LinkedIn Strategist

Request for Proposal LinkedIn Strategy, Content & Engagement Partner Issued by RAF Strategies LLC | San Diego, CA Date Issued: June 15, 2025 | Proposal Deadline: June 20, 2025 1. About RAF Strategies & The Ripple Plan RAF Strategies LLC is a San Diego-based life insurance and charitable giving firm. Our founder, Rob Fink, has developed The Ripple Plan — a disruptive approach to bequest giving and endowment funding that challenges the traditional charitable giving and planned giving model used by nonprofits, financial advisors, and donors today. The Ripple Plan is positioned as a category-defining strategy, and Rob Fink is its founder and architect. RAF Strategies is the engine behind its development, education, and implementation — working with nonprofit leaders, insurance advisors, and donors to put the Ripple Plan into practice. We are at a pivotal moment: building out the public-facing thought leadership presence that will establish Rob and RAF as the definitive authority on this approach, well ahead of a major co-hosted industry event — the Ripple Plan Symposium (Denver, CO, August 10–11, 2026), held in partnership with Pacific Life Insurance Company. 2. Objective of This Engagement RAF Strategies is seeking a LinkedIn strategist (individual contractor or agency) to manage, grow, and actively engage across our individual and company LinkedIn presences. The mandate is direct: establish Rob Fink and the Ripple Plan as the unmistakable, original voice in this space — and position RAF Strategies as the only credible partner equipped to execute it. The strength and clarity of this positioning should be such that other firms, advisors, or consultants looking at this space see RAF Strategies and Rob Fink already occupying it — thoroughly, credibly, and visibly — and recognize that attempting to replicate or compete with this position from scratch is not a viable path. We are not looking to simply “be active” on LinkedIn. We are looking to own a category. Specifically, this engagement should accomplish: Establish Rob Fink as the recognized founder and thought leader behind the Ripple Plan and the broader shift away from traditional bequest/endowment strategies. Build RAF Strategies' company page as the operational “engine” brand behind the Ripple Plan — the firm that helps nonprofits, advisors, and donors actually implement it. Develop a coordinated multi-profile presence across Rob Fink, RAF Strategies (company page), Kimberly Allen (Director of Life Insurance), and Vera Levitt (Operations), with consistent messaging and clear roles for each voice. Drive measurable engagement — not just visibility — through proactive interaction with relevant accounts, pages, groups, and communities in the nonprofit, planned giving, financial advisory, and life insurance spaces. Build momentum ahead of and around the Ripple Plan Summit (Denver, August 10–11, 2026), positioning Rob and RAF as central figures in the event's narrative. 3. Scope of Work 3.1 Profiles in Scope Rob Fink — personal LinkedIn profile (Founder/CEO, primary thought-leadership voice) RAF Strategies LLC — company LinkedIn page Kimberly Allen — personal LinkedIn profile (Director of Life Insurance, secondary voice) Vera Levitt — personal LinkedIn profile (Operations — profile to be updated to reflect current role at RAF Strategies) The Ripple Plan — to the extent a dedicated page or consistent branded presence is recommended by the strategist (open to recommendation in proposal) 3.2 Core Responsibilities Content Strategy & Calendar Develop and maintain a content calendar/cadence across all profiles. Proposed posting frequency and content mix should be included in your proposal — we are open to your recommendation based on best practices for this type of positioning. Define distinct but complementary content pillars for each profile (e.g., Rob as visionary/founder voice, RAF as the implementation engine, Kimberly as a trusted advisor-facing voice). Ensure all content reinforces the core narrative: Rob Fink founded the Ripple Plan; RAF Strategies is how it gets done. Content Development (Collaborative Model) RAF Strategies will supply raw source material on an ongoing basis — meeting transcripts, voice notes, articles, internal documents, brand voice guides, and draft talking points. The strategist will be responsible for shaping this raw input into polished, platform-native LinkedIn content (posts, articles, carousels, video scripts/captions, etc.), refined for tone, structure, and engagement — not generating topics from a blank page. RAF will review and approve content prior to publishing. Proposals should describe your proposed review/approval workflow and typical turnaround times. RAF maintains an established brand voice system and visual brand guidelines (color palette, tone documentation grounded in Rob Fink's natural language patterns) which will be provided to the selected partner. Posting & Publishing Schedule and publish approved content across all in-scope profiles. Optimize formatting, hashtags, tagging, and timing for each platform/profile based on audience and goals. Engagement & Community Building Proactively engage with relevant third-party accounts, company pages, groups, and communities — nonprofit leadership, planned giving