University of North Carolina School of Arts Issues PR & Marketing RFP


The University of North Carolina School of the Arts (, the University of North Carolina system’s conservatory for the arts, dedicated to the professional training of students possessing exceptional talents in the performing, visual and moving image arts has issued an RFP to secure an agency partner to develop the strategic and creative direction of the School’s recruitment marketing platform.

UNCSA offers students focused, intensive, professional training at the high school, baccalaureate, and master’s levels in its schools of Dance, Design and Production, Drama, Filmmaking   and Music. The school is also a leading school for Public Relations.

Deliverables will include creative for targeted recruitment advertising and institutional, or image-building, advertising, as well as production of a suite of optimized collateral materials for recruitment of prospective students.  UNCSA seeks to have an integrated marketing plan across traditional and non-traditional marketing channels, both print and digital (radio, TV, web), to ensure that all marketing touches are identifiable and consistent with UNCSA’s new branding.

The University of North Carolina School of the Arts is seeking:

Market Research:

To define target audience and glean current awareness/ perceptions of institution for that audience. What is positioning in the marketplace? What are compelling points of differentiation?


  • Evaluation of the efficacy of the current suite of recruitment collaterals and how they serve the needs of our Admissions counselors, deans, and faculty who recruit students directly. Develop a recommendation for the optimal suite of materials, with budgetary input.
  • Evaluation of the media mix of the current advertising plan for a budget of $220,000 for recruitment and institutional
  • Both evaluations (of the collaterals and advertising) must consider an umbrella marketing strategy for the entire university versus a siloed, or arts school-specific, marketing strategy, or any combination of the two.

Strategy Development

A list of ranked recommendations for achieving a total integrated, cost-effective solution for making UNCSA stand out among peers institutions and competitors.

The Creative

n Development of a new suite of recruitment collateral. In Adobe Creative Suite. Development of recruitment and institutional tag lines as appropriate. Development of a new advertising campaign or campaigns, depending on strategy, and complete with creation of templates.

Proposals are due by January 4, 2016 and should be submitted to: Allen R. Carnes Director, Campus Procurement Services,, 336-770-3320


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