Strategic Communications & Content Creation Retainer

Prepared by: North Country Healthcare (NCH), New Hampshire
RFP Issued: May 15, 2026
Proposal Due: June 10, 2026

Organizational Overview

North Country Healthcare (NCH) serves a unique and expansive rural region of northern New Hampshire, operating as a locally owned and operated System that includes Androscoggin Valley Hospital, Weeks Medical Center, Upper Connecticut Valley Hospital, and North Country Home Health & Hospice Agency.

Our work sits at the intersection of healthcare, community, and trust. In rural settings, communication is not simply a function of marketing or promotion. It is a critical part of how people understand their care, how they navigate services, and how they decide whether to engage with us at all.

Over the past year, NCH has been intentionally evolving its approach to communications. We are moving away from a traditional marketing model and toward an enhanced strategic communications framework that prioritizes clarity, transparency, and authentic grassroots connection. This shift reflects a broader commitment to health literacy, community engagement, and positioning NCH as a reliable and human-centered source of information.

Within this context, we are seeking a partner who understands that communications in healthcare, particularly in rural communities, requires nuance, restraint, and the ability to tell relatable, meaningful stories without overproducing or oversimplifying them.

Purpose and Vision

North Country Healthcare is seeking to establish a retainer-based partnership with a firm that can support content creation and strategic communications efforts on an ongoing basis.

This partnership is not intended to replace our internal strategy process. Rather, the selected firm will function as an extension of our ongoing Strategic Communications work, helping to translate direction into high-quality, consistent, and engaging content across platforms.

We are not primarily seeking promotional campaigns or high-volume advertising output. Instead, we are looking for a partner who can help us communicate clearly and thoughtfully, elevate authentic voices across the System, and maintain consistency in how we show up to our patients, staff, and communities.

Scope of Work

The work itself will span a range of content creation and communications support activities, but it is best understood as a balance between execution and thoughtful collaboration.

On the content side, this includes the development of social media content, short-form video, photography, written materials such as press releases and feature stories, and campaign-based assets that can be used across multiple channels. The expectation is not simply production, but the ability to create content that feels grounded, human, and aligned with the realities of healthcare delivery.

On the communications side, the selected partner will support message development, campaign planning, and audience alignment. This includes helping to distinguish between internal and external messaging, adjusting tone appropriately, and contributing to communications that may be visible, sensitive, or time-sensitive.

An important part of this work is maintaining alignment with NCH’s voice. Our communication style prioritizes clarity over cleverness, accessibility over jargon, and authenticity over polish. The ability to adapt messaging for different audiences without losing that core voice is essential.

Operationally, the work will require coordination with multiple internal stakeholders, the development of content calendars, availability of designated team at regular intervals to ensure continuity with key NCH leaders, and the ability to respond to emerging needs with reasonable speed and flexibility.

While not required, we are also interested in firms that bring experience in areas such as crisis communications, health literacy campaigns, workforce storytelling, or multimedia content development, including podcast or video series support.

Proposal Submission Requirements

All proposals must include the following components:

Firm Overview

• Legal name, ownership structure, and office locations
• Experience with healthcare, nonprofit, public health, rural communities, or mission-driven organizations
• Experience supporting multi-site or multi-entity organizations
• Alignment with NCH’s values, communication priorities, and community-centered approach

Project Team

• Names, bios, and roles of key staff assigned to the retainer
• Identification of subcontractors, freelancers, or specialty consultants, including reporting structure
• Primary point of contact for account management and day-to-day coordination
• Description of team capacity, backup coverage, and availability for time-sensitive needs

Approach and Methodology

• Approach to retainer-based communications partnerships
• Process for learning and applying an organization’s voice, tone, audience priorities, and approval structure
• Content planning methodology, including calendar development, campaign planning, and recurring deliverables
• Strategy for balancing proactive content creation with emerging communication needs
• Communication cadence, project management process, and reporting structure
• Tools or software platforms used for planning, collaboration, content review, scheduling, analytics, or asset management
• Perspective on how content creation should support strategic communications, health literacy, trust-building, and community engagement

Scope of Services and Deliverables

Proposals should clearly describe the services included within the proposed retainer. This may include, but is not limited to:

• Social media content development
• Copywriting and editing
• Photography
• Short-form video development
• Graphic design or creative direction
• Campaign development and execution
• Press release and feature story support
• Website or blog content
• Internal communication support
• Community-facing communication materials
• Health literacy or patient education campaign support
• Podcast, video series, or multimedia storytelling support
• Crisis or sensitive communications support, if available

Proposals should distinguish between services included in the base retainer and services that would require additional fees.

