DISTRICT AND COLLEGE BRANDING – DISTRICT OFFICE SAN DIEGO COMMUNITY COLLEGE DISTRICT
RFP Deadline: Thursday, April 6, 2023, by 4:00PM
DISTRICT OVERVIEW
As one of the largest of California’s 73 community college districts, the San Diego Community College District (SDCCD) serves approximately 100,000 students annually at its three, credit colleges, San Diego City College, Mesa College, Miramar College, and seven campuses of San Diego College of Continuing Education.
The colleges offer associate degrees, and Continuing Education and the colleges offer career technical certificates that prepare students for transfer to universities and/or career pathways with higher paying jobs. In addition, Mesa College offers a bachelor’s degree in health information management and city College will soon offer a bachelor’s degree in Cyber Defense.
The District and its graduates have a combined economic benefit to the region of $4.3 billion annually with 96 percent of the District’s students remaining in the region after completing their education. The District also proudly serves more than 12,000 active-duty military personnel, veterans, and dependents.
The District is in the final stages of a $1.555 billion bond construction program that includes new construction and renovations at the four colleges throughout the city. In many cases, the District’s facilities rival some of those found at San Diego’s four-year universities.
PROPOSAL SCOPE
Phase 1 – Develop the Brand
- Activities and Deliverables
Discovery – Brand audit, research, and analysis
• Review and aggregation of previous market research, current messaging, and collateral
• Evaluation of awareness and perception of District by external audiences
• Solicit input from internal audiences and stakeholders, as appropriate
• Evaluation and comparison of competitor brands
• Research and recommendation on prospective student populations
• Synthesis of findings
- Strategy – Design and develop brand platform.
• Determine brand foundation and principles
• Values and key traits/descriptors
• Audience definitions: targets/categories
• Brand architecture
• Brand personality and tone
San Diego Community College District RFP# 23-06 District and College Branding – District Office
Purchasing and Contract Services RFP Due Date: April 6, 2023, 4:00PM
Phase 2 – Messaging & Visual Identity
Messaging – The District story
• Student and instructor personas
• Brand narrative (compelling story that defines the Districts NEW role in the marketplace)
- Visual Identity
• Logo design(s), including the District, the colleges, and foundations
• Photo and illustration styles
• Color palettes
• Fonts
Brand Management
• Toolkits and style guides
• Training for key staff
