisions as set out in the Basis of Payment. Canada may exercise this option at any time by sending a written notice to the Contractor at least 15 calendar days before the expiry date of the Contract. The option may only be exercised by the Contracting Authority, and will be evidenced for administrative purposes only, through a contract amendment.

6.5 Authorities 6.5.1 Contracting Authority The Contracting Authority for the Contract is: Patrick Alguire Contracting Advisor Parks Canada Agency 30 Victoria Street, Gatineau, QC J8X 0B3 Telephone: (819) 420-4692 E-mail address: [email protected]



https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual/3/2010B/active

https://buyandsell.gc.ca/policy-and-guidelines/standard-acquisition-clauses-and-conditions-manual/4/4007/3






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The Contracting Authority is responsible for the management of the Contract and any changes to the Contract must be authorized in writing by the Contracting Authority. The Contractor must not perform work in excess of or outside the scope of the Contract based on verbal or written requests or instructions from anybody other than the Contracting Authority. 6.5.2 Project Authority The Project Authority for the Contract is: (to be inserted at contract award) The Project Authority is the representative of the department or agency for whom the Work is being carried out under the Contract and is responsible for all matters concerning the technical content of the Work under the Contract. Technical matters may be discussed with the Project Authority, however the Project Authority has no authority to authorize changes to the scope of the Work. Changes to the scope of the Work can only be made through a contract amendment issued by the Contracting Authority. 6.5.3 Contractor's Representative The Contractor’s Representative for the Contract is:

Representative’s Name:

Title:

Vendor/ Firm Name:

Address:

City:

Province / Territory:

Postal Code / ZIP Code:

Telephone:

Facsimile:

Email Address:

Procurement Business Number (PBN) or Goods and Services Tax (GST) Number:

6.6 Proactive Disclosure of Contracts with Former Public Servants By providing information on its status, with respect to being a former public servant in receipt of a Public Service Superannuation Act (PSSA) pension, the Contractor has agreed that this information will be reported on departmental websites as part of the published proactive disclosure reports, in accordance with Contracting Policy Notice: 2012-2 of the Treasury Board Secretariat of Canada.

http://laws-lois.justice.gc.ca/eng/acts/P-36/FullText.html


http://www.tbs-sct.gc.ca/pubs_pol/dcgpubs/contpolnotices/siglist-eng.asp






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6.7 Payment For the Work described in Section 4.0: Phase 1: Brand Foundation of the Statement of Work in Annex “A”:

6.7.1 Basis of Payment: Phase 1: Brand Foundation In consideration of the Contractor satisfactorily completing its obligations under the Contract, the Contractor will be paid a firm price or a cost of $_______ (amount to be inserted at contract award). Customs duties are included and Applicable Taxes are extra. For the firm price portion of the Work only, Canada will not pay the Contractor for any design changes, modifications or interpretations of the Work unless they have been approved, in writing, by the Contracting Authority before their incorporation into the Work.

6.7.2 Payments: Phase 1: Brand Foundation Canada will make milestone payments in accordance with the Schedule of Milestones detailed in the Contract and the payment provisions of the Contract if:

. a. all work associated with the milestone and as applicable any deliverable required

has been completed and accepted by Canada

6.7.3 Schedule of Milestones: Phase 1: Brand Foundation The schedule of milestones for which payments will be made in accordance with the Contract is as follows:

Milestone No.

Description or "Deliverable"

Firm Amount % Contract

Value

Due Date or "Delivery Date"

1 Upon completion of Statement of Work 4.5.3 Targeted Consultation

25% 15 days following completion of targeted consultations

2 Upon delivery of report documenting key findings from the workshop, Statement of Work 4.5.5 Brand Strategy Workshop

25% 1 week following workshop

3 Upon approval of Statement of Work 4.5.8 Final Documents

50% 3 weeks following receipt of final documents

For the Task Authorization portions of work described in section 5 & 6 of the Statement of Work in Annex “A”:

6.7.4 Basis of Payment: Task Authorization (Phase 2 & 3)






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The Contractor will be paid for the Work specified in the authorized task authorization, in accordance with the Basis of payment at Annex “B”. Canada's liability to the Contractor under the authorized task authorization must not exceed the limitation of expenditure specified in the authorized task authorization. Custom duties are included and Applicable Taxes are extra. No increase in the liability of Canada or in the price of the Work specified in the authorized task authorization resulting from any design changes, modifications or interpretations of the Work will be authorized or paid to the Contractor unless these design changes, modifications or interpretations have been authorized, in writing, by the Contracting Authority before their incorporation into the Work. 6.7.5 Limitation of Expenditure - Cumulative Total of all Task Authorizations 1. Canada's total liability to the Contractor under the Contract for all authorized Task

Authorizations (TAs), inclusive of any revisions, must not exceed the sum of $ _______ (amount to be inserted at contract award). Customs duties are included and Applicable Taxes are extra.

2. No increase in the total liability of Canada will be authorized or paid to the Contractor unless an increase has been approved, in writing, by the Contracting Authority.

3. The Contractor must notify the Contracting Authority in writing as to the adequacy of this sum: a. when it is 75 percent committed, or b. four (4) months before the contract expiry date, or c. as soon as the Contractor considers that the sum is inadequate for the completion of

the Work required in all authorized TAs, inclusive of any revisions, whichever comes first.

4. If the notification is for inadequate contract funds, the Contractor must provide to the Contracting Authority, a written estimate for the additional funds required. Provision of such information by the Contractor does not increase Canada's liability.

6.7.6 Payments: Task Authorization (Phase 2 & 3) Canada will pay the Contractor on a monthly basis for work performed during the month covered by the invoice in accordance with the payment provisions of the Contract if:

a. an accurate and complete invoice and any other documents required by the Contract have been submitted in accordance with the invoicing instructions provided in the Contract;

b. all such documents have been verified by Canada; c. the Work performed has been accepted by Canada.

6.7.7 Travel and Living Expenses A. The Contractor will be reimbursed its authorized travel and living expenses reasonably and properly

incurred in the performance of the Work, at cost, without any allowance for profit and/or administrative overhead, in accordance with the meal, and private vehicle allowances specified in Appendices B, C and D of the National Joint Council Travel Directive, and with the other provisions of the directive referring to

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"travellers", rather than those referring to "employees". Canada will not pay the Contractor any incidental

expense allowance for authorized travel.

B. For the Work described in Section 4.0 Phase 1: Brand Foundation of the Statement of Work in Annex “A”: No travel hourly rates will be provided. Only travel expenses described in section 6.7.7.A will be reimbursed.

C. For the Task Authorization portions of work described in section 5 & 6 of the Statement of Work in

Annex “A”: the Contractor will be paid for actual time spent travelling at half the hourly rate. The hourly rate will be determined by dividing the firm per diem rate set out in Annex “B” by 7.5 hours. All payments are subject to government audit.

D. The authorized travel and living expenses will be paid upon submission of an itemized statement

supported by receipt vouchers. 6.8 Invoicing Instructions

1. The Contractor must submit invoices in accordance with the section entitled "Invoice Submission" of the general conditions. Invoices cannot be submitted until all work identified in the invoice is completed. Each invoice must be supported by:

a. a copy of time sheets to support the time claimed;

b. a copy of the release document and any other documents as specified in the Contract;

c. a copy of the invoices, receipts, vouchers for all direct expenses, and all travel and living expenses;

2. Invoices must be distributed as follows:

a. The original must be forwarded to the address shown on page 1 of the Contract for certification and payment.

6.9 Certifications and Additional Information 6.9.1 Compliance Unless specified otherwise, the continuous compliance with the certifications provided by the Contractor in its bid or precedent to contract award, and the ongoing cooperation in providing additional information are conditions of the Contract and failure to comply will constitute the Contractor in default. Certifications are subject to verification by Canada during the entire period of the Contract. 6.10 Applicable Laws The Contract must be interpreted and governed, and the relations between the parties determined, by the laws in force in Quebec. 6.11 Priority of Documents If there is a discrepancy between the wording of any documents that appear on the list, the wording of the document that first appears on the list has priority over the wording of any document that subsequently appears on the list.






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(a) the Articles of Agreement; (b) the supplemental general conditions 4007 (2010-08-16), Canada to Own Intellectual Property Rights

in Foreground Information; (c) the general conditions 2010B (2018-06-21), General Conditions – Professional Services (Medium

Complexity); (d) Annex “A”, Statement of Work; (e) Annex “B”, Basis of Payment; (f) the signed Task Authorizations; (g) the Contractor's bid dated _____________ (to be inserted at contract award) 6.12 Insurance Requirements The Contractor is responsible for deciding if insurance coverage is necessary to fulfill its obligation under the Contract and to ensure compliance with any applicable law. Any insurance acquired or maintained by the Contractor is at its own expense and for its own benefit and protection. It does not release the Contractor from or reduce its liability under the Contract. 6.13 Inspection and Acceptance The Project Authority is the Inspection Authority. All reports, deliverable items, documents, goods and all services rendered under the Contract are subject to inspection by the Inspection Authority or representative. Should any report, document, good or service not be in accordance with the requirements of the Statement of Work and to the satisfaction of the Inspection Authority, as submitted, the Inspection Authority will have the right to reject it or require its correction at the sole expense of the Contractor before recommending payment. 6.14 Translation of Documentation

The Contractor agrees that Canada may translate in the other official language any documentation delivered to Canada by the Contractor that does not belong to Canada. The Contractor acknowledges that Canada owns the translation and that it is under no obligation to provide any translation to the Contractor. Canada agrees that any translation must include any copyright notice and any proprietary right notice that was part of the original. Canada acknowledges that the Contractor is not responsible for any technical errors or other problems that may arise as a result of the translation. 6.15 Replacement of Specific Individuals

1. If specific individuals are identified in the Contract to perform the Work, the Contractor must provide the services of those individuals unless the Contractor is unable to do so for reasons beyond its control.

2. If the Contractor is unable to provide the services of any specific individual identified in the Contract, it must provide a replacement with similar qualifications and experience. The replacement must meet the criteria used in the selection of the Contractor and be acceptable to Canada. The Contractor must, as soon as possible, give notice to the Contracting Authority of the reason for replacing the individual and provide:

a) the name, qualifications and experience of the proposed replacement; and

b) Proof that the proposed replacement has the required security clearance granted by Canada, if applicable.

3. The Contractor must not, in any event, allow performance of the Work by unauthorized replacement persons. The Contracting Authority may order that a replacement stop performing the Work. In such a

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case, the Contractor must immediately comply with the order and secure a further replacement in accordance with subsection 2. The fact that the Contracting Authority does not order that a replacement stop performing the Work does not relieve the Contractor from its responsibility to meet the requirements of the Contract.

6.16 Ownership

1. Unless provided otherwise in the Contract, the Work or any part of the Work belongs to Canada after delivery and acceptance by or on behalf of Canada.

