Comprehensive Market Research and Brand Positioning
The University has established itself as one of the nations premier public research universities, but it is not always as well known as its peers. In order to enhance its global reputation as one of the very top public research universities in the nation and fully reach its potential for attracting faculty, students, research and philanthropic funds, corporate partnerships and community goodwill, it must also identify and leverage the strengths that differentiate it from its peers, including the other campuses, particularly its leadership in sustainability. Articulating a distinct brand will help the university attain many of its most important goals and increase the effectiveness of its strategic efforts, especially as it launches the public phase of its first comprehensive fundraising campaign.
The launch of the public phase of the comprehensive fundraising campaign, scheduled for fall 2010, provides a strategic moment for rebranding and attracting increased philanthropic support, as well as generating interest in other forms of support for and partnership with the University.
Proposers should assume that the rebranding will coincide with that launch. The months preceding the public launch also offer a lead-up opportunity to enhance the brand perception and foster interest in the campus, particularly through sustainability.
This project may comprise two phases. Upon the conclusion of the first phase, the University reserves the option to proceed to the second phase, under which the contracting firm may under the supervision of University Communications oversee implementation of certain aspects of Phase I recommendations. A single consulting firm will be selected to provide both phases, should the University decide to proceed with the second phase.
