Career and Technical Rebranding Project Services

The vendor required to provide career and technical comprehensive branding and marketing services for the state, with the goal of launching the brand in fall 2026 for the 2026-2027 school year.
- Branding and marketing plan
•    The branding and marketing plan shall include:
o    Market research to inform the branding and marketing plan; and 
o    Detailed timelines and defined meeting checkpoints with the state, including deadlines.
•    Target audience:
o    Primary: high school students
o    Secondary: teachers (CTE and general education teachers)
o    Tertiary: parents
•    The branding and marketing plan shall be delivered and approved by the state no later than April 15, 2026. 
•    The branding and marketing plan shall be approved by the state prior to implementation.
- Artwork
•    All artwork shall utilize royalty free resources. 
•    The event that usage rights for copyrighted, trademarked, or otherwise protected intellectual property, as well as talent fees, are required, the contractor shall be responsible for obtaining and paying for such rights and fees. 
•    Secure unlimited usage rights for all such resources, at no additional cost to the state. 
•    The CTE brand identity package shall incorporate culture and values in a culturally sensitive manner and shall include a style manual and a tagline positioning statement. 
•    All artwork shall utilize the four (4)-color PMS. 
•    All artwork shall be approved by the state. 
•    The approved artwork shall be formatted in adobe pdf files. 
•    Native files shall also be provided in adobe InDesign, photoshop and illustrator software and delivered to the state no later than July 29, 2026.
- Publicity and public relations campaign plan.
•    The publicity and public relations campaign plan are to provide a roadmap, for the state offices and schools to launch and promote the career and technical education (CTE) brand for school year 2026-2027. 
•    The publicity and public relations campaign shall run from September 1, 2026 through January 31, 2027 during school course registration for school year 2027-2028.
•    The publicity and public relations campaign plan shall include a social media campaign, which must incorporate a comprehensive social media calendar. 
•    This campaign shall target state offices, school websites, regional news media, and social media platforms to ensure broad and effective outreach.
•    The publicity and public relations campaign plan shall be provided and approved by the state no later than July 29, 2026 for a September 1, 2026 launch.

- Questions/Inquires Deadline: November 18, 2025