2. However if any payment is made to the Contractor for or on account of any Work, either by way of progress or milestone payments, that work paid for by Canada belongs to Canada upon such payment being made. This transfer of ownership does not constitute acceptance by Canada of the Work or any part of the Work and does not relieve the Contractor of its obligation to perform the Work in accordance with the Contract.

3. Despite any transfer of ownership, the Contractor is responsible for any loss or damage to the Work or any part of the Work until it is delivered to Canada in accordance with the Contract. Even after delivery, the Contractor remains responsible for any loss or damage to any part of the Work caused by the Contractor or any subcontractor.

4. Upon transfer of ownership to the Work or any part of the Work to Canada, the Contractor must, if requested by Canada, establish to Canada's satisfaction that the title is free and clear of all claims, liens, attachments, charges or encumbrances. The Contractor must execute any conveyances and other instruments necessary to perfect the title that Canada may require.

6.17 Identification Protocol Responsibilities The Contractor will be responsible for ensuring that any of its resources, representatives or subcontractors complies with the following self-identification requirements:

d. Contractors who attend a Government of Canada meeting (whether internal or external to Canada's offices) must identify if they are a Contractor prior to the commencement of the meeting, to ensure that each meeting participant is aware of the fact that the individual is not a Government of Canada employee;

e. During the performance of any Work at a Government of Canada site, the Contractor must be clearly identified at all times as being a Contractor; and

f. If a Contractor requires the use of the Government of Canada's e-mail system in the performance of the Work, then the individual must clearly identify him or herself as a Contractor in all electronic mail including the signature block as well as under "Properties". This identification protocol must also be used in all other correspondence, communication, and documentation;

g. If Canada determines that the Contractor are in breach of any obligation stated in this clause, upon written notice from Canada the Contractor must submit a written action plan describing the corrective measures it will implement to eliminate the recurrence of the problem. The Contractor will have five working days to deliver the action plan to the Client or the Contracting Authority, and twenty working days to rectify the underlying problem; and

h. In addition to any other rights it has under the Contract, Canada may terminate the Contract for default if the corrective measures required of the Contractor described above are not met.






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6.18 Intellectual Property Infringement and Royalties

1. The Contractor represents and warrants that, to the best of its knowledge, neither it nor Canada will infringe any third party's intellectual property rights in performing or using the Work, and that Canada will have no obligation to pay royalties of any kind to anyone in connection with the Work.

2. If anyone makes a claim against Canada or the Contractor concerning intellectual property infringement or royalties related to the Work, that Party agrees to notify the other Party in writing immediately. If anyone brings a claim against Canada, according to Department of Justice Act, R.S., 1985, c. J-2, the Attorney General of Canada must have the regulation and conduct of all litigation for or against Canada, but the Attorney General may request that the Contractor defend Canada against the claim. In either case, the Contractor agrees to participate fully in the defence and any settlement negotiations and to pay all costs, damages and legal costs incurred or payable as a result of the claim, including the amount of any settlement. Both Parties agree not to settle any claim unless the other Party first approves the settlement in writing.

3. The Contractor has no obligation regarding claims that were only made because:

a) Canada modified the Work or part of the Work without the Contractor's consent or used the Work or part of the Work without following a requirement of the Contract; or

b) Canada used the Work or part of the Work with a product that the Contractor did not supply under the Contract (unless that use is described in the Contract or the manufacturer's specifications); or

c) the Contractor used equipment, drawings, specifications or other information supplied to the Contractor by Canada (or by someone authorized by Canada); or

d) the Contractor used a specific item of equipment or software that it obtained because of specific instructions from the Contracting Authority; however, this exception only applies if the Contractor has included the following language in its own contract with the supplier of that equipment or software: "[Supplier name] acknowledges that the purchased items will be used by the Government of Canada. If a third party claims that equipment or software supplied under this contract infringes any intellectual property right, [supplier name], if requested to do so by either [Contractor name] or Canada, will defend both [Contractor name] and Canada against that claim at its own expense and will pay all costs, damages and legal fees payable as a result of that infringement." Obtaining this protection from the supplier is the Contractor's responsibility and, if the Contractor does not do so, it will be responsible to Canada for the claim.

4. If anyone claims that, as a result of the Work, the Contractor or Canada is infringing its intellectual property rights, the Contractor must immediately do one of the following:

a) take whatever steps are necessary to allow Canada to continue to use the allegedly infringing part of the Work; or

b) modify or replace the Work to avoid intellectual property infringement, while ensuring that the Work continues to meet all the requirements of the Contract; or

c) take back the Work and refund any part of the Contract Price that Canada has already paid.

If the Contractor determines that none of these alternatives can reasonably be achieved, or if the Contractor fails to take any of these steps within a reasonable amount of time, Canada may choose either to require the Contractor to do (c), or to take whatever steps are necessary to acquire the rights to use the allegedly infringing part(s) of the Work itself, in which case the Contractor must reimburse Canada for all the costs it incurs to do so.

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ANNEX “A” STATEMENT OF WORK A.1.0 PROJECT TITLE

Parks Canada Brand Refresh A.2.0 OBJECTIVE

The intent of this request is to review and refresh Parks Canada’s brand identity. Repositioning and refreshing Parks Canada’s brand identity will enable the organization to communicate more effectively, and more consistently, allowing opportunities for increasing awareness and strengthening the Parks Canada brand. A.3.0 BACKGROUND A.3.1 About Parks Canada

Parks Canada is the federal government agency that currently manages 47 National Parks, 171 National Historic Sites, 4 National Marine Conservation Areas, and 1 National Urban Park spanning every province and territory of Canada. Parks Canada is responsible for both protecting these places and managing them for visitors to understand, appreciate, and enjoy in a meaningful and sustainable manner.

Parks Canada’s workforce is comprised of approximately 5000 people who work in over 200 different locations across Canada. Parks Canada team members perform various roles from asset maintenance, natural resource and heritage conservation, finance and administration to promotion, visitor services and external relations. Through its responsibility for protecting and presenting nationally significant examples of Canada’s natural and cultural heritage, Parks Canada strives to be a global leader in science, conservation, and visitor experience. The Agency’s brand is thus significant in the spheres of environmental advocacy, science, and conservation of both natural and cultural spaces as well as Canada’s largest provider of tourism attractions. A.3.2 Project Overview

Parks Canada’s brand has gained significant recognition over the past few years with several concerted efforts including targeting consumer segments strategically, implementation of free admission to celebrate Canada 150, and continued successes in conservation efforts. This being said, the full potential of the brand is not maximised. Parks Canada’s purpose is not consistently and effectively communicated and is generally not well understood. Although many iconic locations Parks Canada manages are renowned, the organization currently has challenges in communicating its purpose and the broad range of its responsibilities in a consistent, clear, and compelling way. These issues seem to stem in part from the state of the elements that comprise the current brand foundation, lack of a brand architecture, as well as the absence of a consistent brand identity and engaging language used to describe Parks Canada. This project seeks to resolve Parks Canada’s brand challenges through a comprehensive review and refresh of its brand foundation and identity. The work and resulting brand strategy must be research based and results driven. The project has been divided into three prerequisite phases (see Appendix 1 Brand Refresh Project Outline). Phases are summarized as follows: Phase 1: Brand Foundation – develop a foundational brand strategy that focuses on refreshed core brand elements

for Parks Canada and is anchored in empirical data and modern branding practices. Phase 2: Brand Identity Components (via Task Authorization) – review and refresh the key components that define

Parks Canada’s brand identity (identifiers, colour, typography, visual style, and voice). Phase 3: Brand Identity Touchpoints (via Task Authorization) – integrate the refreshed brand identity components

into Parks Canada’s brand identity touchpoints by means of developing new standards and guidelines, generating examples, and creating templates.






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A.3.3 Government of Canada Standards and Policies

As an Agency of the Government of Canada, Parks Canada is required to meet all legislative and policy requirements related to the communications function. The following summary requirements set out in the Policy on Communications and Federal Identity, the Official Languages Act, and the Directive on the Management of Communications are applicable. See 8.1 Government of Canada Standards and Policies for more information.

A.3.4 Brand Management Challenges

A.3.4.1 Decentralized Organization Although Parks Canada has headquarters in Gatineau, Quebec, it operates as a decentralized organization. Applications of the brand identity to a range of touchpoints are produced by team members with varying levels of design experience, at locations across the country. Distinct teams specialise in a range of functions including, among others, marketing communications, visitor experience, science and conservation, indigenous relations, administrative support, human resources, and finance. For these reasons, consistency is very challenging to achieve. A.3.4.2 Core Program Areas Canada’s network of national parks, national historic sites, and national marine conservation areas is one of the finest and most expansive in the world. But most Canadians don’t know about these three program areas managed by Parks Canada. The name “Parks Canada” is often associated primarily with national parks. Awareness of national parks is much higher than that of national historic sites and marine conservation areas, and the audiences that are attracted to each of these program areas are typically distinct. A.3.4.3 Partnering Parks Canada collaborates with a variety of organizations as a means to expand opportunities for program delivery, and to reach new audiences. Activities can include: events, programming, research, conservation projects, etc. Public acknowledgements of these partnering arrangements must include both Parks Canada’s brand identity as well as that of the partner organization(s). A.3.4.4 Collaborative and Cooperative Management with Indigenous Communities Parks Canada works in collaboration with Indigenous communities across the country in the preservation and presentation of heritage places, and is committed to continuing to build a path forward in the spirit of reconciliation and the betterment of our common goals. In many Parks Canada places, this includes Indigenous participation in collaborative and cooperative management of places, to ensure Indigenous perspectives and knowledge are included in the management and operations of Parks Canada sites. These collaborative and cooperative management arrangements present unique challenges and opportunities in our efforts to ensure mutually adequate and acceptable representation. A.3.4.5 Sustainable Tourism

Sustainable tourism has gained significant attention in the past several years. As stewards of protected places, we understand and strive to curtail the risks of overcrowding and deterioration to the natural and cultural heritage places entrusted to us. But to ensure we fully leverage the power of sustainable tourism, collaboration with the private sector, all levels of government, and with key tourism industry stakeholders becomes critical so that sustainability can be addressed at the outset from natural, cultural, community, and economic perspectives. Canada’s Federal Tourism Strategy, of which Parks Canada is a contributor, has a large focus on a sustainable tourism offer.






