Media Contact

Elly Brtva
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PAHO Foundation Request for Proposals Brand, Website Redesign and Communication Strategy Development

Proposal Deadline: November 21, 2014 at 5 p.m. EST
PAHO Foundation (Foundation) is an independent 501(c)(3) not for profit organization
that helps advance public health in The Americas and the Caribbean by championing
strategic partners, like PAHO, and the private philanthropic sector to solve complex public
health problems. The Foundation requests proposals for branding, website redesign and
communication strategy to be submitted by Friday, November 21st to Elly Brtva, Chief
Philanthropy Officer, at This email address is being protected from spambots. You need JavaScript enabled to view it. . Please, no phone calls.
Note that this Request for Proposals is only for PAHO Foundation, not the Foundation’s
affiliated international organization, the Pan American Health Organization, (PAHO, a
regional office of the World Health Organization (WHO)).
Questions regarding this RFP should be directed to Ms. Brtva and should be submitted no
later than November 19th. Electronic submissions of the proposals are preferred and
should be submitted no later than 5 p.m. Eastern Time, Friday, November 21st to Ms. Brtva
with “Proposal for Branding Services” in the subject line. Candidates will be notified of the
outcome of the selection process no later than November 28th.

PAHO Foundation Mission Statement
The Foundation seeks to accelerate the work of the Pan American Health Organization by
identifying partners and mobilizing resources aimed at preventing disease, improving
quality of life and strengthening the systems delivering care for families in the Americas
and the Caribbean.

PAHO Foundation, formerly known as Pan American Health and Education Foundation
(PAHEF), was founded in 1967. The Mission of the PAHO Foundation is to identify and
mobilize resources in support of the strategic goals of the Pan American Health
Organization and to fund related public health programs. PAHO Foundation also works to
unite partners with Mission-linked interests with PAHO in service to increasing efficiencies
and speed delivery of efforts to these communities. The Foundation is governed by a Board2 of Trustees and a President/Chief Executive Officer. Members of the Board include leaders in health, business, and philanthropy. The Foundation is governed by Federal and State laws for charitable organizations in the United States. In 2014, the name was changed from Pan American Health and Education Foundation to PAHO Foundation.
Over the past 10 years, the Foundation has invested more than $60 million dollars in projects to advance public health in the countries of Latin America and the Caribbean. These initiatives have addressed a broad spectrum of complex health challenges, from tropical diseases such as malaria, dengue and Chagas Disease, communicable diseases such as HIV/AIDS, vaccine-preventable diseases and non-communicable diseases such as cardiovascular, diabetes and cancer.
Today, as populations in these regions are facing new threats such as Chikungunya, Ebola and the insults of climate change, the Foundation is being called upon to increase its capabilities and further accelerate its mobilization efforts in the presence of emerging health threats and population growth. Responsive to this challenge, the Foundation has identified a need to ensure the relevancy of its Brand and its ability to seize opportunities that will leverage existing support while building new avenues for fund development.

PAHO Foundation Brand, Web Presence and Communication

PAHO Foundation currently seeks to refresh its brand, develop a dynamic web presence and develop compelling advocacy and fund-raising campaigns.
Because its previous business model was based on earned income from the translation and sale of medical textbooks to Latin American institutions, the Foundation saw little value in investing to build brand visibility. The current mission redirects the Foundation to develop strategic partnerships and mobilize resources to save and improve people’s lives on a large scale through its partnership with the Pan American Health Organization.
PAHO Foundation seeks a partner capable of undertaking a strategic and comprehensive branding and communication engagement that will help to connect the Foundation and its key audiences, build a network of committed supporters and raise the profile of PAHO Foundation, with a halo effect on the Pan American Health Organization.
Scope of Work
We seek a team of brand development and communication professionals with a proven track record of delivering creative solutions for mission-focused, international organizations. The team will:
Guide the Foundation to distill its brand essence and develop an appropriate brand strategy that will permeate the culture of the Foundation and all aspects of its outreach and communication for advocacy, partnership development and fund-raising, across its various platforms and collateral materials

  • Provide guidance on the strategic positioning of the Foundation vis a vis the Pan American Health Organization, including presenting the brand promise, differentiation, and value proposition to potential donors
  • Redesign and develop the website and the Foundation’s use of digital media
  • Provide easy to use visual identity elements, templates and guidelines that work across all platforms and collateral materials
  • Provide guidance to ensure seamless integration of fundraising and advocacy campaigns

Specifically concerning the website:
Current web standards and technologies are changing rapidly and the Foundation needs a fresh outlook and a web presence that is easily adaptable and simple to update across all devices. It must ensure a great user experience, make on-line giving simple and secure, and optimize the Foundation’s web presence (UI/UX). The website must also be responsive to social media platforms that will facilitate dynamic communication between our stakeholders including communities and their leaders. Furthermore, the capability of easy translation to Spanish, French and Portuguese is necessary as these markets are developed. Finally, to support its grant making activities, a system capable of supporting solicitations, review, awards and post awards is required. This grants management systems must facilitate online jury communication to evaluate, judge and rank applications.

