Marketing Research and Branding Services

The Vendor is required to provide to research the effectiveness of current advertising, marketing materials, and digital assets, including the website and social media.
- Branding agency to conduct market research assessing the relevance and effectiveness of existing advertisements, marketing collateral, and digital marketing assets, including university website and social media.
- University tagline, defined brand personas and attributes, and creative assets such as a photography gallery, advertisement templates, and a storytelling package featuring sample video and digital executions for social platforms.
- Research and discovery
•    Analysis of existing marketing materials – conduct a comprehensive analysis of existing marketing materials, inclusive of print collateral, advertisement, website, and social media marketing content. 
•    Conduct an AAU brand study – conduct an awareness, attitudes, and usage (AAU) study to assess external brand perceptions and inform strategic brand positioning. 
•    The study should target alumni, prospective students, parents, and key audiences in our five campus communities. 
•    Competitive positioning analysis – assess university position within its competitive landscape, including brand perception, program differentiation, and distinctive advantages.
- Stakeholder engagement and strategy development
•    Facilitate stakeholder workshops – conduct interactive workshops with the following groups:
o    President’s cabinet and leadership
o    Faculty and staff
o    Students, parents, and alumni
o    Community stakeholders
•    Synthesize insights and define brand positioning – translate research and stakeholder feedback into a refined brand position and cohesive messaging framework.