Brand Campaign and Strategic Communications Plan Services

The vendor is required to provide a dynamic and highly collaborative brand strategy and creative firm to help develop the institution’s new brand campaign and serve as the division’s agency of record following the campaign launch; produce a brand strategy framework, messaging platform, visual identity guidelines, campaign concepts, and plans for stakeholder engagement, marketing, and launch.
- Brand Strategy Framework: The selected partner (SP) will help refine a comprehensive brand strategy that defines the university’s positioning, values, and unique differentiators, ensuring alignment with institutional goals and audience insights.
- Messaging Platform: SP will help create a unified messaging platform, including core messages, audience-specific narratives, and tone guidelines that resonate with prospective students, alumni, and other stakeholders.
- Visual Identity Guidelines: SP will help refine and evolve state existing visual identity and design elements to ensure consistency across all touchpoints.
- Campaign Concepts: SP will help produce a series of creative campaign concepts, including taglines, themes, and key visuals, that capture the university’s essence and stand out in the competitive higher education landscape.
- Marketing Plan: SP will develop an integrated marketing plan outlining strategy, channels, and tactics for campaign rollout, including digital, print, social media, and events.
- Stakeholder Engagement Plan: SP will help create a plan to involve faculty, staff, alumni, and students in the campaign, fostering internal alignment and external advocacy.
- Launch Plan: SP will coordinate a strategic launch plan for the brand campaign, including a timeline, key milestones, and high-impact rollout activities.
- Sustaining the Campaign: SP will serve as the agency of record in an ongoing relationship to advise and support division as it applies and refreshes the campaign after its launch.