Brand and Market Assessment RFP

Project: Brand and Market Assessment

At Your School (AYS, Inc.)
4701 N. Keystone Avenue, Suite 475
Indianapolis, IN 46205

Chris Robinson
317-283-3817 ext. 132

1. Background and Summary

At Your School (AYS, Inc.) is a nonprofit, leading Out-of-School Time (OST) provider for Pre-K through 6th grade students in central Indiana. For 40 years, AYS has served working families in the community, providing parents with the freedom to focus on their careers while their kids receive the academic and social-emotional support they need when school is not in session. AYS partners with school districts to operate high impact before- and after-school programs, whole day programs, break camps, summer camps, emergency pop-up programs, and e-learning programs within school buildings. At AYS, kids get help with their homework, time with their friends, plenty of physical activity, and healthy snacks. In a typical year, AYS serves over 3,500 children in approximately 40 school buildings via partnerships with six school districts, five parochial schools, and four charter schools throughout Marion, Hamilton, Montgomery, and Shelby counties.

The purpose of this request for proposal is to identify a marketing agency to conduct a brand and market assessment of AYS. The main goal of the assessment will be to determine exactly who AYS’ customers are, what they want and need, and determine how AYS can strengthen its brand to better connect and engage with them. The assessment will be used to inform an overarching marketing strategy that will allow AYS to remain competitive with other leading childcare and OST organizations in central Indiana.

2. Project Description

Brand Impact Assessment: An evaluation of the strengths and weaknesses of AYS’ brand as it relates to our mission, vision, values, positioning, messaging, marketing, communication, fundraising, and brand architecture. Report should include any recommendations for changes that will better align our marketing and messaging with our services.

Customer/Prospect Analysis:
An assessment to determine who AYS’ customers are and what they like and dislike about AYS. Agency will develop customer personas based on demographics, psychographics, wants, and needs of current customers and prospective customers as they relate to AYS’ services. Assessment will reveal their perception of Out-of-School Time programming and value of cost, convenience, location, timeframe, safety, social-emotional learning, academic support, curriculum, etc. Report should also include customer retention data. This analysis will determine how AYS can create better programs tailored to what customers want and need, while improving the connection between the organization and its customers.

Competitive Analysis: Analysis to compare AYS’ strengths, weaknesses, opportunities, and threats with those of competitors who offer comparable services in the counties in which AYS operates. Report should include comparison of pricing, services, messaging, and other key criteria that will inform how AYS can improve its service and create competitive advantages.

School Partnerships Strategy: An assessment to determine the wants, needs, likes, and dislikes of school partners as they relate to AYS’ services. Results of assessment should inform recommendations and strategy for AYS to connect, engage, and service school partners. Strategy should include how AYS can better equip school partners with information and materials to increase schools’ promotions and messaging to families and increase AYS’ brand awareness.

Marketing Strategy: A one-year overarching marketing strategy template to be implemented at the beginning of the 22-23 school year and be replicated and updated for future years for the foreseeable future. Strategy should utilize all marketing resources: website, emails, social media, and printed materials. Recommendation of new resources, along with KPIs to measure effectiveness of AYS’ marketing strategy are requested. All programs should be taken into account: before- and after-school programs, full-day break programs (Fall Break, Thanksgiving Break, Winter Break, Spring Break), and full-day summer camp programs (May-July). Strategy should be in the form of a document that lays out recommendations for marketing and messaging throughout the year.

3. Deliverables

  • Brand impact assessment
  • Customer/prospect analysis report
  • Competitive analysis report
  • School partnerships strategy
  • Overarching one-year marketing strategy

4. Support Team

Chris Robinson will be the main point of contact throughout the assessment. The following AYS team members will be available to assist in specific areas:

  • Marketing (Google Analytics, website, social media, graphics/logos, collateral, pricing, etc.)
    • Primary contact: Chris Robinson
    • Secondary contact: Dene Nichols
  • Communications (stakeholder emails, communication platforms, stakeholder data, etc.)
    • Primary contact: Chris Robinson
    • Secondary contact: Dene Nichols
  • Fundraising
    • Primary contact: Emma Hudelson
    • Secondary contact: Dene Nichols
  • Human Resources
    • Primary contact: Angela McGinley

Contact Info:

5. Resources

  • Google Analytics
  • WordPress
  • Mailchimp
  • SurveyMonkey
  • Social Media (Facebook, Twitter, Instagram, LinkedIn, YouTube)
    • Business accounts for all
  • Hootsuite
  • Adobe Creative Suite (Illustrator, InDesign, Photoshop)
  • Prezi
  • Eleyo
  • Microsoft Teams
  • ADP
  • SharePoint
  • Formstack
  • Bloomerang

6. Proposal Guidelines

Proposals must include the following information:

  • A minimum of 5-year history conducting brand/market assessments
  • Overarching agency philosophy and demonstrated commitment to excellent customer service (designated representative)
  • Details relating to each deliverable
  • Quote for cost of services
  • A timeline for the implementation process with a completion date no later than September 10, 2021

7. Preparation of Costs

AYS, Inc. shall not be responsible for proposal preparation costs, nor for the cost, including attorney fees associated with any administrative, judicial, or other type of challenge to the determination of the selected proposer and/or award of the contract and/or rejection of the proposal. By submitting a proposal, each respondent agrees to be bound in the respect and waives all claims to such costs and fees.

8. Evaluation Criteria

AYS, Inc. will evaluate proposals based on the rubric below to narrow agencies to the top three. Each of the top three will be invited to virtually present to a selection committee the week of April 26, 2021. Budget will be available as a discussion item during these presentations.

The RFP timeline is as follows:

  • RFP distribution by: March 12, 2021
  • RFP submission: April 7, 2021 by 5:00pm
  • Notification of shortlisted agencies: April 21, 2021
  • Agency presentations: April 28-30, 2021
  • Agency selection and notification: May 5, 2021
  • Contract signed: May 14, 2021

9. Submission Guidelines

Proposals must be submitted in PDF form to Chris Robinson at by 5:00pm on April 7, 2021. Include “Brand and Market Assessment: AYS, Inc.” in the subject line and include your business name and contact information in the body of the message. For all questions and inquiries through April 7, please contact Chris Robinson via email at Meetings prior to the submission deadline will not be offered. FAQ may be developed and shared with inquiring agencies depending on the volume of questions received.


Criterion Description Points Available
Experience &
Company History
Demonstrated success and
experience in providing brand
assessment to multi-site business
Service Philosophy
Demonstrated commitment and specific
examples of dedication to excellent customer service
Brand Impact Assessment Outline of plan to assess brand and
align marketing and messaging with services
Customer/Prospect Analysis Outline of plan to determine who
customers are and what they need from AYS
Competitive Analysis Outline of plan to conduct
competitive SWOT analysis, including
recommended criteria to compare
School Partnerships Strategy Outline of plan to better connect
with school partners to promote AYS
more effectively to their families
Marketing Strategy Outline of plan to utilize findings from
aforementioned analyses to create marketing
strategy template, including measurable KPIs
Additional Elements Other suggested assessments beyond
scope of project offered by agency that would
be beneficial to overall assessment
Evaluation Timeline Detailed evaluation
timeline of each deliverable
Cost Itemized and detailed costs by
deliverable; separate cost for implementation
of marketing strategy by agency
Presentation Response and presentation
requirements met and well-developed
Executive Choice Ranking of provider by Vice
President of Engagement and Marketing
and Communications Manager

Frequently Asked Questions

Answers to frequently asked questions will be added here as necessary.