Request for Proposal (RFP)



Fair Haven Community Health Clinic, Inc. (FHCHC), a Federally Qualified Health Center, is seeking proposals from marketing/advertising firms to provide a comprehensive performance analysis and redesign of the FHCHC and Shoreline Family Healthcare websites. While this RFP is focused on developing and executing an audit that tracks current website performance, FHCHC is seeking a firm to provide SEO, content and user experience recommendations on both websites as well as development and implementation of the new sites.

Founded in 1971, FHCHC is a federally qualified health center with a mission to bring high quality health care to communities where it is needed most, with an emphasis on underserved populations. FHCHC is a patient-centered medical home to over 32,000 patients a year. With 14 point of care locations in the Greater New Haven area, FHCHC provides a wide range of health care services and programs. At present, FHCHC cares for patients in New Haven (at various locations including schools), East Haven (including schools) and Branford. For more information, visit

Proposals from women and minority owned businesses are encouraged.

Timeline of the RFP:



Release of RFP Documents
2/12/24 through 3/4/24 Any questions may be submitted in writing before 3/4/2024 to Kristie Balisciano at or by calling 203-777-7411 x5844
Week of
Interviews (selected bidders)
Week of 3/18/2024 Award Contract


Project Overview:

This project provides the opportunity for FHCHC ( and SFHC ( to update current websites to make them more user-friendly and easier for visitors to read. Currently, both sites have been created in WordPress and hosted by 3Prime. The marketing and communications
department and 3Prime both have access to edit each site. The successful bidder will deliver a site analysis and strategy to improve web performance as well as a site redesign plan. Key elements for scope of services in reviewing both websites include:

  1. Website technical performance.
  2. User experience
    • Improving navigation throughout the website, putting content where appropriate
    • Ease in finding information about programs and services
    • Highlight the careers section and make it more accessible for visitors
    • Mobile device usability
    • Audience analysis – personas, who is the audience
  3. Content audit
    • Will messaging get picked up by search engines for new and current patients that search for FHCHC and SFHC programs and services?
    • Users can be overwhelmed with the amount of content and struggle to find the appropriate resources, will need suggestions on how this can be fixed
    • Analysis of brand tone of voice and consistency throughout the websites
    • Recommendations for health care content creation
  4. Organic search visibility and performance
    • Benchmark analysis of both websites compared to similar organizations
    • Identify needs and opportunities for improvement
  5. Site redesign
    • Attractive, easy-to-navigate sites
    • Consistent look and feel across all pages
    • Viewable for use on mobile devices
    • Complete site translation as on the current site
    • FHCHC staff should be able to also be able to add new pages, content and documents without having to always rely on an outside resource
  6. Accessibility audit. Ability to meet the needs of non-native English speakers, limited English proficiency and people with disabilities.


  1. Mock up how elements are positioned and how the site navigation will work of at least 2 pages, one must be the home page
  2. A plan for migrating current data to a new platform
  3. Provide website management best practices.
  4. SEO Audit – Provide a plan on SEO for both websites and how to improve search results.
  5. Provide a report and presentation to be delivered to senior management and include a timeframe of different phases as well as a budget.
    • Itemize pricing for:
      • Phase I: Discovery, Requirements, Planning
      • Phase II: Site Development
      • Phase III: Final Testing and Deployment Hosting
      • Support and Maintenance

Firm Requirements:

  1. The successful bidder must be ready to begin work starting the week of March 25, 2024
  2. The successful bidder will have some experience with health care clients seeking creative excellence and innovative media use while maximizing budgets.
  3. The proposal must include a timeline for starting and completing the project in the deliverables.
  4. Proposed Fees must include all costs for the project. Bidders must differentiate labor costs versus out-of-pocket costs. Please provide fee schedule if only 1 site is analyzed ( versus two-sites ( and
  5. Based on your proposal, please indicate any staff needs/services that will be outsourced.
  6. Proposals must be valid for 90 days
  7. The Firm is responsible for conducting the necessary research, visiting the sites, and becoming familiar with the organization as necessary
  8. Proposal Content: The following will be evaluated by the FHCHC Bid Team and used as the basis for selection firms to be interviewed and final selection. Proposals shall be arranged in the following order:
    • Cover sheet with organization name, contact information
    • Introductory letter (including services/capabilities and philosophy)
    • Team members and bios (including relevant experience)
    • Project Approach (including narrative and pricing)
    • Relevant experience
  9. The selected firm will be required to enter into a contract with Fair Haven Community Health Clinic, Inc. Additional contract conditions may be required, depending upon the nature and extent of the services to be provided. Fair Haven Community Health Clinic, Inc. reserves the right to negotiate a change or modification to any of the proposed contractual conditions.


RFP General Terms:

  1. Acceptance of Proposal: Fair Haven Community Health Clinic, Inc. reserves the right to reject any and all proposals and to waive informalities, if, at its discretion, the interests of Fair Haven Community Health Clinic, Inc. will be best served thereby.
  2. Fair Haven Community Health Clinic, Inc. reserves the right to accept other than the lowest cost proposal, and to negotiate the specified dollar amount, or any portion of that amount. Fair Haven Community Health Clinic, Inc. reserves the right to negotiate contract changes following the award.
  3. If there is any conflict between these documents and the proposal, these documents shall control.
  4. Fair Haven Community Health Clinic, Inc. reserves the right to cancel this RFP in writing or postpone the date and time for submitting proposals at any time prior to the proposal due date.
  5. No proposer shall have a right to make a claim against Fair Haven Community Health Clinic, Inc. in the event FHCHC accepts a proposal or does not accept any proposals.
  6. Nondiscrimination: Vendor will not discriminate against any employee or applicant for employment because of race, color, creed, religion, ancestry, sex, national origin, sexual preference, disability, age, marital status, or status with regard to public assistance or as veteran.