Strategic Communications Services

The Vendor is required to provide strategic communications services for education marketing research, brand strategy, and brand activation firm to partner with the university in aligning its brand strategy with its newly launched strategic plan.
- Requirement:
1. Marketing research:
•    Current and prospective students and parents
•    Faculty and staff
•    Alumni
•    Donors
•    State and local partners
•    Peer institutions and higher education influencers
2. Brand strategy development and creative concepts
•    Updates to the university brand guide
•    A clear articulation of the brand positioning and messaging strategy for key audiences
•    Proposed taglines and guidance for their use
•    An updated and expanded visual identity system, including enhancements to existing graphic elements
3. Brand activation and campaign development
•    An internal rollout strategy, including talking points, tools, and in-person training sessions for communications and marketing staff
•    Development and management of paid media campaigns
•    Creative production to support the media plan, including:
o    A 60-second brand anthem video with 60-, 30-, 15-, 10-, and 5-second cuts
o    Digital advertising assets
o    Social media creative
o    Print materials
o    Out-of-home advertising
o    Campus and local environmental applications.