Project Overview
PolicyWise for Children & Families, a Canadian nonprofit focused on improving outcomes for children, youth, and families through research, data, and evidence-informed policy and practice, is seeking a consultant or agency to align its brand, messaging, communications, and digital presence with its new strategic direction.
The engagement combines brand strategy and identity development with a full website redesign, including content strategy, copywriting, UX, accessibility, SEO, AI-search visibility, CMS implementation, training, and post-launch support.
Scope of Work (Requirements)
1. Discovery & Research
- Review PolicyWise’s strategic direction and key organizational documents.
- Engage internal staff and external stakeholders, including clients, partners, and board members.
- Audit the existing brand and website.
- Review current digital tools and platforms.
- Assess current brand positioning, perception, effectiveness, and competitive positioning.
2. Brand Strategy & Identity
- Develop a brand platform, including positioning and value proposition.
- Refresh the visual identity, including:
- Logo
- Colour palette
- Typography
- Imagery
- Overall visual style
- Establish brand governance standards and approval workflows.
- Develop asset-management guidelines.
- Create reusable templates for reports, presentations, social media, and other communications.
- Provide recommendations for applying the brand across social media and newsletters.
3. Messaging & Voice
- Define PolicyWise’s organizational voice and tone.
- Develop messaging that clearly communicates its role, services, research, and value to its audiences.
4. Website Redesign & Development
- Review current website performance and analytics.
- Develop user-centered information architecture and sitemap.
- Conduct a full content discovery and audit.
- Develop a messaging framework and page-level content outlines.
- Write, edit, and produce publication-ready website content in collaboration with PolicyWise subject matter experts.
- Migrate the new content into the selected CMS.
- Design and build a modern, mobile-responsive website.
- Meet WCAG 2.1 AA accessibility standards.
- Follow privacy legislation and good privacy practices.
- Implement SEO, including keyword strategy, metadata, and on-page optimization.
- Optimize the site for discoverability in AI-powered search, generative search, and LLM-based assistants.
- Provide a secure, reliable, high-performing website.
- Recommend and implement a CMS that non-technical staff can manage.
- Configure analytics, reporting, and performance tracking.
- Manage testing, QA, redirects, migration, launch, and post-launch support.
5. Implementation, Training & Adoption
- Develop and lead an internal brand rollout and adoption plan.
- Conduct CMS training sessions, preferably live.
- Provide documentation for ongoing content management and brand governance.
- Provide 60–90 days of post-launch website support.
Key Deliverables
The selected provider is expected to deliver:
- Brand positioning and value proposition
- Brand guidelines and complete identity package
- Voice and tone guidance
- Visual identity system and usage standards
- Brand governance recommendations
- Stakeholder engagement summary
- Fully functional, content-complete redesigned website
- CMS implementation
- Website content strategy and development
- Accessibility, SEO, analytics, and AI-search optimization
- Staff training and documentation
- 60–90 days of post-launch support
Key Dates
- RFP/TOR Issued: August 21, 2026
- Proposal Deadline: September 28, 2026
Budget
- No budget is defined in the RFP.
Why This Is a Great Opportunity, and for Whom
This is a strong opportunity because the engagement covers both the organization’s brand transformation and its primary digital platform. Rather than simply redesigning a website, the selected partner will help PolicyWise translate its new strategic direction into its positioning, visual identity, messaging, content, website, and internal brand adoption.
The inclusion of content strategy and copywriting, WCAG 2.1 AA, SEO, AI-search visibility, CMS implementation, stakeholder engagement, training, and post-launch support also creates a broader engagement than a typical website redesign. It should appeal to agencies that want to demonstrate strategic value alongside design and development capabilities.
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