Request for Proposal for Advertising Agency Services

LOFT Community Services (LOFT) is seeking an Advertising Agency to develop and deliver a high-impact, integrated, province‑wide awareness campaign that elevates LOFT’s brand, communicates the essential services we uniquely provide, and strengthens public understanding of the organization’s impact.

The primary objective of this engagement is to design and execute a high‑impact advertising campaign, supported by strategic messaging and earned media, to build awareness and engagement across Ontario.

LOFT provides essential services to individuals of all ages—from youth to seniors—who are living with complex mental and physical health challenges, substance use, behavioural issues, poverty, and homelessness. The selected Agency will translate this impact into clear, compelling creative and advertising strategies that resonate with diverse audiences.

As LOFT’s advertising partner, the Agency will:

Develop, produce, and execute an integrated advertising and marketing approach based on defined audience insights and approved brand positioning.

Create and produce advertising campaign concept(s) and messaging for use across paid traditional and digital channels.

Plan, buy, and manage paid media placements to achieve targeted reach, frequency, and performance at the provincial, regional, and local levels.

Optimize campaigns throughout the flight based on performance data, ensuring alignment with agreed‑upon marketing objectives.

The Agency’s strategy, creative, media, and measurement approach must clearly align to and support the following priority Desired Outcomes.

1. Increase Awareness of LOFT
2. Drive Donations and Financial Support
3. Increase Visibility with Private and Public Sector Funders
4. Ensure Awareness of Services Among People Who Need Them
5. Accountability and Reporting