Alabama Agricultural & Mechanical University (AAMU) seeks to retain a marketing consultant, firm, or organization to assist the University in launching and assisting to accomplish the goals and objectives of the AAMU “Reimagine” Initiative. This RFP outlines the expectation and timeline for scope of work. The selected marketing consultant, firm, or organization will possess the capacity and competencies on a full range of services, including conducting successful branding initiatives similarly sized educational, public, and non-profit organizations ultimately resulting in donations from individuals, organizations, companies, foundations, philanthropists, etc

The goal of the AAMU “Reimagine” Initiative is to move Alabama’s largest HBCU to the forefront of education for the socially and economically disadvantaged. AAMU “Reimagine” builds upon and further expands upon the University’s Strategic Plan 2015 – 2025: Into the Future, specifically Strategic Priority 5: Enhance the University’s Image and Recognition. The initiative has challenged the institution to view its future in an imaginative, yet strategic manner resulting in the development and compilation of cutting-edge futuristic projects, programs, initiatives, facilities and infrastructure enhancements that will propel the University into international recognition and elite ranking among our regional and national peers. The ultimate goal is to receive $750,000,000 in donations to fund over 65 potential projects and/or initiatives


AAMU is a historic, student-friendly and community-focused institution of higher learning. Reflecting on its heritage as a historical black college and university (HBCU) and a traditional 1890 land-grant institution, AAMU functions as a teaching, research and public service institution, including extension. Founded in 1875 by a former slave, Dr. William Hooper Councill, AAMU is a dynamic and progressive institution with a strong commitment to academic excellence. The serene, intimate campus is situated on “The Hill,” only a short distance from downtown Huntsville, the site of the school’s founding. With an enrollment of approximately 6,000 students and a budget of $192M, Alabama Agricultural and Mechanical University provides more than 60 undergraduate, graduate and certificate programs and concentrations, a diverse international faculty, 50 plus student organizations, and an extensive alumni network comprised of politicians, educators, entrepreneurs, doctors, lawyers, engineers, scientists, authors, artist, and more, many of whom are change agents on the local, national and international stage. The University’s academic curriculum is organized into four Colleges:

1. Agricultural, Life and Natural Sciences 

2. Engineering, Technology and Physical Sciences 

3. Education, Humanities and Behavioral Sciences 

4. Business and Public Affairs

Scope of Work:

Alabama A&M University seeks to position itself as a leading institution nationally. As a public, land-grant HBCU, many of our students are first-generation with more than 90% needing financial assistance. Yet, Alabama A&M is consistently underfunded by the State of Alabama, a state that is also considered the birthplace of civil rights. In spite of our challenges, however, we continue to be a top producer of minority STEM graduates nationally, one of the top forestry programs in the Southeast, and producer of business and industry leaders nationally. Our professors produce world-class research, and we have a president whose current tenure at Alabama A&M is perhaps one of the longest at public HBCUs at the time. For this reason, the time is now that we create Alabama A&M University “Reimagine.” AAMU “Reimagine” envisions the University having the resources needed to provide state-of-the-art facilities, world class academic programs, and the implementation of major strategic initiatives and partnerships. We are currently in the process of identifying those desired resources and initiatives. The goal isto work with a reputable, national marketing and/or public relations firm to aid in strategy, placement, and pitch to attract Corporate America to invest hundreds of millions of dollars into Alabama A&M University. Although the investment aspect of this is what is desired, this is not intended to be a public capital campaign only a branding initiative. The University realizes that we need a national, sustainable branding effort that attains the attention of Fortune 100 companies and major global media outlets, such as CNN, MSNBC, FOX, Huffington Post, The Wall Street Journal, The USA Today, etc. This type of effort would expose the nation to our resources, expertise, and capabilities, while also making specialized introductions between Alabama A&M’s Board of Trustees, President, senior leadership, marketing/development team and Corporate America/national press. This effort should result in relationships between Alabama A&M University and those external entities that lead to significant short-term investments, while also laying the groundwork for viable long-term investments.


The University has identified over 65 potential projects/initiatives totaling more than $750,000,000. Those potential projects/initiatives include Centers of Excellence, Lecture Series, Academic Programs and Research Initiatives, Student Engagement and Development Initiatives, etc. 

Due Date:

5/21/2021 @ 5 pm.


Malinda Swoope, Ph.D. at, or via phone at 256-372-5230 (office), or 256-929- 3720 (cell)

Relevant agencies include Finn Partners and Zeno Group.

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