UNT System Issues Branding RFP


UNT System Issues Branding RFP


The University of North Texas System (UNTS) is a University system that is composed of the University of North Texas in Denton (UNT), the University of North Texas at Dallas (UNTD), and the University of North Texas Health Science Center (UNTHSC) in Fort Worth. The UNT System Administration is based in downtown Dallas. The three independent universities of the UNT System have combined enrollment of just over 42,000 students across five major teaching locations, including each main campus as well as Frisco and downtown Dallas.


The UNTS offers higher education in North Texas – undergraduate and graduate programs and research. The UNTS is led by Chancellor Lesa Roe and each campus has a President, each reporting to the Chancellor. The Chancellor reports to the UNTS Board of Regents who are appointed by the Governor of Texas. Each campus has a rich history and varied offerings and operational pursuits. The UNT Board of Regents (BOR) sets the strategic direction along with the Chancellor. Currently, each campus President subsequently plans, decides, design, produces, and implements the Chancellor’s strategic direction in accordance with the campus’s operational focus, market demands, and tempo. Each campus has its own position in the higher education market in North Texas, but they are all part of the University of North Texas System.

Scope of Work:

Provide a thorough and detailed analysis of UNT’s brand in its current state through an extensive, in-depth Brand Audit: e.g. current brand perception, key audience drivers of intent, consumer insights, influencer insights, competitive landscape (real and digital), competitive brand positions, and market opportunity/threats, etc.

The Brand Audit will be conducted in two phases. The first phase will be research, discovery and data driven. (What do students want from their education and from UNT academic offerings? What do employers want from UNT graduates? Why is UNT different from other state assisted institutions? How can the difference be understood and strengthened through the various campuses? These are the types of questions UNT wants answered through the audit project.)

The discovery process that will reveal research findings, UNT’s brand DNA, each campus brand DNA, campus core audience voices and perspectives (What do they think? What do they say? Why do they decide? When? With what info?) and will yield recommended key messages and a brand constitution. This will give us an understanding of the global UNT brand value along with each campus brand value. Though a portion of the research will be conducted through conference and phone calls, online research, and surveys, UNT expects the Agency team to visit each campus. UNT also recommends traveling from campus to campus by car on one of the visits.

The second phase of the audit process is to build out a recommended and actionable brand architecture giving the UNT Chancellor, campus Presidents and key leaders the ability to make an effective strategic decision directing the UNT brand as a branded house, a house of brands, or a co-driver (hybrid) and this strategy will impact the success of the UNT global brand and each campus.

Current Brand Elements List (not exhaustive)

The following are examples and the Agency will have a methodology that addresses each of these items and more which will be explained in the proposal submission.

  • UNT Brand Pieces For Audit (Partial List)
  • Positioning
  • Values
  • Educational programs
  • Research funding
  • Research value
  • Brand Values
  • Unique Selling Proposition (USP), brand promise, or brand essence
  • Voice
  • Culture
  • Hiring processes
  • RFP769-18-0511-MA Brand Audit Page 9 of 17
  • Tenure
  • Product / Service positioning
  • Corporate Identity – logos and other brand elements
  • Collateral-brochures, print materials, trade show displays, etc.
  • Advertising
  • Website
  • Search Engine Optimization (SEO)
  • Sponsorships/civic-involvement/memberships
  • News/PR/Social Media
  • Content Marketing and other assets – blogs, white papers, case studies, articles, books, etc.
  • Testimonials
  • Videos
  • Events
  • Recruiting
  • Ticket sales
  • Fundraising
  • Organizational Operations
  • UNT System and campus identity/brand standards
  • HR policies/recruiting strategies / on-boarding process (faculty & staff)
  • Communication processes / brand touch points
  • Internal operating systems
  • Customer service systems
  • Wayfinding
  • Sponsorships
  • Geographical location


  • Students (Current and prospective)
  • Faculty
  • Staff
  • Board of Regents
  • Presidents
  • Key leaders
  • Key influencers
  • Executive leadership
  • Alumni
  • Neighbors & proximity businesses
  • Vendors
  • Employers of alumni
  • Key athletic recruiting markets (top 3 sport programs)

Due Date:

June 18th


University of North Texas System

Procurement Services

Business Service Center

1112 Dallas Drive, Suite 4000

Denton, Texas 76205

Firms with education PR experience include Hunter PR and Zeno Group.

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