Request for Proposal: Development of a Communication Plan for Resource Conservation District of Santa Cruz County

REQUEST FOR PROPOSAL
For the Development of a Communication Plan for Resource
Conservation District of Santa Cruz County
INTRODUCTION
The Resource Conservation District of Santa Cruz County (RCDSCC) is seeking a qualified
communications consultant or firm to develop a comprehensive Communications
Plan. This plan will strengthen our public presence, clarify our identity, and enhance
engagement with diverse audiences. It will help foster a positive understanding of our work
and encourage landowners, residents, and partners to participate in conservation e(cid:431)orts. It
will also inspire community support through donations, funding, collaboration, and other
forms of involvement. It will help define the connection between technical conservation
achievements and community benefits. The Plan should ensure consistency across
messaging, branding, and outreach, both internally and externally.
This RFP outlines project goals, expectations, deliverables, and proposal
requirements.
RCDSCC anticipates a timeline of approximately 4 months for project completion with a
total budget in the range of $20,000 to $30,000.
Submittals are due by Thursday, August 6, 2026, at 5:00 p.m. PST.
About the RCD
Our mission is to inspire and assist the people and communities of Santa Cruz County to
protect, conserve, and restore our natural resources.
Resource Conservation Districts (RCDs) are locally governed special districts that connect
people with the tools, funding, and technical support needed for voluntary conservation.
Independent from county government, RCDs are grounded in transparency, accountability,
and local leadership.
Established in 1942, the Resource Conservation District of Santa Cruz County (RCDSCC) is
one of the region's longest-standing environmental organizations, serving more than
260,000 acres. Over the decades, we have grown from a small, volunteer-led e(cid:431)ort into a
RCDSCC Communications Plan RFP 2026 1

trusted regional partner-advancing conservation through collaboration, innovative
programs, and strong community relationships.
Today, our sta(cid:431) and board continue this legacy of "helping people help the land." Our work
focuses on agricultural stewardship, forest health, watershed restoration, climate
resilience, and regional partnerships that support both people and the natural systems
they depend on.
Our priorities include protecting and restoring soil, water, forests, and wildlife, and
promoting resilience to wildfire and climate change. As conservation challenges grow,
community needs evolve, and communication channels shift, the RCD must strengthen
how we communicate our mission, impact, and value in ways that reflect and reach the full
range of people and communities we serve, while also inspiring them to engage alongside
us through direct action and other forms of support that sustain our natural resources.
Vision
We envision a Santa Cruz County where natural resources and the communities and
economies that depend on them are thriving and resilient.
PROJECT GOALS
The selected consultant will work with the RCDSCC Senior Communications Specialist
(CS), RCDSCC sta(cid:431), and board to develop a Communications Plan that:
* Defines and prioritizes key audiences and identifies e(cid:431)ective ways to reach and
engage them.
* Establishes a clear and consistent approach to how RCDSCC communicates,
including voice, tone, and visual consistency.
* Develops core messaging and an elevator pitch that sta(cid:431), board members, and
partners can use.
* Develops storytelling and impact communication themes that help people
understand how RCDSCC's conservation work improves environmental, economic,
and community outcomes, and how those outcomes a(cid:431)ect their daily lives,
neighborhoods, farms, businesses, and future generations.
* Provides a practical media strategy to deliver messages through the most
appropriate channels.
* Outlines a clear and actionable roadmap to strengthen visibility, trust, community
understanding, and engagement.
RCDSCC Communications Plan RFP 2026 2

PROPOSED SCOPE OF WORK
The Communications Plan should provide a practical framework for understanding priority
audiences, communicating consistently about RCDSCC's work and impact, and
implementing outreach e(cid:431)orts across the organization. At a minimum, the plan should
include the following components:
Scope of Work Summary Table
Components Purpose Key Outputs
Understand and prioritize the Audience prioritization, three
A. Audience
people, communities, and audience profiles, audience profile
Research &
organizations RCDSCC template, audience-specific
Segmentation
serves and seeks to engage. communication recommendations.
Messaging and Impact
Define who we are, what we Communications Framework, brand
B. Messaging & do and how we communicate voice and tone guidance, mission
Brand Foundation our impacts across all and vision narrative, value
programs and audiences. proposition, messaging pillars, Brand
Style Guide.
Elevator pitch, audience-specific
Create practical
C. Core Messaging message variations, tagline (if
communication tools that
& Communication appropriate), key talking points,
sta(cid:431), board members, and
Tools message map, "Who We Are"
partners can use consistently.
statement.
Determine where and how Channel recommendations, content
communications should be themes, storytelling approaches,
D. Media Strategy delivered to reach priority community engagement
audiences and support recommendations, performance
organizational goals. metrics, content calendar.
12-24 month implementation plan,
Provide a practical plan for
sta(cid:431) roles and responsibilities, tools
E. Implementation implementing, managing, and
and templates, evaluation metrics,
Roadmap evaluating communications
training and capacity-building
e(cid:431)orts over time.
recommendations.
RCDSCC Communications Plan RFP 2026 3