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A.3.4.5 Promoting Parks Canada

In the years leading up to 2011 visitation to Parks Canada places was in decline and since that time concerted promotional efforts have been made to increase visitation and awareness of Parks Canada. Through this effort many places have been emphasising visitor experiences in their promotional media with reduced emphasis on their conservation, cultural, and historic significance and targeted specific audiences. These concerted efforts did result in visitation growth however the resulting communication products do not consistently reflect Parks Canada’s unique propositions, which often revolves around this significance. A balance must be struck between demonstrating the significance of the place itself and the visitor experience. A.3.4.6 Mandate and Charter Parks Canada often uses the words of its mandate and charter to describe who Parks Canada is. Although these statements are not incorrect, they are not engaging and do not capture the impressive size of the organization or the vast range of work that we undertake. The mandate is established in the Parks Canada Agency Act, the charter is under CEO authority and are best leveraged in the context of governance. These items will not be adjusted as part of this exercise however a clear role should be given to these in the brand hierarchy and they will have a role in informing the refreshed brand. A.3.4.7 Photography Photography plays a prominent role in our brand identity. Primary photography appearing on Parks Canada brand touchpoints often features lifestyle photography of visitors engaged in an experience. Less emphasis has recently been placed on illustrating the significance and uniqueness of our locations. Recognised challenges exist in securing photography that distinguishes Parks Canada places from those of our competitors and a struggle exists between showing Parks Canada places as dynamic and engaging locations while also representing the unique proposition of each. A.3.4.8 Video Video is playing an increasingly important role in all of Parks Canada’s communications and promotions. While video is featured on Parks Canada’s own website, it is accessed more frequently through its social media channels such as Facebook, Twitter, and YouTube. Currently, the only brand identity elements that are mandatory for Parks Canada’s video productions are a standardized intro that presents the Parks Canada beaver logo and an outro that presents the Government of Canada identifiers. The outro is the only element mandated from the Government of Canada however they are in the process of reviewing their own standards with the advent of increasingly shorter videos. Parks Canada hopes to explore whether common elements in brand look and feel can support the production of videos that are brand aligned. A.3.4.9 Signage Signage has high public visibility supporting the arrival experience at Parks Canada places and helps ensure that visitors can enjoy and navigate places in a safe and effective way. Signage represents the largest application and investment within the Parks Canada Brand Management Program, with over 70,000 installed assets at an estimated cost exceeding $40,000,000 and an estimated implementation period (based on current capacity) of 10 years. In 2000-01, Heritage Green (PMS 553) and Helvetica Neue were adopted as the colour and typographic standard for signage. 3.4.10 Website The Parks Canada website aims to provide visitors and other audiences an engaging, user-focused site that often serves as a content hub and is consistent with other brand touchpoints. Parks Canada’s website must comply with Government of Canada web standards, including Web Content Accessibility Guidelines. These mandatory requirements create challenges to attain continuity with other Parks Canada brand touchpoints. Parks Canada’s website competes in a crowded arena with other destination websites and may benefit from more






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creative freedom and functional versatility. The website policy, content style guides, information architecture, and overall design is centrally managed, however the management of web content is decentralized. Parks Canada’s web presence also extends to online retail platforms for the sale of admission passes, campground reservations and official merchandise. All contracts for these retail platforms are up for renewal and will be designed centrally to offer a common look and feel cross-platform. A.3.4.11 Digital and Social Media The Government of Canada’s Directive on the Management of Communications requires the use of digital media as the primary means of connecting and interacting with the public. The large amount of content Parks Canada produces for its various digital channels is produced in a decentralised manner by colleagues with various levels of experience and expertise. A.3.4.12 Fluctuating Workforce Approximately 2500 students were employed by Parks Canada in 2017, and during peak visitation periods Parks Canada increases its workforce by as much as 25%. Parks Canada values mobility and growth from within as well as seeking qualified external talent which means a significant fluctuation in staff who work closely with the brand. This fluctuation of students and seasonal staff and general workforce presents the challenge of educating team members effectively on Parks Canada’s brand. A.3.4.13 Target Audiences Through the guidance of social science research, Parks Canada targets Canadians and international visitors with an emphasis on youth, families, and new Canadians. Parks Canada leverages Prizm as a principle segmentation tool as well as EQ (Explorer Quotient) as a psychographic segmentation tool. This being said, all Canadians are affected by Parks Canada’s work as tax-payers and potential supporters of the mandate. Very little pro-active marketing is done by Parks Canada in the foreign markets it targets (US, Germany, UK, France, Australia and China). Parks Canada, and its outsourced designers, designs communications, promotions, and experiences for this broad range of audiences and markets. A.3.4.14 Advertising Campaign In 2018 Parks Canada launched a national advertising campaign based on the theme “450 000 km2 of Memories”, and supported by the call to action “Discover. Protect. Connect”. Location specific advertisements revolve around the concept of memories but do not incorporate 450 000km2 messaging as this speaks of the entire network of heritage places Parks Canada manages. National campaigns are often challenged in addressing the full scope of Parks Canada’s mandate. A.4.0 PHASE 1: Brand Foundation A.4.1 Scope of Work

Phase 1: Brand Foundation will focus on refreshing a foundational brand strategy for Parks Canada. This project phase involves a review of the current Parks Canada core brand elements, identifying areas for improvement and simplification, and consideration for missing elements or structure such as brand architecture that may bring more clarity to Parks Canada’s purpose and its distinct program areas. The phase also involves writing a corporate summary that communicates Parks Canada’s purpose and positioning in a clear, engaging manner. A main part of this phase will center around a brand strategy workshop, involving a Parks Canada working group, that will review and refresh Parks Canada’s core brand elements. The workshop will be informed by existing social science research provided by Parks Canada, and findings from a targeted consultation process led by the successful proponent. It is expected that outcomes of Phase 1 will influence direction taken in the following phases of the project.






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A.4.2 Mandate and Charter

The following items, Mandate, Role and Commitments, are out of scope given they are outlined in the Parks Canada Agency Act and Parks Canada Charter. However, they are important anchors as they reflect the “raison d’être” of the Agency. The refreshed Brand Elements should respect their role in guiding the Agency’s work. Specific attention should be given to clearly outline the role of these core items in the application of the brand. Mandate

On behalf of the people of Canada, we protect and present nationally significant examples of Canada’s natural and cultural heritage, and foster public understanding, appreciation and enjoyment in ways that ensure the ecological and commemorative integrity of these places for present and future generations. Role We are guardians of the national parks, the national historic sites and the national marine conservation areas of Canada. We are guides to visitors from around the world, opening doors to places of discovery and learning, reflection and recreation. We are partners building on the rich traditions of our Indigenous people, the strength of our diverse cultures and our commitments to the international community. We are storytellers recounting the history of our land and our people - the stories of Canada. Commitments To protect, as a first priority, the natural and cultural heritage of our special places and ensure that they remain healthy and whole. To present the beauty and significance of our natural world and to chronicle the human determination and ingenuity which have shaped our nation. To celebrate the legacy of visionary Canadians whose passion and knowledge have inspired the character and values of our country. To serve Canadians, working together to achieve excellence guided by values of competence, respect and fairness. A.4.3 Core Brand Elements

The following Core Brand Elements were established in 2008. The Agency struggles with the large number of elements which may have been intended for greater flexibility but, given Parks Canada’s operating context, have become part of the cause for a fragmented look and feel. Although the statements overall remain true, clarity and focus will be essential moving forward. Vision Canada’s treasured natural and historic places will be a living legacy, connecting hearts and minds to a stronger, deeper understanding of the very essence of Canada. Brand Statement

Parks Canada will be recognized as the leading organization that engages Canadians and people around the world through personal moments of inspiring discovery of our treasured natural and historic places because we combine exemplary conservation practices, higher quality services and programs, welcoming staff and a capacity to share knowledge.






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Attributes We protect a national network of Canada’s treasures We present these treasures We have knowledgeable and engaging staff We provide quality facilities, services and activities We inspire people to experience and appreciate Canada’s treasures We are a world leader Personality

Welcoming, Cheerful, Knowledgeable, Passionate, Captivating, Proactive Promise

Protect, Present, Inspire, Engage, Lead Benefits Awe, Delight, Discovery, Appreciation, Connection Positioning Bringing you Canada’s natural and historic treasures Essence Inspiring discovery A.4.4 Brand Foundation – Issues and Questions

In the performance of the work under contract, the Brand Foundation should address the following issues and questions which have been at the root of ongoing concerns in Parks Canada’s brand work.

A.4.4.1 Core Brand Elements

Parks Canada’s core elements were designed to be inclusive of all functions at a time where the Agency was maturing in its marketing communications efforts. It is apparent now that there are too many core elements that are compromising the ability to bring focus to our brand identity. There is redundancy among some of the elements, and not all of them exploit Parks Canada’s uniqueness. At the same time, some elements cannot easily be changed while some elements, like a Brand Manifesto, are not present. Which core brand elements should be developed for Parks Canada given the wide application of the brand by non-designers and outsourced services? In which direction should these brand elements take us to clearly and consistently communicate our brand while also conveying the complex nature of the organisation?

A.4.4.2 Program Areas

Parks Canada’s three core program areas—National Parks, National Historic Sites, and National Marine Conservation Areas—are vastly different from each other. A fourth area, National Urban Parks, has recently been established and currently consists of one location, Rouge National Urban Park. Opportunities may exist to leverage the brand refresh to create a hierarchy or structure so that all program areas gain recognition despite the known challenge of the Agency’s name focusing on “parks”. What strategies could be developed to support each program area in order for it to gain its share of recognition? What are the benefits and risks of potential approaches?






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A.4.4.3 Dual Mandate Because of its mandate to both protect and connect, Parks Canada has messages that sometimes seem to be in opposition of one another. Through recent concerted efforts, these messages are increasingly combined to speak to both the variety of experiences visitors may have while also tying in information on what the place protects. We sometimes allude to a “circle of love” where people who visit our places benefit from their experience while also going home changed and more appreciative and supportive of Canada’s protected places. Our audiences also seem more receptive to this combined message. Can this unique balance of protect and connect be leveraged to greater effect?

A.4.5 Phase 1 – Firm Deliverables

The Contractor will review all materials provided to gain a clear understanding of who Parks Canada is and the brand strategy issues we are seeking to resolve. Additional material can be provided on request. The working language through the scope of this exercise will be English and Parks Canada will be responsible for French language support, translations, and adaptations as necessary with exception of 4.5.3 Targeted Consultation which will be conducted in both official languages and will be the responsibility of the Contractor. All reports will be submitted to Parks Canada as Adobe PDF files unless otherwise stipulated. A.4.5.1 Preliminary Meeting

The Contractor will take part in a pre-consultation meeting to provide initial thoughts on the project and will propose how the tasks of this project may roll out. This meeting will allow for preliminary discussion on: Parks Canada’s brand foundation, the proposed refresh, initial plans for engaging key stakeholders in a targeted consultation process, initial plans for a brand strategy workshop, the questions raised in 4.4 Brand Foundation: Issues and Questions, the writing

of corporate summaries, and intended outcomes for Phase 1 of this project. A.4.5.2 Review Plans for Targeted Consultation

The Contractor will propose a plan for engaging key stakeholders in a consultation process needed to guide efforts in refreshing Parks Canada’s core brand elements as well as future phases of the project. Consideration will be given to existing data gathered through Parks Canada Social Sciences efforts. Up to two rounds of revisions of the proposed plan may be possible. A.4.5.3 Targeted Consultation The Contractor will design and conduct a targeted consultation process. The process will engage Parks Canada’s key stakeholders such as environmental groups, Indigenous partners, and the tourism industry, through 6 online conference sessions (3 English and 3 French). Each session should be 2-3 hours. The consultation process will consider our stakeholder’s views, concerns, ideas and proposals, regarding their perspective of Parks Canada. This exercise will complement existing findings available from recent market research conducted by Parks Canada’s Social Sciences team. The intent of this consultation process is to understand our stakeholder’s perceptions of Parks Canada and to further our ability to define opportunities, identify preferences, discover needs, and gain insight; clarifying our understanding of how Parks Canada fits into the larger competitive environment. The Contractor will produce a report documenting the findings of this process. A.4.5.4 Review Plans for a Brand Strategy Workshop

The Contractor will propose a plan for the internal brand strategy workshop that includes an outline with objectives, a detailed agenda, and a schedule indicating duration. This outline will be reviewed and approved by the Parks Canada project team prior to scheduling the workshop. The Agency will propose approximately 15 representatives from various functions and parts of the country to take part in this session.






