The vendor is required to provide a marketing consultant, marketing consulting team or marketing consulting firm (marketing partner) who shall help discover, facilitate, draft and present a new 3–5-year institutional strategic marketing action plan.
- Marketing initiatives:
• University launched a comprehensive institutional rebrand. this foundational project was the first of its kind for the university, and it was driven by a presidential priority to help university tell its contemporary story of excellence after decades of extraordinary growth and regional impact.
• Research served to inform every step of the process including the development of the university’s first-ever brand platform and key messages.
• This inclusive and intentional multi-year project culminated with new institutional messaging and the university’s first brandmark update in more than 20 years.
• University conducted extensive quantitative and qualitative research to assess brand health and equity
providing valuable insights from key audiences, this comprehensive brand perception study confirmed the effectiveness of university brand and key messages while also providing new areas of opportunity for the institution to expand its reach and impact.
• Leveraging extensive paid advertising strategies (digital, traditional and integrated) along with enhanced communications and media relations, the university’s division of marketing and communications has established a more unified and strategic approach to achieving institutional goals through consistent, compelling messages and highly targeted audience engagement.
• University commitment to building on this success, the university is eager to create a new comprehensive, documented, campus-wide strategic marketing plan to achieve even greater institutional outcomes.  
- Current environment
• University continues to make impressive strides in creating opportunities, mentoring students, building an inclusive environment of academic excellence and working on behalf of the public good
• The university’s division of marketing and communications is the central unit on campus responsible for defining, leading and executing marketing strategies for the institution - and in some cases for departments and divisions
• Current marketing priorities center around enrollment of prospective undergraduate and graduate students in addition to attendance/revenue generation for the university’s 19 division I sports teams
while there are defined strategies for specific marketing initiatives, there is a need for a more singular, overarching plan to guide campus-wide marketing efforts and inform effective use of institutional resources
• The university’s centralized marketing and communications team there are marketing functions and needs that exist within many departments and divisions
• Strong partnerships and growth in these departmental and divisional relationships have set the stage for a collaborative strategic marketing planning process
- Plan development
• A situation analysis;
• Objectives and goals;
• An institutional strengths, weaknesses, opportunities and threat (swot) analysis;  
• A competitive analysis;
• A targeting and positioning analysis;
• budget and financial recommendations;
• Action items;
• Performance metrics and key performance indicators (KPIs); and  
• Recommendations-based industry expertise and knowledge.
- Contract Period/Term: 1 year
- Virtual Pre-Proposal Conference Date: April 23, 2025
- Questions/Inquires Deadline: April 29, 2025