News > RFP for CEWIL Rebrand - Statement of Work

RFP for CEWIL Rebrand - Statement of Work

posted on March 26, 2018
Development of a new brand for Co-operative Education and Work Integrated Learning Canada (CEWIL Canada).

CEWIL Canada


1.0 Title:

Development of a new brand for Co-operative Education and Work Integrated Learning Canada (CEWIL Canada).

2.0 Objective:

To develop a brand identity for CEWIL Canada that is appealing to the multiple stakeholders (institutional members (i.e. post-secondary educational institutions), employer partners, students, government, and media).

3.0 Background:

In November 2017, CEWIL Canada, formerly the Canadian Association for Co-operative Education (CAFCE), changed its mandate in order to encompass other forms of  work-integrated learning community  in Canada. This name and mandate change was the work of many months of nation-wide consultations with the member institutions. 

Our mission is to foster and advance post-secondary co-operative education (Co-op) and work-integrated learning (WIL) in Canada. This is to be done through four main areas:

  • Develop resources to promote the highest quality of post-secondary co-operative education and work-integrated learning program.
  • Establish national standards and promote the value of post-secondary co-operative education and work-integrated learning
  • Foster the community of practice through collaboration
  • Deliver opportunities for learning and sharing of best practices

More importantly is the vision of our association for which a new brand must be rooted in the notion that CEWIL Canada is meant to be the voice for post-secondary co-operative education and work-integrated learning in Canada.

There are also several main objectives by which our association has established its professional reputation since 1975:


Promote the value of accreditation as a means to enhance post-secondary co-operative education and work-integrated learning in Canada.

Capacity Building

Develop and implement a plan to increase our capacity to achieve our goals and deliver value to our members.

Professional Development & Membership Services

Expand professional development opportunities and membership services.


Develop and implement a marketing and communications plan to enhance our position as the national voice for co-operative education and work-integrated learning.


Attract and engage more members.

In the coming months, CEWIL Canada will be embarking upon a nationwide membership drive campaign to be more inclusive of all the stakeholders mentioned above.

4.0 Tasks / Scope:               

The aim of this project is to take advantage create a new brand for CEWIL Canada to be more inclusive and interesting to all our stakeholders. Presently, we have been more member-centric. We want to create a brand that is representative of the 40+ year history and expertise of CAFCE, while also being seen as a new all-encompassing association for current and potential new members. We also want to be sure that we have a strong focus on our industry partners including employers and government, as well as a source for information for media with respect to all WIL inquiries.  This branding exercise would inform the development of future communications strategies and promotional materials for the CEWIL Canada website, social media, conferences, and all other internal and external communiques.

As with any successful brand, it must reflect the organization it represents, reflect the audience it attempts to resonate with, and reflect the promise made by the product it represents. It must also take into consideration the use of mobile electronic devices and social media, in a digital-by-default communications environment.

On behalf of CEWIL Canada, the Contractor must lead consultations with key stakeholders including member institutions (representative of colleges and universities (small, medium and large) across various forms of WIL (co-op, internships, practicums, clinicals, applied research, etc…), employers (small, medium and large), government partners, and media.  In light of consultations with stakeholders, the Contractor must deliver, without being limited to:

  • Confirm CEWIL’s strategic priorities with the communication needs
  • Research audiences (existing research, statistics, focus groups, personas)
  • Define brand mission statement/positioning
  • Research brands related to WIL
  • Develop message strategy (what are the qualities, beliefs, benefits of your brand)
  • Develop brand components
    • Develop the brand’s voice
    • Develop brand message
    • Develop a logo

*NOTE: All slogans, logos, etc… must be bilingual (English and French)

Selected members from the CEWIL Canada board will work alongside the consultant on brand development. This will afford CEWIL the best environment in which to develop the communications strategy, products and roll-out plan that will be undertaken after the brand has been developed.

5.0 Constraints:

Constraints include:

  • Contractor must be specialized in brand development.
  • All deliverables must be provided in both official languages.
  • Consultations with employees must be in a bilingual format.
  • Consultations will occur both in person (where possible), and through phone of video conference with stakeholders across the country. 
  • The Contractor’s proposed resource must use any existing documentation to avoid duplication of work effort.
  • Prior to starting any work, the Contractor shall submit to the CEWIL Board, a work plan describing the activities to execute in order to produce the deliverables required, including the timeline of each activity and a knowledge transfer plan; no work shall be performed before being approved by the Board.
  • No change to the work plan shall be implemented without the written permission from the Board.

6.0 Client Support:

CEWIL Canada will provide the Contractor with:

  • A primary Contact (to be determined by the CEWIL Board)
  • The CEWIL President
  • Focus groups of representatives from the different stakeholders across Canada
  • Relevant background/context and other documentation that is deemed pertinent to the project, including: plans & priorities of CEWIL Canada, relevant information to get a better understanding of the current context and vision.

7.0 Deliverables (see Annex A for detailed deliverable schedule):

All deliverables must be in MS Office format as specified and are subject to the CEWIL Board’s approval and all final deliverables must include the client’s feedback.

The deliverables will include at least the following:

1. Detailed work plan

2. All material related to the development of the CEWIL Canada brand* including:

  • Two (2) original and distinct creative concepts to choose from; and
  • Creative concepts must be adaptable to both print (i.e. promotional handouts) and digital media (i.e. web, social media)

3. Weekly project status reports, including work performed during the reporting period and work planned for the next, unless otherwise specified by the Board.

4. Other relevant documentation, as specified by the Board

All deliverables must be submitted to the CEWIL Board for review and acceptance. The Board may have portions of the deliverables reviewed. Some deliverables may require more than one (1) review. Any document that fails to meet the established criteria will have to be reworked at the Contractor’s expense.

8.0 Location of Work:

The Contractor must perform the work at the contractor's place of business and may have to travel within the country for meetings as to be determined by the Board.

There are no travel and living expenses associated with the contract.

9.0 Security Requirements:

There are no security requirements for this contract. 

10.0 Meeting:

Once the contract is signed, the Board will establish a set of meetings so that the Contractor can interview the key stakeholders and get the necessary history, context and input. 

11.0 Official Languages:

CEWIL Canada operates in a bilingual environment amongst multiple stakeholders. It is, therefore, imperative that the bidder’s team includes individuals fluent in both official languages (English and French) in order to communicate verbally and in writing in the preferred official language of the project participants. 

Annex A: Detailed deliverables & schedule:

Assumes a start date of April 16, 2018.



Time Allocation

Due Date

1.     Meet with the Board representatives/key stakeholders to confirm contract requirements and to collect information CEWIL

no deliverable

.25 days

April 16, 2018

2.     Review documents provided by the Board in order to understand the mandate

no deliverable

1 day

April 18, 2018

3.     Develop and provide a statement of work and detailed work plan to the Board for approval before beginning work

Work plan

.5 day

April 30, 2018

4.     Consult with various stakeholders to develop a  brand

no deliverable

5 days

May 14, 2018

5.     Develop all brand material

CEWIL brand material

5 days

July 3, 2018

6.     Provide weekly project status reports, including work performed during the reporting period and work planned for the next, unless otherwise specified by the Board

no deliverable







C = A x B


ALL-INCLUSIVE PER DIEM RATE (applicable taxes excluded)



(applicable taxes excluded)


Development of a brand for CEWIL Canada’s that considers all its stakeholders for extension to web, digital media, promotional documents, internal and external communications, etc...


$____________/ day


Up to 11.75 days



Up to $15,000


Deadline to submit: April 11, 2018.
Submission contact: