University of Houston Downtown Issues Brand Identity RFP

The University of Houston-Downtown (UHD) is seeking an experienced marketing agency to conduct higher education research on the UHD brand identity and develop local and regional positioning recommendations. The multifaceted assessment will assist in determining UHD’s position in the marketplace by analyzing key audience segments- including but not limited to diverse communities, transfer populations, adult learners, and urban-based/industry driven continuing education prospects. The results of this work will provide a positioning platform to help the University develop future marketing strategies.

Background:

Founded in 1974, University of Houston-Downtown is an urban university with over 14,400 students and more than 39,000 alumni. UHD is the second largest, four-year, public university in Houston and is a separate university within the University of Houston System. Located in Houston’s central business district, UHD offers 45 bachelor’s degree programs and eight master’s programs. UHD is one of the most ethnically diverse institutions in the nation and is recognized as a federally-qualified Hispanic Serving Institution (HSI) and a Minority Serving Institution (MSI). In 2015, UHD was one of five universities in Texas to receive the Carnegie Foundation Community Engagement Classification for its commitment to civic engagement.

Scope of Work:

1. Provide a thorough assessment of the University’s current position in the marketplace by targeted audiences.
2. Review and consider past research and data about UHD in developing the survey instruments and assessments.
3. Conduct research among various audiences to 1) measure awareness of the UHD brand, 2) assess prospective-student selection factors, and 3) assess perceptions of UHD’s position within the UH System.
4. Each target audience will be selected with assistance from the University to ensure that considerations of multiculturalism and diversity are central.
5. Key Audiences include:

o Prospective Students

• High School Students
• Transfer Students
• Graduate Students

o Current Students

• Transfer Students
• First-time-in-college Students
• Recently stopped out students
• Graduate Students

o Alumni

o Faculty

o Staff

o Influencers

• Guidance Counselors
• Higher Education Peers (community colleges)

o Employers/Business Community

o General Public

1. Use a mix of qualitative and quantitative research methods to ensure well-rounded, high-quality research.
2. Use current student and alumni surveys to define what UHD is and what it does well from the student perspective.
3. Develop personas for each respective audience listed above based on research results.
4. Outline positioning attributes and recommendations per audience segment that will guide future marketing initiatives to enhance the University’s visibility and distinctiveness.

Due Date:

October 21st

Address:

University of Houston-Downtown

Purchasing Department

Attention: Lorena Sanchez

One Main Street, Suite S970

Houston, TX 77002

Ruder Finn and Finn Partners have extensive experience in education.