TEXAS STATE UNIVERSITY SYSTEM REQUEST FOR PROPOSAL Request for Proposal (“RFP”) No:  758-23-00083

BRANDING/MARKETING SERVICES

ALL PROPOSALS MUST BE RECEIVED NO LATER THAN: FRIDAY, JUNE 9, 2023, AT 2:30 PM CENTRAL

1.2         DESCRIPTION OF THE SYSTEM  

The Texas State University System, founded in 1911, is the first higher education system that was established in Texas. Beginning as an administrative means to consolidate the support and management of state teacher colleges, The System has evolved into a network of higher education institutions stretching from the Texas–Louisiana border to the Big Bend region of West Texas. Throughout The System, faculty and staff are preparing students to work in and contribute to our global society. 

The System includes the system administration office (TSUS Administration) and seven (7) component institutions (Component Institutions) that offer a broad range of academic and career opportunities:

•              TSUS Administration

•              Lamar University

•              Sam Houston State University

•              Sul Ross State University

•              Texas State University

•              Lamar Institute of Technology

•              Lamar State College Orange

•              Lamar State College Port Arthur

The Texas State University System is governed by a nine-member Board of Regents appointed by the governor. In addition, a nonvoting student regent is appointed annually to the board. TSUS Administration, which is led by a board-appointed chancellor, is based in Austin, where it provides support to the Component Institutions and state government.

1.3         BACKGROUND & SPECIAL CIRCUMSTANCES

The System engaged an Austin-based marketing firm in 2011 to assist with developing a system brand identity. Prior to this, TSUS did not have a clearly established brand that distinguished TSUS from other higher education systems in the state.

Over the past decade the higher education landscape has evolved, and so has TSUS’s place in this landscape. System leadership has expressed interest in examining TSUS’s brand identity in the current context with the goal of “refreshing” the TSUS brand to address the following questions:

•              How is TSUS perceived by stakeholders and the greater public?

•              What distinguishes TSUS from other university systems in Texas, and how can these distinctions be used to tell our story better?

•              What are our values as a university system?

•              What value do we provide to Texas and its people?

•              How do we ensure that the TSUS brand relates to our diverse member institutions? What is the common thread that ties us together?

Section 5 – Scope of Work

The purpose of this RFP is to solicit proposals to enter into a contract with a qualified and experienced firm(s) to obtain timely and professional Services as described herein.  The successful Proposer, if any, is referred to as the “Contractor.”  Services described in this RFP will be provided to, and on behalf of, The System which includes TSUS Administration.

Proposers shall submit a complete response to all requirements and specifications set forth in this RFP. Proposers may expand or offer any additional suggestions and / or services that their firm feels may benefit The System in addition to the requirements listed in this RFP (ref. Section 8.4).  

Contractor will provide the following Services:

5.1         Phase 1:  Conduct initial research to examine the current TSUS brand and how it is perceived by key publics.

5.2         Phase 2:  Refresh, update, or evolve the TSUS brand to ensure its relevance in the current higher education landscape. Develop a messaging platform to tell the TSUS story.

5.3         Phase 3:  Develop a marketing strategy to increase The System’s visibility, possibly including paid marketing, revisions to the TSUS website (www.tsus.edu) and social media platforms, collateral, and other communication products.

5.4         Phase 4:  Create an “anthem video” for use by TSUS at events (e.g., athletic events graduation ceremonies, etc.), on digital assets, etc., to increase awareness of TSUS and demonstrate that Component Institutions are part of something bigger. Note: Current media assets (video, images) may be accessible for use by Contractor.

5.5         Provide additional as-needed support, as mutually agreed upon, to The System once initial Services are completed (ref. Section 1.4).

5.6         Payments to Contractor 

5.6.1     The System will make milestone payments to Contractor as phases of the Project are completed.

5.6.2     Billable time, if any, for dedicated hours of work provided for as-needed support (ref. Section 5.5) includes, but is not limited to, travel time; communications and meetings with The System, external parties, and between Contractor staff; review of electronic correspondence and attachments; research; analysis; planning; budgeting and other administrative tasks performed to support The System.

Billable time will be tracked by Contractor and rounded to the nearest quarter hour.  (Note:  Contractor will submit tracking information with invoices as support for payment amounts.)

5.7         Perform additional duties, tasks or services not specifically identified but related to the Services described in this RFP if needed and when mutually agreed upon in writing by both parties.