Minnesota State Colleges and Universities Issues PR & Branding RFP

Minnesota State Colleges and Universities (MnSCU) ,the seventh-largest system of higher education in the United States has issued a branding RFP. It is comprised of 32 two-year and four-year state colleges and universities with 53 campuses located in 46 Minnesota communities. The System serves approximately 240,000 students annually in credit-based courses, an additional 130,000 students in non-credit courses, and produces 32,000 graduates each year.

St. Cloud Technical and Community College (SCTCC) became a comprehensive college in 2010 and transitioned from a two-year technical college to a two-year technical and community college which now offers an associate of arts (transfer) degree. Founded in 1948 as St. Cloud Area Vocational Technical Institute, the institution was initially a part of the St. Cloud School District. In its formative years the school offered six career options to 100 students. Since that time, the school has become a college accredited by the Higher Learning Commission of the North Central Association of Colleges and Schools, is a member of the Minnesota State Colleges and Universities (MnSCU) system and serves more than 12,000 students in credit and hour-based courses each year.

Nature of RFP

St. Cloud Technical and Community College is requesting proposals for branding and logo development for their athletic programs. St. Cloud Technical and Community College is in search of a firm with expertise in branding research, public relations and creative logo development, to provide the following:

1. Branding research that will identify the current perception of SCTCC Athletics from external as well as internal stakeholders. This should include focus groups and outreach that includes population, demographic, and generational. The research will be established and executed using various quantitative and qualitative methodologies, structuring research design and analysis requiring data collection from diverse audiences, writing and implementing fruitful surveys. This research will include identification of SCTCC’s prospective target audiences in relation to fan base and potential student-athletes.
2. Based on the branding research, recommend a distinctive, unique, and compelling brand promise that will be inclusive and easily understood.
3. Identify the most effective key messages to reach targeted audiences which may include development of mission and vision statements.
4. Develop a unique and creative logo based on the branding research and key messages that will provide SCTCC Athletics with consistent brand identity, the ability to leverage the power of the brand and use the brand identity consistently and appropriately across all marketing and recruiting elements.

Proposal due by November 30 to:

Name: Sue Meyer

Title: Director of Purchasing

Address: 1540 Northway Drive St. Cloud, MN 56303 Telephone: (320) 308-5000

E-mail address: smeyer@sctcc.edu

Padilla CRT & Fleishman Hillard have offices in Minnesota.