University of Houston Issues Brand Identity RFP

The University of Houston is in search of an experienced marketing agency to conduct higher education research on the University’s brand and develop local and regional positioning recommendations. This agency will also conduct research to help the new University of Houston College of Medicine establish a unique voice and tone within the University’s brand. The multifaceted UH brand identity and image assessment will assist in determining UH’s brand perception in the marketplace by analyzing key audience segments including but not limited to diverse communities, prospective first-time in college students and their parents, transfer students, prospective graduate students, school counselors, alumni, donors, business leaders and the general public. The results of this work will provide a positioning platform to help the University develop future marketing and communication strategies.

The comprehensive research on the UH College of Medicine will measure its awareness and perceptions by analyzing key audience segments- including but not limited to UH administration, College of Medicine leadership, faculty and staff, prospective faculty, community healthcare partners, influencers, premed undergrad college students, and students in residency programs. Taking into account the research findings and the UH College of Medicine’s mission and vision, the results of this work will provide a voice and tone for the UH College of Medicine.

Background:

The University of Houston System (System) comprises the largest Texas state institution system of higher education located in an urban, metropolitan environment. The UH System’s research and scholarship is globally significant, nationally competitive, and serve as an engine for economic development, while its public service activities enhance the quality of life in the region. The UH System offers undergraduate and graduates degree programs in a variety of disciplines; courses are conducted throughout most of the calendar year. The student population of the University of Houston (“University” or “Owner”) is comprised of over 46,000 students.

The University of Houston employs approximately 2,700 faculty members and 4,000 staff members. The other component universities, in surrounding areas, include: the University of Houston-Clear Lake, located in the far southeast Houston-area, which has a student population of approximately 9,000 students, 800 faculty and 600 staff members; the University of Houston-Downtown, located in downtown Houston, which has approximately 14,000 students, 750 faculty and 600 staff members; and the University of Houston-Victoria is located approximately 100 miles southwest of Houston and serves over 4,300 students, 200 faculty and 300 staff members.

The University of Houston is in search of an experienced marketing agency to conduct higher education research on the University’s brand and develop local and regional positioning recommendations. This agency will also conduct research to help the new University of Houston College of Medicine establish a unique voice and tone within the University’s brand.

Respondents are encouraged to propose contractual arrangements offering the maximum benefit to the University in terms of (1) services to the University, (2) total overall cost to the University, and (3) project management expertise. Proposers should describe all educational, state, and local government discounts, as well as any other applicable discounts that may be available to the University in a contract for Services.

Scope of Work:

For UH, the selected agency will:

Provide a thorough assessment of the University’s current position in the marketplace by targeted audiences.

Review and consider past research and data about UH in developing the survey instruments and assessments.

Conduct research among various audiences to 1) measure awareness of the UH brand, 2) assess prospective-student selection factors, and 3) assess perceptions of UH’s position in Houston and surrounding areas, Austin, San Antonio and Dallas.

·         Each target audience will be selected with assistance from the University to ensure that considerations of multiculturalism and diversity are central.

·         Key Audiences include:

·         Prospective Students

·         High School Students

·         Transfer Students

·         Graduate Students

·         Current Students

·         Transfer Students

·         First-time-in-college students

·         Graduate Students

·         Alumni

·         Influencers

·         Guidance Counselors

·         Higher Education Peers (community colleges)

·         Employers/Business Community

·         General Public

·         Use a mix of qualitative and quantitative research methods to ensure well-rounded, high-quality research.

·         Use current student and alumni surveys to define what UH is and what it does well from the student perspective.

Develop personas for each respective audience listed above based on research results.

Outline positioning attributes and recommendations per audience segment that will guide future marketing initiatives to enhance the University’s visibility and distinctiveness.

For UH College of Medicine, the selected agency will:

·         Provide a thorough assessment of the college’s current position in the marketplace by targeted audiences.

·         Conduct research among various audiences to 1) measure awareness of the college

2) assess prospective-student selection factors, and 3) assess perceptions of the college locally and regionally.

·         Each target audience will be selected with assistance from the University to ensure that considerations of multiculturalism and diversity are central.

·         Key Audiences include:

·         UH Administration

·         UH College of Medicine

·         Leadership

·         Faculty

·         Staff

·         UH Community

·         Current Premed Students

·         Prospective Faculty

·         Community Healthcare Partners

·         Influencers

·         Primary Care Physicians

·         Peers (medical schools)

·         Parents

·         Bloggers (premed students)

·         Students in Residency Programs

·         Premed Undergraduate College Students

·         Use a mix of qualitative and quantitative research methods to ensure well-rounded, high-quality research.

·         Establish baseline data to measure brand equity.

·         Develop personas for each respective audience listed above based on research results.

·         Identify a voice and tone for the college and positioning attributes per audience segment that will guide future marketing and communication initiatives to enhance the college’s visibility and distinctiveness.

Due Date:

October 10, 2019

Address:

UH – Purchasing Department

Attn: Bryan Roche

5000 Gulf Freeway, Bldg. 1, Room 214

Houston, Texas 77204-5015

Zeno Group and W2O Group have relevant experience.

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