University Brand Audit Services

The Vendor is required to provide to conduct a comprehensive brand audit following its 2021 brand refresh.
- The objective is to evaluate the effectiveness, consistency, and perception of the university’s brand and reputation across key audiences and touchpoints.
- Brand Expression & Experience
• Assessment of how the brand is expressed across channels and touchpoints (e.g., digital, marketing materials, within faculties, student-facing communications).
• Evaluation of consistency and coherence in how the brand is presented across the institution.
• Review of digital presence and content effectiveness across relevant platforms.
- Audience Perception
• Research with key external audiences (e.g., prospective students, parents/supporters, guidance counselors, and others as recommended) to understand:
• Awareness and perception of agency
• Key associations, differentiators, and emotional resonance
• Decision drivers and barriers
• Comparative insights relative to relevant peer institutions.
- Analysis & Recommendations
• Prioritize opportunities, and areas for refinement across messaging, experience, and delivery.
• Make recommendations to align brand positioning and actual audience perceptions and experiences.
• Provide an action plan roadmap for short, medium, and long-term initiatives, noting institutional impact, as well as ease of implementation.