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A.4.5.5 Multi-day Brand Strategy Workshop (Internal Working Group)

The Contractor will develop and deliver a multi-day workshop to review and initiate the refresh of Parks Canada’s core brand elements. Informed by the targeted consultation process, this work will seek to streamline the elements and bring structure, relevance, and greater meaning to their purpose. The benefit of a brand architecture will be reviewed. The workshop will involve a group of Parks Canada team members representing various branches of the organization. The Contractor will produce a report documenting the key findings of this process. A.4.5.6 Draft – Brand Foundation & Strategy

The Contractor will take findings and insights gained from existing findings available from recent market research conducted by Parks Canada’s Social Sciences team, the targeted consultation process and brand strategy workshop, and develop a foundational brand strategy. If deemed beneficial, a brand architecture will be developed. The Contractor will also address the questions raised in 4.4 Brand Foundation: Issues and Questions. The Contractor will provide a draft of Parks Canada’s refreshed core brand elements—supported by a brand architecture, if required—for review by the Parks Canada project team. A.4.5.7 Draft – Corporate Summary The Contractor will draft a long-form and a short-form corporate summary, in English, that describes Parks Canada in an engaging, easily understood manner. These boilerplate summaries will communicate with clarity Parks Canada’s purpose and positioning. It is expected that consistent and regular use of these summaries will help improve awareness of Parks Canada. 1. Long-Form Summary – several paragraphs and/or sections that explain in more depth who Parks Canada is and

what Parks Canada is about. 2. Short-Form Summary – a paragraph consisting of just a few sentences concisely explaining who Parks Canada is

and what Parks Canada is about.

A.4.5.8 Final Documents

The Contractor will prepare final documents for Parks Canada, in English, that will include the following: 1. The refreshed brand foundation elements—supported by a brand architecture, if required—a rationale on the

benefits of each element, how these elements may influence the visual and verbal expression of the brand, and strategy or guidance on how, when, and where to use them.

2. Long-form and short-form corporate summaries that describe Parks Canada, and guidance on the use of these summaries (public versus internal communications).






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A.4.5.9 Timeframe and Delivery Dates Final schedule to be negotiated with the Contractor. 1. Preliminary meeting (in-person):

1 week following contract award date

2. Review Proposed Targeted Consultation Process (conference call):

2 weeks following preliminary meeting

3. Targeted Consultations and Interpretation of Findings 6 weeks following preliminary meeting

4. Brand Strategy Workshop Plan (conference call):

6 weeks following preliminary meeting

5. Multi-day Brand Strategy Workshop (in-person):

TBD

6. Brand Strategy Workshop Summary and Interpretation of Findings (email / conference call): 1 week following workshop

7. Draft – Brand Foundation & Strategy

first draft, 2 weeks following approval of all “Findings” Approval – Brand Foundation & Strategy TBD

8. Draft – Corporate Summary (conference call / email):

first draft, 3 weeks following approval of “Brand Foundation & Strategy” Approval – Corporate Summary TBD

9. Delivery of Final Documents:

3 weeks following approval of “Corporate Summary”

10. Approval of Final Documents: 3 weeks following receipt

Note: There is an expectation that steps 7 through 9 will involve a multiple review and revision process leading to approval of final documents.






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A.5.0 PHASE 2: Brand Identity Components (via Task Authorization) A.5.1 Scope of Work Following the completion of Phase 1: Brand Foundation, Parks Canada may exercise the option to have the Contractor complete work outlined in Phase 2: Brand Identity Components. Since the work completed in Phase 1 will

have factors that influence the scope of work involved in this phase, details regarding the deliverables for Phase 2 will be revised and a more comprehensive scope and schedule for Phase 2 will be provided should this option be exercised. This phase involves a review and refresh of the key components that define Parks Canada’s brand identity (identifiers, colour, typography, visual style, and voice). It is expected that the revised brand foundation will influence aspects of this phase by integrating meaning to form. Work on the brand identity components will focus on the following: Brand Consistency and Continuity: Advise on the importance of maintaining a consistent brand identity and

establishing continuity through all brand touchpoints. Identifiers: Review the three identifiers Parks Canada currently uses and consider new options on how they may

work together within Treasury Board directives. Colour: Refresh the Parks Canada brand colour palette for more effective and meaningful use of colour throughout

the brand identity. Typography: Review current brand typefaces, consider the lack of Indigenous language support, and provide

recommendations to renew Parks Canada’s typographic standards, including the potential to commission a bespoke typeface. Visual Style: Review the types and style of images currently used to portray Parks Canada, consider current issues

and challenges, and propose a visual strategy that brings more purpose and meaning to Parks Canada’s visual identity. Voice: Define Parks Canada’s brand voice and provide guidance and recommendations on developing a useful and

practical guide for all Parks Canada team members. Once progress has evolved with the refresh of brand identity components, further work in the following areas will be required to complete this phase: Trial Applications and Usability Testing: Refreshed components will be tested on mock-ups of a broad range of

brand touchpoints to evaluate viability and effectiveness, and to gain approvals for the next phase of the project. Usability testing will include internal and external audiences. Brand Refresh Launch Recommendations: Parks Canada intends to prioritise a select range of key brand identity

touchpoints for the purpose of launching the refreshed brand in 2021. This task looks to develop a plan that will identify what will be launched, when it will be launched, and how to leverage the launch to ensure it will be engaging and deliver maximum impact.






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A.5.2 Phase 2 – Deliverables

If the option is exercised, via a task authorization, the Contractor will: • review the state of the existing brand identity components; • identify where connections can be made to the refreshed brand foundation; • propose a work plan to refresh the brand identity components. This work will be conducted in collaboration with the Parks Canada project team. Decisions made by Parks Canada upon reviewing advice and recommendations received from the Contractor will further determine the scope of work involved in this phase. The deliverables outlined below are at a minimum for this scope of work and additional deliverables may be proposed. Brand Consistency and Continuity: The Contractor will provide recommendations on the level of consistency and

continuity that should exist across Parks Canada’s brand identity, and also provide reasoning behind these recommendations. Identifiers: The Contractor will review how Parks Canada identifiers are currently used and provide

recommendations on what improvements can be made. Colour Palette: The Contractor will review the state of Parks Canada’s current colour palette and gain an

understanding of the issues and deficiencies associated with the use of colour in the current brand identity. The Contractor will provide recommendations for improving Parks Canada’s brand colour palette that brings logic and meaning to its use, and provides connection with the refreshed brand foundation developed in Phase 1. Typography: The Contractor will review the state of Parks Canada’s current brand typographic standards to gain an

understanding of the issues and deficiencies associated with the brand typefaces in use. The Contractor will provide recommendations for improving brand typography and advise on whether bespoke typefaces should be developed to support Indigenous language and bring more typographic distinction to the brand identity. Visual Style: The Contractor will review samples of various Parks Canada brand touchpoints that show the current

visual style in use and become familiar with the issues and deficiencies that have become apparent. The Contractor will propose directions to explore that will form the groundwork for the development of a visual strategy for Parks Canada. Voice: The Contractor will help define Parks Canada’s brand voice and provide guidance and recommendations for a

future brand voice style guide for Parks Canada. The recommendations will help determine core elements of this voice, what purpose the brand voice style guide will serve, and advise on what content to include and what delivery format is appropriate. Trial Applications and Usability Testing: A range of conceptual ideas will be explored, and selected ideas will be

expanded on to confirm their ability to function across a range of touchpoints. The Contractor will prepare various

conceptual options applied to a broad range of Parks Canada brand identity touchpoints to show how the refreshed

brand identity components will function, show how Parks Canada can present itself in more meaningful ways, and

demonstrate the importance of consistency and continuity across Parks Canada’s brand identity.

Brand Refresh Launch Recommendations: The Contractor will provide advice and recommendations to help

determine, how the refreshed brand is rolled out, and how to achieve most favourable impact with a likely gradual roll-

out.

A.5.2.1 Timeframe and Delivery Dates Final schedule to be determined following the completion of Phase 1.






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A.6.0 PHASE 3: Brand Identity Touchpoints (via Task Authorization) A.6.1 Scope of Work Following the completion of Phase 2: Brand Identity Components, Parks Canada may exercise the option to have the Contractor complete work outlined in Phase 3: Brand Identity Touchpoints. Since the resulting work completed in

Phase 1 and Phase 2 will have factors that will influence the scope of work involved in this phase, the project scope and schedule for Phase 3 will be determined upon completion of Phase 1 and Phase 2 should this option be exercised. This phase involves integrating the refreshed components into the broad range of brand identity touchpoints that Parks Canada manages by means of updating brand identity standards and guidelines, generating examples, and creating templates. A.6.2 Phase 3 – Deliverables

If the option is exercised, via a task authorization, the Contractor will: • review the state of Parks Canada’s existing brand identity standards and guidelines, and provide

recommendations on an appropriate delivery format for these standards that will be easy to update, evolve, and scale over the broad range of touchpoints Parks Canada manages.

• assist in the development of standards and guidelines, design grids and specifications, example mock-ups, templates, and other recommended tools and techniques to apply the refreshed brand identity successfully across the broad range of touchpoints that Parks Canada manages.

• support with internal roll-out training and communications. • assist in the development of collateral to support the rollout of the refreshed brand. The deliverables outlined above are at a minimum for this scope of work and additional deliverables may be proposed. The number of brand touchpoints Parks Canada is able to address and the pace at which Parks Canada can address them will need to be determined. A prioritized listing of brand touchpoints will be developed to identify where effort is placed during this phase. A.6.2.1 Timeframe and Delivery Dates Final schedule to be determined following the completion of Phase 2.






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A.7.0 STANDARD TERMS AND CONDITIONS A.7.1 Project Authority and Project Team

The Project Authority will represent Parks Canada. The Project Authority will be the Contractor’s primary contact for this project. All issues and communications pertaining to contract performance shall be directed to this person. The Project Authority will be named upon contract award. The Contractor shall remain in regular contact with the Project Authority, by telephone, email and in-person, to ensure that the project is progressing well.

