Scope: Phase 1: Discovery and Strategy – October 1st 2025 – January 31st 2026
Phase Description
1.1 Conduct market research and complete a report using surveys, interviews, and focus groups to assess public awareness and brand perception of the departments Vocational Rehabilitation Program. The report will include, but would not be limited to, a SWOT analysis, audience insights, perception data and recommendations. 1.2 Draft a brand and communication strategy outlining messaging, tone, voice and stakeholder engagement framework. 1.3 Deliver a comprehensive finalized brand and communication strategy document that integrates brand positioning, launch plan, detailed messaging framework and stakeholder engagement tactics to include success metrics and implementation checklist.
Phase 2: Brand Identity Development – February 1st 2026 – May 31st 2026
Phase Description
2.1 Develop and present brand names, logo, and tagline options, rationale for each and preliminary name availability summary. 2.2 Present logo concepts aligned with the finalized brand strategy to gather stakeholder feedback. 2.3 Refine and finalize selected brand name, logo, and tagline based on feedback and strategic direction. 2.4 Present logo concepts aligned with the finalized brand strategy. Gather stakeholder feedback. 2.5 Finalize the selected logo design and develop a cohesive visual identity development package including a color palette and typography style suitable for both print and digital media. 2.6 Ensure all final design assets meet accessibility requirements including ADA compliance and compatibility with assistive technologies (e.g., Dragon). Logo package provided in PNG, PDF, JPG formats with embedded fonts and links. 2.7 Design small-format versions of the logo for digital platforms, app icons, browser tabs PNG, SVG, and ICO files and for social media platforms (e.g., 512×512, 180×180, 48×48 px). 2.8 Provide a consistent and accessible email signature design that reinforces brand identity in daily communications. HTML and plain-text versions with setup instructions for Outlook, Gmail, and other common platforms.
Phase 3: Campaign and Public Awareness Strategy – June 1st 2026 – September 30th 2026
Phase Description
3.1 Provide a written campaign strategy that outlines key target audiences, an implementation timeline and measurable performance indicators to track awareness and engagement outcomes. 3.2 Develop multimedia campaign concepts such as visual themes, storytelling narratives, tone/messaging frameworks, and identifying media opportunities. 3.3 Design standardized internal templates including a PowerPoint presentation, letterhead and memo template to ensure brand consistency across staff communications. 3.4 Create a stakeholder communications toolkit that includes email templates, talking points, slide decks, brand FAQ¿s and quick-reference messaging to support internal staff and partner engagement. 3.5 Develop a social media campaign strategy to build momentum before, during, and after launch with a focus on reach and engagement. This includes news outlets, newsletters, partner networks and internal communications channels. 3.6 Prepare a campaign summary report including metrics, analysis and recommendations for ongoing brand promotion efforts. 3.7 Package and deliver all editable files, digital assets, style guides, and documentation in an organized shared folder for long-term access. Provide documentation on asset use and storage. 3.8 Produce a short, accessible brand video to share across the website and social platforms, summarizing the rebrand purpose, benefits and mission for internal and external stakeholders.
Due Date: 07/28/2025 2:00PM PDT
Contact: Sabrina Pizzuti-Johnson Phone: 916/445-9933 Email:sabrina.pizzuti-johnson@dor.ca.gov
