REQUEST FOR PROPOSAL: EXPLORATION OF REBRAND

Proposal Due Date: April 30, 2025

Project Overview

CLC seeks to partner with an experienced marketing firm to assist us with a brand audit, followed by recommendations to improve organizational brand awareness, including a risk assessment of a rebrand and name change.  

The scope should include, at a minimum: 

  • A complete brand audit supported by qualitative and quantitative research that demonstrates the strengths and weaknesses of our current brand with our key audiences (journalists, government agencies, the legal community, the judicial branch, state and federal legislative staff, donors) as well as a competitive analysis of the landscape in which our brand operates.
  • A risk assessment to the organization should we undergo a rebrand and name change, including research demonstrating what could be gained or lost. This could include research/examples/case studies of organizations like CLC.
  • A full set of costs associated with a rebrand or name change, from concept to implementation, as well as guidance on how best to mitigate risk to the organization.
  • Recommendations for next steps, including initial qualitative research on potential new organizational names and a new set of brand values and/or other guidance to improve brand awareness.  

Timeline

CLC will be accepting proposals until April 30, 2025. We plan to start reviewing proposals, on a rolling basis, with a goal of selecting a vendor immediately and completing the project within the next month. Please let us know as soon as possible whether your organization will accept or decline this RFP. Proposals should be submitted to Sandhya Bathija, Vice President, Communications at [email protected].  

Project Goals

We would like to assess the full scope of risks and benefits to our organization before jumping into a potential rebrand and name change.

Scope of Work, Budget, and Deliverables

CLC has budgeted $30,000 for this scope. The scope of work will include:
  • Mid-scope updates on key findings of the qualitative and quantitative research, risk assessment findings and rebrand cost estimates.
  • A final presentation detailing findings presented to the executive leadership team, board of trustees, and members of the communications staff.
  • A final written report detailing findings given to the executive leadership team, board of trustees and members of the communications staff.  

Evaluation Criteria

The following criteria will be used to evaluate proposals:

  • Overall proposal suitability.  
  • Knowledge of CLC’s mission, vision, values and issue areas.
  • Quality of prior relevant experience with similar organizations.
  • Ability to complete work within a reasonable timeframe.
  • Price, payment terms and the ability to work within the desired budget.
  • Ability to accept the terms of CLC’s standard contract for professional services. 

CLC reserves the right to select no proposals should no bidder submit a proposal that meets the organization’s needs.

Consistent with our Diversity, Equity and Inclusion (DEI) goals, CLC encourages obtaining bids from small business, service-disabled veterans, minority-owned firms and woman-owned businesses to the fullest extent practicable.

Submission Requirements

  • Contact information for and a description of your organization, and an explanation of qualifications that are responsive to the requirements of this RFP.  
  • A description of staff qualifications, including information on the team who will be assigned to work on this scope.
  • A list of current clients and/or references for whom you have provided similar services as outlined in the RFP.
  • A specific plan of action and timeline to execute the scope.
  • Proposed terms, conditions and itemized fees and expenses that align with the proposed budget for services being rendered.
  • Measurements of success or key performance indicators for this scope. 

About Campaign Legal Center

Campaign Legal Center is a nonpartisan organization dedicated to advancing democracy through law and fighting for every American’s right to participate in the democratic process. CLC uses tactics such as litigation, policy advocacy, communications and partnerships to win victories that result in a more transparent, accountable and inclusive democracy. Our long-term goal is a government responsive to the people. For more information, visit us online at campaignlegal.org.  

Contact Information

Please send proposals or any questions regarding proposals to Sandhya Bathija, Vice President, Communications at [email protected]. We are pleased to set up a time to speak with your organization prior to you submitting your proposal, should you have any in-depth questions.