DUE DATE: July 21st, 2023 3:00PM
PURPOSE & SCOPE OF WORK
Coppin State University (CSU) seeks a qualified firm to submit offers to assist in the development and delivery of a university-wide comprehensive brand marketing strategy and execution of updating the university’s brand creative. The selected firm will be expected to consult with and provide focus for the talented team of marketing and creative professionals in the Office of University Relations. This endeavor is to be fully integrated with the work of the office and engage a wide range of constituencies. The collaborative effort should be anchored by Coppin State University’s strategic priorities:
1. Become a university of choice
2. Improve the holistic development and completion rates of our students
3. Advance our brand and reputation
4. To be a great university at which to work
5. Enhance our teaching and research excellence
OVERVIEW OF EXPECTED DELIVERABLES
STRATEGIES
• Develop and execute a comprehensive brand/marketing strategy that addresses:
o Strengthening the University’s position in the higher education marketplace
o Differentiating CSU from its competitors
o Increasing applications and enrollment
o Active engagement with the CSU student body and alumni
• Develop and execute social media strategy and posting for internal and external audiences.
• Develop university branding and marketing strategies to revitalize the brand.
• Acute focus on supporting academic affairs, enrollment, retention and fundraising efforts in
branding strategies that align with the overall strategy.
BRANDING
• Assess Coppin’s existing brand and update/create brand architecture, identity, and positioning.
• Engage campus stakeholders including students, faculty, staff, alumni, and surrounding
community to gain existing brand perspectives.
• Develop creative brand elements for visual, voice, messaging, persona, etc.
• Develop a visual and editorial style guide.
• Develop/Integrate a 2023-24 marketing campaign.
• Develop and present a brand architecture and framework based on brand discovery and
familiarity.
• Brand promise, brand rationale, brand attributes including brand personality, essence,
voice (tone/positioning), style notes and accompanying characteristics.
• Develop a set of core brand positioning statements that capture the unique attributes and value
of the university for use across broad communication platforms.
• Quick reference points for core areas of academics, research, service/outreach, etc.
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RFP NO. 0006-2023 Marketing and Branding Consulting Services
• Develop target messages by audience including prospective students (freshman, transfer,
adult/non-traditional, graduate and parents of prospective students), current students, faculty
and staff, alumni/development, employers of UMSL graduates and research and community
engagement partners.
• Provide integration and overall plan development recommendations.
ADVERTISING
• Assist with creating a brand marketing campaign inclusive of ad placement in traditional and nontraditional mediums.
• Provide guidance on selecting advertising mediums that follow successful trends.
• Act as the media planning and buying partner for planning and execution of the University’s digital
media buy strategy and campaigns to support student recruitment and retention, as well as other
institutional strategic priorities.
• Act as the media planning and buying partner for planning and execution of
the University’s traditional media buy strategy and campaigns to support student recruitment and
retention, as well as other institutional strategic priorities.
• Provide all materials to media outlets in accordance with media deadlines.
• Perform visual, copywriting, and editing execution for all advertising mediums.
• Creative development and production of print, billboard, social media and digital advertising
needs.
• Provide media buy monitoring, data collection, and recommendations;
OTHER RELEVANT NEEDS
• Define the key target markets and identify the gaps between perceived and actual market
positions.
• Establish clearly defined benchmarks and monitoring of effectiveness, including recommendations
for redirection of resources as needed.
• Bring a spirit of unbridled creativity, innovation, collaboration and energy to all phases of the
project.
• Copywriting support as needed.
• Graphic design support as needed.