Montgomery College Issues RFP For Brand Awareness and Perceptions Benchmark Study

Purpose:

It is the intent of this Request for Proposal (RFP) to conduct audience research on behalf of Montgomery College and provide results and analysis deliverables in accordance with all terms and conditions contained herein. The College seeks to benchmark its brand awareness among our stakeholders and audiences. Additionally, the College seeks to understand how our messaging about educational excellence, social justice, and community impact is perceived and resonates with stakeholders and audiences.

Background:

Montgomery College, Maryland’s largest community college, is a multi-campus institution which serves about 58,000 students each year, including 27,000 credit students, across three campuses and multiple off-site locations. To support students’ academic and professional goals, the College employs almost 3,000 faculty and staff.

In July of 2016, Montgomery College launched an updated brand, which included a new logo, new tagline (Make Your Move), and new website and advertising. The updated brand messaging and marketing emphasizes the College’s dedication to student academic success, especially for achieving career goals. The College’s overarching brand platform has three primary elements: educational excellence, social justice, and community impact.

Scope of Work:

The College seeks to benchmark its brand awareness among our stakeholders and audiences. Additionally, the College seeks to understand how our messaging about educational excellence, social justice, and community impact is perceived and resonates with stakeholders and audiences. The study should measure perceptions about top-level messaging that may be used in marketing, public speaking, community engagement, government affairs, student experiences, donor experiences, and other touchpoints. Message testing should be part of the design. The analysis of this data should measure effectiveness of the brand messaging driving enrollment, opinion of the College as a higher education institution compared to other institutions, and support for public funding of the College. The analysis should look at the effectiveness of how the College communicates about its attributes and the audience perception of related benefits. This benchmark study should inform the College about its strategic planning, leadership messaging, recruitment marketing, community relations, donor relations, and communications with key audiences. The survey design should ensure that the findings and analysis are as actionable by the College as much as possible.

Audiences:

• Future students and families (high school students who may attend MC)
• Current students and families
• Alumni
• Employees
• Trustees
• Elected officials
• Residents/taxpayers
• Community leaders, business leaders, and thought leaders
• Friends of the College and donors
• Higher education community (colleges/universities, associations)

Deliverables:

• Awarded contractor will engage with College leadership, including onsite meetings, to refine understanding of study objectives and collaborate on survey design.
• Awarded contractor will conduct the research study (which includes obtaining qualitative and quantitative data through surveys and focus groups), produce a draft report for review and a final report based on that review.
• Awarded contractor will provide a methodology report and technical documentation.
• Awarded contractor will provide raw data collected in the project.
• Awarded contractor will provide up to three oral presentations to College stakeholders.

Due Date:

June 27th

Address:

Office of Procurement

9221 Corporate Blvd

Rockville, MD 20850

Weber Shandwick and Stanton Communications have offices in Maryland.