UNC Marketing RFP
Date of Issue: 08-26-2024
Bid Opening Date: 09-09-2024 @ 1:00 PM EST
Direct all inquiries concerning this IFB to:
Mark Thomas Sillman
Associate Director Purchasing Services
Email: mark_sillman@unc.edu
1.0 PURPOSE AND BACKGROUND
1.01 PURPOSE:
This bid document is being issued to obtain a contract to provide market research and branding services for the University of North Carolina at Chapel Hill, for its Office of University Communications. The University seeks to embark on a comprehensive marketing research project to refresh and streamline the University’s branding elements. The University envisions this project as a pivotal step towards aligning its brand with the evolving landscape of public higher education and its role as a leading global research institution. The selected firm will be tasked with the meticulous examination of the current brand positioning, followed by research and development and implementation of a refreshed brand strategy that resonates with the institution’s values, goals, and diverse groups of stakeholders.
The scope of work encompasses a detailed analysis of the institution’s brand perception, both internally and externally, identification of key differentiators, and the creation of a brand strategy that aligns with the University’s values, goals and market placement. The firm will be expected to deliver a comprehensive report, a strategic brand plan, and implementable guidelines for the university, as well as creative aspects to inform the look, feel and sound of university creative deliverables, such as themes for digital marketing, web communications, videos, social media elements and other brand presentations.
This project will be a collaborative effort, with designated points of contact from both the institution and the firm. Regular communication and updates will be integral to the project’s success, with structured reporting and review processes in place to monitor progress and address any challenges that may arise.
Budget considerations and payment terms will be transparently conveyed, with a clear schedule for disbursements contingent upon the achievement of specified deliverables. The institution will also outline the criteria for payment approvals, ensuring fiscal responsibility and accountability.
Below is a profile of UNC-Chapel Hill as well as some key facts and figures to provide additional background.
1.02 BACKGROUND:
University of North Carolina at Chapel Hill
UNC-Chapel Hill, the nation’s first public university to award degrees, prepares talented students from different perspectives and life experiences to become creators, explorers, innovators and leaders.
Carolina’s innovative teaching, campus-wide spirit of inquiry and dedication to public service continue a legacy that began when the University was chartered in 1789.
In Chapel Hill, students develop a voice for critical thought and the courage to guide change. They connect to the future they’re already shaping and prepare with one another to solve the grand challenges of our time.
Carolina is passionately public and committed to ensuring that every student who earns admission can come to Chapel Hill and thrive.
Our world-class research, over a billion-dollar enterprise, has quadrupled over the past two decades, firmly establishing Carolina as one of America’s top-ranked research institutions. That success spurs opportunity and innovation that grows North Carolina’s economy, creates jobs and supports Tar Heel businesses.
Students, faculty and staff are on the cusp of exciting breakthroughs in cancer, environmental challenges, chronic diseases and data and computer science.
Through Carolina Across 100, a five-year initiative, we partner with communities in all 100 counties to address critical challenges facing North Carolinians, including youth unemployment and suicide prevention.
In its third century – an era of groundbreaking study and discovery – UNC-Chapel Hill is harnessing the very best of our fast changing world. We’re proud to advance knowledge for this and each generation to come.
Carolina ranks among the top universities in the nation and around the world. In 2024, U.S. News & World Report listed Carolina 4th among the country’s public universities and 22nd overall. It was also ranked 14th for best value among public universities for the 19th time.
Numerous graduate programs also are highly ranked – 20 were in the top 10 nationally – by U.S. News & World Report for the 2024 edition of “Best Graduate Schools.” For the third time in a row, UNC’s Eshelman School of Pharmacy was ranked No. 1 in the U.S., and the Gillings School of Global Public Health was ranked second of 213.
Our Commitment to Access and Affordability
UNC-Chapel Hill is among the nation’s few public flagship campuses to practice need-blind admissions and provide low-debt, full need student aid. This approach makes the promise of a Carolina education possible for all academically qualified students regardless of their financial means.
Carolina has long been one of the nation’s only two public universities to fund 100 percent of demonstrated need among eligible students.
The Carolina Covenant, a ground-breaking program, supports the full financial need of academically qualified low-income students so they may graduate debt-free. The program has brought over 10,500 scholars to Chapel Hill and led to dramatically improved graduation rates among our lowest-income students. Recent enhancements include a support network to help Covenant Scholars increase career readiness and admission to advanced degree programs.
The Carolina Student Transfer Excellence Program (C-STEP) partners with 14 North Carolina community colleges – most in rural counties – to identify talented low-and moderate-income community college students and to provide a pathway for admission to
UNC-Chapel Hill.
The Carolina College Advising Corps places recent UNC-Chapel Hill graduates as admissions and financial-aid advisers in 82 underserved high schools across North Carolina to reinforce the advantages of a college education and guide prospective students through the admissions process.
In addition, the university ensures that students whose families make under $80,000 per year and have typical assets will have all of their college costs covered.
Powerful Research Impact Benefits North Carolina and Beyond
Our campus conducts over $1 billion of sponsored research, ranking as the 13th largest U.S. research university in volume and annual expenditures and 10th for total federal funding. With a record-breaking $1.2 billion in awards in fiscal 2022, our researchers continue to drive research projects and experiments for external sponsors including federal agencies, industry partners and nonprofits.
The faculty’s expertise – spanning a broad range of health, behavioral, social and environmental sciences – drives innovations and breakthroughs in many fields, from gene therapies and the search to cure cancer to population studies and coastal resilience.
During the global pandemic, Carolina emerged as a global leader in COVID-19 research, leading to milestones including a $65 million grant from the National Institutes of Health to create the Antiviral Drug Discovery Center, one of nine established by the NIH. The center will develop oral antivirals that can combat pandemic-level viruses.
UNC-Chapel Hill’s research creates jobs for over 10,400 North Carolinians in projects that span all 100 counties. Since most research funding comes from out of state, that support represents new revenue for North Carolina’s gross state product; spending on research benefits over 3,500 Tar Heel businesses.
