California State University Northridge Issues Marketing RFP
California State University, Northridge (CSUN) is undertaking its first comprehensive campaign. CSUN seeks an experienced creative partner to assist in the development of a campaign marketing communications plan and a comprehensive suite of campaign marketing communications. It is anticipated that the campaign identity, collateral and messaging will help raise a working goal of $200 million in gifts to CSUN.
The campaign, scheduled to run from 2016 to 2023, is currently in its “leadership phase” and is scheduled to enter the public phase in 2020 with a conclusion in 2023. CSUN’s needs are a mix of creative design development and strategic marketing communications.
We are seeking a creative partner to help with the following potential campaign elements (final list of deliverables will be negotiated after engaging creative partner):
Strategy and Messaging:
1) Comprehensive campaign marketing communications plan and messaging platform
2) University case statement and individual academic and auxiliary unit case statements/portfolios
Creative Services:
3) Campaign brand platform
4) Campaign graphics identity manual
5) Print and electronic newsletters/HTML email design templates that are ADA-compliant
6) Print gift solicitations design templates
7) Campaign development kit
8) Collateral and stationery system, and other creative ideas/physical assets
9) Campaign print and digital advertising
10) Campus environmental graphics
11) Photography for campaign collateral
Digital and Multimedia:
12) A web-based version of case statements
13) A fully functional, ADA-accessible web-based campaign microsite
14) A campaign video (including scripting, production and post-production)
15) Social media strategy, including a plan for execution, messaging templates and training documents
16) Campaign PowerPoint/presentation decks
Event Marketing:
17) Design and execution of campaign launch event collateral
18) Pre-campaign launch event invites and event material
19) Day of giving collateral
20) Campaign completion event collateral
Background:
The pace of the world is set by Los Angeles — be it fashion, aerospace, trade, entertainment, technology, art and more, LA and California are always at the crest of the wave. Those who live, work and play here know that few, if any, institutions fuel the creativity, innovation and enterprise of the region like California State University, Northridge. Among the largest and most diverse universities in the nation, CSUN is the beating heart of the San Fernando Valley. Embracing the aspirations of California visionaries, we graduate more than 11,000 Matadors every year, ready to lift our region’s communities, organizations, culture and economy.
Scope of Work:
The graphic identity of the campaign, the name for the campaign and any associated taglines, the initial case statement for leadership donors and the campaign marketing communications plan will need to be established in the very early stages of the partnership. Establishing a name and graphic identity for the campaign will help craft the remainder of the deliverables. It will also help assure brand consistency throughout the planning and public phases of the campaign.
The production timeline will be determined in consultation with a creative partner.
The following are the potential list of deliverables. After engaging creative partner, this list may be revised. Provide pricing for all requested deliverables as well as any other recommended creative executions.
Strategy and Messaging:
1) Comprehensive campaign marketing communications plan and messaging platform
- A campaign marketing communications plan must provide goals, strategies and tactics for all aspects of the campaign marketing communications and address the need for a multi-channel approach. The plan must reference the deliverables described in this RFP and can also address additional opportunities we should consider during the advanced leadership gifts phase and/or public phase of the campaign. This plan must create a timeline and address who is responsible for each deliverable.
- The campaign messaging platform should address the opportunities to deploy communication that extends the institution and campaign into as many households as possible, with specific attention on core institutional and campaign priorities.
- Services Requested: A written and electronic version of the campaign communications plan that includes the process to create a messaging platform across existing and proposed CSUN communications vehicles. The plan should be established very early in our partnership.
2) University case statement and individual college and unit case statements/portfolios
- The university case statement will present the link between CSUN’s philanthropic and strategic aspirations. It must bring to life the people and programs of the institution and relay directional messages of urgency, impact and excellence. It is essential to allow college/unit case statements, gift proposals and other communications material to work in tandem with CSUN’s case statement and messaging. Case statements should have a distinct CSUN feel and decisively broad application to a regional, national and international donor base, with a particular focus on Southern California. Unit leaders and development staff must be highly involved in the development of unit-level case statements; this must be an iterative process.
