University of Texas at San Antonio Issues Rebranding RFP

The University of Texas at San Antonio Issues Rebranding RFP
The University of Texas at San Antonio Issues Rebranding RFP

The University of Texas at San Antonio (“University”) is soliciting proposals in response to this Request for Proposal number from vendors qualified in the field of rebranding and marketing campaign services.

Description of University:

  • Governance – University is a component of The University of Texas System and a state agency and institution of higher education.
  • Campus Locations. University is located in San Antonio, Texas, and is composed of four campuses:

                                (i) The Main Campus, which includes a 600-acre campus located near Loop 1604 and Interstate 10 (“Main Campus”),

                                (ii) The Institute of Texan Cultures at the Hemisfair Campus located at 801 E. Caesar Chavez Boulevard (“ITC”);

                                (iii) The Downtown Campus located at 501 W. Cesar Chavez Boulevard (“Downtown Campus”); and

                                (iv) The Park West Campus (“Park West”), a 125-acre parcel that is accessible from Loop 1604 and located south of the intersection of Loop 1604 and Kyle Seale Parkway.

University Athletic Department

  • Athletic Department Sports. The University’s Intercollegiate Athletic Department (“Athletic Department”) currently fields seventeen (17) intercollegiate varsity sports as a member of Conference USA (“C-USA”) and the National Collegiate Athletic Association (“NCAA”). University competes for C-USA championships and NCAA Division I National Championships in all seventeen (17) sports. All 17 UTSA varsity athletic programs became full members of C-USA during the 2013-2014 academic year. The football program is a full member of the NCAA Football Bowl Subdivision (“FBS”). University also has served as the host institution for 16 NCAA Division I Championship events since 1997, including three Men’s Final Fours, two Women’s final Fours and two Women’s Volleyball Championships.
  • Athletic Facilities & Non-Collegiate Events. University currently provides fields and facilities to host a variety of non-collegiate events. Each year, University hosts non-collegiate events such as high school graduations, cheerleading competitions, and UIL playoffs that draw approximately 120,000 individuals unassociated with university. In addition, the University Convocation Center, which is the Athletic Department’s current basketball and volleyball stadium (“Convocation Center”), annually hosts University and community events attended by more than 285,000 people. Moreover, University’s Athletic Department programs currently contribute more than $27 million annually to the local economy including operations and the existing sports-tourism base.

Scope of Work:

1. General:

                The minimum requirements and the specifications for the Services, as well as certain requests for information to be provided by Proposer as part of its proposal, are set forth below. As                 indicated in Section 2.3 of this RFP, the successful Proposer is referred to as the “Contractor” or               “Proposer”.

2. Overview of Services:

                The University of Texas at San Antonio Intercollegiate Athletic Department is seeking athletic    proposals from qualified marketing/branding/communications firms to redefine and redesign   the current logos. There are three primary objectives to be met:

  • Rebrand Identity Campaign, that will evaluate the current brand, implement focus groups to gain greater knowledge of how the current brand is perceived in the marketplace, determine effectiveness of brand, and address issues with type treatments associated with brand to determine if the current brand should remain or be retooled for an easier usage.
  • Redesign of primary mark, if the campaign outcomes warrant the second phase based off of feedback, research on roadrunner anatomy as well as research on sports logo branding to develop a new primary logo that still keeps with the University’s main vision. The new mark will reflect the already-defined brand position and help to improve its position and strength in the market.
  • Development of additional marks, that create a secondary tier that accompany the new look and feel for the brand to include; secondary mark, watermark, typography, and minimalistic versions of main brand. To include sports specific and specialty branding marks

                The University intends to enter into a contract with a single firm to fulfill the rebranding identity campaign project. However, the University reserves the right to award one or more parts of the project

3. Evidence of Qualifications:

                Each Proposal must include information that clearly indicates that Proposer can meet or exceed the Scope of Service requirements set forth in this Section 5. This includes providing responses to statements and responding to questions proposed in Section 5 demonstrating the Proposer’s capabilities and experience, in addition to the Proposer’s General Questionnaire (ref. Section 3of APPENDIX ONE).