The project team will be comprised of the Project Authority, Parks Canada Brand Experiences team members, and other Parks Canada staff. This team, led by the Project Authority, will provide advice and feedback throughout the project as required. A.7.2 Meetings & Workshop

Meetings may take place remotely or in person. Face-to-face meetings are most likely to be held in the National Capital Region and/or Halifax. Both the Contractor and the Project Authority will determine the requirement for meetings in addition to those specified in 4.5.9 Timeframe and Delivery Dates. In such cases, the date, time and place will be mutually determined.

The Project Authority must, nevertheless, authorize additional meetings before they occur. Should the Project Authority require additional in-person meetings during the performance of the Contract, the Contractor shall meet with the Project Authority at the venue most appropriate to the purpose of the meeting, or the Project Authority will arrange for an online meeting or conference call. Should the Contractor be required to travel to a location of the Project Authority's choice for such a meeting, the Contractor will be reimbursed for travel expenses incurred, as per the section 6.7.7. Should additional travel be required because of the Contractor’s performance, the Contractor will be responsible for his or her own travel costs. Regular phone updates between the Contractor and Parks Canada Project Authority will be scheduled as required. Meeting dates will generally occur Monday to Friday and within the hours of 9:00 a.m. to 4:00 p.m. EDT. A.7.3 Contractor’s Responsibilities

For the duration of the Contract, the Contractor must: • Provide all labour, facilities, professional expertise, tools, equipment, and materials required to deliver the work

under the Contract; • Provide suggestions for brand innovation in the interest of Parks Canada; • Work closely with the Project Authority and the project team in an effective and collegial manner, to maintain a

productive working relationship; • Advise the Project Authority as soon as they are aware of any delays or setbacks that may affect the project

schedule; • Provide weekly status reports over the life of this project unless otherwise noted by the Project Authority. These

are to include updated project schedules, update on project progress and any budget implications or changes; • Confirm with the Project Authority, the receipt and successful completion of all work—only the Project Authority

can determine that the project has been completed to the satisfaction of the Requirement; • Respond to queries and concerns from the Project Authority in a timely and respectful manner; • Share all research, findings and relevant expert sources that inform recommendations; • Be familiar with Parks Canada’s corporate mandate, policies and guidelines as well as relevant background

materials provided as these relate to the Project; and • Provide, as necessary or upon request, professional and technical advice and support to the Project Authority and

the project team.






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A.7.4 Parks Canada’s Responsibilities

For the duration of the Contract, Parks Canada shall: • Work closely with the Contractor and the Contractor’s project team in an effective and collegial manner, to

maintain a productive working relationship; • Be responsible for French language support, translations, and adaptations as necessary. • Advise the Contractor in a timely manner of any delays or setbacks that may affect the schedule of development,

production and delivery; • Respond to queries and concerns from the Contractor in a timely and respectful manner; • Provide suitable meeting facilities for in-person project meetings and workshops; • Make every effort to provide the Contractor with mutually determined required information, documents, and

materials in a timely manner; • Provide the Contractor with a resource package for use in the development of conceptual work; • Provide functional support and technical guidance and direction to the Contractor as required; • Review and provide feedback, direction and approvals in a timely matter, including editing and language quality

reviews; and • Organize and facilitate a project team that will include representatives from Parks Canada staff. A.7.5 Language of Work

English will be the language of work for all communications with the Project Authority and the Project Team. The targeted consultation process will be conducted in both official languages. A.8.0 ADDITIONAL REFERENCE INFORMATION A.8.1 Government of Canada Standards and Policies A.8.1.1 Communications

• Communications must be non-partisan, effectively managed, well-coordinated, clear and responsive to the diverse

information needs of the public. • Communications must consider the views and interests of the public when developing policies, programs, services

and initiatives. • Ensure the Government of Canada is visible and recognizable to the public in Canada and abroad, and is

projected equally in both official languages. • Ensure that the communications and the administration of its corporate identity are cost-effective and achieve

savings through standardization. • Using digital media and platforms as the primary means to connect and interact with the public while continuing to

use multiple communications channels to meet the diverse information needs of the public. A.8.1.2 Official Languages

• Information to the public must be provided in both official languages. • Canada’s official languages must be presented with equal prominence, including their use of the same colour,

style, size and type. • To project equality, both official languages are presented in a side-by-side format when available space permits. • When both languages appear together on the same page the language positioned to the left is the official

language of the province from which the product is issued.

A.8.1.3 Government of Canada Identity

• The Government of Canada’s identity is applied consistently, projected equally in both official languages, has primacy over the identity of individual departments, and is not overshadowed by other logos.

• The bilingual applied title “Parks Canada / Parcs Canada” will appear in all of the agency’s communications products and activities.






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A.8.1.4 Official Symbols

• The Government of Canada’s official symbols—the Canada wordmark and the Parks Canada signature—are applied to all media.

• The official symbols are displayed prominently, free from other visual elements and visually conflicting backgrounds.

• In addition to the official symbols, Parks Canada has secured Treasury Board approval to use the beaver logo as an identifier for Parks Canada.

A.8.2 Parks Canada Brand Research

Several research tasks have been conducted to gain a better understanding of the current state of the Parks Canada brand and to provide insight for strategy and direction towards making improvements. The results of this research can be provided in the form of a resource package following the award of the contract. A.8.2.1 Internal Survey (resource for Phase 1)

A questionnaire was developed to gauge the understanding of Parks Canada’s brand and to better understand challenges associated with the application of the Parks Canada brand identity in our programs and products. Various Parks Canada team members, from a range of disciplines and positions across the country, were interviewed. Key observations from responses were: varying levels of understanding of Parks Canada’s purpose, varying levels of understanding of the meaning of brand, lack of experience and design tools available amongst those producing brand media products, lack of standardization through the use of templates and examples. A.8.2.2 Social Science Research (resource for Phase 1) Parks Canada has conducted various forms of public opinion research over the years. In order to understand the short-term successes of its communication and outreach efforts, Parks Canada has been conducting a brand awareness tracking program on a quarterly basis since March 2010. Key observations from the results of this national program are: Canadian’s unaided awareness of Parks Canada is currently averaging at 25.7%; total aided awareness of Parks Canada is averaging at 84.1%; unaided awareness of Parks Canada’s beaver logo is averaging at 34%. Among the most mentioned national parks, many responses were for provincial parks we don’t manage; and awareness of national historic sites is much lower than national parks. A.8.2.3 Marketing and Content Audit (resource for Phase 2) Samples of a wide range of Parks Canada media products were collected to gauge the quality and consistency of our communications and applications of our brand identity. Samples included printed products as well as screen grabs of digital applications. Key observations were: inconsistency in the application of the visual brand identity, inconsistency in brand voice, lack of efficiency through standardization of products across the organization. A.8.2.4 Competitive Audit (resource for Phase 2) Samples are being collected of communication materials from organizations in similar industries to Parks Canada. We are reviewing materials from provincial parks, museums, destination marketing and other parks organizations around the world. This research is ongoing with the expectation that this will help clarify strategies for brand improvement.






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A.8.3 More About Parks Canada A.8.3.1 Parks Canada statistics and achievements: • Parks Canada, the world’s first national parks service, was established in 1911. • Canada’s first national park was established in 1885. • Parks Canada protects over 450,000 km2 of Canada’s lands, lakes and oceans. • Parks Canada places protect the natural habitat of over 174 species at risk. • There are approximately 12,000 archeological sites found in Parks Canada places. • Administers 12 of Canada’s 20 UNESCO World Heritage Sites. • Manages nine historic canals supporting commercial and recreational boating with 625 km of waterways and more

than 200 dams controlling major watersheds in Ontario and Quebec • Responsible for 1,050 km of highways including key sections of the Trans-Canada Highway that serves as major

commercial routes. • Collected $150.8M in revenue in 2016–2017. • Manages $18B in assets. • Welcomed 27.2M visitors in 2017. A.8.3.2 National Parks National parks are among Canada's—and the world's—natural jewels. They represent the power of Canada’s natural environment—a compelling force—which has shaped not only the geography of this country, but also the course of its history and the experiences of the people who live and travel here. National parks are established to protect and present outstanding representative examples of natural landscapes and natural phenomena that occur in Canada’s 39 natural regions, as identified in the National Parks System Plan. These wild places, located in every province and territory, range from mountains and plains, to boreal forests and tundra, to lakes and glaciers, and much more. National parks protect the habitats, wildlife and ecosystem diversity representative of—and sometime unique to—the natural regions. National parks are located on the Atlantic, Pacific and Arctic coasts, across the interior mountains and plains and Great Lakes, reaching as far north and south as Canada goes. They range in size from 14 km2 (Georgian Bay Islands National Park) to almost 45,000 km2 (Wood Buffalo National Park). And they include world-renowned names such as Banff and Jasper, as well as more recently established Ivvavik and Vuntut. Parks Canada is responsible for both protecting the ecosystems of these magnificent natural areas and managing them for visitors to understand, appreciate, and enjoy in a way that doesn't compromise their integrity. Understanding and appreciating The breathtaking scenery and inspiring natural surroundings in national parks provide the perfect setting for tuning into nature, learning about it, appreciating it, respecting it and pledging to protect it. Each national park is a haven for the human spirit. National parks tell the stories of Canada's natural beginnings—mountains forming, lakes emerging, rivers running, forests growing, glaciers moving, grasslands evolving—to anyone who takes the time to listen, to look and to understand. They tell tales of human history too, from traditional Indigenous activities, to early exploration, to European settlement, to modern use. And they reveal ongoing natural processes - floods enriching, fires renewing, species migrating. They provide opportunities to connect with nature, people and events that define Canada. Understanding the importance of Canada's natural heritage to the nation and the world, and developing support for its protection are critical to the long-term health of the system of national parks. Visitors can paddle down rivers flowing through canyons carved over thousands of years, observe birds as they rest in their travels along traditional migration routes, walk through vibrant young forests transformed by fire. These are unforgettable experiences, made all the more memorable by the learning opportunities Parks Canada offers through interpretative programs, exhibits and activities or in co-operation with the heritage tourism industry.






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Protecting Parks Canada is working to maintain or restore the ecological integrity of national parks. This means keeping ecosystems healthy and whole—a state where ecosystem biodiversity, structures and functions are unimpaired and likely to persist. Maintaining or restoring ecological integrity is a challenging task that involves a good understanding of the dynamic nature of ecosystems and the stresses they face. It also requires collaboration among people whose actions influence the ecosystems and their sustainability—from neighbouring landowners and businesses, to local residents, visitors and governments. The above reflect the principles of ecosystem management. The national parks of Canada are a source of pride for Canadians and an integral part of our identity, they celebrate the beauty and infinite variety of our land.

