Brand Research Services

The Vendor is required to provide annual campaign tracking and brand awareness surveys, to benchmark and measure advertising and paid media effectiveness and brand health metrics.
- Provide a research partner to give us metrics on the impact of our brand campaigns
- Evaluate key brand metrics: assess college brand perception, level of brand familiarity, and likelihood of recommendation in comparison to competitors.
- Brand campaign performance analysis: measure the reach and effectiveness in delivering intended messaging of college brand campaigns.
- Annual research requirement: research services required on an annual basis beginning spring 2026.
- Quantitative research:
•    Surveys: conduct online, device-agnostic quantitative studies using a representative sample of the target population.
•    Tracking studies: implement post-campaign tracking to compare key metrics with previous campaign results.
•    Statistical testing: use established benchmarks for statistical testing and comparison.
- Sample types of statistics to capture
1. Brand awareness and familiarity:
•    Prompted and unprompted recall of the brand and campaign.
•    Familiarity with college and its competitors.
2. Brand perception and imagery:
•    Positive and negative brand attributes.
•    Brand imagery metrics (e.g., important player, innovative, unique).
3. Campaign effectiveness:
•    Ad recall and brand link ratio.
•    Impact on key performance indicators (KPIS) such as familiarity and likelihood to recommend.
4. Demographic and psychographic profiles:
•    Age, gender, education, income, and other relevant demographic information.
•    Psychographic segmentation to understand different audience segments.
- Developing research questions:
•    Create survey questions and discussion guides for focus groups and interviews.
•    Ensure questions are aligned with the research objectives and capture relevant metrics.
- Recruiting participants:
•    Recruit a representative sample of the target population for surveys, focus groups, and interviews.
•    Ensure diversity and inclusivity in participant selection.
- Data collection and analysis:
•    Conduct surveys, focus groups, and interviews.
•    Analyze the data using appropriate statistical methods and tools.
- Budget: $20,000

- Contract Period/Term: 2 years
- Questions/Inquires Deadline: August 25, 2025