Branding, Communications and Marketing Services for Finger Lakes ON-RAMP

ROCHESTERWORKS, INC.
Request for Proposal
Branding, Communications, and Marketing Services for
Finger Lakes ON-RAMP (One Network for Regional Advanced Manufacturing
Partnerships)
Issued October 26, 2026
Procurement milestone Date/time
RFP released Monday, October 26, 2026
Questions due Monday, November 2, 2026
Proposals due Friday, November 13th, 12:00 p.m. ET
Staff recommendation to the Board Tuesday, December 15, 2026
Anticipated award announcement Thursday, December 17, 2026
Anticipated contract execution Monday, January 4, 2027
Service start Monday, January 11, 2027
PROPOSALS MUST BE RECEIVED BY THE DEADLINE ABOVE.
Submit electronically to Jeanette Koncikowski, Project Management Consultant, at
jeanette@thrivecommunityconsulting.com
1. Background, Purpose, and Objectives
Background
RochesterWorks, Inc. (RWI), a nonprofit organization, is seeking proposals from
experienced, qualified contractors to develop branding, communication, and core
messaging strategies, and marketing services (including both creative ad campaigns
and community outreach) aligned with employer and community needs for the startup
and launch of the Finger Lakes One Network for Regional Advanced Manufacturing
Partnerships ("FLX ON-RAMP") initiative.
Respondents should submit one comprehensive proposal for all services. RWI reserves
the right to make one or multiple awards. RWI is located at 100 College Ave., Suite 200,
Rochester, New York 14607. Additional information is available at
https://rochesterworks.org.
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Purpose
The One Network for Regional Advanced Manufacturing Partnerships ("ON-RAMP")
program is a $200 million investment to help fund and realize a network of four new
workforce development centers in strategic, high-impact locations in Upstate New York.
ON-RAMP's primary goal is to connect diverse, skilled New Yorkers with careers in
dynamic, high-growth advanced manufacturing industries.
With a flagship location in Syracuse, New York State is funding three additional
ON-RAMP initiatives. In February, 2025, the Finger Lakes Region (comprised of nine
counties in the Greater Rochester, New York, region) was awarded a planning
development grant from New York State Empire State Development ("ESD").
Throughout 2025, a coalition led by Monroe Community College and RochesterWorks
engaged in a strategic planning effort to develop an FLX ON-RAMP Business Plan that
was centered on using the Finger Lakes Workforce Development Center ("FWD
Center") at Monroe Community College's ("MCC") downtown campus as the region's
main training hub for careers in advanced manufacturing, with RochesterWorks being
responsible for participant recruitment, career navigation, and supportive services.
RochesterWorks recently received an implementation award from ESD through the
Office of Strategic Workforce Development to support capital and operating activities
associated with the initiative.
The FLX ON-RAMP initiative will serve as a regional hub for advanced manufacturing
workforce development in the Finger Lakes region. The initiative intends to:
Increase access to advanced manufacturing careers;
Coordinate workforce training and supportive services;
Build partnerships with employers and training providers;
Support underrepresented populations entering manufacturing careers;
Coordinate implementation of startup activities, facilities buildout, staffing,
branding, operations, and reporting;
Establish a new independent FLX ON-RAMP 501(c)(3) organization to ultimately
govern and operate the initiative, with RochesterWorks and the MCC FWD
Center as primary partners.
Objectives
The primary objective of this award is to launch with a clear identity, strong internal
systems, and early awareness among key partners across sectors, including potential
students drawn from historically marginalized communities; advanced manufacturing
companies and their leadership and talent acquisition teams; and community-based and
workforce development organizations. Core messaging, community outreach, and
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marketing campaigns must align with overall NYS ON-RAMP initiatives and branding
while remaining distinctive enough to achieve significant regional attention.
2. Mission, Vision, Market Position, Key Features, and Audience
Mission:
FLX ON-RAMP will be a regional gateway to advanced manufacturing career pathways
by assessing the skills and needs of job seekers and connecting them with opportunities
and resources they need for success.
Vision:
FLX ON-RAMP envisions a region where family-sustaining advanced manufacturing
careers are available, attractive, and accessible to every resident.
Market Position:
FLX ON-RAMP is entering the workforce development field to fill existing gaps by
developing accessible career pathways through entry-level positions in advanced
manufacturing. FLX ON-RAMP's primary focus will be to open doors to new potential
talent pools of workers not yet in advanced manufacturing careers, while also upskilling
entry-level workers already employed in the industry.
Key FLX ON-RAMP Features:
Focus on Advanced Manufacturing: FLX ON-RAMP is strongly focused on
advanced manufacturing, even as training partners, including Finger Lakes
Workforce Development Center, have a broader portfolio of offerings across
industries.
