Request for Proposals (RFP) for Brand Refinement and Marketing/Communications Plan

Issued by: Capital Trees
Date: April 30,  2024


As a leading public greening organization in Richmond, Capital Trees has established a strong foundation through completed projects, sustainable management practices, and advocacy for greenspaces. With a clear mission to lead public landscape development, management, and advocacy in the region, Capital Trees seeks to refine its brand identity and enhance its communications strategies. Through this RFP, we aim to engage with qualified vendors to update our brand identity, streamline our messaging, and develop effective communication practices to increase visibility and community investment in Capital Trees.


Capital Trees completed a strategic plan in 2022, which clarified our goal to be leaders in public landscape development. Our program focuses on three key areas: Build, Manage, and Educate. Building upon this strategic foundation, we are now seeking proposals to refine our brand identity and enhance our communication practices to better engage with diverse stakeholders and increase our impact in the region (


  1. Distill and streamline our story for effective communication by staff, trustees, and stakeholders.
  2. Update Capital Trees’ communications to reflect past accomplishments and current work.
  3. Effectively and efficiently communicate our mission, tailored to the audience/stakeholders.
  4. Raise visibility of Capital Trees in the region to increase public and private investment.


  1. Storytelling and Internal Branding:
    • Develop a compelling narrative including the history and purpose of Capital Trees.
    • Craft a memorable tagline and articulate the unspoken ‘why’ behind our mission.
    • Create individualized stories highlighting the impact of Capital Trees for various stakeholders.
  2. Mission, Vision, Values Language:
    • Review and update language for mission, vision, and values, building upon the existing strategic plan.
    • Provide terminology clarification to ensure consistent messaging across all communications.
  3. Visual Elements:
    • Design a comprehensive brand package including logos, templates, and visual assets (digital and print).
  4. Marketing and Communications Plan:
    • Develop a plan outlining best practices for marketing and communications.
    • Provide templates and guidelines for materials such as annual fund solicitation materials, project announcements, press releases, business cards, letterhead, and social media content.
    • Tailor communications to diverse stakeholders and audiences.
  5. Additional Mapping for 15th Anniversary:
    • Develop additional storytelling to frame and celebrate our growth and impact for our 15th Anniversary, March 2025; including timeline, language, marketing, and visuals specific to the anniversary.


Evaluation Criteria:

Strong proposals will demonstrate:

  • Previous experience with non-profit branding and communications plans.
  • Knowledge and appreciation of environmental concerns and necessity of public greenspace.
  • Experience engaging with non-profit stakeholders to develop implementable plans.
  • Examples of previous work demonstrating creativity and effectiveness in communication strategies.
  • Timeline, detailed budget, and deliverables.

Submission Deadline: Proposals will be accepted through May 24, 2024.  Proposals will be reviewed by the Executive Director for selection to be interviewed by Executive Director, Advancement Director, and board representative in June.

Estimated Start Date: July 1, 2024.

Submission Instructions: Interested parties should submit their proposals to [email protected], attn:  Brand Refinement RFP.  Questions can be directed to [email protected] by May 17, 2024.