Branding RFP

Request for Proposals

2020 Michigan Works! Association System Branding

Due Date: June 1, 2020 12:00 PM (EST)
Inquiries and Proposals Should Be Directed To:

Steph Willis
Director of Communications
[email protected]

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BACKGROUND INFORMATION

Michigan Works! Association
The Michigan Works! Association is a 501(c)(3) non-profit membership organization that
supports Michigan’s talent development system: Michigan Works!.

As the state’s primary workforce development association, our focus is to continue to
move the needle on policy, education and collaboration. We are creating opportunity
and building stronger communities by advocating and innovating together.

The Association adds value to the work of our members through an extraordinary array of
resources and supports which aim to influence positive outcomes within the workforce
development ecosystem through Voice, Knowledge and Connection. The Association is
here to advocate and speak on behalf of our members; help members gain the information
and training needed to excel at their jobs; and to assist in connecting members with
partners who help create the system needed to help job seekers in Michigan meet their
career goals.

Michigan Works! System
The Michigan Works! system is comprised of 16 multi-faceted and diverse organizations.
Michigan Works! uses a demand-driven approach in which they partner with local
employers, educators, economic developers and community organizations to identify
workforce needs and skills gaps in order to create a qualified workforce that addresses
each region’s current and future talent needs while, as the same time, fueling the state’s
economic future.

While each Michigan Works! organization is independently operated, they all have
several things in common, including:

• Creation of on-demand solutions for high-demand skills.
• Providing a network of resources through the state.
• Finding innovative ways to adapt, respond and customize solutions for

challenging recruitment projects.
• Using community connections to bring together employers within specific

industries to address long-term hiring issues.

Michigan Works! is often confused by the public with the State of Michigan’s
Unemployment Insurance Agency. While not the unemployment agency, Michigan
Works! is an organization that provides guidance on finding the right career path to job
seekers and the right talent for employers.

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SCOPE OF BRANDING INITIATIVE

The purpose of this initiative is to position the Michigan Works! system as the state’s “go-to talent partner” as well as
differentiate Michigan Works! from the Unemployment Insurance Agency and other State of Michigan entities. The
branding should focus on (1) who we are; (2) who we serve (job seekers and employers); and (3) our focus on
reemployment as our specialty. The chosen vendor shall provide the Michigan Works! Association with a market research
study to determine the view of Michigan Works! in communities across the state.

The vendor must create a branding campaign for Michigan Works!, incorporating the existing trademarked Michigan
Works! logo and brand standards, that can be easily and effectively utilized across multiple graphic identity applications
and communicative mediums such as advertising, letterhead, signage, videos, social media marketing materials and
websites. The vendor will create a branding campaign that highlights the Michigan Works! system, contributions, and
successes to position the system as the “go to” talent organization for workforce development needs.

The Michigan Works! Association seeks a proposal that exemplifies the primary goals and objectives to be achieved by
the branding initiative and process:

• Uniformity – The branding campaign should convey a common message to audiences.
• Identity/ Pride – Identify and promote what makes Michigan Works! distinct and appealing.
• Flexibility – The branding campaign must be flexible and adaptable in order to meet the needs of the 16 Michigan

Works! organizations that comprise the system. It must also be flexible enough to grow and evolve along with
any changes in the market.
• Endorsement – The branding campaign must be authentic and resonate with citizens, businesses, employees,
and community groups across the state of Michigan.

SCOPE OF SERVICES

Project Management – The vendor will lead all aspects of the Michigan Works! branding campaign, including the
following:

• Facilitator during the research process and/or testing of the new branding campaign, including descriptions of
community engagement efforts that will take place during this process. The consultant will be expected to employ
creative means of public engagement to ensure that all stakeholders are aware and involved in the project.

• Facilitator of a focus group including representatives from the 16 Michigan Works! organizations to obtain input
from the local level.

• Research will be the basis for the development of a brand concept, creative elements and the overall branding
campaign. The vendor will review the current brand image. In addition:
o Identifying the key elements of Michigan Works!.
o Analysis of current efforts and existing creative elements and designs.
o Measures that will be used to determine if the branding effort is successful.

Strategic Plan – The vendor will develop strategic objectives that will include implementation, management and ongoing
promotion of the brand to include, but not be limited to the following:

• Promotion of the use of the branding campaign among the 16 Michigan Works! organizations while maintaining
brand integrity.

• Maintenance and consistency of brand image and messaging while providing suitable flexibility for the target
audiences of the participating agencies.

