Messaging & Positioning Sprint – 3 Months

Available via CMAS Contract Vehicle

Objective

To help your agency clarify what it stands for, align internal and external messaging, and ensure communications are consistent, evidence-based, and easy for the public to understand. This engagement is designed for agencies navigating mission change, program expansion, or audience confusion — when clarity is essential to trust.

Phase 1: Discovery & Insight

Goal: Build a shared understanding of how your agency is currently perceived and where messaging is breaking down.

  • Conduct 8–10 stakeholder interviews across leadership, communications, programs, and public partners.

  • Review existing materials for tone, clarity, and consistency across digital and print channels.

  • Analyze peer agencies and public partners to identify overlap, confusion, or missed opportunities.

  • Deliverable: Audience & Alignment Report — a concise summary of insights, audience segmentation, and key clarity gaps.

Timeline: Weeks 1–4

Cost: $12,000

Phase 2: Positioning Framework & Message Architecture

Goal: Define your agency’s core narrative, what it stands for, and how to communicate it consistently.

  • Develop three positioning territories with distinct emphasis and tone.

  • Build a Message House with clear promise, pillars, and proof points.

  • Create plain-language copy blocks for key audiences (policy, partner, public).

  • Facilitate a 2-hour alignment workshop to refine and approve the direction.

  • Deliverable: Messaging & Positioning Framework ready for immediate internal and external use.

Timeline: Weeks 5–8

Cost: $18,750

Phase 3: Toolkit & Implementation Plan (Weeks 9–12)

Goal: Equip your team with tools to communicate consistently and confidently.

  • Develop an internal Communications Alignment Toolkit including:

    • Message House and copy guide

    • One-page executive summary for leadership use

    • 10-slide presentation deck for internal briefings

    • Do’s and don’ts for tone, terminology, and accessibility

  • Conduct a handoff briefing for communications leads and program staff.

  • Deliverable: Messaging Toolkit & Implementation Roadmap — a practical guide for consistent application.

Timeline: Weeks 9–12

Cost: $18,750

Total Project Cost: $49,500

This remains under the $50,000 delegated authority threshold for most California state agencies, allowing for a streamlined procurement process via CMAS.

Optional Add-On: Brand Evolution

If research and positioning reveal the need for clearer visual identity, naming alignment, or logo modernization, Program 11 can extend this engagement to include a Brand Evolution phase: visual exploration, nickname development, and design of logo lockups and usage guidelines.

All creative work is scoped separately and remains compliant with CMAS labor rates.

Why This Format Works for California Agencies

  • Procurement-ready. Fixed fee, clear deliverables, and CMAS-aligned labor categories (541613 Marketing Consulting Services / 541910 Market Research and Analysis).

  • Compliant from the start. Every asset we produce – from PDFs to videos – is built from the ground up to be AB 434 (ADA/508) compliant and Dymally-Alatorre ready. We don't just translate; we ensure your message is accessible to every Californian, legally and culturally.

  • Evidence-driven. Built on qualitative research and peer analysis, not opinion.

  • Mission-first. Centers on clarity, alignment, and audience understanding — not aesthetics.

  • Expandable. Provides the foundation for future brand or campaign development without requiring immediate rebranding.

Contact Us