Specifically concerning fundraising and outreach campaigns:
Within the philanthropy, marketing and outreach areas, several considerations are required for the diversity of audiences from which funds may be solicited and to which communication is required. This section must also accurately describe the portfolios of funding opportunities with detail pathways for investment and support from the diverse communities. Similarly, collateral materials must clearly align with this section to ensure uniformity and standards compliance between electronic and written materials. The selected candidate will be required to work with the department of philanthropy to co-create materials to support resource mobilization and fund solicitations based on key priorities, emerging issues with a mechanism for building resources for innovation opportunities. Additional consideration must include development of a platform to foster announcements (s) for events, awards and opportunities for which funding must be procured.

The proposal should describe:

  • Intended audiences
  • Specific tools to be created and methods for message delivery
  • Expectation of involvement of key PAHO and PAHO Foundation staff members
  • Scope of campaigns

Program Budget
As a non-profit organization building its financial capacity, PAHO Foundation will evaluate proposals based on most effective use of current resources and anticipated future return on this investment. Phased proposals that outline steps to get the fundamentals right on the front-end, with phased implementation of the full project as the Foundation builds its staff and financial capacity are appreciated.

Proposal Requirements

  •  A cover page with firm name, date, name of principal and contact person, mailing address, telephone number, email address and website.
  • Provide a description of company background, experience, clients, characteristics of business strength, and products and services offered.
  • Provide links to or examples of case studies of your firm providing similar services and the scope of work outlined above. These case studies should include a brief description of the services provided and a discussion of the outcome.
  • Introduce your proposed project team, including consultants and state the percentage of time each team member will devote to the project. Provide resumes of all personnel assigned to the project including specific experience that each team member, what she/he will contribute to the project, and identify the overall project manager responsible for client interface and on time/on budget delivery.
  • References: Supply at least three (3) references that have used your professional services for a similar project. Include a contact name, address, a contact phone number and email.
  • Provide a detailed fee proposal which outlines the specific activities that will be performed during all project phases.

Proposal Evaluation
Proposals are due to PAHO Foundation by Friday, November 21st, 2014 at 5 p.m. EST. Selection criteria are outlined below and will be used to evaluate proposals. PAHO Foundation intends to negotiate contract terms with the vendor whose experience, proposal and pricing best fit our needs. This RFP does not commit PAHO Foundation to award a contract or to pay any costs incurred in the preparations or submission of proposals. PAHO Foundation reserves the right to reject any or all proposals received in response to this RFP and to negotiate with any of the vendors or other firms in any manner deemed to be in the best interest of the PAHO Foundation.

The firm selected will have demonstrated the following:

  • Full grasp of the Foundation’s context and requirements 
  • Ability to deploy the right talent mix to the project
  • Strong client relationship management
  • Experience with health sector organizations
  • Successful project delivery for nonprofits
  • Strong expertise in digital media 
  • Experience with advocacy campaigns and fundraising support
  • Website design and development
  • Innovative and cost effective approaches to implementation

Restrictions and Additional Considerations

  • Confidentiality: It is understood that proposals may contain confidential information relating to previous client strategies, goals and results. That information will remain confidential.
  • Acceptance/Rejection of Proposals: PAHO Foundation reserves the right, at its discretion, to reject any proposal that does not meet the stated criteria.
  • Disclosure: Other than the name of the selected firm, no other information regarding the candidates or their proposals shall be made public.
  • Cost for Preparation of Proposals: PAHO Foundation is not responsible under any circumstances for any costs incurred as the result of or in connection with the preparation or submission of the candidate’s proposals.

Elly Brtva, MPH
Chief Philanthropy Officer
PAHO Foundation
1889 F. Street NW 312
Washington, DC 2006
Additional office at:
PAHO Headquarters, Room 904
525 23rd Street, NW
Washington, DC 200372895

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