Summary: This request for proposals (RFP) is for design and development services for a new website for Last Mile Health. We invite vendors to submit proposals to revise our website design and organization while maintaining branding and visual identity. Vendors should recommended a CMS and approaches for the build, while Last Mile Health will provide site map guidance, all written content, and photography to incorporate into the design. Vendor selection will take place in October 2019. The project will begin in January 2019 and the revised website will launch in March 2020.

RFP Posted: 24 September 2019

Responses Due: 8 October 2019

Send questions related to this RFP to:

  • Aimee Edmondo, Communications Associate

Send proposals to:

  • Aimee Edmondo, Communications Associate

Goal for revised website launch: March 2020

Last Mile Health Overview

Founded in rural Liberia in 2007, Last Mile Health’s mission is to save lives in the world’s most remote communities. We partner with governments to design, scale, strengthen, and sustain high-quality community health systems, which empower national community health workforces to bring life-saving primary healthcare to the world’s most remote communities.

As we have expanded our impact from supporting 50 villages to partnering with the Government of Liberia on a historic national program to reach 1.2 million people, we have also expanded our thought leadership and advocacy in the community-based primary healthcare space. Over the past twelve years, we have been humbled to receive acclaim or support for our work from TED, Bill Gates, the Skoll Foundation, New York Times, TIME, Fortune, NPR, among others. This has given us a larger platform to tell our story and advance our key messages, and the pace of our work has simply outgrown our current website.

We are currently embarking on an ambitious new four-year strategic plan that will deepen Last Mile Health’s work in Liberia in partnership with the Government, expand our direct work to 1-2 additional countries in sub-Saharan Africa, and accelerate our growing global footprint through advocacy, advising, and research. We believe storytelling fuels movements, and we are looking to partner with an individual or organization that can help us translate this incredible next stage in our organization’s growth into a new website that advances our revenue, advocacy, and people operations targets.

Our Audience

The Last Mile Health website ( receives approximately 3,000 to 4,000 visitors per month. Of these, 60% access the website from the United States, 5% from the UK, and another 5% from Liberia. The remaining 30% are from various geographies around the world. Notably, we would like to continue growing our audience both in number and diversity – particularly in developing regions of the world.

Among these monthly visitors, approximately 75% tend to be new users, while 25% are returning visitors. 75-80% of visitors access our site on desktop. 65% of mobile viewership is on Apple iOS, indicating a strong probability that those users are in more developed geographies. 60% of visitors navigate to our site using an organic search, 30% via direct navigation, and the remaining via referral sites (Wikipedia, donor partners sites) or social media. Of note, our most popular pages are consistently our home page, team page, careers page, our story, and our model.

Our primary audiences for our website are prospective employees and potential donors. Prospective employees tend to be professional women ages 25-50 located in the north eastern region of the United States. This corresponds with Google Analytics geographic disaggregation of top US visitors (Massachusetts, New York, California, Washington DC, and Maryland). As Last Mile Health grows, it will require a greater diversity in employees and increasingly niche skillsets. Potential donors, including major philanthropic foundations and individual donors, also access our site regularly to learn more about the organization, it’s history, and current work.

Our secondary audiences are implementing partners who work in international health and development and government counterparts. These partners include advocacy organizations that partner with Last Mile Health to advance policy initiatives supporting the design and scale of national community health worker programs. To ensure sustainable impact for years to come, Last Mile Health’s primary partner in the delivery of services and the advancement of policies are governments and ministries of health in target countries.

Our tertiary audience is the general public who would like to know more about our work. Note that current staff also regularly use the website to obtain content. Last Mile Health’s direct beneficiaries, i.e. patients accessing healthcare in remote, rural communities, are not likely to be consumers of content on the website due to limited to no access to the internet.

Website Objectives

The main objective of the Last Mile Health website is to validate our organization as high-impact and worthy of investment, and position our organization as a thought leader in the community-based primary healthcare space. Our digital presence must:

  • Present Last Mile Health as a professional, credible, and reputable organization
  • Clearly demonstrate who we are, what we do, and why we do it
  • Showcase our impact through compelling data visualization and storytelling
  • Align with our values
  • Enable our prospective partners and donors to easily connect with the information they need to get involved with Last Mile Health

Our second objective is to provide information to prospective employees about Last Mile Health as an employer.

Our third objective is to gain traffic to our site from members of the public for the express purpose of supporting the organization through donations.

Current Website

Our current website, is approximately 3 years old and no longer serves the needs of our organization. While the design reflects our brand, the navigation is not intuitive, sometimes leading to dead pages or failing to provide any direction to our viewers. Employees at Last Mile Health also report having a hard time finding specific information on the website. Overall, it lacks a clear path for visitors to better understand the organization.

While we have dedicated staff to update the website, the platform is rigid and lacks an accessible content management system (CMS) for novice website management. Our website must be easily updated by non-technical staff with the potential for future site growth and development.

New Website Functionality Requirements and Fixes

Our revised website will need:

  • All applicable content imported from current site
  • An easy-to-use CMS – this could be a revised version of our current WordPress platform
  • Intuitive navigation
  • Clean and focused design (maintain the same look and feel, but with easier access to changes in design and formatting)
  • Optimized with search engine optimization (SEO) best practices
  • Social media integration (share buttons, follow buttons, etc. – also ensure webpage thumbnails appeal in social media shares.)
  • Responsive design with optimized display for mobile viewers:
    • There are a number of areas across the site where the design of various elements including text size, button size, column width, image size, and number of columns do not adequately respond to changes in browser size, resulting in overlapping elements.
    • Some of templates are formatted such that images are visible in the section on desktop and tablet but not mobile. Since we have so few section types to choose from, these means that many pages on mobile are almost all text.
  • Ensure Google Analytics integration
  • One-on-one technical training on CMS maintenance with Last Mile Health’s website administrator:
    • Use and maintenance of plugins on the site
    • Modifying and creating custom fields
    • Managing CMS and hosting updates
    • General troubleshooting

Proposal Requirements

Please include the following in your proposal response:

  • Overview of your company
  • Overview of how you will meet our objectives
  • Explanation of your proposed platform/CMS
  • Outline of your website design & development strategy
  • Proposed website timeline from kickoff to launch
  • Details about your team
  • Recent design & development examples
  • References
  • Any key differentiators about you?
  • Line-item pricing
  • Terms & conditions

Note: Last Mile Health will provide all written content and photography

 RFP & Project Timeline Details

  • RFP Sent: 24 September 2019
  • Responses Due: 8 October 2019
  • Finalists Selected & Contacted: Early to mid October 2019
  • Winner Selected & Contacted: Mid to late October 2019
  • Project Kick-off: January 2020
  • New Website Launch Target Date: March 2020

Thank you for your interest in responding to this RFP with a proposal for our revised website. We look forward to your response.

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