Job Description

1. Background

The Canadian Association of Midwives/Association canadienne des sages-femmes (CAM/ACSF) is seeking proposals from qualified individuals or firms to lead the strategic planning and initial promotion efforts for the launch of paid courses on CAM Learns (ACSF Apprend), an online Learning Management System platform that offers e-learning resources specifically tailored for midwives and broader healthcare providers. The consultant will work closely with CAM's communications team to develop a comprehensive marketing roadmap that drives awareness, engagement, and course enrollment.

2. Organizational Background

The Canadian Association of Midwives (CAM) is the national professional association representing midwives and the profession of midwifery in Canada. Our work is focused on ensuring more equitable access to high quality sexual, reproductive, and newborn midwifery services in Canada and globally. To achieve this, we work in close partnership with the National Council of Indigenous Midwives (NCIM), midwifery associations, midwives, and relevant stakeholders. Our programming is funded by Government of Canada departments and agencies (i.e. Health Canada, Global Affairs Canada), private donors and UN agencies, and operational funding.

3. Project Background

In 2024, CAM officially launched CAM Learns, a new bilingual online learning platform designed to support the professional development needs of midwives and other health care workers. Over the course of 2024-2025, CAM Learns introduced 14 new courses in both French and English, covering a range of topics tailored to the needs of midwives at various stages of their careers. CAM Learns' growing catalogue of self-directed courses and resources range from short micro-lessons to in-depth, long-form training. These bilingual offerings are designed to meet the diverse learning needs of midwives and other health care professionals. Courses cover key topics such as Indigenous cultural safety and humility, anti-racism training, and educating families on RSV, among other topics. Each course has been developed in collaboration with midwifery experts, ensuring relevant, accessible, and evidence-based content.

Visit CAM Learns: https://camlearns.canadianmidwives.org/#/public-dashboard

4. Objectives & Scope of work

The objective of this work is to develop and support the implementation of a comprehensive marketing and dissemination strategy that increases awareness, engagement, and enrollment in LMS-based courses among midwives and other healthcare professionals. The strategy must address audience segmentation, tailored messaging, outreach tactics, and metrics for tracking uptake and engagement.

The selected offeror will be expected to deliver the following:

a) Market and Audience Analysis

Assess current reach and gaps in engagement among midwives.

Identify new target segments among healthcare providers (e.g., nurses, physicians, doulas, etc.).

Provide personas and communication preferences for each segment and map the learner journey from awareness to course completion and re-engagement.

b) Strategic Marketing Plan

Define clear marketing goals (e.g., increase course registrations by X% in Y months).

Recommend positioning and key messages that align with CAM/NCIM values and credibility.

Outline digital marketing tactics (email, social media, paid ads, partnerships).

Suggest outreach through professional associations, networks, and regional partners.

c) Dissemination Plan

Provide a detailed timeline and channels for rolling out campaigns (e.g., newsletters, conferences, events, webinars).

Suggest promotional formats: videos, testimonials, infographics, reels, print materials if relevant.

Include outreach plans for Indigenous communities and Francophone audiences where applicable.

d) Content Strategy and Asset Planning

Advise on content types for different audiences (e.g., clinical vs. community-focused professionals).

Recommend CTAs and landing page structure tailored to each segment.

e)

M

onitoring, Reporting, and KPIs

Define key performance indicators (e.g., course sign-ups, completions, click-through rates, social engagement).

Include simple tools or templates for monthly/quarterly performance tracking.

Develop a feedback mechanism.

5. Consultant Requirements, Qualifications & Skills

Bachelor's degree in marketing, communications, public relations, business, or a related filed.

Minimum five (5) years experience

in marketing, and in developing and implementing marketing and/or dissemination strategies ideally for e-learning platforms and continuing education.

Demonstrated ability to

design strategic marketing plans

and

targeted outreach plans

for professional audiences.

Demonstrated ability to market e-leaning products and navigate with

LMS platforms

and digital learning environments.

Experience working with

diverse health care professionals

, ideally including midwives, nurses, and allied health workers (an asset).

Experience working with member-based organization, ideally in the non-profit or health sectors (an asset)

Bilingual (English/French). Marketing plan to be executed Canada-wide, including Quebec.

Experience working in bilingual or multicultural contexts, especially with Indigenous or rural audiences.

Location Requirement: Montreal, QC (or ability to meet at CAM's offices in Montreal).

6. Budget & Suggested Timeline

Offerors should propose a budget appropriate to the scope of work.

The total budget for this project is approximately

$20,000 CAD (Twenty Thousand Canadian Dollars)

, inclusive of all taxes, fees, and expenses. The anticipated timeline for the project is from

September 2025 to December 2025

, commencing immediately upon contract award. Offerors must confirm their availability to deliver the work within this timeframe.

7. Submission Instructions

Proposal content requirement: Applicants should submit

a complete proposal

.

Technical Proposal:

o An overview of the offeror qualifications, including a CV if the offeror is an individual.

o A description and overview of the offeror's relevant experience delivering similar services or projects.

o At least two (2) references, including names, phone numbers, and email addresses.

o A description of any value-added services.

Narrative Proposal:

o Demonstrated understanding of the project and objectives

o Proposed methodology or approach to deliver the work

o A preliminary work plan and deliverables, including key milestones or phases

o Any additional context or background that supports the proposal, such as past relevant projects, case studies, or insight into working with member-based or healthcare organizations.

Financial Proposal: A detailed breakdown of the costs associated with the project, including

Language of Proposal

: Proposal may be submitted in English or French; however, the offeror must be able to hold meetings, present information, and produce all deliverables, documents and reports in English.

Questions

: Questions regarding the current Call for Interest may be submitted in writing via e-mail no later than August 25, 2025 to jmuise@canadianmidwives.org

8. Instructions for Submission of Proposals

Proposals must be received no later than August 29, 2025, at 5:00 PM EST, by Jo Muise, Communications Manager at: jmuise@canadianmidwives.org

Please submit your proposal electronically in PDF format.

Subject line: Marketing Consultant CAM Learns

Filename: Marketing Consultant CAM Learns

Note: Any proposal received after the above date and time will not be considered.

9. Evaluation criteria and process

Offers will be evaluated based on the following criteria. Additional sub-criteria that logically fit within a particular evaluation criterion may also be considered even if not specified below.

Technical Evaluation:

Content of the Proposal (Qualifications and Competences, Professional Experience, Adequacy of Work Methodology, Timeline).

Past performance Evaluation:

References.

Financial Evaluation

: Cost Proposal.

Other

Notes:

Factors are listed in importance. CAM/ACSF will always consider the best value for money. CAM/ACSF is a non-profit organization. Offerors should provide all discounts available to CAM/ACSF based on its status as a non-profit organization. CAM/ACSF may during the evaluation process also contact any Proposer to clarify any response or request revised or additional information.
Following the review of Proposals, the qualified Offers may be invited to participate in an interview. If held, interviews will be conducted virtually.

10. AWARD AND GENERAL DISCLAIMER

The successful bidder will be awarded a contract for the provision of Service

Issuance of this request for proposals does not constitute an award commitment on the part of CAM/ACSF nor does it commit CAM/ACSF to pay for costs incurred by the bidders for the preparation and submission of a proposal.

CAM/ACSF reserves the right to select a proposal as a whole or in part, or not to select a proposal, in accordance with the best interests of CAM/ACSF.

Job Type: Fixed term contract
Contract length: 4 months

Pay: $20,000.00 per year

Language:

English (preferred)
Work Location: Hybrid remote in Montreal, QC H3J 1N4

Application deadline: 2025-08-25
Expected start date: 2025-09-01