Project Overview
St. Leonard’s Community Services London & Region (SLCS) is seeking a consultant to lead Phase 2 of its Brand Positioning initiative. Building on research completed in Phase 1 and its 2026–2031 Strategic Plan, SLCS wants to develop clearer community-facing messaging that explains who it is, the people it supports, its impact, and why community and philanthropic support matters.
The project will create a practical messaging and fundraising framework that SLCS can use across its website, social media, newsletters, presentations, reports, community outreach, and donor communications.
Scope of Work (Requirements)
The selected consultant will be responsible for:
Brand Positioning & Messaging
- Review the Phase 1 Brand Positioning Report and 2026–2031 Strategic Plan.
- Validate SLCS’s current positioning, audiences, communication needs, and fundraising objectives.
- Develop a clear organizational narrative.
- Create elevator pitches and tagline/signature-line options.
- Develop core messages and audience-specific messaging.
- Create consistent program descriptions and supporting proof points.
- Ensure messaging is person-centered, inclusive, strengths-based, and reduces stigma.
FAQs & Community Communications
- Develop an editable FAQ document for the website and other public-facing communications.
- Address common questions around justice involvement, homelessness, restorative justice, community safety, and risk prevention.
- Translate complex program and community issues into accessible language.
Impact Measurement & Reporting
- Develop an outcomes and indicators framework.
- Identify qualitative and quantitative measures of participant, program, organizational, and community impact.
- Recommend ways to turn data and outcomes into clear communications.
- Establish measures for public awareness, community engagement, and fundraising communications.
Fundraising & Donor Communications
- Develop an editable Case for Support explaining SLCS’s mission, community need, impact, and donor value proposition.
- Create donor stewardship and recognition messaging for different types and levels of support.
- Review the current online donation experience.
- Provide recommendations and a content template for a donor-focused donation page.
- Develop calls to action and messaging that reduce barriers to giving.
Direct Mail Campaign
Support SLCS’s first targeted direct-mail fundraising campaign through:
- Audience and segmentation recommendations
- Campaign messaging and calls to action
- Draft content and structure for the primary mail piece
- Coordination with email, website, and social media
- Campaign timeline and follow-up recommendations
- Measurement framework covering reach, response, donor acquisition, revenue, cost, and ROI
- Recommendations that can be reused for future campaigns.
Implementation & Training
- Recommend an implementation plan with priorities, responsibilities, timelines, training needs, and success measures.
- Provide accessible, editable final materials.
- Define consultation sessions, draft stages, revision rounds, assumptions, and any additional implementation costs in the proposal.
A full visual rebrand, including a new logo or complete visual identity, is not part of the core scope unless separately proposed and approved
Key Dates
- Proposal Deadline: September 25, 2026
Budget
- $7,000–$10,000 CAD.
Why This Is a Great Opportunity, and for Whom
This opportunity is best suited to brand strategists, communications consultants, nonprofit marketing agencies, fundraising consultants, messaging specialists, and small creative or communications firms.
SLCS is specifically seeking someone with experience in brand positioning, community-facing messaging, impact communications, ethical storytelling, nonprofit fundraising, and stakeholder facilitation. The consultant must also be local to the London, Ontario region and able to work with SLCS through both in-person and virtual engagement.
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