The vendor required to provide marketing and communications strategy must prepare the organization to operate at a larger scale, communicate more clearly and consistently with diverse audiences, and strengthen public trust and understanding.
- Intended strategy outcomes
1. Brand audit and foundational research
• A comprehensive audit of agency existing brand, messaging, communications materials, and channels.
• Review of existing research, engagement findings, and internal documents provided by agency.
• Identification of key strengths, gaps, risks, inconsistencies, and opportunities.
• Limited additional research (as required) to inform the strategy, such as stakeholder or audience insights.
• A clear summary of findings and implications for the strategy.
2. Brand strategy and core narrative framework
• A clearly articulated brand strategy, including:
o Core identity, value proposition, and brand promise
o Defined target audiences and priority relationships
o Key message pillars aligned with agency mandate areas
• Updated brand and voice guidelines
• A visual identity refresh (e.g., logo refinements, color palette, typography, graphic system).
• Website structure, navigation, and content recommendations aligned to the strategy
• Practical templates and toolkits (e.g., presentations, campaigns, marketing materials)
• Guidance for expressing the brand through merchandise and other public-facing applications.
3. Storytelling framework
• A clear, cohesive storytelling framework that integrates agency:
o Conservation, education, and development work
o Partnerships and reconciliation efforts
o Tourism experiences and public programs
o Staff expertise and organizational impact.
• Identification and prioritization of core story themes and narratives
• Defined processes for story identification, collection, development, and approval
• Development of a living, reusable story library
4. Integrated marketing strategy
• A multi-channel, integrated marketing framework outlining how messaging, campaigns, and engagement efforts align across:
o Digital platforms and website
o Social media
o Print and traditional media
o Earned media and public relations
o Community engagement and events
• A flexible, scalable marketing approach that supports:
o Seasonal and thematic campaigns, including agency 50th anniversary in 2029
o Fundraising and donor engagement initiatives
o Conservation, education, and development priorities
o Program and event promotion, including signature tourism experiences
o National urban park-related communications
• Guidance on prioritization, phasing, and resourcing to ensure the strategy is implementable within agency capacity.
- Questions/Inquires Deadline: February 5, 2026