Gap-filling Model: FLX ON-RAMP is designed to fill gaps in the advanced
manufacturing workforce ecosystem, not to create duplicative or competing
offerings, but to catalyze expansion of existing ecosystem strengths.
Accessible Location: FLX ON-RAMP brings together different training providers
into a centralized, accessible, and welcoming location in downtown Rochester.
Serving Communities that Have Been Marginalized: FLX ON-RAMP serves
clients across the region while expanding opportunities for communities and
individuals who have faced barriers to training, good-paying jobs, and career
pathways.
Employer-Driven Focus: By collaborating closely with industry, FLX ON-RAMP
responds in real time to develop talent with the current and emerging skills
advanced manufacturing employers need.
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Leveraging Public Dollars: FLX ON-RAMP focuses on stretching federal and
state dollars for greater impact, matching them with private philanthropic funding,
and ensuring success beyond training through job retention and career
pathways.
Audiences
FLX ON-RAMP's strength within the advanced manufacturing workforce development
landscape will be its focus on generating partnership interest with industry partners and
building bridges across diverse cross-sector constituencies. FLX ON-RAMP will connect
career-seekers, employers, and workforce development partners, and its marketing
efforts must reach each audience with clear messages that convey the value of its
unique role and the outcomes its partners and participants can achieve.
For career-seekers, FLX ON-RAMP will expand awareness of advanced manufacturing
opportunities and improve the industry's image. Working with partners, it will dispel
outdated perceptions of industrial-era factory work and reposition manufacturing as a
welcoming, technology-driven career pathway. Messaging will emphasize three core
features of the ON-RAMP model: pathways to good jobs and career success, strong
employer engagement, and accessible, affordable training. Marketing will also highlight
FLX ON-RAMP's supportive services that directly address common barriers-such as
cost, transportation, childcare, and educational attainment-by emphasizing pathways
to rapid upskilling and reskilling for in-demand jobs.
For employers, FLX ON-RAMP must address perceptions across organizations, from
executives to hiring managers and line supervisors. Through ongoing industry
engagement, FLX ON-RAMP and its partners will continually refine training offerings to
meet industry needs and demonstrate a clear, ongoing value proposition: FLX
ON-RAMP is a reliable source of talent, and its credentials are trusted and recognized
regionally.
FLX ON-RAMP must also be positioned as a regional asset-not a competitor-to
existing workforce development providers, including adult education programs and
P-12 Career and Technical Education (CTE). While adult education providers have
expanded manufacturing offerings across the region, capacity and equipment vary. FLX
ON-RAMP can serve as connective tissue, strengthening referrals and collaboration so
partners can focus on their strengths while meeting client needs. As FLX ON-RAMP
launches at the FWD Center, it will continue to build relationships that deepen and
expand training opportunities regionwide.
3. Scope of Services
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Building off of FLX ON-RAMP's approved business plan, this scope of services focuses
on developing the brand identity and core messaging strategies, as well as community
outreach and a marketing plan for FLX ON-RAMP's pre-launch and public launch
activities over the next year.
The selected firm(s) will work closely with RochesterWorks leadership and its project
management consultants, MCC, Empire State Development, and other stakeholders to
1) develop the organization's public-facing identity and brand that aligns with NYS
ON-RAMP's branding guidelines and 2) develop, coordinate, and/or implement all pre-
and post-launch communication messages, community outreach, and marketing
strategies for FLX ON-RAMP (including a separate budget for ad buys).
Services may include, but are not limited to:
A. Creation of a Regional Startup Brand Identity that Remains in Alignment with NYS
ON-RAMP Branding Guidelines (Parent Brand)
Complete logo suite (primary, secondary, icon, variations)
Comprehensive color system (not just primary colors)
Typography system with clear hierarchy
Photography and imagery direction
Brand guidelines document that includes relationship to parent brand with visual
consistency rules and differentiation points
Core collateral templates (letterhead, presentation deck, email signature)
B. Communications, Marketing, Community Outreach, and Transition Support
1. Design and Development of Core Messaging and Marketing Materials
Building off the approved Business Plan, strategize and differentiate core
messaging to career seekers, employers, and workforce development/community
partners.
Develop campaign materials for community outreach to support the program
launch, highlighting FLX ON-RAMP's value proposition to job seekers, such as
earning potential and career ladder opportunities in advanced manufacturing
(i.e., supported by wage data and examples of career progression).
