MESSAGING AND BRANDING TENDER FOR THRESHOLD
1. INTRODUCTION
Threshold intends to renew its brand identity to align with the
organisation's Strategic Plan. We invite proposals from qualified
agencies to develop a clear, coherent, and engaging brand identity for
Threshold that reaffirms Threshold's core mission and values. This
tender document serves as an invitation for agencies to submit
proposals for brand identity services. The aim of renewing a brand
identity is to enhance our ability to raise awareness of the
organisation among renters and the wider public, increase donations,
influence policy and build trust with donors, statutory bodies and
funders, and the media.
2. BACKGROUND
Threshold is a national housing charity with offices in Dublin, Cork,
and Galway. We are committed to preventing homelessness and protecting
the rights of tenants primarily in the private rented sector. For over
four decades, Threshold has been a cornerstone for tenants, offering
advice, legal representation, and advocacy to ensure fair and
sustainable housing solutions.
The earlier people become aware of their rights and responsibilities
in the private rental sector, know how and where to access support,
and take action in accessing the support available, the more likely
they will be prevented from suffering from housing issues such as poor
mental and physical health, relationship issues, performance issues in
the workplace, relocation, or accessing emergency housing services.
Our target audience includes renters, service users, donors, and
statutory funders. While we currently have a brand identity, we
recognize the need for an update to better reflect our mission and
vision. The rebranding initiative presents an opportunity to
strengthen our brand presence and enhance engagement with
stakeholders.
3. OBJECTIVES
The primary objectives of this tender are to:
* develop a methodology for updating and reframing our messaging,
what we stand for, our story
* producing clear, consistent and contemporary messaging and
storytelling for Threshold in order to reach:
* clients
* funders, donors
* policy supporters
* policy makers
* Develop a compelling and cohesive brand identity that aligns with
our strategic plan while maintaining and reaffirming Thresholds core
mission and values.
* Enhance our visibility and reputation among stakeholders.
* Increase engagement and support from our community, donors and
partners.
* Create consistent messaging across all platforms.
4. SCOPE OF WORK
The selected agency will be responsible for:
4.1. DISCOVERY
(A) UNDERSTANDING THRESHOLD
* The issues and the cause
* The messages
* Key insights including case studies, data from our communications
channels
(B) UNDERSTANDING THE EXTERNAL CONTEXT
* The sector and Threshold’s position in the wider market
* The existing external partners
* Threshold as a key actor in supporting tenants and thought leader
during current housing crisis
(C) UNDERSTANDING OUR AUDIENCE SEGMENTATION INCLUDING THE TARGET
AUDIENCES OF EXISTING AND POTENTIAL:
* Renters and service users
* Donors and partners
* Campaign supporters
* Statutory funders
Section 4.1 (c) may involve conducting market research. If so, the
planning, components, and general costs of such research need to be
set out in the tender.
4.2. DEFINITION
* messaging and storytelling associated with the nature and impact
of our work with renters, policy advocacy and donor engagement
* Brand positioning and identity
* Unique Selling Proposition (USP) of Threshold relative to other
charities in the field
* Personality and Tone of Voice
4.3. DESIGN
* Visual identity, ensuring accessible design
* A detailed house style will ensure that the visual identity is
consistent across our various modes of communication and platforms
4.4. DELIVERY
* Embedding the messaging, storytelling and branding in the
organisation
* Development of guidance for staff and external contractors on the
messaging, storytelling and branding
* Employee engagement
* Embedding the brand in the organisation
* Development of guidance for staff and external contractors on the
branding
* The successful tenderer will engage with a brand steering group
drawn from within (and external to) Threshold.
4.5. DELIVERABLES
A high-quality standard of assets including the following:
* Comprehensive suite of Persona, Messaging and Storytelling assets
(delete Messaging framework and key messages)
* Brand audit report
* Brand strategy document
* Visual identity assets (logo, style guide, etc.)
* Messaging framework and key messages
* Implementation plan and training materials
5. AGENCY REQUIREMENTS
Threshold is seeking a Messaging, Storytelling and Branding
Specialist:
* With experience of previous messaging, storytelling and brand
development exercises in the Irish Charity sector
* With a proven track record of stakeholder engagement, particularly
regarding staff, donors, campaign supporters, and service users
* Who ideally has experience of consulting with policy makers and
funders in the statutory sector
* Who can bring momentum to this project and drive the branding
process to a timely and cost-efficient conclusion
Interested agencies should include the following in their proposal:
5.1. AGENCY INFORMATION
* Overview of the agency, including history and experience
* Case studies or examples of similar work
5.2. APPROACH AND METHODOLOGY
* Detailed description of the proposed approach to the project
* Methodology for each phase of the project
5.3. TEAM COMPOSITION
* Introduction to the team members who will be working on the
project
* Their relevant experience and roles
5.4. TIMELINE
Proposed timeline for the completion of each phase of the project
5.5. BUDGET
* Detailed budget breakdown, including costs for each phase,
inclusive of VAT
5.6. REFERENCES
* Contact information for at least three references from similar
projects
6. EVALUATION CRITERIA
Proposals will be evaluated based on the following weighted criteria:
* Understanding of our mission and goals (**APPLY ON THE WEBSITE**%)
* Creativity and innovation in proposed solutions (**APPLY ON THE
WEBSITE**%)
* Team experience, qualifications, and expertise in messaging,
storytelling and branding, particularly for non-profits (**APPLY ON
THE WEBSITE**%)
* Quality of previous work and case studies (**APPLY ON THE
WEBSITE**%)
* Proposed methodology and approach in relation to messaging,
storytelling and branding for Threshold (**APPLY ON THE WEBSITE**%)
* Cost-effectiveness and value for money (**APPLY ON THE WEBSITE**%)
7. SUBMISSION INSTRUCTIONS
Proposals must be submitted in PDF format via email to Tanya
McLaughlin, Executive Assistant, at * by the
deadline of 5.**APPLY ON THE WEBSITE**PM ON **APPLY ON THE WEBSITE**
JULY, **APPLY ON THE WEBSITE**. For any inquiries related to the
tender document or the brand identity project, please contact Tanya
McLaughlin at * or call **Apply on the
website**.
8. TIMELINE
* TENDER RELEASE DATE: * June, **Apply on the
website**
* DEADLINE FOR QUESTIONS: * July, **Apply on
the website**
* PROPOSAL SUBMISSION DEADLINE: 5. *pm,
* July, *
* EVALUATION PERIOD: * July – 2 August,
*
* DECISION ANNOUNCEMENT: 6 August, *
* Contract Finalization: 7 – * August,
*
* PROJECT COMMENCEMENT: 2 September *
* PROJECT COMPLETION: to be determined
9. TERMS AND CONDITIONS
* Selected agencies will be required to adhere to legal and
contractual requirements outlined in the agreement.
* Confidentiality agreements will be in place to protect sensitive
information.
* Ownership of intellectual property rights will be determined as
per the agreement terms.
* All submitted proposals will be treated as confidential.
* Threshold reserves the right to accept or reject any proposal
without prior notice.
**APPLY ON THE WEBSITE**. BUDGET
The budget for the project is € *,**Apply on
the website** inclusive of VAT. Agencies should consider budget
constraints and provide cost-effective solutions. Payment to the
tender awardee will be paid in the following stages:
€ *, * on commencement
of contract.
€ *, * on delivery of
draft version of the solution.
€ *, * on sign off and
ownership of final branding and messaging solution and suite of
assets.
**APPLY ON THE WEBSITE**. NOTES FOR AGENCIES
* Click on the
We need : English (Good)
Type: Permanent
Payment:
Category: Others
