Brand Strategy, Identity Refresh, and Implementation Services

The Vendor is required to provide for a comprehensive, phased brand refresh initiative and identify refresh that aligns with the university’s forthcoming strategic plan.
- This engagement will include research, strategy development, creative design, and implementation to strengthen university market position and ensure consistent, compelling communication across all audiences.
- Brand discovery and research
1. Review of existing resources
•    Evaluate prior research, enrollment data, and marketing assessments to establish a foundation of insights 
•    Analyze the new university strategic plan (to be released in September 2026), existing brand positioning, and communications to identify strengths, gaps, and alignment opportunities 
•    Competitive landscape analysis
2. Master identity audit and map
•    Inventory all official and unofficial marks, taglines, and representations of the university brand 
•    Classify each as keep/optimize/test/retire with evidence (usage, recognition, confusion, licensing, cost to change) 
•    Conduct focus groups across campus for qualitative feedback regarding the current university brand positioning and creative 
•    Review, update, and optimize style guide to ensure consistency, that it reflects all areas that impact brand, and includes comprehensive governance and guidance
- Creative development as the creative development
1. Visual language
•    Illustration style or iconography system
•    Photography art direction guidelines (style, tone, subject matter, composition)
•    Graphic and pattern elements or textures unique to the brand
•    Data visualization and infographic templates
2. Brand expression
•    Tone of voice and messaging framework (taglines, key messages, narrative pillars)
•    Brand personality attributes and audience personas
•    Naming conventions for sub-brands, colleges, departments, and programs
3. Print collateral templates
•    View book and recruitment brochures for domestic undergraduate and graduate recruitment as well as international undergraduate and graduate recruitment
•    Letterhead, envelope, and business card systems
•    Poster and event flyer templates
•    Academic publication and report cover templates
•    Signage and wayfinding concepts
•    Report and solicitation templates (alumni and government relations, for example)
4. Digital and web
•    Web UI component library or design systems (e.g., buttons, cards, nav, forms)
•    Social media profile and post templates (across major platforms)
•    Email marketing templates
•    Digital advertising unit templates
•    PowerPoint and google slides master template
5. Environmental and merchandise
•    Campus signage and wayfinding concepts
•    Branded merchandise examples (apparel, swag)
•    Vehicle and building exterior concepts
•    Stadium and arena and athletics branding considerations
- Creative evaluation and refresh launch
1. Rollout strategy and planning
•    Phased implementation roadmap with prioritized milestones
•    Stakeholder communication plans (internal and external audiences)
•    Change management framework for transitioning to the new refreshed brand including extensive training for all campus stakeholders
•    Risk assessment and mitigation plan for brand transition
•    Budget guidance for implementation
2. Internal launch (campus community)
•    Internal brand launch presentation and talking points for leadership
•    Brand ambassador program framework (faculty, staff, and student champions)
•    Facilitate town hall or kick-off event and provide materials (slides, handouts, video)
•    Internal brand training curriculum and workshop facilitation guide
•    FAQ document addressing common concerns about the refresh
•    Department-by-department transition checklist
3. External launch (public-facing)
•    External launch campaign concept and creative (advertising)
•    Social media launch content calendar and asset library
•    Paid media strategy and launch ad creative
•    Launch microsite or landing page concept
4. Digital transition
•    Website transition plan and timeline
•    SEO continuity recommendations during the refresh
•    Social media profile update guide across all platforms
•    Email signature rollout instructions
•    Digital asset sunset schedule (retiring old brand assets)
5. Story support
•    Brand story narrative for earned media
•    Spokesperson talking points and Q&A prep
•    Brand rationale video or mini-documentary concept
6. Physical and campus transition
•    Signage audit and prioritized replacement schedule
•    Interim co-branding guidelines for the transition period
•    Facilities and athletics transition checklist
7. Post-launch
•    30/60/90-day post-launch audit plan
•    Brand sentiment monitoring framework
•    Metrics and KPI's to measure launch success
•    Feedback collection mechanism from internal stakeholders
•    Lessons learned documentation and handoff report
8. Brand governance
•    Updated comprehensive brand standards guide
•    Brand portal or asset management system setup
•    Training documentation and onboarding guide for internal teams
•    Governance model recommendation for brand management
•    Brand stewardship model
•    Ongoing brand compliance review schedule.