Advise on messaging and advertising across digital, print, and public spaces to
reach target demographics. Efforts should include a detailed plan with
recommendations for which communication channels to use (including, for
example, article placement, appearances in traditional media, engagement with
local podcasters, and collaboration with trusted community messengers and
social media strategy), as well as frequency, goals, and metrics to
track. Separate ad buy budget available with client approval for year 1 activities.
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2. Community Outreach Strategy, Communications Coordination, and Transition Support
Develop an outreach plan with efforts grounded in trusted institutions, direct
engagement, and community-centered media, while strengthening connections
between trainers and employers across the region. There should be a clear
emphasis on pathways to good jobs and how FLX ON-RAMP can expand
opportunity in disinvested neighborhoods.
Participate in planning launch activities and provide information on related project
milestones, deliverables, and implementation progress to project management
consultants and stakeholders, as this grant-funded project will require close
metric tracking.
Advise and support the transition of communication strategies as FLX ON-RAMP
moves from its initial incubation at RochesterWorks to a standalone nonprofit.
This will include advice on transitioning from the core identity, along with planning
guidelines and rollout support for the second phase of organizational
development, including the internal hiring of a Communications and Media
Director, an Industry Relationship Specialist, and a Community Outreach
Partnership Director and Recruiter.
4. Contractor Responsibilities, Deliverables, and Desired Qualifications
Contractor Responsibilities
In addition to the contracted services, the selected contractor will be required to:
Maintain internal procedures that ensure budget control, prompt billing, and
quality control, including but not limited to auditing invoices.
Prepare cost schedules and project sheets for expenditures and obtain approval
of all expenditures with regard to authorized advertising by submitting
preproduction estimates.
Provide regular status reports as agreed upon to provide timely updates
regarding the progress on all projects.
Provide monthly, quarterly, and annual performance cost analysis.
RochesterWorks and the FLX ON-RAMP Advisory Committee will establish program
objectives, provide relevant background and stakeholder input, and review the selected
firm(s)' proposed work. The firm(s) should be able to recommend strategies to expand
the impact of marketing/public relations campaigns, allowing for the broadest possible
exposure to the focus audience within the available budget.
The selected firm(s) must provide creative briefs before each campaign or individual
project outlining the goal(s), objectives, audience, strategies, budget, and evaluation
format.
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The selected firm(s) must demonstrate the ability to plan strategically; integrate,
manage, and execute an assortment of marketing projects. Firm(s) must be able to
identify, evaluate, recommend, develop, and execute, and/or manage new and
emerging technology opportunities.
Deliverables
Expected deliverables may include:
Brand identity, logo suite and visual assets: Deliver primary logo, secondary
marks, sub-marks, and favicons (with specified revision rounds) along with a
branding guidebook to include the color palette (defining primary, secondary, and
neutral colors with hex, RGB, and CMYK codes) and typography (including
selecting and specifying primary and secondary fonts, including licensing
guidance).
Messaging and value proposition: Core brand messaging frameworks suitable to
each of the cross-sector audiences, taglines, and pillar narratives.
Integrated marketing strategy and community outreach plan: Develop a
comprehensive 1-year external communications and stakeholder outreach plan
and media strategy for launch, including related core content creation that can be
used across channels (i.e., earned media, social media, and paid traditional
media) to target key audiences through relevant channels and drive program
awareness.
Digital and social media: Support digital asset management, brand awareness,
and multimedia/video production workflows through the first year.
Desired Qualifications
The ideal firm will demonstrate experience in:
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Subbrand identity and public-sector brands
Nonprofit and/or startup launch development
Workforce development systems and partnerships
Economic development and/or advanced manufacturing initiatives
Familiarity with the Finger Lakes region and markets
Reaching and engaging underrepresented populations including unemployed or
underemployed adults without college degrees, parents, veterans, opportunity
youth, women, people of color, and foreign-born residents
RochesterWorks is committed to promoting economic growth through the inclusion and
utilization of diverse businesses. We strongly encourage proposals from and teams
including certified Minority and Women-Owned Business Enterprises (M/WBEs) and
Service-Disabled Veteran-Owned Businesses (SDVOBs). Each respondent must submit
an MWBE/SDVOB Participation Plan identifying its own applicable New York State
certifications and each proposed certified subcontractor or supplier. For each
participating firm, identify its certification number, proposed scope, dollar amount,
percentage of the proposed award, and evidence of its agreement to participate.
Separately identify M/WBE and SDVOB participation and distinguish prime-contractor
self-performance from subcontracted work and third-party purchases.
Participation credit is subject to ESD verification and applicable counting requirements.
The selected contractor's approved commitments will be incorporated into the contract.
The contractor must provide monthly participation and payment information, supporting
documentation, and advance notice of proposed substitutions or reductions in
committed participation.
