The vendor is required to provide a wide range of strategic marketing and communications support including market research, brand architecture, brand strategy and implementation, campaign strategy and implementation for units across all university campuses to ensure alignment with the greater university brand.
- Research and situation analysis:
• Units may have conducted a variety of internal surveys and discussion groups to inform their strategic plans (please note that not every unit will have a strategic plan).
• The goals and objectives of these plans will be used to inform the brand promise for each unit.
• Additionally, it is extremely important that each unit seeks input from a variety of audiences, including external audiences such as prospective students and their influencers, alumni, donor, academic peers, industry and more to ensure buy-in.
• The work to gain input may take a variety of formats such as townhalls, listening sessions and tours, focus groups, surveys, etc.
• Goals for this phase may include:
o Establish a new reputation benchmark for the unit with key constituencies
o Assess the unit’s current brand position.
• The unit(s) will provide all past data that they have gathered to the partner selected to do this work.
• They will also supply any relevant secondary sources of information that might provide useful in developing accurate and actionable insights.
- Brand architecture:
• Using research and insights gleaned in the above two categories, develop recommendations for each unit’s brand including position, promise, personality, voice, and key messaging to create a cohesive way to inform storytelling across the unit and its entities.
• Ultimately, this work will include conducting input sessions with leadership and other constituency groups.
• It is imperative that this work aligns with the greater university brand strategy.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: April 29, 2025