Purpose:
The Office of University Relations at the University of Wisconsin-Madison is soliciting proposals to assist the University in refinement of brand strategies, developing marketing communications in various formats, and activating those communications for key constituencies. It is critical that these strategies take full advantage of the institution’s brand equity and existing brand platform and positioning while providing the type of messaging and branding flexibility needed by the University’s schools, colleges, key units and affiliated partners. Depending on the nature of a project, the Contractor may be asked to provide brand strategy, marketing research, marketing planning, marketing execution (including digital marketing and in-bound marketing), web development, creative services (including photography and videography) and other activities necessary to support University goals and objectives. Any individual scope of work will be negotiated for each proposer based on the needs of the University department. In general, the size and scope of these projects will range from $5,000 - $50,000.Background:
The UW-Madison is a large university, both in terms of student enrollment (42,000+), and physical size (936 acres on the main campus). The University has approximately 16,000 employees and 2,000 faculty members. The web site http://www.wisc.edu contains many links that will help proposers understand UW-Madison. The University of Wisconsin–Madison strives to be a model public university in the 21st century, serving as a resource to the public and working to enhance the quality of life in the state, the nation, and the world. The university will remain a preeminent center for discovery, learning, and engagement by opening new forms of access to citizens from every background; creating a welcoming, empowered, and inclusive community; and preparing current and future generations to live satisfying, useful, and ethical lives. In partnership with the state and with colleagues around the world, the university’s faculty, staff, and students will identify and address many of the state’s and the world’s most urgent and complex problems. The Office of University Relations exists to tell the story of the University of Wisconsin-Madison through innovative and comprehensive communications with many internal and external audiences; by building and nurturing relationships with local and statewide communities, business and industry; and by fostering partnerships and relationships throughout the state and the world. Part of University Relations’ role on campus is to provide expert marketing and communications support to schools, colleges, departments, centers and other campus units. Given the breadth and size of campus, however, University Relations cannot adequately meet the demand from campus for these services. Thus, this RFP seeks to establish formal relationships with partners who can provide such services to campus units on an as-needed basis.Scope of Work:
Lot 1 – Brand Strategy:
Any projects intended to develop a new brand strategy or refine an existing brand strategy. This may include brand and visual identity work across a variety of channels. Brand strategy would not involve the creation of a new overall institutional brand, but instead would involve extending that brand (including already developed brand assets) into a strategy that could be used by individual units such as schools/colleges, departments or centers.Lot 2 – Marketing Research and Insights:
Any projects that seek to capture and understand consumer insights into university programs, products and services. Projects may include research on audience awareness, audience perception, program/product/service differentiators, barriers to accessing programs/products/services and competitive analysis/bench-marking.Lot 3 – Marketing Planning and Execution:
Any projects that identify a marketing goal, build a marketing plan to reach that goal, and execute the tactics of the plan. Marketing planning involves working with a unit (school, college, department, center, etc.) to address an identified marketing need. Expected work product would be a marketing plan that could include, messaging strategy, media strategy, digital strategy, social strategy, etc. Additionally, some university clients may require assistance in the tactical execution of marketing plans, including lead generation (see Lot 5 – Inbound Marketing), message creation, creative production, media buying (see Lot 4 – Digital Marketing Services), and analytics reporting.Lot 4 – Digital Marketing Services:
Any digital marketing services focused on generating awareness, interest, and consideration for UW-Madison programs, products and services. Digital marketing services may include:- Digital marketing campaign strategy development
- Paid media planning and buying in paid search, display advertising, pre-roll video advertising, re-targeting, Geo-fencing, and other tactics
- Paid media plan management, tracking, and optimization
- Creative development and execution of digital ads
Lot 5 – Inbound Marketing:
Inbound marketing services will include audience engagement and overall lead management via automated marketing; including marketing research, lead development, marketing development and deployment; potential and internal coaching on lead management. Vendors will be required to effectively produce marketing tactics and strategies required to meet program goals, including:- Development of email templates and execution of email marketing campaigns
- Development and execution of landing pages
- Content marketing campaigns, including webinars and social content, for lead generation and to maintain interest and consideration
- Event marketing to generate action
- Lead analysis to ensure the right message is communicated at the right time
