Organization Background

For over 50 years, Reproductive Freedom for All (formerly NARAL Pro-Choice America) has fought to protect and advance reproductive freedom at the federal and state levels—including access to abortion care, birth control, pregnancy and postpartum care, and paid family leave—for everybody. Reproductive Freedom for All is powered by its more than 4 million members from every state and congressional district in the country, representing the 8 in 10 Americans who support legal abortion.

We currently engage several organization spokespeople in our content creation. We are looking to better integrate organization spokespeople into our content strategy and ensure the content we create is compelling and action-oriented.

Project Overview

The purpose of this Request for Proposal (“RFP”) is to identify a consultant or firm to support us in building a content strategy, particularly for positioning on primary spokespeople. We want to ensure we are thinking strategically about when and how to deploy our primary spokespeople on social media and building their platforms both inside and outside of our organization platform as well. This contract will focus on improving engagement, ensuring our messages are heard by key audiences, developing creative and timely content with the potential to go viral, tracking the external social media narrative and metrics, thinking strategically about partnerships with creators and organizations, and broadening our reach.

At the highest level, the goals of our social media are:

• Increase the flow of social followers to members to take action.
• Increase brand awareness.
• Stay on top of trends/channels.
• Be a thought/movement leader.
• Experience working on earned media on electoral campaigns.

We believe we can better integrate our spokespeople into our strategy to meet these goals. We also believe we can better reflect their voices and deploy them as trusted messengers who provide fact-based, compelling information with clear calls to action. We know there is an appetite not just for information but also impactful ways to get involved – that’s where the marriage of our spokespeople and our organization brings strength and power.

Scope of Work
We anticipate this work would include:

• A brief audit of social media channels, including those for the organization and our primary spokespeople, with recommendations for integration and improvement.
  • We estimate this would take ~ 1 week.
• Includes a review of existing organization content strategy and previous materials
• Creation of a content strategy on the basis of these recommendations that includes:
  • An audience analysis
  • A spokesperson analysis
  • Strategic considerations
  • Recommendations by platform and by key content campaigns or series
  • Content calendar through end of the year with mix of evergreen content and
    placeholder for rapid response
  • Matrix for when to deploy which spokesperson
  • Metrics for success
• Ongoing implementation of content strategy and creation, including working (and sometimes traveling) side-by-wide with organization spokespeople and clipping and editing content
• Ongoing collaboration with Repro for All’s communications and digital teams
• Stakeholder meetings with representatives from Repro for All’s departments and Executive Team
• Regularly scheduled meetings, with additional ad hoc meetings on longer-term strategy, if needed;

Budget Details

The budget for this project is $60,000 between November 2024 and April 2025

RFP Point of Contact and Timeline

The point of contact is Jackie Ross, [email protected]

• Oct. 30, 2024: RFP is sent and posted
• Nov. 8, 2024: Proposals must be received by Repro for All
• Nov. 12, 2024: Firms selected to present/pitch will be contacted
• Nov. 15: Presentation/pitch zoom calls
• Nov. 20, 2024: Repro for All makes a final decision and will inform all candidates
• Nov. 25, 2024: Contract executed and engagement begins

RFP Questions
Your Company

• Describe your specialties, either as a consultant or a firm.
• Please provide the names and contact information of three clients and previous organizational spokespeople we can reach out to.
• How is your team structured? Who would we be working with on a day to day basis?
• Describe your organization’s commitment to diversity, equity and inclusion. Provide specific examples that support this commitment.
• Describe your company’s efforts to support reproductive freedom and social justice issues. Provide specific examples of these efforts, for example, have you worked with other progressive advocacy or reproductive freedom organizations?
• Identify your company’s ownership and whether there is certification/representation at the ownership level in the following categories:
  • Minority-owned
  • Women-owned
  • LGBT+-owned
  • Disabled-owned
  • Veteran-owned
  • Union affiliated

Your Experience

• Please provide three examples of prior experience that reflect how your company will strengthen Repro for All’s content and support our primary spokespeople.

• Please describe how you optimize content for engaging audiences with diverse racial, cultural, economic and generational backgrounds and provide 2 examples of how you’ve done this.
• Describe how your company uses analytics to inform strategy and content.

Your Approach

• Outline your process for onboarding new clients, including needs assessment, the
  timeline for recommendations, and your full suite of services.