Relevant Experience

• Minimum of three comparable projects or retainer partnerships completed within the last five years. Successful New Hampshire based projects or partnerships are not required, but will be looked upon favorably.
• Summary of scope, deliverables, outcomes, and client contact information
• Preference given to work involving healthcare, rural communities, nonprofit organizations, public health, or multi-entity Systems
• Examples of both campaign-level work and recurring day-to-day content support

Retainer Structure and Timeline

• Proposed monthly retainer options, including deliverables, estimated hours, or service levels
• Availability to begin work in July 2026
• Recommended onboarding timeline
• Expected turnaround times for standard, priority, and urgent requests
• Description of how additional requests, special projects, or scope changes are handled

Cost Proposal

• Monthly retainer fee options
• Description of what is included in each retainer level
• Optional services or enhancements listed separately
• Hourly rates or project rates for work outside the retainer
• Travel, production, licensing, advertising, or reimbursable costs, if applicable
• Billing terms and assumptions

Selection Criteria

Proposals will be reviewed based on the following:

• Relevant Experience | 25%
• Methodology & Approach | 25%
• Project Team & Capacity | 20%
• Alignment with NCH Needs & Context | 15%
• Cost & Value | 15%

NCH will prioritize partners who demonstrate a grounded understanding of rural healthcare, strategic communications, health literacy, and community trust. The selected firm should be able to support clear, authentic, and consistent communication across a complex healthcare System while remaining flexible, responsive, and collaborative.

Shortlisted firms may be invited for a virtual or in-person interview. NCH may also request a brief scenario-based exercise to better understand how finalists approach tone, message strategy, and real-world communication challenges.

Project Timeline

Submission Instructions

Submit one consolidated PDF proposal electronically to:

Ren Anderson
Director of Philanthropy & Community Relations
North Country Healthcare
[email protected]

Questions should be submitted by email only.

Electronic Proposals must be received by 06/10/2026. Late or incomplete proposals may not be considered.

Proposal Format and Page Limits

To ensure a fair and efficient review process, North Country Healthcare requests that proposals adhere to the following format:

Main Narrative Proposal: Maximum 20 pages
This includes the executive summary, firm overview, methodology, team bios, approach, and budget narrative. It should be concise, clearly written, and focused on the requested scope.

Appendices: May be included as needed (no strict page limit)
Appendices may include detailed project examples, resumes, references, diagrams, charts, maps, or additional materials that support your response. These should be clearly labeled and referenced within the main proposal where applicable.

Formatting Guidelines:

• • • Minimum 11-point font
    • 1-inch margins
    • PDF format only
    • Submit as a single consolidated file

Additional Information

• North Country Healthcare reserves the right to accept or reject any proposal, in whole or in part
• All preparation costs are the responsibility of the submitting firm
• Final scope and terms will be determined during contract negotiation.
• NCH seeks a collaborative partner invested in the long-term vitality of rural healthcare.
• Firms demonstrating flexibility, innovation, and an understanding of the community context will be viewed favorably.

Appendix A | System Overview & Affiliate Profiles  

North Country Healthcare (NCH) is a regional health system committed to improving health outcomes for the communities of northern New Hampshire. As a nonprofit, mission-driven organization, NCH brings together four Affiliate organizations under a shared vision: to improve lives by assuring consistently excellent, integrated healthcare.  

NCH’s Affiliates serve distinct yet interconnected populations, each contributing unique clinical strengths, community relationships, and historical legacies. Together, they form a coordinated network of care that spans the continuum, from primary and specialty care to home-based and end-of-life services. 