A. Audience Research and Segmentation (Who we are trying to reach)
The consultant will:
* Identify and define primary and secondary audiences, including:
o Landowners (larger acreages) and land managers (public and private)
o Agricultural community
o Homeowners and residents
o Environmental partners and NGOs
o Local tribes
o Local, state, and federal agencies
o Funders and grantors
o Elected o(cid:431)icials
o Underserved and historically excluded communities
o Media outlets
* Develop three detailed audience profiles that describe:
o Motivations and values
o Communication preferences
o Barriers to engaging in conservation
o Various stages of engagement, such as unaware, aware, interested,
participating, and advocate
* Provide a template for developing future audience profiles
* Recommend practical communication approaches for each audience
B. Messaging & Brand Foundation (Who we are and our value proposition)
Building from audience insights and other RCDSCC guiding documents such as our
strategic plan, the consultant will work with the RCDSCC CS to develop a unified
messaging and brand framework that establishes a clear, consistent foundation for how
RCDSCC Communications Plan RFP 2026 4

RCDSCC communicates. This will organize the key ideas RCDSCC wants to consistently
communicate, explain how these messages relate to one another, and provide guidance for
adapting them to di(cid:431)erent audiences and situations.
The consultant will:
* Review current materials to identify strengths, gaps, and inconsistencies
* Define brand voice, tone, and overall communication style, including guidance
for di(cid:431)erent contexts.
* Develop a simple and compelling value proposition (why this work matters)
* Establish a set of core messaging pillars that reflect the organization's priorities
and Strategic Plan
* Ensure messaging reflects inclusive, community-centered communication
practices
* Provide guidance to ensure consistency across:
o Website
o Social media
o Print and outreach materials
o Events and presentations
o Educational content
o Newsletters
o Grant and project reports
o Media materials
* Deliver a Messaging Framework that builds on RCDSCC's guiding mission, vision,
and strategic plan and serves as the main reference for:
o What we say
o How we say it
o How messaging should be adapted for di(cid:431)erent audiences
RCDSCC Communications Plan RFP 2026 5

* Develop an Impact Communications Framework that translates RCDSCC's
conservation work, program outcomes, and technical accomplishments into clear,
meaningful community benefits and audience-relevant messaging.
o Define key impact and community benefit themes.
o Translate conservation outcomes into relatable community benefits and
impacts.
o Provide guidance and illustrative examples for communicating impacts to
priority audiences.
o Recommend metrics, stories, and visual approaches that demonstrate
impact and value.
o Include a framework for developing future success stories and case studies.
* Deliver a Brand Style Guide (streamlined version is acceptable)
C. Core Messaging and Communication Tools (What we actually say and use)
Using the Messaging Framework, the consultant will create practical tools that can be used
across the organization.
The consultant will:
* Develop a concise tagline and/or short descriptor
* Facilitate one or more group meetings with sta(cid:431) and board members to better
understand what resonates with and motivates them in their work and to refine
organizational messaging. If the consultant determines that additional targeted
conversations would provide significant value, they may recommend limited
individual meetings.
* Create a clear 20-30 second elevator pitch that explains:
o Who RCDSCC is
o What we do
o Why the work matters
o How we work with the community
* Provide 2-3 versions of the elevator pitch for di(cid:431)erent audiences or program areas
RCDSCC Communications Plan RFP 2026 6

* Develop 3-4 key supporting messages that reinforce the main message
* Create a standard "Who We Are" paragraph for use in written materials
* Develop 2-3 impact story examples and/or case study templates that
demonstrate how RCDSCC can communicate project outcomes, community
benefits, and organizational impact.
* Develop a practical message map to help sta(cid:431) and board members:
o Speak consistently
o Adjust messaging for di(cid:431)erent audiences
* Recommend audience-specific messaging approaches based on their interests,
values, motivations, communication preferences, and barriers to engagement.
* (Optional, if budget allows) Develop a simple external feedback tool or survey
approach to gather community input over time and understand what resonates with
community members in relation to natural resource conservation, such as water
quality, safety, and health.
D. Media Strategy (Where and how we communicate)
The consultant will develop a media strategy that puts the messaging into action across
channels.
The strategy should be grounded in the audience and messaging work above.
The consultant will:
* Identify the key actions or behaviors the organization wants to encourage
* Recommend appropriate communication channels, such as:
o Email newsletters
o Social media platforms
o Press and media outreach
o Op-eds
o Events and workshops
o Webinars or surveys
RCDSCC Communications Plan RFP 2026 7