• Recommendation of ways to articulate the brand; define markets and promotional avenues; and advise on
strategies to better promote and create brand awareness.

Creative/Development of Brand – The vendor will develop creative elements that will include a tagline and other products
to support the overall brand initiative and existing logo. A minimum of three distinct creative campaign must be presented,
based upon the results of the research. The selected campaign will be delivered with a style manual and guidelines for

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use and the capability of use in the following:

• Print and electronic advertising
• Website design
• Media placement
• Public Relations
• Outdoor signage and brand recognition
• Videos
• Social media engagement
• Social media advertisements

Implementation Matrix – The vendor will develop an action plan for implementation with sufficient detail to allow staff to
understand the approach and work plan. An action plan should include, but not be limited to the following:

• Estimated costs/budget associated with the implementation process.
• Proposed timelines for the development of creative elements.
• Implementation plans for branding campaign applications and branding campaign’s maintenance plan.

Evaluation Plan – The vendor will develop a plan for ongoing evaluation of the branding campaign’s effectiveness and
reporting of results of the strategy to the Michigan Works! Association.

DELIVERABLES 4

• Reports outlining significant meetings, discussions, actions and results.
• Qualitative and quantitative analyses of current image and positioning.
• Implementation matrix for branding campaign applications and branding campaign maintenance plan.
• Detailed implementation schedule based upon available research.
• Estimated costs/budget associated with the implementation process.
• Presentation of the proposed brand identity including the elements listed above.
• Final written report outlining the elements listed above.

NOTE: The detailed scope of services will be negotiated at the time of contract development.

PROPOSAL PROCESS

The purpose of this RFP is to identify potential vendors to provide services described in the Statement of Need.

INSTRUCTIONS ON PROPOSAL SUBMISSION

This notice is forwarded for information and invitation only and is not to be construed as a contract, or as a
commitment to contract. Award of any contract(s) is subject to the availability of funding.

Vendors may submit their proposals (Section I, II and III) electronically and will be accepted through June 1, 2020
12:00 PM (EST).

Electronic proposals must be submitted in PDF format only to [email protected].

Inquiries
To ensure the Association maintains an open competition process, inquiries regarding this RFP must be in
writing and sent to Steph Willis, [email protected]. Inquiries will be accepted through
Tuesday, May 26, 2020, 12:00 PM (EST). Inquiries and responses will be posted at
http://www.michiganworks.org/rfps-rfqs by 5:00 PM (EST) on Thursday, May 28, 2020.

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NOTE: Emphasis should be based upon conformity to the instructions and requirements of this RFP.

Conditions of Proposal
All costs incurred in the preparation of a proposal will be the responsibility of the vendor and will
not be reimbursed by Michigan Works! Association. Michigan Works! Association reserves the
right to make an award without further discussion of the proposals submitted.

General Information/Right to Reject:
This RFP does not commit the Michigan Works! Association to award a contract, to pay any costs incurred
in the preparation of a proposal to this request, or to procure or contract for services or supplies. The
Association may award a contract, based on offers received, without discussion of such offers.
Accordingly, each offer should be submitted on the most favorable terms from a price and technical
standpoint. The Association reserves the right to accept or reject any or all proposals received as a result
of this request, if it is in the best interest of the Michigan Works! Association. The Association may require
the offerors selected to participate in negotiations and to submit such cost, technical, or other revisions of
their proposals as a result of negotiations. The Association is not liable for any costs incurred by the bidder
prior to the signing of a contract and/or written authorization from the Association to proceed with the
service.

The Michigan Works! Association encourages small businesses, minority-owned firms and women-owned
business enterprises to submit a proposal, and to indicate as such on the cover sheet.

Administrative Requirements
The selected vendor must sign and return all contracts to Michigan Works! Association within ten
(10) days of the receipt of the contract.

All invoices and supporting documentation must be submitted within thirty (30) days of the
contract end date. Failure to do so may result in non-payment.

Disclaimer
Michigan Works! Association assumes no responsibility or liability for costs incurred by the
proposer prior to the effective date of any contract resulting from this RFP. The bidder may be
required to obtain licenses, liability insurance (including bonding of staff responsible for financial
transactions) comply with the Americans with Disabilities Act and maintain Equal Opportunity
Employment between the bidder and its employees.

Notification of Award
Proposals will be reviewed with notification of acceptance or refusal within four weeks of
submission.

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EVALUATION

Proposal Evaluation Criteria
All proposals will be reviewed and rated by a Michigan Works! Association review team.
Incomplete proposals or proposals that fail to follow the submission guidelines will not be
considered for review.