- There is a draft case statement (Exhibit D) that has been developed that will provide the foundation for this deliverable. However, we are looking for our creative partner to refine, improve and incorporate feedback received from donors/donor prospects on the case statement draft.
- Services Requested: Design, writing assistance and photography are all required. We anticipate eight college case statements plus at least four additional unit case statements (Oviatt Library, Younes and Soraya Nazarian Center for the Performing Arts, Athletics and 88.5 FM), though other cross-cutting programmatic case statements may also be needed. In addition, one customizable template will be needed for smaller units/centers/institutes.
Creative Services:
3) Campaign brand platform
- The name, theme and logo must capture the essence of our goals and convey a sense of momentum, strength, confidence and urgency that is unique to CSUN. A process to generate acceptance from CSUN’s President, Vice President for University Advancement and her Cabinet colleagues, and campaign leadership must be considered as part of this timeline. The campaign brand must support and reinforce CSUN’s brand.
- Services Requested: Design for the logo/wordmark and a name and theme for the campaign. A campaign communications plan that includes a description for integrating the campaign brand with and complementing the existing CSUN brand identity.
4) Campaign graphic identity manual
- The purpose of the graphic identity manual is to provide guidelines for various designers and writers — both internal and from our creative partner — to create collateral over the course of the campaign. This should include a description of recurring visual elements of the campaign graphic identity system, such as the campaign wordmark/logo, typography, photography and color palette, as well as other graphic elements as applicable. The manual should also include the campaign positioning and brand voice/personality and tone. The manual will show how to use the stationery system and print and digital templates. To ensure access by designers and freelance writers, the manual will be available via a website.
- It is important to note that CSUN has already developed an identity system. It is essential that the campaign’s graphic identity contain strong connections to and integrate with existing graphic parameters.
- Services Requested: Design, writing and web development of the online manual.
5) Print and electronic newsletters/HTML ADA-compliant email design templates, direct mail pieces, and any other strategic and creative ideas you may have
- Create templates for use as a standalone or in a series. HTML templates must be fully ADA accessible and integrate with other CSUN digital communications. Consider the creation of a system that will allow the campaign to remain fresh throughout its run. In addition to newsletter templates, contribute fresh, creative and strategic direct mail and email collateral recommendations.
- Services Requested: Design, writing and production of print and electronic communications templates.
6) Print and email gift solicitations design templates
- Create a series of at least three templates that can be used by CSUN M&C staff or Directors of Development to drop-in content and photos that describe campaign investment opportunities.
- Services Requested: Design and layout of a series of at least three print and email templates that can be used as the starting point for campaign gift solicitations. These may include 8.5×11 fliers, tri-fold brochures and other formats.
7) Campaign development kit
- The campaign development kit is a flexible suite of materials for development officers and volunteers to use with prospects and donors. We envision it as a print-on-demand or electronic set of materials that can be customized for each prospect or donor. The kit should like include, at a minimum: campaign summary sheets; CSUN and unit fact sheets; gift opportunity summaries; and any other items you recommend.
- Services Requested: Design and layout of a series of flexible templates that can be customized and printed on demand.
8) Collateral and stationery system, and other creative ideas/physical assets
- The stationery system will help us identify, market and brand the campaign. Examples of stationery include, but are not limited to, letterhead, business cards, envelopes, personal/thank you note cards, etc.
- We also seek your ideas on other visual identity products. Examples include, but are not limited to, stanchions, banners, event material, giveaways/campaign swag, etc.
- Services Requested: Layout and design.
9) Campaign print and digital advertising
- The campaign ads will enable CSUN to more widely reach its target audiences once the campaign has publicly launched. Using both print and digital advertising, the ads should be designed as a series of messaging points that drive traffic to the campaign microsite.
- Services Requested: Design and copywriting. Media buying strategy and execution.
10) Campus environmental graphics/advertising
- Deploying environmental graphics and on-campus advertising opportunities will help build awareness and support for the campaign among CSUN faculty, staff and students.
- Services Requested: Design, copywriting and strategy for the development and deployment of campus environmental graphics and advertising.