5. Contract Term, Budgets, Procurement Schedule, and RFP Conditions
Contract Term
The initial contract term is expected to run from January 11, 2027 through December
31, 2027. RochesterWorks may release a separate contract for up to four one-year
renewals for future marketing campaigns, based on funding availability, satisfactory
contractor performance, and successful negotiation of contract terms. An award does
not guarantee a minimum expenditure amount.
Budgets
RochesterWorks has budgeted $225,000 for professional services for all project
deliverables, including brand identity, logo, and visual assets; integrated messaging and
marketing strategies; community outreach; and social media assets. There is a separate
$250,000 for first-year paid media placements. Respondents must separately identify
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proposed media planning and buying fees, commissions, markups, and third-party
placement costs. All media expenditures require prior written approval. The allocation
does not guarantee expenditure of the full amount.
Questions, Clarifications, and Addenda
Questions must be submitted to Jeanette Koncikowski at
jeanette@thrivecommunityconsulting.com no later than Monday, November 2, 2026.
Only written responses or addenda issued by RWI are official. Respondents are
responsible for reviewing all issued addenda, which become part of this RFP.
Responses will be posted at https://rochesterworks.org/request-for-proposals/.
RFP Conditions and Reservations
RWI reserves the right to amend, suspend, reissue, or cancel this RFP; reject any or all
proposals; waive minor irregularities; request clarifications, references, demonstrations,
or interviews; negotiate with one or more respondents; and make one or multiple
awards by population, geography, industry, or service capacity. This RFP does not
obligate RWI to award a contract or reimburse proposal preparation costs.
The RFP, issued addenda, the successful proposal, and negotiated contract will form
the agreement. Respondents must identify material exceptions to the RFP or
anticipated contract terms. Proposals missing material required information will be
considered nonresponsive and will not be evaluated.
6. Proposal Requirements
Submit one proposal of no more than six narrative pages. The cover page, rate sheet,
certifications, creative samples, and references, resumes, or bios are excluded from the
narrative page limit.
1. Organization, contacts, and eligibility. Provide the organization's legal name, address,
telephone number, website, President/CEO, contract manager, and authorized
representative empowered to negotiate and bind the organization. Identify office
locations and regional service capacity, any subcontractors, and the prime respondent
responsible for all performance. Confirm the organization is legally eligible to contract
and is not suspended or debarred.
2. Experience, qualifications, and capacity. Describe relevant experience, including work
with public workforce programs, manufacturing, professional and business services,
and focus communities. Include resumes/bios of key project personnel in addenda.
3. Approach and implementation. Describe your proposed services, approach, and
timeline/workplan. Be sure to submit projected deliverables (estimated impressions,
clicks, or conversions) and pricing structure (management fees, commission, or net
media costs) for ad buys, which will be an optional service with approval by the client.
4. Budget proposal and pricing. Detail all expected costs and your fee structure/pricing
plan.
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5. References and samples of work. Provide three references and samples of creative
work.
6. MWBE/SDVOB participation plan. Identify your own applicable New York State
M/WBE and/or SDVOB certifications and those of each proposed certified
subcontractor or supplier. For each firm (including your own) with a certification,
identify the certification number, proposed scope, dollar amount, percentage of the
proposed award, and evidence of its agreement to participate. M/WBE and SDVOB
participation should be identified separately. Although RWI's M/WBE and SDVOB
goals for this project are 30% and 6%, respectively, points will be awarded for plans
utilizing up to 100% participation between the two categories.
7. Evaluation and Award
Proposals will first be reviewed for responsiveness and completeness. Responsive
proposals will be evaluated using the criteria below. RWI may verify references, request
clarifications, or conduct finalist interviews before award. Awards are subject to approval
by the Monroe County/Rochester Workforce Development Board. Grievances related to
this procurement must be emailed to Lee Koslow, Director of Workforce System
Performance, at Lkoslow@rochesterworks.org with the subject line "Branding,
Communications, and Marketing Services RFP Grievance" by December 31, 2026, or
14 days after the date of the occurrence of the cause for complaint, whichever is later.
Evaluation criterion Weight
Relevant experience 25%
Project understanding and approach 20%
Key personnel, qualifications, and organizational capacity 15%
Creativity 10%
Cost reasonableness and pricing transparency 15%
M/WBE and SDVOB participation plan 15%
RWI may select multiple contractors based on target audience, capacity, proposed
services, service quality, and/or price. Final award is subject to successful negotiation
and execution of a contract.
The selected consultant must comply with all applicable federal, state, and local
requirements, including M/WBE and SDVOB participation requirements established by
Empire State Development.
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