professionals, financial/insurance advisors, philanthropic networks, and related industry voices. Monitor and respond to comments, messages, and interactions on RAF and Rob's posts in a timely, on-brand manner (within parameters/approval levels to be defined with the selected partner). Identify and pursue opportunities for Rob and RAF to be featured, quoted, tagged, or included in relevant industry conversations, posts, and discussions. Build and grow Rob Fink's and RAF Strategies' follower base and network with quality, relevant connections — not vanity growth. Summit Support Develop a content and engagement plan that builds visibility and anticipation for the Ripple Plan Summit (Denver, August 10–11, 2026), positioning Rob and RAF prominently in pre-event, live-event, and post-event content. Coordinate messaging alignment with co-host Pacific Life Insurance Company's public-facing content where appropriate (RAF will facilitate any necessary coordination). Reporting & Optimization Provide regular reporting on engagement metrics, follower growth, content performance, and network growth (proposed reporting cadence and format should be included in your proposal). Recommend ongoing adjustments to strategy based on performance data and platform changes. 4. Positioning & Tone Requirements This is the most important section of this RFP. The success of this engagement is measured by category ownership, not just activity. Rob Fink must be consistently presented as the originator and architect of the Ripple Plan — not as a generic insurance professional or one of many voices discussing planned giving. RAF Strategies must be consistently presented as the implementation partner — the firm organizations and advisors work with when they're ready to put the Ripple Plan into action. All content must align with RAF's established brand voice (documentation will be provided), which is grounded in Rob Fink's authentic language patterns and communication style — this should not read as generic, agency-produced thought leadership. The cumulative effect of this presence — across content, comments, network, and visible authority — should make it clear to anyone evaluating this space that RAF Strategies and Rob Fink are the established, credible, first-mover authority, such that competitors or imitators face a meaningfully higher bar to entry. 5. Deliverables Initial LinkedIn audit and strategy document (current state of all profiles, recommendations, content pillar definitions, and proposed cadence). Ongoing content calendar, with content drafted from RAF-provided raw materials and routed for approval. Scheduled publishing across all in-scope profiles per agreed cadence. Ongoing engagement/interaction activity across relevant external accounts, pages, and groups. Symposium-specific content and engagement plan (Denver, August 10–11, 2026). Regular performance reporting per proposed cadence. 6. Timeline RFP issued: June 23, 2025 Proposals due: June 25, 2025 Candidate interviews/discovery calls: [DATE RANGE] Selection and onboarding: [DATE RANGE] Strategist active and posting: in place and ramped up in advance of the Ripple Plan Summit (Denver, CO — August 10–11, 2026), with visible momentum building well before the event. 7. Proposal Submission Requirements Please address each of the following in your proposal: Engagement Model & Pricing Whether you operate as an individual contractor, freelancer, or agency/firm, and your typical team structure for an engagement of this scope. Your proposed engagement structure (e.g., monthly retainer, hourly, project-based, or tiered packages) and associated pricing. We are open to reviewing multiple pricing models or tiers if you offer them. Strategy & Approach Your proposed content cadence/volume across the in-scope profiles, with rationale. Your proposed content pillar structure for each profile (Rob Fink, RAF Strategies, Kimberly Allen, Vera Levitt). Your approach to engagement and community-building — how you identify and prioritize accounts, pages, and communities to engage with. Your proposed content development and approval workflow, including expected turnaround times. Your proposed reporting cadence, format, and the metrics you consider most meaningful for this kind of positioning-focused engagement. Experience & Qualifications Relevant experience with executive/founder personal branding on LinkedIn, ideally within financial services, insurance, nonprofit, or philanthropic sectors. Examples or case studies of prior engagements where you've built a founder or company into a recognized category authority (results-oriented examples preferred). Tools and platforms you use for scheduling, analytics, and engagement management. References & Availability At least two professional references from comparable engagements. Confirmation of availability to be fully ramped up ahead of the August 10–11, 2026 Symposium. 8. Evaluation Criteria Proposals will be evaluated based on: Demonstrated understanding of the positioning objective (category ownership, not generic social media management). Relevant experience and quality of prior work/case studies. Clarity and credibility of proposed strategy, cadence, and engagement approach. Value and structure of proposed pricing. Availability and fit with our timeline ahead of the Denver Summit.