Brand Marketing Research Services

The vendor required to provide brand marketing research services for include:
1. Uncover deep audience insights
•    Assess awareness, perception, reputation, and attitudes across audiences
•    Identify what differentiates university today—and what could differentiate us in the future 
•    Understand the meaning and resonance of marketing messages such as “be golden,” and other core themes such as “you belong” and “brain gain.” 
•    Explore perceptions of university role in the region (economic catalyst, workforce engine, steward of place).
2. Understand market context and competitors
•    Conduct competitive and comparative analysis (regional, national, aspirational)
•    Identify market whitespace and positioning opportunities
•    Assess how university can position itself within broader higher education sentiment trends, particularly around trust, value, and belonging
3. Illuminate internal identity
•    Capture narratives, strengths, aspirations, and points of pride from faculty, staff, students, alumni, and leadership
•    Assess alignment between internal beliefs and external perceptions
•    Explore how strategic vision 2030 themes translate into brand positioning
4. Develop a clear, credible brand positioning framework
•    Positioning statement
•    Brand pillars (rooted in research)
•    Proof points that reflect both outcomes and culture
•    Narrative opportunities that align with university values, mission, and vision
•    Strategic implications for future creative work.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: December 5, 2025