Brand Strategy Consultant Services RFP
Submission Deadline: Tuesday, June 28, 2022 2:00 PM PST
CONTACT PERSON: FLORENTINA VASILESCU, ASSOCIATE DIRECTOR, PROCUREMENT SERVICES,purchasing@vcc.ca
Invitation to Proponents
This Request for Proposals (the “RFP”) is an invitation by Vancouver Community College (the “College”) to prospective proponents to submit proposals for Brand Strategy Consulting Services as further described in Section A of the RFP Particulars (Appendix D) (the “Deliverables”).
Formed in 1965, Vancouver Community College is a public post-secondary institution that serves one of the fastest growing communities in Canada, including not only the city of Vancouver, but also areas of greater Vancouver, including Surrey, Richmond, Burnaby and the North Shore. Located within the heart of the city, our two (2) main campuses, Downtown Campus and Broadway Campus offer a wide range of full-time and part-time programs and courses designed to provide students with the skills they will need to adapt to a changing society and a changing economy.
The college population is comprised of approximately 1,260 employees (includes staff, faculty, and administrators) and serves approximately 15,000 students per year in full-time and part-time studies across both campuses and 36 satellite locations.
The purpose of this RFP is to find Qualified Proponents to provide the following services:
VCC is seeking a Branding Consultant/Firm to support the full-cycle development of a refreshed brand system. The selected proponent will work closely with the VCC Marketing and Communications Team, project teams, and stakeholders, to research, propose, develop, and support the launch of the updated Brand.
RFP Contact:
For the purposes of this procurement process, the “RFP Contact” will be:
Florentina Vasilescu, Associate Director Procurement, email: purchasing@vcc.ca
Type of Contract for Deliverables
The selected proponent will be requested to enter into direct contract negotiations to finalize an agreement with the College for the provision of the Deliverables. The terms and conditions, found in the Form of Agreement (Appendix A) are to form the basis for commencing negotiations between the College and the selected proponent. It is the College’s intention to enter into an agreement with only one (1) legal entity. The term of the agreement is to be for a period of one (1) year, with an option in favour of the College to extend the agreement on the same terms and conditions for an additional term of up to one (1) year.
Submission Deadline
Tuesday, June 28, 2022, 2:00 PM PST
Proposals must be submitted through the College’s online Bonfire portal at:
Submissions by other methods will not be accepted.
Minimum system requirements are Internet Explorer 8/9/10+, Google Chrome, or Mozilla Firefox. Javascript must be enabled.
Proponents should contact Bonfire at Support@GoBonfire.com for technical questions related to submissions, or visit Bonfire’s help forum at https://support.gobonfire.com/hc/en-us
Background information
Vancouver Community College (VCC) recently launched a comprehensive Campus Plan (CP) that aims to enhance the college’s physical environment to support learning, community, and partnerships while responding to the context of the surrounding neighborhood.
Phase one of the CP involves a plan to construct a Centre for Clean Energy and Automotive Innovation (CCEAI) on the northeast corner of the campus on Great Northern Way. This project is currently in the planning stages and will be a 250,000 sq. ft building home to programs and research focused on electric vehicle technology as well as a wide range of clean energy, digital technology, and design programs. Subsequent phases of the CP will potentially see the development of a second building on Great Northern Way and the redevelopment of the southern half of the campus that includes up to 2,500 affordable housing units. This major capital project, to be undertaken over the course of the next decade, represents a unique opportunity for VCC.
To further capitalize on this opportunity, the college intends to revisit its brand identity and create a brand strategy and user experience that aligns with and reflects VCC’s new vision. The goal is to build brand awareness, expand community engagement, and improve the student experience in a way that brings to life and supports the planned enhancement to campus facilities and its impact on the community/student experience.
We intend to begin working with the selected proponent no later than September 2022, with a launch of the brand in approximately Winter 2023. The College will work with the selected proponent to review and adjust the timeline as needed.
Detailed Scope of Work
VCC is seeking a Branding Consultant/Firm to support the full-cycle development of a refreshed brand system. The selected proponent will work closely with the VCC Marketing and Communications Team, project teams, and stakeholders, to research, propose, develop, and support the launch of the updated Brand.
Considerable information and data related to the college brand, brand position, and elements of the student demographic has been collected through various research efforts undertaken by the college. A review of this information to validate its currency will form the basis for the project moving forward. The following project deliverables have been identified for the Brand Refresh:
1. Discovery
a. Historic research validation report (temperature check)
b. Additional stakeholder consultation, as needed (example, Indigenous Education & Community Engagement, VCC Board)
c. VCC documentation review
2. Competitive landscape review and analysis to include (but not limited to):
a. Value propositions
b. Use of fonts, colours, logos, and styles
c. Taglines and key messaging
d. Content marketing strategies and thought leadership
e. Overall website and social media presence
3. Brand positioning plan or Brand strategy document
4. Development or refining of a brand that is:
a. Identifiable
b. Distinctive
c. Accurately portrays the vision and values of the college
d. Conveys consistent, current, and sustainable meaning and value to current and potential stakeholders
e. Aligns with the VCC’s College Plan
5. Development of institutional identity such as (but not limited to) logo, tagline, colour, language, social media presence, design aesthetics, and image usage guidelines that support the mission and vision of the institution and aligns with the College Plan
6. Comprehensive brand guidelines document
7. Launch recommendations and plan
