Request for Proposal (RFP)--Organizational Rebrand Rollout & Launch Coordination
Date Issued: November 9, 2026
Submission Deadline: December 15, 2026
Submit Proposals To: Lindsay Seekford, Director of Marketing & Engagement
Email: lseekford@hsipgh.org
Organization Overview
Healthy Start, Inc. is a Pittsburgh nonprofit working to improve maternal and family health. Our work now spans direct services and community education, policy and advocacy, research and training, and convening and partnerships. As part of our 2025-2028 Strategic Plan, we are adopting a new name and identity that better reflects our work while honoring our 35-year history and our roots in the federal Healthy Start initiative.
Project Overview
Healthy Start seeks a consultant, agency, or team to help carry out the rollout process for its new brand strategy with internal and external audiences, with an intentional focus on asset framing. We need a hands-on partner to coordinate implementation, prepare and distribute communications, support staff preparation, and plan and coordinate a series of public launch events.
Our brand consultant has already developed the brand strategy, audience segmentation, messaging guide, internal brand toolkit and training materials, and public launch framework. The brand consultant is also responsible for the visual identity, templates, and website. This RFP is for additional support putting these materials and plans into action during 2027. The public launch date has not yet been finalized.
Scope of Work
The selected partner will work closely with Healthy Start's CEO, Director of Marketing & Engagement, and other key staff throughout the rollout process. The partner will coordinate with our team to use the materials developed by our brand consultant to operationalize a 3-5 month rollout campaign.
1. Rollout Planning & Coordination
- Turn the existing launch framework into a detailed implementation plan with key activities, responsibilities, deadlines, and approvals.
- Coordinate activities across leadership, staff, and other vendors as needed.
- Maintain a communications calendar—including PR opportunities, monitor progress, and follow up on outstanding tasks.
- Identify priorities, manage dependencies, and provide regular progress updates.
- Prepare an implementation plan for leadership review and final approval by January 25, 2027.
2. Internal Rollout & Staff Preparation
- Coordinate plans for the introduction of the new brand to board members, staff, funders, and other identified key stakeholders before the public announcement.
- Use existing training materials, talking points, FAQs, and announcements developed by our brand consultant.
- Assist with scheduling staff briefings, coordinating training, and distributing brand resources.
- Develop plans and guidance to support staff in understanding and consistently using the new name, messaging, and brand materials. Monitor rollout progress, document key processes and decisions, and provide regular updates on outstanding needs.
- Provide a final report documenting completed work, outstanding items, and recommendations, along with an evaluation framework Healthy Start can use to assess the rebrand's effectiveness one year after launch.
3. External Launch & Stakeholder Communications
- Coordinate plans for outreach to families and participants, donors, partners, referral sources, policymakers, volunteers, and other key audiences.
- Prepare communications using approved messaging, including emails, letters, social media posts, newsletter content, and a press release.
- Coordinate media outreach, community communications, and stakeholder announcements.
- Align public communications with the website launch, social media channels, and partner communications.
- Develop any additional communications or promotional materials needed for the rollout that are not already provided by the brand consultant, using the approved brand guidelines and messaging.
4. Launch Coordination & Event Planning
- Coordinate public launch preparations, final checks, scheduled communications, and launch-day activities.
- Work with Healthy Start leadership and key staff to plan and coordinate an official public launch event and/or series of events.
- Assist with determining the event format, location, audience, and logistics.
- Coordinate event planning activities, invitations, vendors, communications, and event-day execution.
- The public launch event date is TBD and will be determined in coordination with Healthy Start leadership and the overall rollout schedule.
Expected Deliverables
Healthy Start will provide the selected partner with the existing brand strategy, audience segmentation, messaging guide, internal brand toolkit and training materials, and launch framework. Expected deliverables include a detailed rollout plan; coordination of rollout activities for internal and external audiences/stakeholders; a communications calendar; finalized launch communications; planning and coordination of the official launch event; hands-on launch execution; and a final report.
Vendors should clearly identify what they will coordinate, produce, and carry out using the existing materials developed by our brand consultant.
Budget & Pricing
Healthy Start has allocated $15,000–$20,000 for direct consultant fees related to planning, coordinating, and implementing the internal and external brand rollout. An additional budget of up to $10,000 may be available for expenses such as public relations, printing, promotional materials, a public launch event, and other costs associated with the rollout.
Proposals should include a detailed breakdown of consultant fees and any anticipated additional expenses. All proposed expenses should be clearly identified and will require Healthy Start's approval before any costs are incurred.
Anticipated Timeline
- RFP Released: November 9, 2026
- Proposal Submission Deadline: December 15, 2026
- Vendor Interviews: Week of December 28–31, 2026
- Vendor Selection: By January 8, 2027
- Implementation Plan Presentation & Leadership Review: By January 25, 2027
The selected vendor will be expected to prepare and present a proposed implementation plan for leadership review by January 25, 2027, as a pre-implementation deliverable. The plan shouldbuild on the existing launch framework and outline key activities, responsibilities, and timelines so implementation can begin in February 2027. Public launch timing will be coordinated with website readiness and leadership approval.
Roles & Coordination
Healthy Start will provide direction, approve content and decisions, and connect the selected vendor with appropriate staff. Our brand consultant is responsible for the brand strategy, visual identity, messaging, templates, website, internal brand toolkit, and initial launch framework.
The selected partner will build on that work rather than repeat it, focusing on implementation, staff preparation, stakeholder communications, public launch coordination, and event planning.
Desired Qualifications
- Experience supporting nonprofits, public health organizations, or community-serving organizations through organizational rebrands or major announcements.
- Strong familiarity with the Healthy Start focus population and ability to apply an equity lens and asset framing to all facets of the work.
- Strong project management, communications, stakeholder outreach, media relations, and event planning skills.
- Demonstrated ability to implementan existing brand strategy, coordinate multiple stakeholders, and carry projects from planning through execution.
- Proposals are welcome from vendors regardless of location; however, preference will be given to those familiar with the Pittsburgh region who can provide on-site coordination and support for events.
Proposal Requirements
Please include:
- Brief background and proposed team (not to exceed one page)
- Examples of similar work
- Proposed activities and what you will handle directly (not to exceed 3 pages)
- Timeline and deliverables (not to exceed one page)
- Itemized fees and optional costs (not to exceed one page)
- What you will need from Healthy Start (not to exceed one page)
- Two references
- Ability to complete an implementation plan for leadership approval by January 25, 2027.
Evaluation Criteria
Proposals will be evaluated on relevant experience, a practical implementation approach, ability to carry out the work, demonstrated understanding of the communities we serve, coordination with Healthy Start and our brand consultant, timeline, and overall value.
Submission Instructions
Email proposals to:
Lindsay Seekford
Director of Marketing & Engagement
Healthy Start, Inc.
Submission Deadline: December 15, 2026
Subject Line: RFP: Brand Rollout & Launch Coordination
Questions regarding this RFP may be directed to the same email address.
Confidentiality/Ownership of Materials
The rebrand is confidential until Healthy Start announces it publicly. The selected partner must protect nonpublic information and may need to sign a confidentiality agreement before receiving the new name and brand materials. Healthy Start may request more information, negotiate terms, or reject any or all proposals.
All materials, documents, plans, communications, and other work products created specifically for this project will become the property of Healthy Start, Inc., including all editable files, upon final payment. The selected vendor may not reproduce, distribute, or use these materials for other purposes without prior written approval from Healthy Start, Inc.