Marketing and Communications Strategy Services

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