Branding Project - Request for Proposal (RFP)

1.0 Introduction

1.1 Overview

The Scouting brand is recognised globally and has been widely adopted by many National Scout Organizations to help position Scouting as the world’s leading educational youth Movement. The Scouting brand was last updated in 2007-08 during an extensive and multi-year consultation, design and development phase. Over the last 15 years since the last brand update, Scouting has evolved and so too has the world - new digital technologies, creative design and online trends, innovation in education and youth development, the rise of social media platforms and online communities have all emerged. Alongside the development a new Vision and Strategy for Scouting to guide our Movement for the next decade, we are seeking to refresh the Scouting brand for the digital age to make Scouting even more relevant, attractive, modern, youthful and exciting to young people, adult volunteers, parents and National Scout Organization leadership.

1.2 About World Organization Scout Movement (WOSM)

The World Organization of the Scout Movement is the world's largest educational youth movement with over 57 million people active through 173 National Scout Organizations in a 224 countries and territories worldwide. WOSM has its legal office in Geneva, Switzerland, and runs its operations from 8 Support Centres around the world:

• Kuala Lumpur, Malaysia (Global Support Centre)
• Manila, Philippines (Asia-Pacific Region)
• Nairobi, Kenya (Africa Region)
• Cairo, Egypt (Arab Region)
• Geneva, Switzerland (European Region)
• Brussels, Belgium (European Region)
• Kiev, Ukraine (Eurasia Region)
• Panama City, Panama (Interamerica Region)

For more information about WOSM, please visit this page. 

WOSM’s organisational structure consists of around 140 full-time employees headed by the Secretary General. There are in total 6 departments covering Scouting Development, Organisational Development, Corporate Services, Communications,  Partnerships and the Executive Office of the Secretary General. In addition, more than 500 volunteers contribute to WOSM’s operations, governance, events and support to National Scout Organizations. For more organisational details about WOSM’s headquarters, please visit https://www.scout.org/wsbkl

1.3 WOSM Contact Information

This Request for Proposal (RFP) is issued by The World Organization of the Scout Movement, Suite 3, Level 17, Menara Sentral Vista, 150 Jalan Sultan Abdul Samad, 50470 Kuala Lumpur, Malaysia

The primary point of contact for all questions or requests for additional information are:

David Venn

Global Director, Communications 

World Organization of the Scout Movement

All inquiries related to this request for proposal can be directed by email to rfp@scout.org with the subject WOSM Rebranding.

2.0 Background and Goals

2.1 Background

The World Organization of the Scout Movement (WOSM) is one of the largest youth organisations in the world. Scouting is a grassroots educational youth movement that is truly bottom-up in its structure and approach in engaging young people from all over the world.

World Scouting today is a confederation of 173 National Scout Organizations (NSOs) in a network of over 57 million Scouts who are active in more than one million local community Scout groups worldwide. 

Some five million members are volunteers who support the local activities, resulting in a huge multiplier effect. Through peer-to-peer leadership supported by adults, each local Scout group embraces the same set of values illustrated in the Scout Promise and Law. Each of our 1 million+ local Scout groups follows a similar system of non-formal education suited to the unique aspects of their local community.  

WOSM is an independent, worldwide, non-profit, and non-political organisation, which serves the Scout Movement through its NSO members. Its purpose is to promote unity and the understanding of Scouting's values, purpose and principles, while facilitating its growth and development. WOSM is a non-governmental organisation with General Consultative Status to the United Nations Economic and Social Council (ECOSOC).

The Mission of Scouting is to contribute to the education of young people, through a value system based on the Scout Promise and Law, to help build a better world where people are self-fulfilled as individuals and play a constructive role in society.

Our Vision is that by 2023, Scouting will be the world’s leading educational youth movement, enabling 100 million young people to be active citizens creating positive change in their communities and in the world based on shared values.

2.2 Project Goals and Objectives

The goal of the project is to refresh the Scouting brand, including parts of our visual identity and narrative, to make it more modern, attractive and adaptable for digital use. 

The objectives of the project are to:

• Design a flexible, modern and attractive visual identity for Scouting that can be applied across a variety of communications and marketing materials and channels at the world and regional level, with a particular focus on digital usage
• Develop a compelling brand value proposition, narrative and key messages to complement Scouting’s new visual identity aligned with our new Strategy for Scouting
• Create a digital brand centre accessible by National Scout Organizations to download and make use of Scouting’s new brand materials
• Support the application, launch and rollout of Scouting’s new brand at the World and Regional levels ahead of the 43rd World Scout Conference.

2.3 Key Considerations

Some key considerations for the project include ensuring:

• We honour the iconic and legacy elements of the Scouting brand, while ensuring that we design a new visual identity and narrative that is modern, engaging and youthful.
• We adopt a digital-first mindset in the design, development and application of Scouting’s new brand in line with the latest communications and marketing trends, channels and technologies.
• We apply a unique and consistent design and use of Scouting’s brand refresh across World and Regional communications and marketing materials and channels, recognising the unique nature of each Scouting region.
• We extend consistent design and use of Scouting’s brand to World and Regional Scouting’s educational initiatives, and events such as Conferences, Jamborees, Moots and JOTA-JOTI.
• We align our consistency across the six Scouting regions and Regional Support Centres. 
• We consider the multilingual nature of our global Movement, and application of the new Scouting brand across the official and supporting languages of English, French, Spanish, Arabic and Russian. 
• We reflect the diverse nature of our global Movement through imagery and narrative, and design the brand to be flexible for National Scout Organizations to adopt and adapt at the national level.
• We facilitate registration and protection with WIPO (World Intellectual Property Organization) and provide all required material for our application.

