Submission Deadline: o All proposals must be submitted by 4/4/24
Link: file:///C:/Users/cbettencourt/Downloads/PRF70-Marketing~1.pdf
Program Overview and Purpose
The Division of Apprentice Standards (DAS) is responsible for the oversight of registered apprenticeship programs in the Commonwealth of Massachusetts.
Our goal is to connect people to high-demand job opportunities across the Commonwealth through equitable access to training and employers. A major focus of the Division is to grow and diversify registered apprenticeship opportunities across industry sectors and enhance our diversity, equity, inclusion and accessibility practices and policies in our programming, outreach, apprenticeship program development and monitoring efforts.
4. Project Overview
The Massachusetts Division of Apprenticeship Standards (DAS) is inviting proposals from
experienced branding and marking consultants to make recommendations and create collateral to
enhance the messaging, content, and materials used by DAS. This work will assess the agency’s
ability and agility to influence, encourage, strengthen, and streamline the registration of
apprenticeship programs in the Commonwealth. The goal is to amplify a unified message and
efficiently promote Registered Apprenticeship and Pre-Apprenticeship Programs (RAP’s and
PAP’s) to industry stakeholders and prospective apprentices, along with messaging the
requirements of CFR 29 Part 29 and 29 Part 30 in registered apprenticeship.
The selected consultant will work with and across DAS Teams to create a seamless instructional
process for each employer desiring to set up a registered apprenticeship program. This will result
in a clear, efficient, and effective transition through the life cycle of apprenticeship with a
concrete understanding of the contributions and work of each DAS Team. This will also convey a
thorough apprenticeship program overview through exposure to content, training, and technical
assistance from the Division. The selected consultant will advise DAS Teams (Apprenticeship
Liaison, Operations, Quality Assurance and Grants Management) on ways to think about,
strategize on, and produce best practices and procedures to ease communication flow, create
step-by-step documentation for registration processes and subsequent program management
requirements for registered apprenticeship.
The selected consultant will play a crucial role in creating outreach content, crafting event
giveaways, designing flyers, developing presentations for potential sponsors, and assembling a
comprehensive Registered Apprenticeship Program Toolkit. This should include but is not
limited to detailed guidance for program registration, outreach activities within DAS in
published, easy-to read formatting and will be live on the DAS website. The tasks outlined in the
draft of this project scope must be finalized by June 26, 2024.
Scope of Work
Review and Analysis:
o Evaluate existing DAS-branded marketing materials and compare them to other
state/territories/website inventory.
o Conduct a thorough analysis of the:
Target audience focus groups
Language and RAP terminology
Stages and protocols within the lifecycle of MA RAP’s and PAP’s
Current marketing materials
Current presentations and associated scripts
Current Apprentice Handbook
Industry trends and focused pathways
Competitive landscape
Strategy Development:
o Collaborate with the DAS staff to develop a comprehensive marketing strategy.
o Define key messages and branding elements for a cohesive campaign.
o Create precise and understandable language as the Sponsor moves between
different phases within the DAS lifecycle in Registered Apprenticeship and PreApprenticeship models.
o Include DEIA initiatives and strategies throughout the work and include in all
messaging.
o Team roles/messaging to incorporate:
Apprenticeship Liaison
Office Operations
BD-24-1043-DAO01-32500-100015 Page 4 of 8
Quality Assurance
Grants Management
Material Enhancement:
o Modify and enhance existing DAS-branded materials for consistency.
o Develop outreach content for various channels, including digital and print.
o Create engaging event giveaways and eye-catching flyers for future events.
o Offer explicit instructions on effective marketing and collateral materials.
o Examine the current Apprenticeship Handbook and suggest innovative
improvements.
Registered Apprenticeship Program Toolkit:
o A comprehensive package tailored to effectively communicate the benefits and
requirements of sponsoring apprenticeship initiatives.
o The key components may include but are not limited to:
Welcome Letter
Apprentice Handbook
Benefits Brochure
Program Overview Presentation
Success Stories
Customizable Marketing Collateral
ROI Analysis Document
Training and Support Resources
Frequently Asked Questions (FAQ)
Contact Directory
Legal and Compliance Guidelines
Event Invitations
Program Standards, policies, and regulations
DAS and licensing regulations and requirements
RTI/ OJT
Apprentice grievance and awarding prior credit procedures
Process checklists, etc.
DAS Landing Page:
o Develop concise and engaging presentations targeting potential sponsors,
providing step-by-step guidance on program registration and engagement
opportunities.
o Offer explicit instructions on effective presentation materials.
o Advise on consistency and uniformity across Team processes.
Presentations for Sponsors:
o Develop concise and engaging presentations targeting potential sponsors,
providing step-by-step guidance on program registration and engagement
opportunities.
o Offer explicit instructions on effective presentation materials.