* Outline approaches for regularly communicating organizational outcomes,
project impacts, and community benefits through stories, visuals, case studies,
reports, and digital content.
* Recommend posting frequency and timing
* Define community engagement practices, including:
o How sta(cid:431) respond to comments, questions, and feedback
o How conversations are encouraged and maintained
* Establish clear, practical metrics to track progress over time
* Provide guidance for sta(cid:431) roles and workflows
* Identify opportunities for coordination across channels
* Include a sample 1-3 month content calendar
E. Implementation Roadmap (How we put the plan into practice)
The Communications Plan should include a clear and realistic roadmap for implementing
the recommendations developed through the audience, messaging, and media strategy
components.
The roadmap should help RCDSCC prioritize actions, allocate resources, and measure
progress over time. Recommendations should be practical and appropriate for the
organization's sta(cid:431)ing capacity and available resources.
The consultant will:
* Develop a 12-24 month implementation schedule that identifies key phases,
priorities, milestones, and recommended sequencing of activities.
* Provide an implementation capacity assessment that estimates the level of
sta(cid:431)ing needed to carry out the recommended communications activities. This
assessment should identify the approximate time commitments required for key
tasks, recommend roles and responsibilities, evaluate whether existing sta(cid:431)
capacity is su(cid:431)icient, and identify activities that may be more e(cid:431)ectively supported
through contractors, consultants, freelancers, or specialized vendors.
* Recommend sta(cid:431) roles and responsibilities for implementation, including
opportunities for board members, partners, and program sta(cid:431) to support
communications e(cid:431)orts.
RCDSCC Communications Plan RFP 2026 8

* Identify short-, medium-, and long-term actions that will help RCDSCC build and
sustain an e(cid:431)ective communications program.
* Identify any resource, capacity, or training needs that may a(cid:431)ect successful
implementation.
* Recommend practical tools, templates, checklists, or workflows that sta(cid:431) can
use to support ongoing communications activities.
* Establish performance measures and evaluation methods that align with the
goals of the Communications Plan and can be realistically tracked over time.
* Recommend a process for reviewing and updating the Communications Plan,
messaging, and communication activities as organizational priorities and
community needs evolve.
* Identify opportunities for building long-term organizational capacity and improving
communication e(cid:431)ectiveness over time.
TIMELINE/SCHEDULE
To the extent achievable, the following schedule shall govern the Request for Proposal.
RCDSCC reserves the right to modify the dates below and will notify all known respondents
of any schedule changes.
Procurement Schedule and Key Dates
Milestone Date / Time Details
Tuesday, July 14,
RFP Released RFP is publicly released.
2026,
Monday, July 20,
Deadline for All questions must be submitted via email to
2026, at 5:00 p.m.
Questions agruys@rcdsantacruz.org.
PST
Responses to Friday, July 24, Interested firms may request to be added to an email
Questions 2026, at 5:00 p.m. distribution list to receive responses to questions and
Issued PST any RFP addenda.
Thursday, August
Proposals must be submitted electronically as a
Proposals
6, 2026, at 5:00
single PDF file to agruys@rcdsantacruz.org. Hard
Due
p.m. PST
copy submissions will not be accepted. No changes
RCDSCC Communications Plan RFP 2026 9

or corrections will be accepted after the deadline. If
files are too large, a link to a shared location for
download is acceptable.
Interviews (If August 17-18, Interviews will be conducted only if deemed
Needed) 2026 necessary by RCDSCC.
Consultant Friday, August 21,
Selection 2026, at 3:00 p.m. Successful respondent(s) will be notified.
Notification PST
Contract execution
Work is expected to begin no later than September 1,
upon final
Contract 2026 and continue through completion of final
signatures and
Execution & deliverables in accordance with the agreed-upon
receipt of required
Project Start project schedule (anticipated duration:
contract
approximately four months).
documents
SUBMISSION REQUIREMENTS:
Responses shall be submitted by email to Angie Gruys (agruys@rcdsantacruz.org) as a
single PDF file containing the following required contents. Hard copy responses will not
be accepted. Responses are due Thursday, August 6, 2026, at 5:00 p.m. PST.
Proposals received after the advertised closing date and time will be considered non-
responsive and will be rejected.
1. Cover Letter (no longer than 1 page)
The cover letter should convey a clear understanding of the requirements and
objectives, and why the respondent is qualified to be awarded a contract.
2. Firm/consultant background
Provide a brief overview of the firm or consultant, including:
*
Firm history and primary areas of expertise
*
Organizational structure and size (if applicable)
*
Location and years in business
*
Key personnel who would work on this project and their roles
*
Any subcontractors proposed for the project
RCDSCC Communications Plan RFP 2026 10