A.8.3.3 National Historic Sites National historic sites are places of profound importance to Canada. They bear witness to this nation's defining moments and illustrate its human creativity and cultural traditions. Each national historic site tells its own unique story, part of the greater story of Canada, contributing a sense of time, identity, and place to our understanding of Canada as a whole. National historic sites, located in all provinces and territories, can be found in almost any setting—from urban and rural locales, to wilderness environments. They may be sacred spaces, battlefields, archaeological sites, buildings or streetscapes. They can range in size from a single structure to linear canals spanning great distances. Many national historic sites are still used today for work and worship, commerce and industry, habitation and leisure. Canada's family of national historic sites

Canada commemorates persons, places, and events for their national historic significance. So far, over 1500 places, persons and events have been commemorated by the Government of Canada. And the list keeps growing as Canada's history unfolds. Together, all these commemorations make up what is known as the system of National Historic Sites of Canada. In each generation the system has evolved with this nation's changing view of itself. Today there is a greater interest in social history reflecting the achievements and experiences of everyday Canadians. Parks Canada monitors the system through a system plan and is now making special efforts to encourage participation and increase the representation of Indigenous Peoples, women and ethnocultural communities' history. The national historic sites system covers the entire range of Canadian human history under five broad themes: peopling the land, governing Canada, developing economies, building social and community life, and expressing intellectual and cultural life. Parks Canada supports the Historic Sites and Monuments Board of Canada (HSMBC), the body which advises the Minister of Environment and Climate Change on national historic significance. The agency is also responsible for protecting and operating over 170 national historic sites across the country for visitors to understand, appreciate, and enjoy. Protecting National historic sites represent thousands of years of human history and hundreds of years of nation building. Yet centuries, and millennia, can take their toll—from erosion and decay, to lack of awareness, to abandonment—on diverse cultural resources that include shell middens, underwater shipwrecks, fort remains, historic buildings, industrial complexes, heritage canals, and more. An important part of Parks Canada's mandate involves protecting the health and wholeness, or commemorative integrity, of the national historic sites it operates. This means preserving the site's cultural resources, communicating its heritage values and national significance, and kindling the respect of people whose decisions and actions affect the site. Understanding and appreciating






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Each national historic site is a distinct and vibrant symbol of Canadian identity. It is also a centre of learning, a wealth of information, a living history adventure, an experience of what Canada used to be and what it is today. Historic canals, part of the system, link cities and towns to connect visitors with further dynamic aspects of Canadian history. At all these places, Parks Canada offers activities and learning experiences that stretch the imagination, tug at the heartstrings, and touch the soul. Where else can you… ... walk on battlegrounds that changed the course of history ... view original writings of well-loved Canadian authors ... venture to the edge of a bison jump where for thousands of years Indigenous people hunted ... witness the isolation and desolate conditions immigrants encountered when they came to the country ... travel the passes, trails, and waterways of those who came before ... dress in a period costume, join a class in a historic schoolhouse, sample heritage recipes, ride in a horse-drawn hay wagon, stroll through the moonlight in search of ghosts from the past? Moving, memorable opportunities such as these, and many more, give visitors a feel for where Canada has come from, where it is today, where it is going in the future. A.8.3.4 National Marine Conservation Areas Canada is truly a maritime nation with a rich marine heritage. We have the longest coastline in the world – over 243,000 km along three oceans—plus another 9500 km along the Great Lakes. We also have responsibility for over 5 million km2 of marine waters - the equivalent of about 60% of the country's land mass! The vast marine ecosystems off these coasts, varied and productive, have played a major role in shaping Canada's history and economy. So it is no wonder that the national marine conservation areas representing this powerful force are an important component of Parks Canada's networks of nationally significant places. Relative newcomers to Parks Canada's networks, national marine conservation areas divide the country's oceans and Great Lakes into 29 marine regions, each one a distinct combination of physical and biological characteristics. Existing national marine conservation areas include submerged lands, the water above them, and any species found there. They can also take in wetlands, estuaries, islands and other coastal lands. Parks Canada is responsible for both protecting these ecosystems and managing them for visitors to understand, appreciate, and enjoy in a sustainable manner. Protecting Marine ecosystems are fundamentally different from terrestrial environments. And human use in coastal regions, both on land and in the waters, has always been high. This means the effects of human activity—from degradation of coastal habitats, to land and water pollution, to over-exploitation of resources—can also be high, and often far-reaching. Because many human uses continue within their boundaries, national marine conservation areas do not try to protect marine ecosystems in a state essentially unaltered by human activity. National marine conservation areas focus instead on ecologically sustainable use, which means harmonising conservation practices with human activities. This approach involves working closely with others who use the coastal land and the water, and striving to reach common goals – most importantly a healthy, sustainable ecosystem. Human uses such as fishing and shipping, for example, are allowed in national marine conservation areas. But they would be limited or even eliminated from zones protecting sensitive features such as nesting areas, spawning beds, whale calving areas and cultural sites. And they would be carefully managed to protect the greater ecosystem. Other activities, namely ocean dumping, undersea mining and oil and gas exploration and development, are not permitted in a national marine conservation area. Understanding and appreciating

Each national marine conservation area is a gateway to nature, adventure, learning and discovery, offering visitors the opportunity to connect with a major marine environment, both above and below the surface (or both onshore and






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offshore), including: geological features, water in its various forms, marine and coastal habitats, a wide diversity of wildlife, archaeological and historic features. Visitors can hike along coastlines shaped over millennia, observe powerful tides and currents, watch sea birds dive and soar over traditional nesting sites, explore the captivating world of a tidal pool, kayak through scenic island archipelagos, dive through waters teeming with unique marine life, discover intriguing underwater archaeological sites, and more. Enhanced by Parks Canada's visitor programs and activities, the opportunities to learn about these unique marine environments, and to develop a deeper understanding for the threats they face and the natural values they support, are many, varied, and unforgettable.






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ANNEX “B” BASIS OF PAYMENT (to be inserted at contract award)






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ANNEX “C” TASK AUTHORISATION FORM See attached document “TA Form – Formulaire AT.pdf”






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ANNEX “D” FORMER PUBLIC SERVANT Contracts awarded to former public servants (FPS) in receipt of a pension or of a lump sum payment must bear the closest public scrutiny, and reflect fairness in the spending of public funds. In order to comply with Treasury Board policies and directives on contracts awarded to FPSs, bidders must provide the information required below before contract award. If the answer to the questions and, as applicable the information required have not been received by the time the evaluation of bids is completed, Canada will inform the Bidder of a time frame within which to provide the information. Failure to comply with Canada’s request and meet the requirement within the prescribed time frame will render the bid non-responsive. Definitions For the purposes of this clause,"former public servant" is any former member of a department as defined in the Financial Administration Act, R.S., 1985, c. F-11, a former member of the Canadian Armed Forces or a former member of the Royal Canadian Mounted Police. A former public servant may be: (a) an individual; (b) an individual who has incorporated; (c) a partnership made of former public servants; or (d) a sole proprietorship or entity where the affected individual has a controlling or major interest in the

entity. "lump sum payment period" means the period measured in weeks of salary, for which payment has been made to facilitate the transition to retirement or to other employment as a result of the implementation of various programs to reduce the size of the Public Service. The lump sum payment period does not include the period of severance pay, which is measured in a like manner. "pension" means a pension or annual allowance paid under the Public Service Superannuation Act (PSSA), R.S., 1985, c. P-36, and any increases paid pursuant to the Supplementary Retirement Benefits Act, R.S., 1985, c. S-24 as it affects the PSSA. It does not include pensions payable pursuant to the Canadian Forces Superannuation Act, R.S., 1985, c. C-17, the Defence Services Pension Continuation Act, 1970, c. D-3, the Royal Canadian Mounted Police Pension Continuation Act , 1970, c. R-10, and the Royal Canadian Mounted Police Superannuation Act, R.S., 1985, c. R-11, the Members of Parliament Retiring Allowances Act, R.S. 1985, c. M-5, and that portion of pension payable to the Canada Pension Plan Act, R.S., 1985, c. C-8. Former Public Servant in Receipt of a Pension

As per the above definitions, is the Bidder a FPS in receipt of a pension? Yes ( ) No ( )

If so, the Bidder must provide the following information, for all FPSs in receipt of a pension, as applicable: (a) name of former public servant; (b) date of termination of employment or retirement from the Public Service. By providing this information, Bidders agree that the successful Bidder’s status, with respect to being a former public servant in receipt of a pension, will be reported on departmental websites as part of the published proactive disclosure reports in accordance with Contracting Policy Notice: 2012-2 and the Guidelines on the Proactive Disclosure of Contracts. Work Force Adjustment Directive

http://laws-lois.justice.gc.ca/eng/acts/f-11/


http://laws-lois.justice.gc.ca/eng/acts/S-24/page-2.html

http://laws-lois.justice.gc.ca/eng/acts/S-24/page-2.html

http://laws-lois.justice.gc.ca/eng/acts/C-17/page-1.html

http://laws.justice.gc.ca/eng/acts/D-1.3/

http://laws.justice.gc.ca/eng/acts/D-1.3/

http://laws.justice.gc.ca/eng/acts/R-10.6/

http://laws-lois.justice.gc.ca/eng/acts/R-11/page-19.html

http://laws-lois.justice.gc.ca/eng/acts/M-5/index.html

http://laws-lois.justice.gc.ca/eng/acts/M-5/index.html

http://laws-lois.justice.gc.ca/eng/acts/C-8/index.html

http://laws-lois.justice.gc.ca/eng/acts/C-8/index.html

http://www.tbs-sct.gc.ca/pubs_pol/dcgpubs/ContPolNotices/2012/10-31-eng.asp

http://www.tbs-sct.gc.ca/pol/doc-eng.aspx?id=14676&section=text






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Is the Bidder a FPS who received a lump sum payment pursuant to the terms of the Work Force Adjustment Directive?

Yes ( ) No ( )

If so, the Bidder must provide the following information: (a) name of former public servant; (b) conditions of the lump sum payment incentive; (c) date of termination of employment; (d) amount of lump sum payment; (e) rate of pay on which lump sum payment is based; (f) period of lump sum payment including start date, end date and number of weeks; (g) number and amount (professional fees) of other contracts subject to the restrictions of a work force

adjustment program. For all contracts awarded during the lump sum payment period, the total amount of fees that may be paid to a FPS who received a lump sum payment is $5,000, including Applicable Taxes.






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ANNEX “E” LIST OF NAMES FOR INTEGRITY VERIFICATION FORM Requirements Section 17 of the Ineligibility and Suspension Policy (the Policy) requires suppliers, regardless of their status under the Policy, to submit a list of names when participating in a procurement process. The required list differs depending on the bidder or Bidder’s organizational structure:

Suppliers including those bidding as joint ventures, whether incorporated or not, must provide a complete list of the names of all current directors.

Privately owned corporations must provide a list of the owners’ names.

Suppliers bidding as sole proprietors, including sole proprietors bidding as joint ventures, whether incorporated or not, must provide a complete list of the names of all owners.

