University of Toledo Seeks Branding Agency

University of Toledo Seeks Branding Agency

The University is looking for a partner firm to help define the University’s brand promise and brand strategy. This would include development of an integrated messaging and reputation management platform, including suggestions on strategy execution across all stakeholder groups, internal and external. The reputation management platform must support the University’s strategic priorities and enrollment objectives.

The University is NOT interested in changing its institutional UT shield logo or athletic rocket logo due to the high costs associated with such changes. It will, however, consider reasonable suggestions about brand presentation. The reputation strategy, research-based positioning, and messaging will be led by the Office of Marketing and Communications, in collaboration with the divisions of advancement and enrollment, as well as University leadership and impacted stakeholders.


Established in 1872, The University of Toledo is a national, public, research university located in Toledo, Ohio, and is the third-largest of 14 state universities in Ohio, based on operating budget. (Ohio State University and the University of Cincinnati are larger.) The University became a member of the state university system in 1967 and is accredited by the Higher Learning Commission.

In 2006, the University expanded its offerings significantly when it merged with Medical University of Ohio. Founded in 1964 as the Medical College of Ohio (the name was changed in 2005, a year before the merger), MUO included a 249-bed teaching hospital, now named The University of Toledo Medical Center (UTMC), as well as a medical school, a nursing school consortium and an allied health unit, which combined with existing UT programs in what is now the College of Health and Human Services.

The University has grown over the decades and today offers 110 undergraduate degrees and more than 150 graduate degrees through its 13 colleges.  Vision: The University of Toledo will be a nationally ranked, public, research university with internationally recognized expertise and exceptional strength in discovery, teaching, clinical practice and service.

Scope of Work:

The University is seeking to achieve the following objectives with this brand study:

  • Better define the University’s brand promise and differentiators
  • Broaden the University’s reputation strategy
  • Define the story that the University wants to tell
  • Develop an integrated positioning and messaging platform
  • Determine if the University should adopt a tagline or motto?

Due Date:

November 17th


Room 0001, MS 1221
Attn: Erin T. Cameron RFP# FY18-13
3000 Arlington Ave
TOLEDO, OH 43614

Agencies with strong education experience include Cohn & Wolfe and Ruder Finn.

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