UCLA Health Issues RFP For Creative Branding Services
SUBMITTAL DUE DATE: January 19, 2024
Project Overview:
The objective of this project is to enhance our brand image, identity and communications with new creative concepts that bring our updated brand strategy to life. We have the key components of our strategy in place, including our brand positioning, segmentation of our target audiences, key messaging for each audience and the core elements of our brand personality. We now seek a creative partner to help us translate these strategic components into compelling creative concepts that differentiate the UCLA Health brand and unify our marketing communications.
Scope of Work: Excellence in creative brand concept development is the most important capability we seek from our partner for this initiative. Building on our existing brand strategy as the foundation, our partner must have the proven ability to develop concepts that can effectively communicate the differentiation, messaging and personality of the UCLA Health brand. This is the core scope of work of this project.
In addition, as we look ahead to the near future when we can leverage our updated brand to develop and implement communication tactics targeting our diverse audiences across diverse media and touchpoints, we have an interest in learning about other capabilities that our prospective partners may have, such as:
- Tactical planning
- Creative services including copywriting and design
- Digital programming
- Broadcast and print production
- Media planning and buying
- Market research and analysis
This RFP provides brief background information on UCLA Health. Also included are details regarding the timing and process for submission of your proposal and our evaluation process. Spreadsheet tabs 2-8 specify the information required in your submission. Please use them as a template for your response. appreciate your participation in our search for a creative branding partner, and we look forward to receiving your proposal. Thank you.
UCLA HEALTH BACKGROUND
UCLA Health is a health system differentiated by its expertise and innovation as well as its dedication
to:
- Continual improvement of patient care
- Advancement of medicine through clinical and scientific research
- Delivery of exceptional medical education to the clinical care leaders and researchers of tomorrow
- Health equity, diversity and inclusion for all people in our local community and around the world
- Our vision is to heal humankind, one innovation and one patient at a time, and enable people to live their longest, healthiest lives by improving health, alleviating suffering and delivering acts of kindness.
- Our mission is to deliver leading-edge patient care, research, education and community engagement.
To fulfill our vision and mission, UCLA Health has built an organization that comprises the David Geffen School of Medicine at UCLA, more than 260 ambulatory care locations and four hospitals that provide the highest level of scientific and technical excellence within a healing, compassionate environment:
1. Ronald Reagan UCLA Medical Center
2. UCLA Mattel Children’s Hospital
3. Stewart and Lynda Resnick Neuropsychiatric Hospital at UCLA
4. UCLA Santa Monica Medical Center
EXPECTATIONS OF OUR PARTNER
At UCLA Health, we strive to provide exemplary service to our patients, providers, researchers, faculty, students and the local, regional, national and global communities we serve. Therefore, we have high expectations of our business partners.
All partners must be transparent throughout their partnership with UCLA Health. It is expected that our partners will provide products and services at the best value in the market; equally important is the expectation that these products and services will be provided with the highest level of ethics and professionalism.
It is expected that, as one result of forming this relationship for creative branding services, the selected partner will work with UCLA Health to perform a continual review of the market to ensure that the agreement remains competitive.
UCLA Health reserves the right to perform, manage and/or administer any function referenced within the Scope of Work (SOW) at any time during the resultant contract period. This may alter the amount of overall funds and projects administered by the contract and will be determined on a year-to-year basis.
The Capabilities We Seek
UCLA Health is interested in partnering with a firm that will offer brand creative approaches and concepts based on our new brand strategy. The brand creative solution must help achieve the following:
- Differentiate the UCLA Health brand locally, nationally and globally
- Support our organization’s vision, mission and strategic direction
- Enhance the appeal and effectiveness of our websites, social media platforms, broadcast advertising, print collateral, out-of-home promotions and other marketing communication
tactics in all media
Ensure unity and cohesion across campaigns and programs to maximize their potential to
increase awareness of UCLA Health clinical, research and education programs
- Meet or exceed key performance indicators (KPIs) jointly established by UCLA Health and
- our creative partner
- Must-Have Capabilities
- The selected agency must demonstrate the proven ability to develop world-class branding that
can create value, authenticity, loyalty and trust in the expert, innovative clinical care, research
and education that UCLA Health offers.
- Mandatory branding capabilities include:
- Brand concept creation
- Brand style guide development
- Brand stewardship
- Brand creative (bringing concepts to life across advertisements, social, etc.)
Nice-to-Have Capabilities
In addition to the mandatory capabilities, we are interested in any other branding-related services your firm may offer, such as competitive brand analysis and brand growth acceleration planning.
We also are interested in services your firm offers that may meet our future needs, including advertising creative services, web-based marketing capabilities, video/film production services, print and OOH production, media buying and market research/analysis. Questions regarding these nice-to-have capabilities are part of the fact-finding process for UCLA Health as we look ahead to our search for a partner that will help us create and implement tactics in all media.
