REQUEST FOR PROPOSALS FOR BRANDING AND PROMOTION OF THE CANADIAN CERTIFICATION PROGRAM

Canadian Nursery and Landscape Association (CNLA) is seeking proposals from qualified entities for branding and developing a strategy for promoting the new Canadian nursery and landscape industry certification program.

Background
CNLA collaborates with regional and provincial nursery and landscape associations to provide individual and company certification across Canada. In partnership with National Association of Landscape Professionals (NALP), its US counterpart, CNLA currently administers the Landscape Industry Certification (LIC) program in Canada for the under-listed designations:

1. Certified Landscape Technician (CLT) comprised of the following modules:
   1. Hardscape Installation
   2. Softscape installation
   3. Ornamental Maintenance
   4. Turf Maintenance
   5. Irrigation
   6. Lawn Care
   7. Retail Horticulturist
   8. Interior
   9. Nursery Worker
2. Certified Landscape Manager
3. Certified Landscape Designer
4. Landscape Industry Accredited Company (LIAC)

Candidates who successfully complete their certification are awarded a designation. To distinguish certified individuals and showcase their area(s) of expertise, appropriate letters are appended to their last names; e.g. John Smith, CLT; and LIC branded items; e.g. badges, stickers, etc.; are provided to use on stationery, clothing, equipment, trucks, websites, etc.

CNLA’s partnership with NALP ends on December 2019 by which time CNLA will discontinue further use of the LIC name, brand, tag line, branded items, logos, etc.

CNLA is set to launch a new Canadian owned and controlled certification program in January 2020. Efforts are currently underway to create and promote a brand for the new program.

Goals
The goal of this RFP is to select a company to support CNLA’s professional development committee (PDC) to:
(i) Select a brand and develop the initial promotion strategy for the new certification program.
(ii) Choose a brand that is universal and marketable to US states’ nursery and landscapes associations with whom licensing agreements may be explored in future.

Objectives
These include but are not limited to:

1. Suggest brand name options and select one for the certification program and its individual and company designations. The goal is for a brand that resonates with the industry and public (consumers of our services) in Canada and the U.S.
2. Create and design logos, tag lines, messaging, etc., with a colour palette and scheme.
3. Develop a promotion strategy including content for marketing the new brand to industry practitioners, the public.
4. Propose strategy for marketing the certification program to US states’ nursery and landscape associations.
5. Develop a certification program website.

Eligibility
Proposals will be accepted from profit and non-profit entities that meet the requirements of this RFP.

Timeline and Budget
The process of delivering on this RFP will commence upon awarding the contract, no later than September 30, 2019 and be completed by Jan. 31, 2020.

Anticipated cost will be $20,000, including disbursements, other costs and charges. Final cost will depend on activities outlined in the proposal.

Requirements
Submission of a proposal pursuant to this RFP constitutes acknowledgement and acceptance of the terms and conditions set forth herein.

The RFP will be incorporated into any resulting contract with the successful entity, along with other negotiated terms that do not conflict with the RFP goal and objectives.

Contents of the proposal submitted by the successful entity may become contractual obligations if a contract is awarded.

Each proposal must contain the following:
Additional instructions

1. Email proposals with “New Canadian Certification Program Branding” in the subject line to certification@cnla-acpp.ca.
2. Include proposer’s name, address and telephone number in the email transmission of the proposal.
3. Proposal must be received at the above email address no later than 4:00 p.m. EST, September 20, 2019.
4. The successful proposal will be selected, and the proposer contacted by September 27, 2019.
5. Proposals not conforming to the items above will not be considered.
6. Proposers are responsible for any costs or expenses related to the preparation and submission of their proposals.
7. CNLA does not guarantee but will endeavour to hold information submitted in the proposals in confidence.
8. All submissions; including originals, hard and electronic copies of documentation; become the property of CNLA after the RFP closing time and date.

Evaluation
Proposals will be evaluated based on the following criteria:

1. Clarity, presentation and organization
2. Understanding of the project
3. Methodology for addressing RFP objectives
4. Projected cost and proposed timelines

If you have questions, please contact Edith Oyosoro at 647-724-8650; edith@cnla-acpp.ca.
 

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