2.4 Target Audiences

2.5 Current Brand

The Scouting brand was last updated in 2007-08 during an extensive and multi-year consultation, design and development phase. The key elements of the current Scouting brand, including the emblem, logo, tagline, typography, colors, imagery, principles and stationery are outlined in the World Scout Brand Manual. 

3.0 Scope of Work

3.1 Requirements and Deliverables

The requirements and deliverables for the scope of work are outlined as follows:

• Conduct research: Conduct primary and secondary research into the Scouting brand making use of supporting materials provided by WOSM to understand the current Scouting brand and its perception among target audiences, as well as benchmark WOSM against similar international organisations.
• Develop a brand strategy: Based on the research, develop a brand strategy that defines WOSM’s new positioning, key messaging, and visual identity.
• Refresh our visual identity: Create a new visual identity based on the brand elements listed in section 3.3 that reflects WOSM’s new brand positioning and messaging.
• Market testing: Market test the new brand strategy and visual identity with WOSM’s key stakeholders and senior leadership to collect and incorporate feedback for continuous improvement and buy-in.
• Develop a digital brand centre: Develop a digital brand centre integrated into WOSM’s web platforms to host brand materials online for easy access by National Scout Organziations and other key internal stakeholders.
• Rollout the brand: Design an operational strategy to apply the new brand across WOSM’s world and regional communications materials and channels, and rollout the new visual identity and positioning to National Scout Organizations and the Scout Movement. 

3.2 Estimated Project Milestones and Timelines

3.3 Brand and Communications Elements

4.0 Supporting Materials

To assist vendors in putting together an expression of interest and responding to this RFP, here is a list of supporting materials about Scouting and the Scout Movement:(Click on the link below)

Websites

• Scout.org website
• Scouts for SDGs website
• Scout Donation Platform website
• World Scout Foundation website
• Treehouse - Members Community
• World Scout Conference
• World Non-Formal Education Forum
• JOTA-JOTI 

WOSM Annual Reports

• 2017-18 Annual Report
• 2018-19 Annual Report
• 2019-20 Annual Report
• 2021-22 Annual Report
• 2011-14 Triennial Report
• 2017-17 Triennial Report
• World Scout Committee- Triennial Reports

Scouting Resources

• World Triennial Plan 2021-24
• Branding Workbook
• Scouting education for life
• World Scouting Brand Poster
• Scout.Boom.Comm
• Branding & Communication
• Scouts for SDGs
• Communications and Strategic Engagement Strategy 
• Representing the Scout Movement
• WOSM Brand Manual
• Rio Declaration on Non-Formal Education

In addition to these materials, the following information can also be provided to the vendor who is awarded the contract to use as part of the project delivery:

• Results and analysis of focus groups interviews with key stakeholders
• SWOT analysis
• User profiles of key audiences
• Social listening data, insights and analytics
• Mood board of design inspiration
• Brand and communications matrix
• Advocacy position papers

5.0 Submission and Evaluation of Proposals

5.1 Proposal Evaluation and Criteria

All proposals submitted will be considered for this project. Proposals will be shared with members of the Evaluation Committee to evaluate each vendor's proposal using the criteria outlined below. A contract will be awarded to the vendor that best satisfies the overall requirements of the RFP. Each proposal will be evaluated based on the level of creativity, uniqueness and practical implementation.

5.2 Interviews and Demonstrations

Short-listed vendors will be invited via email for an interview and a demonstration. This interview and demonstration session will be done via video conferencing for a duration no longer than 90 minutes.

5.3 Contracting

Upon approval by the Evaluation Committee, WOSM shall enter into contract discussions with the successful vendor. If the terms and conditions of a contract cannot be successfully established within a reasonable amount of time (as determined by WOSM), then contract discussions will be terminated and contract discussions with the next preferred vendor will commence. Negotiations shall continue at the sole option of WOSM until a contract is signed and approved or all proposals are rejected and the RFP is withdrawn.

5.4 Notice of Award

All vendors submitting a response to this RFP will be notified in writing of the award of a contract if and when an award is made. If no award is made, all vendors will be notified accordingly. For the purposes of this RFP, an award shall be deemed to have been made upon the completion of contract negotiations.

5.5 Confidentiality

This document is subject to the laws of copyright and must not be reproduced in whole or in part without the prior written consent of the World Scout Bureau. Furthermore, all information contained within this document is given in strict confidence and may be used by addressed companies only for purpose of this RFP.

This RFP is confidential between the World Scout Bureau and the supplier, and through your participation in this RFP you thereby undertake and agree that no part of this RFP will be discussed or exchanged with any other party without written approval of the World Scout Bureau.

The supplier shall agree that technical parts of the proposal may be disclosed by the World Scout Bureau to third parties co-operating with World Scout Bureau on the project. The supplier shall further agree that such third parties will also co-operate with World Scout Bureau during the project preparation and realisation.

5.6 Submission Process and Materials

Each vendor interested in the project must submit the following information as part of their proposal to be considered:

• Executive summary
• Project approach
• Corporate profile
• Services
• Client examples
• Project team
• Estimated timelines and budget

Submissions can be sent via email to rfp@scout.org addressed to the primary points of contact.  

The deadline to submit proposals is Friday, 28 April 2023.

For any questions or clarifications about the scope of the project, please contact the primary points of contact via email.