Suppliers that are a partnership do not need to provide a list of names. Suppliers may use this form to provide the required list of names with their bid or offer submission. Failure to submit this information with a bid or offer, where required, will render a bid or offer non-responsive, or the supplier otherwise disqualified for award of a contract or real property agreement. Please refer to Information Bulletin: Required information to submit a bid or offer for additional details. Supplier Information

Supplier’s Legal Name:

Organizational Structure: ( ) Corporate Entity ( ) Privately Owned Corporation ( ) Sole Proprietor ( ) Partnership

Supplier’s Legal Address:

City:

Province / Territory:

Postal Code / ZIP Code:

Supplier’s Procurement Business Number (optional):


http://www.tpsgc-pwgsc.gc.ca/ci-if/bulletins/renseignements-information-eng.htmlhttp:/www.tpsgc-pwgsc.gc.ca/ci-if/bulletins/renseignements-information-eng.html






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List of Names

Name Title

Declaration I, (name) ________________________________, (position) ________________________________, of (supplier’s name) ________________________________, declare that the information provided in this Form is, to the best of my knowledge and belief, true, accurate and complete. I am aware that failing to provide the list of names will render a bid or offer non-responsive, or I will be otherwise disqualified for award of a contract or real property agreement. I am aware that during the bid or offer evaluation stage, I must, within 10 working days, inform the contracting authority in writing of any changes affecting the list of names submitted. I am also aware that after contract award I must inform the Registrar of Ineligibility and Suspension within 10 working days of any changes to the list of names submitted.

Signature Date Please include with your bid or offer.






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ATTACHMENT 1 TECHNICAL EVALUATION

A. TERMINOLOGY

For the purposes of this evaluation process, the following terms used in this document will be

defined as follows:

Brand Core Elements: brief statements that describe the attributes and guiding principles of a

brand (e.g., purpose, mission, vision, values, personality, essence, benefits, manifesto, etc.).

Brand Touchpoint: Any place where people encounter a brand (e.g., website, digital media,

social media, print media, advertising, stationery, signage, uniforms, vehicles, environments,

exhibits, merchandise, displays, packaging, client interaction).

Published Work: a work is considered published if the work has appeared in a book, journal,

magazine, online, trade publication or any other form publicly available.

Organization of Similar Size and Complexity: a company or organization with a workforce in

the range of 2500-4999 employees, operating provincially or nationally and/or heavy policy

context.

Project of Similar Size and Scope: a brand identity program that manages a range of 12-14

bilingual brand touchpoints.

M. MANDATORY REQUIREMENTS

In order for proposals to be accepted for further evaluation, all of the following

mandatory requirements must be met.

Item Number

Mandatory Requirement

M1 Proposed team must include at least one individual with a minimum of 10 years of

experience consulting in the field of brand strategy, and has participated in a minimum

of three (3) brand identity projects of similar scope and complexity to the requirements

outlined in all phases of the project set out by Parks Canada.

M2 Proposed team must include at least one individual with experience, or multiple

individuals with combined experience, facilitating a minimum of 10 brand strategy

workshops.

M3 Proposed team must have at least one individual with a minimum of 10 years of

experience practicing in the field of brand identity design.






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M. MANDATORY REQUIREMENTS (continued)

M4 Proposed Project Team

The creative team proposed for this project must be clearly identified. At minimum, the

proposed team must be comprised of the following positions. It is acceptable for a team

member to satisfy the requirements of more than one (1) position.

Position # Position Title Required for Project Phase

1 Brand Strategist 1,2,3

2 Writer 1,2,3

3 Project Manager (primary contact) 1,2,3

4 Creative / Art Director 2,3

5 Senior Designer 2,3

If there is a joint-venture between more than one (1) firm, all firms must be identified

with the individuals that will do the work, their qualifications, relationship to the Bidder

and their role in the project.

The Bidder will provide a summary of the experience or a résumé for each project team

member identified as it relates to their role in this project. The following information

must be included in the summary and/or résumé:

1. Name;

2. Position or role, and responsibilities on the project;

3. Identification as an employee of the Bidder’s company. If a project team member is a

subcontractor, the subcontracted company must be identified;

4. Years of experience working in their respective fields;

5. List of brand identity projects providing brand strategy, writing, brand identity design,

or project management services, specifically as it relates to their proposed role with

this project. List must include project title and client name;

6. Highest level of education completed and the field of study.

Any additional team member(s) proposed to work on this project must be identified, and

the same information (1-5 above) must be provided for each member.






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M. MANDATORY REQUIREMENTS (continued)

M5 Examples of Previous Work: Brand Identity Case Studies

The Bidder must provide three (3) example case studies of brand identity projects for

which the Bidder completed. The case studies must demonstrate the Bidder’s

experience in brand strategy, writing, and brand identity design.

The examples must be of work completed within the last ten (10) years and be similar

in scope and complexity to the requirements of Parks Canada’s project described in

Annex “A” – Statement of Work. The examples should also be for organizations that

are of similar size and operating complexity to Parks Canada.

Case studies should be compiled into a multi-page Adobe PDF file. Any relevant video

files can accompany the PDF file in these common formats: AVI, MOV, MP4. These

case study files must be submitted on a USB memory stick. Case studies must include

the following information:

1. Project title / client name

2. Client information: number of employees; geographic service area (municipal,

provincial, regional, national, international); number of operating languages

(unilingual, bilingual, multilingual)

3. Project description (include details that outline scope of services provided, and how

the work met the client’s objectives);

4. Start date of work (month and year) and completion date (month and year);

5. Bidder’s role: names of the proposed project team members that were involved in

each of the case studies provided;

6. Relevant visuals that show a broad range of brand identity touchpoints, supported

by a complete list of all brand touchpoints addressed by the project.

e.g. List of common brand touchpoints:

• Website

• Digital Media

• Social Media

• Print Media

• Advertising

• Stationery

• Wayfinding

Signage

• Uniforms

• Vehicles

• Environments

• Interpretive Exhibits

• Merchandise

• Trade Show

Displays

• Packaging

7. Relevant sections of, or complete samples of, brand identity manuals;






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P. POINT RATED REQUIREMENTS

P1. Proposed Project Team

The maximum score for P1 is 100 points. A minimum score of 60% (60 points) is required

in order for the offer to be deemed responsive.

Project team experience evaluated on the proposed project team information provided

as part of Mandatory Requirement M4.

Item Number

Point Rated Requirement

Maximum Points

Weight Maximum Weighted Points

P1.1 Years of experience each project team member has worked in their respective fields

within the past 20 years. Maximum 6 points for

each position.

1. Strategist (S)

0 points <10 years

2 points 10-12 years


6 points 16+ years

2. Writer (W)

2 points

<3 years

4 points

4-7 years

6 points

8+ years

3. Project Manager (PM)

2 points <3 years

4 points 4-7 years

6 points 8+ years

4. Creative / Art Director (CD)

0 points

<3 years

2 points

4-7 years

4 points

8-10 years

6 points

11+ years

5. Senior Designer (SD)

0 points <9 years



6 points 16+ years

6 (S)

6 (W)

6 (PM)

6 (CD)

6 (SD)

1.0 30

P1.2 Number of brand identity projects each project team member has been involved with.

Maximum 8 points for each position.

2 points 3-5 projects



8 points 12+ projects

1. Strategist (S)

2. Writer (W)




8 (S)

8 (W)

8 (PM)

8 (CD)

8 (SD)

1.0 40

P1.3 Highest level of education completed for each project team member.

Maximum 3 points for each position.

0 points High School Diploma

1 points College Diploma

2 points Bachelor Degree

3 points Masters Degree / PhD

1. Strategist (S)

2. Writer (W)




3 (S)

3 (W)

3 (PM)

3 (CD)

3 (SD)

1.0 15






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P. POINT RATED REQUIREMENTS (continued)

P1. Proposed Project Team

Item Number


Maximum Points


P1.4 From the list of proposed project team members provided in Mandatory

Requirement M4, one (1) point will be awarded for each proposed project

team member’s involvement in each of the three (3) brand identity case

studies. Maximum 5 points for each case study.

Proposed Project Team Members:

1. Strategist

2. Writer

3. Project Manager

4. Creative / Art Director

5. Senior Designer

Points for each case study:

1 point

1 team member involved

2 points

2 team members involved

3 points


4 points


5 points


Case Study 1 (CS1)

Case Study 2 (CS2)

Case Study 3 (CS3)

5 (CS1)

5 (CS2)

5 (CS3)

1.0 15






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P2. Examples of Previous Work: Brand Identity Case Studies



Previous work evaluated on three (3) case studies of brand identity projects provided

as part of Mandatory Requirement M5.

Item number


Maximum Points


P2.1 The three (3) brand identity case studies are of similar scope and

complexity to the requirements of Parks Canada’s project. Points are

awarded as follows:

Number of Brand Touchpoints of Featured Organization From Each Case Study Provided

3 points

12-14 touchpoints

1 point

<12 touchpoints

5 points

>14 touchpoints

Operating Languages of Featured Organization From Each Case Study Provided

3 points Bilingual

1 point Unilingual

5 points Multilingual

Case Study 1 (CS1)

Case Study 2 (CS2)

Case Study 3 (CS3)

Maximum 10 points for each case study.

10 (CS1)

10 (CS2)

10 (CS3)

1.0 30

P2.2 Featured organizations in each of the three (3) brand identity case

studies are similar in size and operating complexity to Parks Canada.

Points are awarded as follows:

Number of Employees of Featured Organization From Each Case Study Provided

1 point <2499

3 points 2500-4999

5 points 5000+

Geographic Service Area of Featured Organization From Each Case Study Provided

2 points Municipal

3 points Provincial or Regional

4 points National

5 points International

Case Study 1 (CS1)

Case Study 2 (CS2)

Case Study 3 (CS3)

Maximum 10 points for each case study.

10 (CS1)

10 (CS2)

10 (CS3)

1.0 30






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P2. Examples of Previous Work: Brand Identity Case Studies

Item number Point Rated Requirement

Maximum Points


Item number

P2.3 Each of the three (3) brand identity

case studies: exhibit a sense of being

memorable, appropriate, and timeless;

communicates the company’s persona

consistently, and aligns with client

objectives; demonstrate how the

brand was subsequently applied

consistently across a broad and

diversified range of touchpoints.

Case Study 1 (CS1)

Case Study 2 (CS2)

Case Study 3 (CS3)

Maximum 10 points for

each case study.

0 points: Case study provided is

unsuitable or insufficient.

3 points: Case study does not exhibit

a sense of being memorable,

appropriate, or timeless. Does not

communicate the company’s persona

clearly, and does not appear to align

with client objectives. Brand identity

lacks capacity to be flexible or

scalable, and is not applied

consistently across a range of

touchpoints.

6 points: Case study exhibits a

sense of being somewhat

memorable, appropriate, and

timeless. Somewhat communicates

the company’s persona, and appears

to align with client objectives. Brand

identity is limited in flexibility and

scalability, and is applied somewhat

consistently across a range of

touchpoints.

