The University of Texas at Arlington is requesting proposals to provide services related to strategic communications and marketing. The selected organization(s) will work in close collaboration with specified university leadership, to develop targeted and comprehensive communications and marketing plans, to position UTA as a leading R-1 university, in accord with its aspirations and recent successes building and enhancing UTA’s reputation locally and globally, in line with its Strategic Plan and in support of institutional goals related to reputational growth, increased philanthropic support, stakeholder engagement, enrollment goals and objectives and to further the research enterprise.
Background:
The University of Texas at Arlington is a Carnegie Research-1 “highest research activity” institution. With a projected global enrollment of close to 57,000 in Academic Year 2016-17, UTA is the largest institution in The University of Texas System. Guided by its Strategic Plan Bold Solutions | Global Impact, UTA fosters interdisciplinary research within four broad themes: health and the human condition, sustainable urban communities, global environmental impact, and data-driven discovery. UTA was recently cited by U.S. News & World Report as having the second lowest average student debt among U.S. universities. U.S. News & World Report also ranks UTA fifth in the nation for undergraduate diversity. The University is a Hispanic-Serving Institution and is ranked as the top four-year college in Texas for veterans on Military Times’ 2017 “Best for Vets” list.
The University’s main campus in Arlington includes approximately 420 acres bisected by Trading Horse Creek and more than 100 buildings (the “Campus”). UT Arlington is home to the city’s first mixed-use, residential and retail development – College Park District. The 7,000-seat College Park Center is the district’s centerpiece and the new home court for UT Arlington basketball and volleyball, concerts, commencement exercises and other major events. The two (2) other campuses operated by the University are located in Fort Worth, Texas, at Riverbend Park and the University of Texas at Arlington Fort Worth Center.
Scope of Work:
Phase One
- Perform a communications audit/review of existing UTA assets related to communications and marketing including, but not limited to, documents, marketing collateral, prospect proposals, existing marketing plans and digital assets. This could entail a mixed methods approach including quantitative data and qualitative interviews as appropriate.
- Market Research: Conduct research that provides market data related to the current and aspirational positioning, as well as competitor positioning in the marketplace including print, digital advertising and social media.
- Deliverable Time Frame: Not to Exceed 90 business days
Phase Two
- Develop and deliver a plan to accomplish the key objectives outlined under SECTION 1.2.
- Develop and deliver a brand platform that provides documented concepts and guidelines for the structure, use and positioning of the University’s brand and associated messaging. The platform needs to address and include print, digital, video, advertising and other suggested delivery methods that will achieve the goals and objectives.
- The plan needs to include information and specific strategies & tactics to position the University with targeted audiences (identified as part of the research process in Phase 1) in the DFW Metroplex; influencers related to the reputational rise/ranking of the University, legislative and elected officials, donor prospects, internal constituents, alumni and perspective students.
- Deliverable Timeframe: Not to exceed 90 business days
Phase Three
- Execution plan of the strategies and tactics including goals, priorities for action (implementation plan), defined metrics and measurements for success for both internal and external audiences and stakeholders.
- Short and long term execution plans and budgets by target audience and goal, as well as channel deliverables including but not limited to website, events, email and direct mail, advertising, op-eds and public relations efforts.
- Provide documented recommendations to prioritize and optimize technology investments related to the execution plan, including a framework that allows for experimentation with new and emerging technologies.
- Deliverable Timeframe: Not to exceed 90 business days
Due Date:
July 12th
Address:
Charlie Brooks
Sr. Contract Specialist
The University of Texas at Arlington
219 W. Main St.
Arlington, TX 76010
APCO Worldwide and Zeno group have relevant experience .