Proposals may be judged non-responsive and removed from further consideration if any of the
following occur:

1. The proposal is not received timely in accordance with the terms of this RFP.
2. The proposal does not follow the specified format.
3. The proposal is not adequate to form a judgment by the reviewers.

For simplicity, please prepare your proposal with this outline:

I. Pricing separated out for each day of photography. Separate fees for photography and travel, etc.

Rating Criteria (Out of 100 points):

35 Background and Experience – qualification, references, experience in relevant field, etc.
30 Budget Considerations – sufficient detail provided to assure reasonable cost.
25 Cost – your costs will be evaluated against all other proposers. Points will be assigned

in decreasing 5-point increments from lowest to highest costs.
10 Accuracy and Completeness of Proposal

100 Total Points Awarded

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SECTION I – PROPOSAL COVER PAGE
Michigan Works! Association

2020 Michigan Works! Branding

Applicant Organization Federal ID Number/ SSN

Street Address

City State Zip Code

Printed Name Title of Applicant’s Authorized
Representative Fax Number

Telephone Number

E-mail Address Web site

Small Business Female -Owned Minority-Owned

Certification
I certify that:

a) I have been authorized to submit and sign this proposal on behalf of the
submitting organization;

b) the quote is accurate and true to the best of my knowledge, the costs are
reasonable and necessary for the proposed service;

c) the proposed costs do not duplicate other funds already available, or which
may become available, to pay the projected costs;

d) my organization will implement the services in compliance with the
stipulations and guidelines set forth by Michigan Works! Association; and,

e) the organization that I represent is an equal opportunity employer/provider.

Authorized Signature Date

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SECTION II – QUALIFICATIONS / PROPOSAL COMPONENTS

Complete the following information and submit two copies with the signed Proposal Cover Page
(Section I). Complete responses are required for each section. All proposals must include the
following:

A. Organizational Background
Provide a brief description (100 words or less) of your organization/business.

B. Experience/Qualifications
Please include a website address to view samples of relevant work.

C. Compensation
The selected vendor will be compensated on a unit-price basis for each deliverable of definable
work product delivered and on an hourly fee basis for additional services rendered.

• Provide the vendor’s general fee structure for providing identified services. Provide individual pricing for
deliverable items described in the Scope of Services. Any final price per task will be subject to a cost
reasonableness determination and final negotiation.

• For tasks that lack a definable work product, provide hourly rates for responsible personnel. The
estimate of costs and person hours per work item must be an exhibit in the consultant proposal and
must be represented as a “cost not to exceed.”

• Provide other pricing information if applicable.
• The Michigan Works! Association is not liable for any cost incurred by any proposers prior to the

execution of an agreement or contract created as a result of this RFP. The Association shall not be
liable for any costs incurred by the selected consultant that are not specified in the contract.

D. References
Please attach references including names and organization.

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SECTION III - TERMS

If awarded, the applicant hereby certifies and assures that it will fully comply with the following
federal regulations (if applicable to your organization):

Certification and Other Terms/Conditions

• The signing individual certifies that he/she is authorized to contract on behalf of the
organization offering this proposal.

• The signing individual certifies that the prices in this proposal have been arrived at
independently, without consultation, communication, or agreements made for the
purpose of restricting competition.

• When delivering services under an approved contract, the contractor shall work under the
broad supervision of Michigan Works! Association staff.

• The signing individual certifies that there has been no attempt by him/her or anyone in
their organization to discourage any potential applicant from submitting a proposal.

• The signing individual certifies that he/she has read and understands all of the
information in this Request for Proposals.

• The signing individual certifies that his/her organization, and any individuals to be
assigned to the project, does not have a record of substandard work and has not been
debarred or suspended from doing work with any federal, state, or local government.

• Michigan Works! Association reserves the right to negotiate a best and final offer with
applicant selected.

• Payments shall be made on a cost reimbursement basis (no advances). Invoices shall
detail expenses based on the line items in the proposal budget. Generally, Michigan
Works! Association will pay invoices within 30 days of receipt, unless questions arise as
to the appropriateness of an expense.

• All information received by the contractor during the course of the contract period is
considered confidential and shall be protected to the utmost ability of the contractor.

• The contract awarded under this RFP shall be subject to and interpreted under the laws
and jurisdiction of the State of Michigan.

Signature ________________________________________________
Date ________________________________________________

(Signed certification/conditions to be returned with the proposal)

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