Executive Summary

As JFCS East Bay approaches its 150th anniversary, we are seeking a strategic consulting partner to help us define and articulate our next chapter of impact. 

This engagement will result in an integrated marketing, communications, and community engagement strategy designed to strengthen organizational visibility, deepen stakeholder engagement, support program growth, and position JFCS East Bay for long-term success. 

We are seeking a partner who can help us develop a cohesive framework that aligns brand strategy, communications, audience engagement, fee-for-service growth opportunities, anniversary planning, and organizational capacity. The resulting recommendations should be ambitious yet practical, reflecting both our aspirations and our internal capacity for implementation. 

The selected consultant will help JFCS East Bay: 

• Clarify and strengthen organizational positioning and brand identity aligned with our organizational vision and rooted in the East Bay. 
• Develop a cohesive, multi-channel communications and marketing framework. 
• Increase awareness of JFCS East Bay’s mission, services, and impact. 
• Strengthen digital and in-person engagement among existing and new clients, donors, volunteers, partners, civic, corporate, and community leaders, and community members. 
• Leverage the 150th Anniversary as a strategic organizational milestone that honors our history and invites community members to be a part of our future. 
• Increase philanthropic engagement and donor pipeline development. 
• Expand awareness and utilization of fee-for-service programs. 
• Establish clear priorities, messaging, and metrics for future communications efforts, grounded in ethical storytelling, collective action, and community impact. 
• Create a practical and prioritized roadmap that can be implemented by internal staff. 

Scope of Work

I. Marketing, Communications, and Engagement Strategy: The Process
This phase will establish the foundation for all strategic recommendations. 

Request for Proposals (RFP)
Integrated Marketing, Communications, and Community Engagement Strategy 

Assessment and Discovery
The consultant will conduct a comprehensive assessment of current communications, marketing, outreach, and engagement efforts.
Potential activities include: 

Deliverables 

• Discovery findings report 
• Communications and marketing assessment 
• Strengths, gaps, and opportunities analysis 
• Strategic recommendations summary 

Strategic Roadmap and Capacity Recommendations
Based on findings from the discovery phase, the consultant will create a roadmap for implementation. 

Deliverables 

• Three-to-five-year strategic roadmap 
• Prioritized initiatives and recommendations 
• Capacity and staffing recommendations 
• Systems and infrastructure recommendations 
• Metrics and evaluation framework 
• Resource and budget considerations 

II. Our North Star: Building a Brand, Marketing, and Engagement Strategy Refresh for JFCS East Bay
Organizational Identity, Positioning, and Messaging
The consultant will help JFCS East Bay strengthen and clarify how we communicate our purpose, impact, and value. 

• Refined value proposition 
• Core messaging architecture 
• Audience-specific messaging recommendations 
• Organizational narrative framework 
• Brand consistency recommendations 

Audience and Community Engagement Strategy
The consultant will identify key audiences and recommend approaches to deepen engagement and expand awareness. 

Deliverables 

• Audience segmentation framework 
• Stakeholder engagement recommendations 
• Community outreach strategies 
• Partnership recommendations 
• Ambassador and advocacy opportunities 
• Visibility and awareness strategies 

Fee-for-Service Marketing Strategy
The consultant will evaluate opportunities to strengthen awareness, referrals, and utilization of fee-for-service programs. 

Deliverables 

• Market opportunity assessment 
• Audience identification and prioritization 
• Growth recommendations 
• Referral development strategy 
• Marketing channel recommendations 
• Action plan for implementation 

III. Leveraging 150 Years of Impact to Build Our Future
150th Anniversary Strategic Framework
JFCS East Bay’s 150th Anniversary represents a unique opportunity to build visibility, inspire community engagement, strengthen philanthropy, and position the organization for its next chapter. 

The consultant will develop a strategic anniversary framework aligned with broader organizational goals. 

Areas of consideration may include: 

• Anniversary positioning and brand platform 
• Storytelling strategy 
• Public awareness opportunities 
• Community activation and engagement 
• Volunteer engagement 
• Donor and philanthropic engagement 
• Media and public relations opportunities 
• Signature events and experiences 

Deliverables

• Anniversary strategic framework 
• Key messages and storytelling themes 
• Audience engagement recommendations 
• Communications plan recommendations 
• Public relations concepts 
• Metrics for measuring success 

Desired Outcomes
By the conclusion of the engagement, JFCS East Bay expects to receive: 

1. A compelling organizational narrative. 
2. Refined brand positioning and messaging. 
3. Audience engagement and community outreach strategies. 
4. Recommendations to increase visibility and awareness. 
5. A fee-for-service marketing strategy. 
6. A comprehensive 150th Anniversary strategic framework. 
7. An actionable implementation roadmap. 
8. Capacity recommendations to support execution. 
9. Metrics to evaluate progress and success. 

Proposal Requirements 

Firm Information 

• Organizational overview 
• Relevant experience 
• Expertise in nonprofit marketing and communications

Project Team 

• Key personnel
• Roles and responsibilities 
• Relevant qualifications 

Approach and Methodology 

• Proposed project plan 
• Stakeholder engagement process 
• Timeline and milestones 

Relevant Experience 

• Comparable projects 
• Sample deliverables 
• Case studies 

Budget 

• Detailed project budget 
• Fee structure 
• Optional services 

References 

• Three client references

Proposals Due: Monday, November 9 

Submit proposals to:

Mercy Willard, EdD
Chief Development Officer
Jewish Family and Community Services East Bay
mwillard@jfcs-eastbay.org
Subject Line: Integrated Marketing Strategy Proposal