4. Rebranding Identity Campaign Requirements and Deliverables (Research and Discovery Phase)

                The awarded Proposer will be expected to perform and deliver the following to the University. Using examples from Proposers successful campaigns, explain in detail how the Proposer was able to achieve success in implementing campaigns in the following areas:

  • Identify internal core stakeholders (e.g. students, departments, and chairs), internal but direct stakeholders (e.g. faculty, departments) and external and indirect stakeholders (e.g. alumni, donors, media, taxpayers, peer academics).
  • Engage stakeholder groups at various levels as a part of asset and school’s current brand perception discovery process and strategy development, input and approval processes.
  • Contractor will conduct internal and external audience research (qualitative and quantitative) of brand strength, awareness, and position.
  • Provide brand characteristics of the roadrunners anatomy, color pattern, behavior, strengths, and weakness as part of the brand research.
  • Determine effectiveness of branding in marketplace.
  • Address issues with type treatments associated with brand and determine if brand should remain in its current form or be retooled for an easier usage of font with a redesigned logo.
  • Original brand research (incorporating any existing research) with report of results.
  • Written recommendations for strategies and tactics to increase brand and sub brands awareness.
  • Research a color palette that allows for cost-effective reproduction; as well as easily identifiable for the University exclusive contract manufacture to standardize color patterns to match exact color palette when producing merchandise.
  • Flexibility and Ease of Use – The brand concept must be flexible and adaptable in order to meet the needs of all sports; showcase the overall strength of the Athletic department but allow for the ability to grow and evolve along with market changes. The brand system must be easy to use, tiered, and template so that all can quickly and effectively launch marketing asset that support the brand identity.
  • Present findings to key decision-makers who primarily will be a core team of up to seven (7) individuals from the athletic department.

5. Development of Primary Mark Requirements and Deliverables (Dependent on incremental research needs)

                Proposers will be expected to use brand strategy, student lifecycle communications strategy,    internal and external brand communication strategy, and public relations strategy recommendation to develop an updated visual identity to include, but not be limited to the following:

  • Design – graphic elements / visual identity (e.g. wordmark, typography, color scheme, photography) for the brand and any sub brands.
  • Contractor must develop two (2) versions of the design:

                1) Rowdy as the Primary Mark;

                2) Sub brands beneath it.

  • Design Guidelines – specific guidelines to provide clear direction for design execution across audiences, touchpoints, channels and experience in both print and digital environments.
  • Specifications to the Athletics Brand Identity Guide may include the following:

                1) One (1) primary mark (must incorporate brand colors based on the palette research in the discovery phase)

                2) Two (2) to three (3) secondary marks (must incorporate brand colors based on the palette research in the discovery phase)

                3) Spirit marks, including full body version and head-only alternative

                4) Word mark. (must incorporate brand colors based on the palette        research in the discovery phase)

                5) Sport mark template, to be used for each individual sport.

                6) Athletics fundraising mark o Color palette and fonts including number set. (must incorporate brand colors based on the palette research in the discovery phase)

                7) Written policy in the form of an Identity Guide. This may include, but is not limited to; Proper use, Limits of use, Color specifications, and Size specifications.

  • Usage – The primary, secondary, word and sports marks are intended for Athletics use only. The spirit mark, e.g., the mascot or an object, is intended to represent school spirit and is used by the University’s Intercollegiate Athletics department and licensed vendors, and is also available for use by other University departments to communicate schools spirit and student involvement to their audiences. The Athletics fundraising mark is intended for use by the Roadrunner Athletic Foundation only.

Due Date:

June 17, 2019


The University of Texas at San Antonio

Purchasing and Distribution Services Department RFP# 743-19-052119LT

One UTSA Circle San Antonio, TX 78249

Agencies with relevant experience includes Zeno group and Hunter PR.

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