• Androscoggin Valley Hospital (AVH)
  Located in Berlin, NH, AVH provides a wide range of acute care services including emergency medicine, general surgery, and specialized outpatient programs. It serves the residents of the Androscoggin Valley and surrounding rural towns with a focus on delivering the best healthcare and experience for every patient, every day. 

• Upper Connecticut Valley Hospital (UCVH)
  Based in Colebrook, NH, UCVH is a critical access hospital providing 24/7 emergency services, primary care, and diagnostic testing. Known for its commitment to care continuity and personalized attention, UCVH plays a vital role in meeting the needs of some of the most remote areas in New Hampshire, striving to improve the well-being of the rural communities we serve by promoting health and ensuring access to quality care.  

• Weeks Medical Center (WMC)
  Headquartered in Lancaster, NH, WMC includes a hospital campus and several outpatient clinics across the region. It is a teaching affiliate for the White Mountains Medical Education Consortium and offers family medicine, behavioral health, and more. Weeks Medical Center’s compassionate staff is committed to providing high quality and efficient health care services to ensure the well-being of our patients, families, and communities. 

• North Country Home Health & Hospice Agency (NCHHHA)
  NCHHHA delivers skilled nursing, rehabilitation, and hospice care to patients in the comfort of their homes. With a team of dedicated nurses, aides, and volunteers, the agency provides essential care and emotional support to individuals and families navigating complex medical needs with their Mission to improve lives by caring for patients and families as they navigate their healthcare journey at home. 

Each Affiliate maintains operational independence while participating in systemwide planning, shared services, and strategic initiatives. This collaborative model allows NCH to align clinical priorities with local needs while leveraging system-wide efficiencies. 

 Appendix B | Facility Inventory & Maps  

• List of clinical and administrative facilities

•  Site maps or floorplans:

AVH Floor Plans for MFP: AVH Floor Plans Combined | AVH BC | AVH Gorham Clinic | AVH Hospital Floor Plans | AVH North Conway | Floor Plan Small Space NC | AVH PC

UCVH Infomation: ACAD – 231022_Base-03 | NCH 141 Corliss FLR1 – ground floor planrev01-13-23 | NCH 141 Corliss FLR1 – x ground floor plan8-2-23 | UCVH Facility updated 8-5-0525 | West Stewartstown Patient Care Clinic | West Stewartstown Clinic

WMC Information: 199.09.27 WMCMP Groveton | Lifesafetydwg | LPCC Master Plan Sheets | WMC Life Safety LS.1_2023.03.22 | WMC Life Safety LS.2_2023.03.22 | WMC Life Safety LS.3_2023.03.22 | WEEKS NCH PC_A.1 Home Health | Whitefield A-101 Ground Floor Plan | Whitefield A-201 Main Floor Plan

Appendix C | Demographic & Utilization Data  

• Community Health Needs Assessment 

• Utilization reports or affiliate dashboard metrics 

• Payer mix summaries

• CY 2025 Demographics Heat Map – NCH

Appendix D | Workforce & Provider Landscape 

• Updated Medical Staff Development Plan (2021 version noted for review) 

• Provider counts (MD, DO, APP) per affiliate 

 Appendix E | Strategic Alignment 

• Most recent Strategic Plan 

 Appendix F | Proposal Evaluation Scorecard 

Total Points Possible: 100
Each reviewer should independently assign a score in each category based on how well the proposal addresses the specific criteria. 

Reviewer Notes Section 

• Strengths Observed:
  [Write observations about team chemistry, standout tools, innovation, or anything notable.] 

• Concerns or Gaps:
  [Write anything missing or weak in the proposal, such as limited rural experience, unclear visuals, etc.] 

• Overall Recommendation:
  ☐ Highly Recommend
  ☐ Recommend with Reservations
  ☐ Do Not Recommend

Appendix G | Legal & Contractual Requirements 

• We require vendors to carry insurance with liability covering $1,000,000 per occurrence with a $3,000,000 general aggregate that names North Country Healthcare as a covered entity.
• NCH BAA Template
•  Prior to entering into a contract, we will query the Office of Inspector General (OIG) List of Excluded Individuals and the System for Award Management (SAM) to ensure that the vendor is not ineligible to participate in federal or state health care programs.

Questions? R. Anderson | [email protected]