University of South Carolina Aiken Issues Branding RFP
The University of South Carolina Aiken Campus has issued an RFP for marketing and branding services.
The primary mission of the University of South Carolina Columbia is the education of the state’s citizens through teaching, research, creative activity, and community engagement. Among America’s oldest and most comprehensive public universities, USC Columbia is the major research institution of the University of South Carolina system and its largest campus, enrolling approximately 21,000 undergraduate students and approximately 8,000 students in graduate and professional programs.
Recognized by the Carnegie Foundation as a top research and service institution, nationally ranked in start-up businesses, and conferring over 30% of all bachelor’s and graduate degrees awarded at public institutions in South Carolina, the University has a profound relevance, reach, and impact on the people of the state. As the flagship institution of the state system, USC Columbia leads the way in providing all students with the highest-quality education, including the knowledge, skills, and values necessary for success and responsible citizenship in a complex and changing world through engagement in nationally and internationally ranked research, scholarship, community outreach, and artistic creation.
SCOPE OF WORK/SPECIFICATIONS
The University of South Carolina Aiken Campus (University) desires to develop a university-wide marketing and branding strategy with extensive branding and marketing experience in a variety of sectors including higher education. The University seeks a knowledgeable, proven partner who will help identify market niche and articulate the University brand to its audiences. The Contractor shall develop and implement robust marketing strategies that enhance the image of the institution in local, regional, national and international markets. The plan should create a consistent, unifying brand message that will allow the University to effectively position itself within today’s highly competitive landscape of higher education.
Deliverables include brand messaging, creative, internal brand rollout, and website design.
Requirements
Market research, including external and internal assessments to identify current brand strengths and opportunities, unique brand position, etc. The research deliverables will be reports, presentations or other agreed-upon products reflective of research results. Outcomes will yield evaluative reports with strategic direction for positioning, differentiation, and the associated communications plan and digital and print communications products.
Identify a consistent, university-wide brand message that the University can use to position itself in the higher education market. This will include the creation of a brand campaign creative that embodies the new branding and that will inform the design and feel of future collateral pieces.
Develop a robust strategy for implementing the brand across multiple communications channels to reach target audiences to aid in increasing applications and awareness of the university.
Aid in the redesign of the University website that fits with the newly established branding and meets the needs of prospective students and other constituent groups, including responsive web design that optimizes the user experience across all platforms and devices.
Proposal due by August 3, 2016 to:
University of South Carolina
1600 Hampton Street, Suite 606
Columbia SC 29208
Lou Hammond & Associates is one of very few national PR firms with a South Carolina presence.
