Marketing RFP Issued By Aiken Technical College
Aiken Technical College is seeking proposals from qualified offerors to provide Marketing & Creative Design Services to review and update the College’s logo, branding, signage and visual identity. The overall creative services efforts are to maximize the use of marketing and promotional agendas to increase the Aiken Technical College brand recognition overall.
Marketing Goals: The overall goal of the ATC marketing effort is to evaluate, anticipate, and where possible, predict the rapidly-changing demographics and other characteristics of students considering enrollment in any program that is offered by Aiken Technical. Ongoing and significant changes in student perception and habits, and in the ongoing evolution of higher education in particular, call for a strategic, innovative marketing approach.
The overriding goal of all marketing and advertising efforts is to support all of ATC’s enrollment-producing areas in generating increases in applications, enrollments, retention and program completion. b) Mission Statement: Aiken Technical College is a public, open-door, two-year, comprehensive institution of higher education established to provide citizens of greater Aiken County opportunities for educational and workforce development.
Scope of Work:
The Contractor shall address revenue goals included in the current Aiken Technical College Strategic Plan.
b) The Contractor shall work as a collaborative partner in the development and implementation of comprehensive strategic marketing programs that promote, enhance, and provide a consistent image of ATC, and that will be instrumental in generating increased revenue. Programs will be designed to increase visibility thereby increasing enrollment, recruitment and retention numbers. The Contractor must be able to devise specific marketing strategies relevant to the College and its institutional goals.
c) The Contractor will be instrumental in the development of creative branding that generates a new sense of excitement designed to attract large segments of both traditional, as well as non-traditional students. Creative materials will be consistent with the ATC branding messages, new and established. The Contractor will work jointly on brand message modification if/as necessary. Creative is needed to respond to the unique needs of a variety of audiences, whose preferences will be relevant to shaping Aiken Technical College marketing programs now and in the future.
d) The Contractor will be instrumental in the development of varied collateral production and promotional materials targeting audiences for growth in enrollment, recruitment and retention.
e) The Contractor will assist in the development of a fresh visual identity to include, but not limited to, new logo, guidance for creating subsidiary logos using the main ATC logo (i.e. Foundation, Alumni, Divisions, etc.) Updated, refined color palette, typefaces and visually identifiable designs.
f) The Contractor will contribute to creation of new/updated slogan to include key talking points for target audiences.
g) The Contractor will participate in creating a new branding and style guide to be utilized by the college.
h) The Contractor will provide advertising and promotional assistance to Aiken Technical College upon request. The type of assistance required will include, but not be limited to, photographic needs, collateral design, advertising layout and production, media/news event coordination, design and placement of billboards, and other media placements.
i) The Contractor will assist, upon request, in signage design by providing appropriate media and layout for internal and external signs, to include building recognition and signage across campus.
j) The Contractor will provide public relations assistance to Aiken Technical College upon request. The type of assistance required will include, but not be limited to, strategy planning, contact assistance, news release and media alert drafting, identifying new opportunities, story placements, and maintaining ‘clips’ records and files.
Due Date: 11/26/2021 11:00 am
Aiken Technical College 2276 Jefferson Davis Hwy. Graniteville, SC 29829
Hunter PR and SSPR are agencies to consider for this assignment.