10 points: Case study exhibits a

strong sense of being memorable,

appropriate, and timeless. Clearly

communicates company’s persona,

and aligns with client objectives.

Brand identity is flexible, scalable,

and is applied consistently across a

broad and diversified range of

touchpoints.

10 (CS1)

10 (CS2)

10 (CS3)

4.0 120






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P3. Examples of Previous Work: Core Brand Elements and Creative Writing



P3.1 The Bidder will provide: an example set of core brand elements from each of the three

(3) brand identity case studies provided (e.g., purpose, mission, vision, values, personality,

essence, benefits, manifesto, etc.).

Item number


Maximum Points


P3.1 Writing example of core brand

elements from each of the brand

identity case studies. Maximum of 10

points for each case study.

Case Study 1 (CS1)

Case Study 2 (CS2)

Case Study 3 (CS3)

0 points: Writing example provided is


3 points: Writing example does not

resonate with meaning or exhibit qualities

of clarity, brevity, and precision. Level of

reader engagement is low. Does not

appear to align with client objectives.

6 points: Writing example exhibits some

sense of meaning and adequately

exhibits qualities of clarity, brevity, and

precision. Level of reader engagement is

good. Communicates the company’s

persona, and appears to align with client

objectives

10 points: Writing example resonates

with meaning and exhibits outstanding

qualities of clarity, brevity, and precision.

Level of reader engagement is excellent.

Communicates the company’s persona

well and demonstrated alignment with the

client objectives.

10 (CS1)

10 (CS2)

10 (CS3)

3.0 90

P3.2 The Bidder will provide: an example of a corporate summary from each of the three (3) brand

identity case studies provided (e.g., press release boilerplate).

Item number


Maximum Points

Weight Maximum

Weighted

Points

P3.2 Writing example of a corporate

summary from each of the brand

identity case studies. Maximum of 10

points for each case study.

Case Study 1 (CS1)

Case Study 2 (CS2)

Case Study 3 (CS3)




resonate with meaning or exhibit qualities

of clarity, brevity, and precision. Level of

reader engagement is low.

6 points: Writing example exhibits some

sense of meaning and adequately

exhibits qualities of clarity, brevity, and

precision. Level of reader engagement is

good.


with meaning and exhibits outstanding

qualities of clarity, brevity, and precision.

Level of reader engagement is excellent.

10 (CS1)

10 (CS2)

10 (CS3)

3.0 90






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P3. Examples of Previous Work: Core Brand Elements and Creative Writing

P3.3 The Bidder will provide one (1) of the following:

• an example of creative writing used in a promotional, editorial, or interpretive context; or,

• an example set of messages that have supported an organization’s brand voice.

Item number


Maximum Points

Weight Maximum

Weighted

Points

P3.3 Example of creative writing used in

promotional, editorial, or interpretive

context, or example set of messages

supporting an organization’s brand

voice. Maximum of 10 points.




resonate with meaning or exhibit

qualities of clarity, brevity, and

precision. Level of reader engagement

is low.

6 points: Writing example exhibits

some sense of meaning and

adequately exhibit qualities of clarity,

brevity, and precision. Level of reader

engagement is good.


with meaning and exhibit outstanding

qualities of clarity, brevity, and

precision. Level of reader engagement

is excellent.

10

2.0 20






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P4. Experience in the Field of Brand Strategy



P4.1 The Bidder will provide a list of three (3) brand strategy workshops provided to clients

over the past ten (10) years of similar scope and complexity to Parks Canada’s brand

strategy requirements. Include a description of the purpose of each workshop as it relates

to establishing a brand foundation, and how it relates to Parks Canada’s brand strategy

requirements.

Item number


Maximum Points

Weight Maximum

Weighted

Points

Item

number

P4.1 List of three (3) brand strategy

workshops provided to clients over the

past ten (10) years of similar scope

and complexity to Parks Canada’s

brand strategy requirements.

Maximum of 10 points for each

listed brand strategy workshop.

Workshop 1 (WS1)

Workshop 2 (WS2)

Workshop 3 (WS3)

0 points: Description of workshops

provided are unsuitable or insufficient

3 points: Description of workshop

purpose somewhat articulates how it

relates to establishing a brand

foundation, and that is somewhat

similar to Parks Canada’s brand

strategy context.


purpose articulates how it relates to

establishing a brand foundation, and

is similar to Parks Canada’s brand

strategy context.


purpose clearly articulates how it

relates to establishing a brand

foundation, and is very similar to

Parks Canada’s brand strategy

context.

10 (WS1)

10 (WS2)

10 (WS3)

1.0 30

P4.2 The Bidder will provide three (3) example brand strategy exercises that may be

delivered as part of a brand strategy workshop. Each exercise must include a description

that explains the purpose of the exercise and the intended outcome.

Item number


Maximum Points


Item number

P4.2 Three (3) example brand strategy

exercises that may be delivered as part

of a brand strategy workshop.

Maximum of 10 points for each

example brand strategy exercise.

Example 1 (EX1)

Example 2 (EX2)

Example 3 (EX3)

0 points: Example exercises provided

are unsuitable or insufficient

3 points: Example exercises convey

a limited sense of purpose and an

unclear outcome.


some sense of purpose and a

moderate outcome.


a strong sense of purpose and a clear

outcome.

10 (EX1) 10 (EX2) 10 (EX3)

1.0 30






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P4.3 The Bidder will provide a list of past public speaking engagements, or lecturing at a post-

secondary level on the topic of brand. For the purposes of this request for proposal, public speaking

engagements are events with attendance of 25 or more people. The list should include:

Speaking Engagements:

title of subject of presentation

name and location of event

Lectures:

post-secondary course

name and location of post-secondary institution

Item

number Point Rated Requirement

Maximum Points


Item number

P4.3

List of public speaking engagements.

Maximum of 10 points.

0 points: 0 engagements

2 points: 1 to 4 engagements

6 points: 5 to 9 engagements

10 points: 10+ engagements

10 1.0 10

P4.4 The Bidder will provide a list of the published written works on the subject of brand

strategy, brand identity, and/or graphic design thinking authored by any members of the

team. (See definition of published work in section A. Terminology)

Item number


Maximum Points


Item number

P4.4 List of published written works on the

subject of brand strategy, brand

identity, and/or graphic design thinking.

Maximum of 10 points.

0 points: 0 written works

2 points: 1 to 3 written works



10 points: 10+ written works

10 1.0 10






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P4.5 From the list of published works (P4.4), the Bidder will provide a sample work on the

subject of brand strategy, brand identity, and/or graphic design thinking authored by any

member of the team.

Item number


Maximum Points


Item number

P4.5 Writing sample of published written

work on the subject of brand strategy,

brand identity, and/or graphic design

thinking. Maximum of 10 points.

0 points: Writing samples provided

are unsuitable or insufficient.

3 points: The author is somewhat

knowledgeable in their respective

field; does not challenge conventional

thinking, and offers few innovative

ideas on the subject. The work is

subjective.

6 points: The author is somewhat


field; occasionally challenges

conventional thinking, and offers some

innovative ideas on the subject.

10 points: The author is


field; challenges conventional thinking,

and offers fresh, innovative ideas on

the subject. Supported by empirical

evidence, the thinking is objective,

and has impacted the industry.

10 2.0 20






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R. CLIENT REFERENCES

The Bidder must provide a client reference for each of the case study examples provided

for section P2. Examples of Previous Work. For each client reference, the Bidder must, at

a minimum, provide the name, title, telephone number and e-mail address. Acceptable

references may include the project authority and/or designated client lead and/or

owner/manager of the client company/organization.

Whether or not reference checks are conducted is at Parks Canada’s discretion. If Parks

Canada chooses to conduct reference checks, they will be conducted for all Bidders

recommended for contract award. If a reference check is performed, Parks Canada will

conduct the reference check in writing by e-mail. Parks Canada will send all email

reference check requests to the contacts supplied by all the Bidders on the same day using

the email address provided in the proposal.

The form of questions to be used to request confirmation from client references is as

follows:

The Bidder has provided a description of work completed for you as the client. Can you

please confirm that:

a. The description of the work is accurate;

b. The role(s) the Bidder describes as having undertaken in the project is (are)

accurate.

Wherever information provided by a client reference differs from the information supplied

by the Bidder, the information supplied by the client reference will be the information

evaluated.

Item Number

Evaluation Criteria

Client Reference 1

Client Reference 2

Client Reference 3

R1.1 Client reference confirms that the description of work provided by the Bidder is accurate, and that the role(s) the Bidder describes as having undertaken in the project is (are) accurate. Y = Yes, the description of the work is accurate. N = No, the description of the work is not accurate U = Unwilling or unable to respond.






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ATTACHMENT 2 FINANCIAL PROPOSAL 1.0 FIRM PRICE FOR PHASE 1: Brand Foundation

The Bidder will be paid a firm price, including but not limited to all professional, and administrative fees

and costs as required to fulfill the requirements of Phase 1: Brand Foundation as outlined in Annex “A” –

Statement of Work.

MANDATORY FINANCIAL EVALUATION FOR SECTION 1.0 FIRM PRICE FOR PHASE 1: Brand Foundation

The bidder’s firm price provided below must not exceed $100,000.

Firm price for required goods and/or services: PHASE 1: Brand Foundation

$_______________________CAD

2.0 PER DIEM RATES OF PROPOSED PROJECT TEAM FOR PHASE 2 & 3, Task Authorization

The Bidder MUST provide per diem rates for all of the project team Positions/Roles listed in the

table below. The Bidder will prepare the following table identifying each position and their per diem rate.

Contract Award to March 31, 2021:

Project Team Position / Role Weight Factor (a) Per Diem Rate (b) Evaluated Rate (c) (a) * (b) = (c)

Brand Strategist 1.0 $

Writer 1.0 $

Project Manager 0.7 $

Creative / Art Director 1.0 $

Senior Graphic Designer 0.8 $

Junior Graphic Designer 0.6 $

Total Year 1 Evaluation Rate (CAD):

Option Year 1:



Writer 1.0 $








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Senior Designer 0.8 $

Junior Designer 0.6 $


Option Year 2:



Writer 1.0 $



Senior Designer 0.8 $

Junior Designer 0.6 $


Task Authorization Evaluation Total:

Option Year Evaluated Rate

Contract Award to March 31, 2021

Option Year 1

Option Year 2

Total Task Authorization Evaluation Rate (CAD):

3.0 EVALUATION TOTAL

Section Weight Factor (a)

Evaluation Amount (b)

Evaluated Total (c)

(a) * (b) = (c

1.0 FIRM PRICE FOR PHASE 1: Brand Foundation 1.0

2.0 PER DIEM RATES OF PROPOSED PROJECT TEAM FOR PHASE 2 & 3, Task Authorization

10.0

Financial Evaluation Total (CAD):






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4.0 TRAVEL See section 6.7.7 Travel and Living Expenses