UCLA Health Request for Proposal #7136 Creative Branding Services
SUBMITTAL DUE DATE: July 19, 2023 by 5:00pm, PST
I. 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.
