This is a Request for Proposals (RFP) issued by the University of Hawaii for a digital agency.
Founded in 1907, the University of Hawai’i at Manoa (UHM or UH Manoa) is part of the 10-campus University of Hawai’i System (UH System). It is the state’s only research university and is known for its pioneering research in such fields as astronomy, cancer research, genetics, linguistics, oceanography, and Pacific Islands and Asian area studies. Other recognized programs include creative media, earth and ocean science, engineering, environmental law, health and medicine, international business, nursing, tropical agriculture and urban planning. The flagship campus within the UH System, UH Manoa is home base to critical research enterprises that collectively serve as a key economic generator for the state. In this capacity, it is a leading engine for economic growth and diversification through partnerships with other UH institutions, local businesses, national and international entities, and government agencies.
The campus is located on 320 acres in Manoa Valley, just outside of downtown Honolulu, Hawaii on the island of Oahu. It is accredited by the Western Association of Schools and Colleges (WASC) and is home to more than 18,800 students.
One of 17 colleges and schools at UH Manoa, the College of Social Sciences (CSS) is among the largest of UH Manoa’s units. It provides 15 to 20 percent of student semester hours and degrees awarded, as well as 10 to 15 percent of all available campus majors through its twelve academic programs, which include Anthropology, Communication/Journalism, Economics, Ethnic Studies, Geography, Political Science, Psychology, Public Administration, Public Policy, Sociology, Urban and Regional Planning, and Women’s Studies.
Faculty, staff and students at CSS are engaged in a broad range of research endeavors that address fundamental questions about human behavior and the workings of local, national and international political, social, economic and cultural institutions. CSS offers a vibrant student-centered academic climate supporting outstanding scholarships through internships. Active and service learning approaches to teaching prepare students for the life-long pursuit of knowledge. All this, together with the College’s international focus (particularly in the Asia Pacific region) positions CSS to produce graduates who are poised to become leaders in public and private enterprises throughout Hawai’i and Asia.
Several years ago, UH Manoa conducted research to obtain a locally-based community assessment of the perception of the university, its image and the decision making factors influencing students when selecting their college of choice. The study indicated that, although Hawai’i residents have a general awareness of UH Manoa, they are not knowledgeable about its academic reputation and programs of national rank. To compensate, the Manoa Chancellor’s Office undertook initiatives to improve its website (a primary source of information for students, counselors and parents), update collateral pieces, and increase advertising. However, these efforts were focused at the campus-wide level and not the college- or school-level, and have resulted in unrealized opportunities to increase visibility and positive public awareness of CSS.
In the face of aggressive and well-funded marketing and student recruitment efforts by competing institutions, it is critical that CSS define its brand identity, and develop and implement a strategic marketing campaign to increase visibility and awareness.
To facilitate these efforts for CSS’ target audience, the College aspires to deploy a fresh, exciting, innovative and cutting-edge website with levels of effectiveness comparable with the following websites:
- University of Chicago: http://www.uchicago.edu
- University of Nebraska-Lincoln: http://www.unl.edu
- University of British Columbia: http://www.ubc.ca
- Bates College: http://www.bates.edu
Scope of Work:
The primary project objective is to redesign the existing CSS website into an effective student recruitment and retention tool, thus increasing student enrollment and success in both courses and degree/certification programs offered by our academic units. The secondary project objective includes, but is not limited to: (1) Elevate public awareness and appreciation of CSS as a world class institution by highlighting the College’s research enterprises; and (2) Enhance and support alumni and donor relations, and encourage engagement. To meet these objectives, the redesigned website must effectively service target audiences which include the following:
1) Prospective Students
- a) Traditional, Non-traditional and Transfers
- b) Local, National and International
2) Current Undergraduate and Graduate
3) Parents and Guardians
4) Counselors and Advisors
5) CSS Faculty and Staff
6) CSS Alumni and Donors
7) CSS Affiliates and Partnering Institutions
8) General Public
January 5, 2018
OFFICE OF PROCUREMENT AND REAL PROPERTY MANAGEMENT
UNIVERSITY OF HAWAII
1400 LOWER CAMPUS ROAD, ROOM 15,
HONOLULU, HAWAII 96822
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