Request for Proposals (RFP) for Full-Service Marketing Agency Services

Issued By: (Organization Name)

Date: Summer 2024

Introduction

(Organization Name) is a nonprofit medical research foundation breaking down barriers to

accelerate (Disease) research and find effective treatments. Founded in 2013 by former New
York City deputy mayor (Authorized Personnel)f after losing his father and uncle to (Disease),
(Organization Name) was designed to transform (Disease) research through a landmark
Innovation Ecosystem model. By fostering unprecedented collaborations between academia and
the pharmaceutical and biotech industries through its unique funding model and lowering
barriers to access critical research tools, (Organization Name) has quickly become a central hub
of communication and networking for the worldwide scientific community.

In 2021, (Authorized Personnel) himself was diagnosed with (Disease), adding an additional
layer of urgency to an already deeply personal mission. Determined to build a world where
everyone with (Disease) can live, (Authorized Personnel) committed to raising more than
(Budgetary Info.) for (Organization Name) to invest in (Disease) research. In May 2024, it was
officially announced that (Authorized Personnel) not only met this goal, but exceeded it, raising
more than (Budgetary Info.). But we’re not stopping. Equipped with a thoughtful and strategic
plan to break down barriers to advance (Disease) research and find effective treatments,
(Organization Name) will continue to raise as much as we can to ensure a world where everyone
with (Disease) lives.

We are seeking a full-service marketing agency to develop and execute a comprehensive

marketing strategy that will amplify the (Organization Name) brand, build and deepen
understanding of (Disease), inspire financial support from various audiences, and create
(Organization Name) champions.

Scope of Work

As we are seeking support for a robust suite of services, we may select more than one partner to
fulfill the needs outlined below:
 (Location) (Web)

Aim 1: Amplify the (Organization Name) brand by solidifying the brand style and voice,
crafting clear and compelling messaging and media, and engaging target audiences with
campaigns and programs.

● Brand Identity and Amplification:

○ Establish a cohesive brand style for (Organization Name), leveraging our
mission, vision, and values, to enhance and increase the visibility, awareness,
and recognition of the (Organization Name) brand among a diverse set of
audiences.
○ Create a suite of branded resources sharing the organization’s mission,
programs, and impact.
○ Strengthen (Organization Name)’ presence and authority in competitive
markets, specifically the (Disease), neurodegenerative disease, and
nonprofit spaces.
○ Connect with relevant media outlets and influencers for promotion, with a focus
on earned media, to increase brand awareness and authority.

● Messaging Strategy:
○ Develop a clear and consistent messaging strategy that communicates the mission,
vision, and impact of (Organization Name).
○ Build a lexicon for (Organization Name) to ensure consistency in our
communications, including approved language for initiatives, preferred
phrasing, and validated statistics.
○ Review, audit and edit existing resources to align with our new messaging
strategy.
○ Tailor communications for different audiences, including donors, scientists, the
(Disease) community, and the general public, to drive action.
○ Test messaging for audiences, with a goal of conversion, leveraging social media
and email marketing tools.

● Social Media Management

○ Develop and manage a strong online presence across social media platforms. ○
Create and share compelling multi-media content that communicates the Target
(Disease) mission, encourages support of programs, and shares impact.
○ Leverage social media tools to drive engagement and deepen relationships with
followers, encouraging further support.

● Website Overhaul
 (Location) (Web)

○ Design and optimize a sleek, modern (Organization Name) website to

improve user experience, engagement, and action.
○ Ensure the website effectively communicates our mission, showcases our impact,
and encourages financial support.
○ Create easily navigable customer journeys for our distinct audiences: researchers
seeking funding and programs, people with (Disease) seeking opportunities to
participate in research, the public to learn more, and potential donors to fundraise
or donate.

Aim 2: Develop and employ a marketing strategy to drive financial support of (Organization
Name) by identifying and acquiring new donors, running year-round campaigns, and analyzing
the market and performance for continued growth and improvement.

● Market Research:
○ Conduct thorough market research to identify key demographics, trends, and
opportunities within the (Disease) community, the broader medical research
landscape, and the public.
○ Analyze competitors and market conditions to inform strategic decisions and
investment of resources. Considering (Organization Name) is unique in the
(Disease) space as a solely research-focused organization unique in its model,
comparison to other organizations in other disease states may be relevant.

● Strategic Planning:
○ Assist in developing a comprehensive marketing strategy aligned with Target
(Disease)’ mission and goals.
○ Support creation of a detailed action plan with timelines and measurable
objectives.

● Donor Acquisition:
○ Collaborate on the development of strategic, data-driven campaigns tailored to
attract new donors while retaining and re-engaging existing supporters. This
includes crafting compelling messaging, selecting appropriate channels, and
optimizing campaign performance through continuous analysis and refinement. ○
Provide expert guidance on innovative strategies to cultivate relationships with
major donors, corporate partners, and foundations. This could involve creating
bespoke engagement plans, identifying opportunities for increased collaboration,
and designing recognition programs that reinforce donor loyalty and commitment.
 (Location) (Web)

○ Assist in pinpointing key donor segments, leveraging demographic and

psychographic data to create detailed donor personas. This data will inform the
development of highly personalized marketing approaches, ensuring that outreach
efforts resonate with each audience.
○ Support the creation of a comprehensive digital acquisition strategy that integrates
both organic and paid opportunities. This strategy will encompass social media
marketing, email campaigns, search engine marketing, and other digital channels
to maximize reach and conversion. Additionally, provide insights on optimizing
content for various platforms, ensuring consistent branding and messaging across
all touchpoints.

● Campaign Strategy:
○ Support planning and execution of marketing campaigns year-round to raise
awareness and support and create champions for (Organization Name).
○ Implement digital fundraising strategies to maximize online donations. ○ Use
email marketing, social media, and other digital tools to engage potential
campaign donors or supporters.

● Performance Tracking, Reporting and Testing

○ Provide regular reports and recommendations for improvement across all facets of
the organization’s digital presence, with an opportunity for (Organization Name)
staff to view real-time results.
○ Monitor and analyze campaign performance, identifying opportunities for
improvement.
○ Conduct testing and recommend new or revised strategies based on results.

(Organization Name) Budget

The estimated annual budget for a full services marketing agency will range from (Budgetary
Info.) and asks interested agencies to provide different options that will fit (Organization
Name)’ needs and interests. (Organization Name) will consider a separate advertising budget
when appropriate.

What to Include

● Agency Overview:
○ Brief description of the agency, including history, mission, and scope of
services.
 (Location) (Web)

○ Overview of team members who will be working on this project.

● Relevant Experience:
○ Experience with medical research foundations is a plus.
○ Case studies or examples of similar projects completed for other nonprofits
or similar organizations.
○ References from past clients.

● Proposed Approach:
○ Detailed plan outlining how the agency will approach the scope of
work. ○ Proposed timeline for the completion of major milestones.

● Budget:
○ Detailed budget breakdown, including costs for each component of the proposed
work.
○ Any additional costs or expenses that may be incurred.

● Additional Information:
○ Any other information that may help us evaluate the agency’s suitability for this
project.

Evaluation Criteria

● Relevant experience and expertise.

● Quality and creativity of the proposed approach.
● Ability to meet deadlines and stay within budget.
● References and past client feedback.
● Overall alignment with our organization’s mission and goals.