Project Specific Dates

BACKGROUND

The Workforce Development Board, Herkimer, Madison and Oneida Counties, Inc., referred to as HMO WDB, is a not-for-profit corporation, established by and certified by the Governor of New York State, pursuant to the Workforce Innovation and Opportunity Act of 2014.

We serve as the leader and catalyst for workforce development programs and services, and as a regional partner, creating impactful strategies to meet the region’s immediate and long-term workforce needs and economic development priorities, focusing on developing a skilled and qualified workforce.

Workforce Development Boards (WDBs) are part of the Public Workforce System, a network of federal, state, and local offices that support economic expansion and develop the talent of the nation’s workforce. WDBs direct federal, state, and local funding to workforce development programs, and procure grant funding that offers training, incentives, job placement, and other supportive services.

State and local WDBs also serve as connectors between the U.S. Department of Labor and more than 2,500 local American Job Centers that deliver services to workers and employers. It sets regional workforce development strategy for the 20-partner Working Solutions consortium, which operates four Working Solutions (American Job Centers) in Rome, Utica, Oneida and Herkimer.

HMO WDB also is at the hub of a network of resources other than WIOA. Its staff work every day to link employers with workers, and workers with the resources they need to procure supportive services, secure employment and develop their careers.

SCOPE

The purpose of this project is to research and define an overall branding effort that reflects and defines the not-for-profit WDB as an entity for jobseekers and businesses alike to develop the skills for the workforce now and in the future.

This will include the assessment of how to incorporate sub brands (departments/individual grants/American Job Centers).

The guidelines and key messages developed from this project will serve as the foundation for all marketing, communications, and engagement projects going forward.

Objectives

• Increase visibility and awareness of HMO WDB’s role and value among the labor force, businesses, partners, key stakeholder groups and the broader community, apart from its American Job Centers.
• Increase awareness of the leadership role of the HMO WDB in working with employers, partners and stakeholders to effectively meet the long-term workforce needs in support of the region’s economic development strategies.
• Increase the number of customers who utilize and benefit from HMO WDB Workforce programs and services.

Deliverables

• Identify internal/external branding problems/ issues and provide creative brand ideas.
• Provide a comprehensive plan to increase brand awareness as a valued partner in the region.
• Provide a comprehensive plan to increase image and level of visibility in the broader community and among its customers, employers, partners and stakeholders.
• Logo tagline/message recommendations.
• Recommend advertising concepts.
• Provide templates for marketing collateral, such as Fact Sheets/Brochures/Education Materials/PowerPoints/Flyers, etc.
• Provide recommendations to target the labor force audience using a continuum of messages via multiple communication channels, including both digital and virtual.
• Provide recommendation for internal brand roll-out and adoption plan and incorporation into existing online presence (website, newsletters and social media).

BUDGET

$5,000 to $15,000

PROPOSAL INSTRUCTIONS

Deadline

Proposals submitted in response to this RFP must be received as a solitary PDF document no later than 12:00 p.m. (Noon) on March 25, 2022, via mail or email (subject line to read “Marketing and Brand Adaptation Proposal for  HMO WDB”) to Alice Savino at asavino@working-solutions.org.  All proposals should be addressed to:

Alice Savino, Executive Director

Workforce Development Board

209 Elizabeth St., 3^rd floor

Utica, New York 13501

Proposals received to the above address/email on/or before the deadline and that comply with all RFP requirements will be reviewed and considered for funding.

Cover Letter

The cover letter should be on firm letterhead and should designate a primary point of contact within the firm who is authorized to answer questions about this RFP. The letter should include this person’s full name, title, address, phone number and email address, as well as his or her qualifications for acting in this capacity. The cover letter should not exceed one page in length and should summarize key elements of the proposal.

Formal cover letter indicating:

• The firm has read this entire request for qualifications document and understands the content
• The firm’s intent to offer services related to this request
• The firm’s website, social media sites and point of contact information (name, email address and phone number)
• A minimum of three (3) references
• This letter must be signed by an authorized representative of the firm

A Detailed proposal encompassing deliverables and summarizing the firm’s qualifications:

Explain the intended approach, execution and deliverables for this project, including a timeframe and Indicate what steps the firm believes may be missing from the branding process.

Provide background on the firm and its experience in developing brand identities and marketing strategies, including examples that illustrate the process from research to package delivery.

Provide a narrative describing the approach the firm would take to the overall project.

Provide an itemized cost analysis for the totality of the project, including billable rates for all personnel assigned to the project, materials, etc. Break out costs on a “not-to-exceed” basis for the various phases/project deliverables, including initial research and consultation with the HMO WDB board, meetings with businesses and identified community stakeholders, and the preparation and presentation of the final product.

SELECTION PROCESS

A review committee will evaluate all responses to the RFP that meet the submittal requirements and deadline. Submittals that do not meet the requirement or deadline will not be considered.

Factors to be considered in the selection process include:

• Quality & thoroughness of the proposal
• Experience and past performance in completing projects of a similar type, size and complexity
• The quality of example materials and any presentation requested by the HMO WDB
• Demonstrated capacity to deliver high-quality work within a predetermined timeline and budget
• Relevant experience with other branding projects
• Harmony between the proposed strategy and the broader goals of the HMO WDB
• Cost & budget proposal

EVALUATION CRITERIA

The evaluation method to be used by the selection committee will include, but not limited to the following criteria:

• Level of professional competence
• Proven record of accomplishment in the area of branding and marketing
• Total years of experience in the field
• Degree of expertise and technical skills in branding and marketing
• The expertise of the principal personnel assigned to the project
• Clear demonstration of innovation, vision and creativity references
• Knowledge, familiarity or prior experience in work with the HMO WDB

The HMO WDB will use the following criteria for evaluation:

• 50% The branding/marketing approach
• 20% Firm experience
• 5% Statement of qualifications
• 15% References
• 10% Cost

RFP Prepared by and Proposals to be provided to:

Workforce Development Board Herkimer, Madison & Oneida Counties, Inc.

Attn: Alice Savino

209 Elizabeth St., Suite 301

Utica, NY 13501 

315.207.6951 x 122

Email: asavino@working-solutions.org

BY

March 25, 2022

VIEW/DOWNLOAD THE RFP