Albany State University Seeks Rebrand

ASU Comprehensive Branding Remodel

Albany State University is looking for a brand/marketing partner to capitalize on the university’s distinctive combination of academic excellence, community engagement and public service, research, creativity, history, and diverse constituencies served by the University. Throughout its degree offerings at the graduate, baccalaureate, associate, and certificate levels, the University cultivates community collaboration, world-class scholarship, and hands-on learning opportunities to approximately 6500 students. Albany State University was founded in 1903 as the Albany Bible and Manual Training Institute. The aim of the institution at the time was to provide elementary education and teacher training for the local Black population.

The institution was turned over to the state of Georgia in 1917 as Georgia Normal and Agricultural College, a two-year agricultural and teacher-training institution. In 1932, the school became part of the University System of Georgia and in 1943 was granted four-year status and renamed Albany State College. The transition to four-year status heavily increased the school’s enrollment. In 1981, the college offered its first graduate program, a prelude to the school being upgraded to university status in 1996. In July 1996, the Board of Regents approved the change from college to university and the name of Albany State College officially became Albany State University. Albany State University grew larger with the 2017 merger with Albany’s Darton State College. The “new” Albany State University serves its community while preparing students for lifelong service as scholars, leaders and responsible stewards of their communities. Following a consolidation and with a priority on enrollment growth, Albany State University is looking to establish a distinctive brand identity that will unite and excite our audiences. The marketing partner must uncover common brand attributes for the university while developing a strategy that sells our University and caters to our audiences. Albany State University is eager to move quickly and boldly to make a very public statement about its success, capabilities, and future. The University seeks a marketing partner that can capture the unique personality and articulate the compelling story of Albany State.


Presentation to Include: Overview of proposal via conference call or WebEx, no more than 30 minutes plus a 15 minute question period; overview of supplier’s qualifications, suppliers experience with previous branding projects, and an explanation of the process suppliers would undertake for Albany State’s project. Suppliers will be selected for presentations based on the competitiveness of their initial technical evaluation score. Suppliers will not be required to submit their presentation to us with the rest of their proposal. However, suppliers will need to have it prepared in case they qualify for presentations based on their technical scores. The University desires to evaluate three (3) presentations; depending on the results of the scoring, the actual number will be based on the competitive range and it could be 

Due Date:



Joy Causey, Director of Purchasing      

Agencies to consider include Lippe Taylor and Shift Communications.

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