University of Massachusetts Issues Online Branding RFP

University of Massachusetts Issues RFP For Online Branding Services

UMass Online is seeking information from qualified branding and marketing firms with proven experience and expertise in providing brand management for a large, national, online learning program.

UMOL is in the exploratory stage of evaluating market opportunities, business models, and operating models to advance from the current model and structure to a comprehensive, student-centered, system-wide enterprise model for online learning delivery to aggressively increase access to affordable high quality post-secondary education to Massachusetts residents and beyond.


With a rich history in delivering online learning and blended learning opportunities to students in the state of Massachusetts and across the country, UMass Online has grown steadily for the past five years, eclipsing the 75,000 enrollment mark and $100 M in revenue in 2017. For the fifth straight year, overall enrollments in US Higher Education have decreased while during that same time, enrollments in online learning, specifically in fully online programs, have increased.

To date, UMOL has utilized a distributed model through which programs are developed and launched organically at the College level within each of the four campuses (Amherst, Boston, Dartmouth, and Lowell). UMOL has served as a service bureau to the campuses and programs primarily in the areas of Marketing and Technology.

The University is composed of six (6) distinct operating units, and each of their associated entities and offsite affiliates including:

  • Amherst Campus
  • Boston Campus
  • Dartmouth Campus
  • Lowell Campus
  • President’s Office – Central Administration
  • Worcester Campus

The University’s five campuses and President’s Office are geographically dispersed throughout the state. Each campus possesses a unique and complementary mission. A single Board of Trustees composed of 19 voting members and 3 non-voting members governs the University. The President of the University oversees the five-campus system, and each campus has its own Chancellor.

Scope of Work:

The scope of work for this Request for Information will cover a number of areas as they relate to the creation of a full range of brand management for a large, national, online learning program.

The capabilities should include:

  • Discovery, Research and Analysis
  • Brand Positioning and Strategy Development
  • Creative Concept Development
  • Media Strategy and Plan Development

○ Execute Media Plan – Buying, PR Plan and Execution

  • Creative Production, Campaign Development and Execution
  • Review of Current Assets and Materials
  • Review and Assessment of the State System’s Key Competitors
  • Brand Standards Guidelines

Due Date:

August 29th


Agencies to consider include Kwittken PR and Dukas Linden.

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