Kansas State University (“University”) is soliciting proposals in response to this Request for Proposal RFP No. 41529 (“this RFP”) from qualified vendors to provide for the design and conduct of quantitative and qualitative research on our brand messaging efficacy across our four campuses (Manhattan, Salina, Olathe and Online) and future student audiences (traditional undergraduate students, adult/continuing education students and graduate students).
Background
Kansas State University was founded in 1863 as the country’s first operational land-grant university. The university has physical campuses in Manhattan, Salina and Olathe, and offers a Global Campus, which administers K-State’s online programs. The university boasts an enrollment of approximately 21,000 students, drawing from all 50 states and approximately 100 countries. K-State, with an annual budget of more than $900 million, has nine colleges — Agriculture; Architecture, Planning & Design; Arts and Sciences; Business Administration; Education; Engineering; Health and Human Sciences; Technology and Aviation; and Veterinary Medicine — and a Graduate School. K-State and offers more than 400 degrees and options, including bachelor’s, master’s, doctorates and certificates. K-State’s main Manhattan campus covers more than 2,320 acres, including research and agricultural facilities, and is known as the “Silicon Valley for biodefense” because of its leadership in food safety and security and agro-defense. The Salina Aerospace and Technology Campus is known for its educational focus on experiential learning, professional pilot program and renowned unmanned aircraft systems programs. K-State Olathe serves the industry and workforce needs of Greater Kansas City. Global Campus administers 100-plus online programs as well as professional development workshops and enrichment programs. K-State Research and Extension has a presence in every county throughout Kansas and supports research in more than 20 K-State departments.
Scope of Work
Kansas State University seeks a partner to design and conduct quantitative and qualitative research on our brand messaging efficacy across our four campuses (Manhattan, Salina, Olathe and Online) and future student audiences (traditional undergraduate students, adult/continuing education students and graduate students
Following a year of extensive internal and external market research and campaign development, Kansas State University launched a new brand campaign in August 2020. Notably, the bulk of the brand campaign development research was conducted before the COVID-19 pandemic swept the globe, and the campaign was launched while the university was operating remotely. Given this, internal support for the campaign has been met with some skepticism despite a measurable increase in traffic to university websites from 2020 to 2021. Additionally, the university’s main campus in Manhattan still struggles to regain market share in undergraduate enrollment, particularly within the state of Kansas. For these reasons, we are seeking a partner to design and conduct market research on our brand messaging efficacy among future student audiences. We are looking for insights that are applicable across the institutional brand, as well as insights that can be disaggregated by campus/future student type with budgetary priority placed on the traditional undergraduate student market (ages 16-18). Insights will inform how we modify messaging within the brand campaign to maintain and/or increase brand efficacy and resonance.
Submission
Each proposal must be submitted via the Vendor Bid Submission Secure File Upload portal,https://www.k-state.edu/finsvcs/purchasing/bidsubmission.html, prior to 2 p.m. CT on the closing date.
Closing Date 02/23/2022, 2:00 P.M. C.T.
Kansas State University Purchasing Office RE: # [41529]
2323 Anderson, Suite 500
Manhattan, KS 66502