Marketing RFP Issued By University of North Carolina at Charlotte
The University of North Carolina at Charlotte was established in 1965 by the North Carolina General Assembly which transformed Charlotte College, with beginnings in 1946, into a campus of The University of North Carolina. It is organized into the following seven colleges: College of Arts & Architecture, College of Liberal Arts & Sciences, College of Business, College of Education, College of Engineering, College of Health and Human Services, and the College of Computing and Informatics. It offers a broad array of degree programs at the undergraduate, graduate, and doctoral levels and also in graduate certificate programs
Background:
Enrollment is approximately 29,700 with 19 percent of the students pursuing graduate degrees. The University is expected to reach enrollment of 30,000 students within the next couple of years. UNC Charlotte has consolidated its partnerships with marketing, design, communications, and production contractors into a more unified, manageable, and centrally directed set of relationships. Combining these activities into a single program allows for the reduction of service costs and improvement of the strategic focus for University communications. UNC Charlotte has organized its communications needs into three basic categories and plans to select a limited number of contractors through this solicitation who will produce the end products for any Colleges, Units, or Groups on campus that require these services. UNC Charlotte is looking to establish convenience contracts with multiple approved local suppliers to be used campus wide on an as-needed basis for the purchase of consolidated marketing services. The categories that will be addressed are Public Relations/ Marketing Initiative, Graphic Design, and Web Design. All projects will be coordinated through collaboration among the respective campus client, the contractor and the University Communications department. Face to face interaction on campus between the contractors and the respective project coordinators is an integral part of all work so preference will be given to contractors based in the greater Charlotte, NC area to facilitate ease of scheduling meetings. Proposals shall be submitted in accordance with the terms and conditions of this RFP and any addenda issued hereto.
Scope of Work:
UNC Charlotte has consolidated its partnerships with marketing, design, communications, and production contractors into a more unified, manageable, and centrally directed set of relationships. Combining these activities into a single program allows for the reduction of service costs and improvement of the strategic focus for University communications. UNC Charlotte has organized its communications needs into four basic categories and plans to select a limited number of contractors through this solicitation who will produce the end products for any Colleges, Units, or Groups on campus that require these services. The categories that will be addressed are Public Relations/ Marketing Initiative, Graphic Design and Web Design. All projects will be coordinated through collaboration among the respective campus client, the contractor and the University Communications department.
The Contractor must be capable of providing the following services under this contract for each of the functional areas; contractors may submit a proposal that addresses one, two, or all three areas. Public Relations/ Marketing Initiative: It is important that we successfully develop communication strategies that positively position the UNC Charlotte brand. Contractors will be expected to work with the Media Relations team in University Communications to enhance the University’s public image or protect its reputation Contractors would be expected to:
● Develop a strategic, integrated communications plan that reaches the University’s target audiences.
● Create public relations strategies that elevates the brand reputation of the University locally, statewide and nationally with key audiences. This includes but is not limited to strategies and content development for: earned media, multimedia message and story development, social media, strategic partnerships, identifying and supporting top-tier speaking events, sponsored content and PR/marketing activations.
● Develop media briefings, pitch materials and assist in actively pitching media including staffing media events as needed.
● Assist with media training and preparation of messages for UNC Charlotte leaders (faculty/staff) who will be featured in media.
● Create a media relations strategy, also to include content development, PR activation ideas, pitching to reporters and identifying opportunistic media angles.
● Help execute media relations staffing on site in Charlotte, as needed (i.e. broadcast interviews, PR activation etc.).
● Develop proactive and reactive social media strategy, guidance, execution and counsel, as needed.
● Provide counsel and messaging support on any media/social media issues that arise.
● Provide additional support for monitoring and reporting on PR efforts for initiatives, campaigns and crises, as needed.
● Additional support needs may include but not limited to: Strategies and content development for: earned media, multimedia message and story development, social media, strategic partnerships, identifying and supporting top-tier speaking events, sponsored content and PR/marketing activations.
Graphic Design: Contractors will be expected to have particular strength in brand integration and extension for the University. Designs will be expected to be platform neutral, meaning applicable to a variety of environments including print, interactive media, online or web environments. Tasks in this category may include, but not be limited to the following:
· Conceptual development, design and copy integration to include skill in overall marketing strategy development and the development of creative strategies in support thereof
· Print advertisement design
· Online advertisement design
· Collateral design to include brochure, file, poster, or other materials for direct distribution to an audience
· Direct mail campaign design
· Editorial (magazine or longer format) design
· Text editing of existing materials
Web Design and Interactive Media: Contractors will be expected to have the ability to integrate brand design and other brand attributes into centrally supported Content Management System (CMS) environments. As necessary, Contractors will work with the University’s ITS staff on the development side of web communications; prior experience working with Drupal, the current University CMS, is essential for these tasks. Contractors will also be expected to have the capacity to assist the University with centrally supported Social Media efforts.
Due Date:
Tuesday, October 27, 2020 At 2:00 PM ET
Address:
Agencies to consider includes RF Binder and Finn Partners.