11) Photography for campaign collateral
- High-end, impactful and strategic photographic assets will be needed for the breadth of the campaign collateral. We are seeking consultation on hiring a photographer, providing the strategy and art direction for the photography, and assistance developing shot lists to meet collateral needs.
- Services Requested: Consultation on hiring a high-end photographer, shot list development, and art direction.
Digital and Multimedia:
12) A web-based, accessible, mobile-responsive version of case statements
- The specifications for this item follow the case development outlined in #3 formatted for online delivery, including full ADA-accessible and mobile responsiveness.
- Services Requested: Delivery of case statements in an online format.
13) A fully functional, ADA-accessible web-based campaign microsite
- Partner with CSUN Marketing and Communications to develop an online interface that effectively communicates the power and impact of philanthropy at CSUN. The design must be consistent with the campaign identity and have components that can be applied to other CSUN.edu websites. You will have the opportunity to partner with CSUN’s web team to discuss the connection between our current site and the new campaign website. The website should consider how other campus units will link to this site.
- Services Requested: Design, develop content, build the campaign microsite.
14) A campaign video (including scripting, production and post-production)
- Partner with CSUN Marketing and Communications to develop a script and video for use during the public launch of the campaign. The video should be prepared for use in full and in segments that appear to be complementary, fully produced “mini-campaign” videos.
- Services Requested: Write, edit and produce all aspects of the campaign video. The video should, in full or in parts, have utility beyond the public launch at other events and on the campaign microsite and CSUN social media. The project will include developing, in collaboration with CSUN M&C staff, the video concept, as well as working with a video production firm to shoot, edit and produce a 5-8 minute video during the year prior to the launch. Four or more 1-2 minute mini videos that utilize similar footage and also unique footage will also need to be produced and edited.
15) Social media strategy, including a plan for execution, messaging templates and training documents
- Partner with CSUN M&C to create a social media strategy that capitalizes on the opportunity to engage, cultivate, solicit and steward gifts to CSUN — whether individually, in small groups or broadly applied. We view social media strategy as effective if it seeks to easily connect constituencies to CSUN and our messages, regularly engage donors, is dynamic, pushes traffic to our website, is intelligent and learns about our constituencies, and utilizes a follower’s own social network to further grow the prospective donor base.
- Services Requested: Build our campaign social media strategy and plan for implementation including messaging templates and calendars.
16) Campaign PowerPoint/presentation decks
- Leading up to and throughout the campaign public phase, there will be a need for presentation decks, as well as a template for more targeted campaign presentations.
- Services Needed: PowerPoint design, copywriting and template development.
Event Marketing:
17) Design and execution of campaign launch event collateral
- Create the design, strategy and implementation plan for a major launch event as well as similar “mini-launch” events. Partner with CSUN staff to create launch events that bring life to the campaign, with a focus on institutional excellence, our purposeful fundraising priorities and the urgency for private gift support.
- Services Requested: Create and help execute an events management plan, which includes the production of small- and large-scale events.
18) Pre-campaign launch event invitation and event material
- CSUN is engaging principal and major gift donors in select conversations about the future of the university and how philanthropy will be a key driver to future success. Pre-campaign launch event invitation and event material may require early design work depending upon timing and delivery of campaign graphic identity.
- Services Requested: Create a powerful invitation that draws attention and interest in the pre-campaign launch event. Determine, design and produce collateral material that enhances the campaign messaging.
19) Day of giving strategy and collateral
- CSUN has never organized a day of giving driven by social media, to reach its more than 350,000 alumni to support their alma mater. Undertaking a day of giving effort is a likely tactic in this campaign.
- Services Requested: Strategy, design, copywriting and social media consultation.
20) Campaign completion event collateral
- As CSUN concludes its first campaign, materials will be needed for a celebration.
- Services Requested: Create a powerful invitation that draws attention and interest in the campaign completion celebration. Determine, design and produce collateral material that utilizes the campaign messaging and communicates the successful conclusion of the campaign.
Due Date:
December 20th, 2018.
Address:
California State University, Northridge
Purchasing & Contract Administration
University Hall, Room 180
18111 Nordhoff Street
Northridge, CA 91330
