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Work with the AFN

Development of a Communications Strategy and Media Production on the New Fiscal Relationship

Introduction

The Assembly of First Nations (AFN) is a national representative organization of First Nations in Canada. The AFN represents and advocates for First Nations interests for more than 600 First Nations from across the country.

The AFN invites qualified individuals or companies to submit proposals to produce a communication strategy that includes the production of video recording testimonials, media products and documents on the elements of the New Fiscal Relationship, including the NFR Grant.

Objective

The objective of this Request for Proposals (RFP) is to select a bidder to develop and implement a comprehensive communications strategy,  that will strengthen the AFN’s advocacy efforts, and support engagement with key audiences, including members, partners, federal decision-makers, media, and the general public on the New Fiscal Relationship. The implementation of the strategy will include the development, design, and production of multi-media materials, including web and video content. Video content translation in both official languages is also required, including subtitles.

The successful proponent will be expected to:

  1. Engage with staff and key stakeholders to inform the strategy
  2. Identify audiences, messaging, and channels to achieve organizational objectives
  3. Develop and implement a one-year communications strategy and action plan, including:
    • Core messaging framework
    • Media and digital engagement strategy
    • Video and multimedia content
  4. Present the final strategy and provide recommendations for implementation

Anticipated deliverables include:

  1. Draft communications strategy for review and feedback
  2. Final communications strategy including messaging
  3. One professionally filmed and edited video (2–4 minutes, plus raw footage)
  4. Presentation of findings and recommendations to staff

The communications strategy and video should:

  1. Strengthen AFN’s brand identity and ensure consistent messaging
  2. Support advocacy priorities through compelling narratives and campaigns
  3. Identify target audiences and tailor communications to each
  4. Enhance digital presence and media relations
  5. Create a professional, engaging video that highlights the AFN’s work, priorities, and impact regarding the New Fiscal Relationship

The bidder must possess:

  • Experience in communications strategy development, ideally with advocacy, non-profit, or social impact organizations
  • Professional video production capabilities, including storyboarding, filming, and editing
  • Strong understanding of advocacy and public engagement, with the ability to translate complex policy issues into accessible, compelling narratives
  • Demonstrated success in media relations and digital engagement, including knowledge of social media trends and best practices
  • Capacity to deliver within timelines and budget, with clear project management processes
  • Cultural and contextual awareness, including experience working with a First Nations audience in respectful and inclusive ways
  • Strong references from similar projects, showing successful outcomes and satisfied clients

Background

The role of the AFN is to advocate on behalf of First Nations as directed by First Nations-in-Assembly. This includes facilitation and coordination of national and regional discussions and dialogue, advocacy efforts and campaigns, legal and policy analysis, and communicating with governments, including facilitating relationship building between First Nations and the Crown, public and private sectors, and the general public.

The AFN hosts two Assemblies per year to establish mandates and directives for the organization through resolutions directed and supported by the First Nations-in-Assembly (elected Chiefs or proxies from member First Nations). The AFN is also guided by an Executive Committee consisting of an elected National Chief and Regional Chiefs from each province and territory.

The AFN is a co-development partner with Canada on the New Fiscal Relationship and is seeking to enhance First Nation’s access to information on the work and benefits of the New Fiscal Relationship initiatives. The goal of the New Fiscal Relationship work is to ensure that First Nations governments are adequately supported to provide essential services to their citizens. Fiscal and governance capacity empowers First Nations to exercise greater control over their affairs and pursue self determination in areas such a governance, land management, and economic development.

Proposal Submission Instructions

All proposals shall be received by the AFN no later than October 1, 2025.

All proposals will clearly identify the name of the proponent and proposals will be accepted electronically in PDF format. The subject title must read: “RFP Development of a Communications Strategy and Media Production on the New Fiscal Relationship”. Proposal Submissions shall be sent by email to: Natasha Beedie, Director of Rights and Governance, at [email protected].

Proposal Submission Requirements

All proposals shall include the following information:

  1. An Executive Summary outlining the background information of the proponent’s company, including contents of the proposal.
  2. Relevant experience in communications strategy and video production (with samples).
  3. Qualifications: provide a description of the proponent’s capabilities/experience specifically related to the AFN’s requirements.
  4. A statement and description of the physical and human resources required to complete the deliverables outlined.
  5. Project Organization: identify the composition of the proposed project team, if any, including:
    1. Project team members; and
    2. Description of the roles of the team members.
  6. Project timelines and methodology: identify the length of time required to complete the work and the proposed approach to achieving the deliverables.
  7. Client References: the names of three (3) references which have used the services of the bidder as a videographer. References to include the client’s name, title and contact information.
  8. Cost Breakdown: a detailed cost breakdown for the proposed services, showing the total cost for the performance of all services, expenses, materials, deliverables, and software/hardware costs (if applicable), to be used for completion of the work. Total cost shall be in Canadian dollars and inclusive of HST.
  9. Additional work as required: Bidders shall provide a cost per minute for videos required as part of this RFP. 

Bidders should stipulate whether they have locations or staff located across Canada, and the ability to travel if necessary.

Rights of the AFN

The AFN reserves the right to:

  1.        reject any or all proposals received in response to this Request for Proposals;
  2.        enter into negotiation with one or more Consultants on any or all aspects of their respective proposals;
  3.        accept any proposal in whole, or in part;
  4.        cancel and/or re-issue the modified version of a given RFP requirement at any time;
  5.        award one or more contracts;
  6.         verify all information provided with respect to a given RFP requirement, including the right to request a confirmation of the Consultant’s legal status and signed documentation; and
  7.        award contracts without competition for follow-up work, if any, to the selected Consultant for a given project requirement.

Evaluation Criteria

The AFN will select the Proponent(s) which, in the AFN’s sole discretion, best serves the overall needs of the AFN. The following is a summary of the general considerations that will be used to determine the Proponent(s) that will be selected:

Expertise of Firm/Organization submitting the proposal 20
Experience in working with First Nations in videography 20
Proposed Work Plan and Approach 20
Experience in communications, relationship-building, First Nations’ cultural competency, problem solving, , budgeting 15
Total price 25

Timetable

Description of Deliverables Due Date
1. The following dates are set forth for informational and planning purposes and may be changed at the AFN’s sole discretion. Date TBD
2. RFP Released/Advertised/Posted Sep 12, 2025
3. Deadline for questions Sep 22, 2025
4. Deadline for submission of proposals Oct 01, 2025
5. Completion of proposal evaluations Oct 08, 2025
6. Finalist Interviews (if required) Oct 10, 2025
7. Final Selection Oct 15, 2025
8. Estimated Contract Start Date:
November 1, 2025 – March 31, 2026, subject to final internal approvals.		 Nov 01, 2025

The timetable is tentative only and may be changed by the AFN, in its sole discretion, at any time prior to the Proposal Submission Deadline.

Miscellaneous Provisions

Price

Contractors must provide a firm fixed price, including administrative fees, travel, material costs, translation, printing of draft concepts and HST.

Confidentiality

Responses to this RFP will be considered as confidential information by the AFN and will be used solely for the purposes of selecting the successful bidder.

Clarification/Questions

All proposals will be acknowledged.
Requests for clarification and/or questions regarding this RFP should be directed in writing to:
Natasha Beedie
Director of Rights and Governance
Assembly of First Nations
50 O’Connor Street, Suite 200
Ottawa, Ontario K1P 6L2
Electronic Mail: [email protected]

Responses/Submission

Only those submissions that meet the deadline will be considered.
Responses to this RFP must be received by the close of business 5:00 pm EST on October 1, 2025

Submissions shall be sent by email to: [email protected]

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